Penetration: The growth lever that matters most
In Europe’s FMCG landscape, growth starts with market penetration – but it doesn’t end there. Penetration remains the most powerful lever for brand expansion, and in 2024, it defined the vast majority of successful brands. Across both the Top 250 and broader rankings, eight in 10 growing brands recruited additional buyers. Frequency played a crucial role as well: seven in 10 of these winners also increased purchase frequency, amplifying their reach.
Source: YouGov/ Worldpanel by Numerator Brand Footprint Europe 2025 | *Growing brands defined as >=2.5%, starting penetration of 1%: 7,348 brands in 2024
Out of
growing brands, nearly 9 out of 10 do so by increasing penetration
How brands grow through penetration
1. Be top-of-mind
Mental availability drives choice. Distinctive assets and consistent exposure keep you front of mind.
2. Be easy to find
Physical presence matters. Show up across formats, channels, and shelves to stay within reach.
3. Stand out, consistently
Recognition builds trust. Unified branding helps shoppers spot – and stick with – your brand.
4. Price smart, not cheap
Promotions open doors, but pricing should protect value and equity.
5. Deliver every time
Reliability wins repeat purchases. Quality and availability are non-negotiable.
6. Connect with what matters
Growth comes from relevance. Listen closely, act meaningfully, and meet real needs – not just trends.
This dual dynamic is especially visible in brand scaling. Smaller players (less than 10% penetration) rely on expanding footprint and visibility to gain traction. Larger brands (over 30% penetration) face a different challenge: growing deeper, not just wider. For these, even modest frequency gains – one more purchase, one more time – translate into significant growth.
As Herbert Spanhove, Strategic Portfolio Manager at YouGov, puts it:
“Penetration is the ultimate growth driver. Recruiting and keeping shoppers must be an ongoing mission for any brand. To define an effective penetration growth strategy, understanding shopper needs and desires is crucial.”
In a market where shoppers are shifting from saving money to spending it wisely, the opportunity is clear. Growth comes from being chosen – by more households, more often – and from staying indispensable once you’re in.
Because in today’s FMCG world, if you’re not growing your household base, you’re not growing at all.
Brands that outperformed in Europe adding new buyers – Top 5 FMCG brands gaining buyers in Europe
The dairy category’s dominance is undeniable. Brands like Philadelphia, Danone, and Actimel led the charge, reflecting the sector’s alignment with health, habit, and versatility. We’ve already explored Philadelphia’s standout performance and we’ll take a closer look at Actimel in the next section.
But one brand stands out for breaking through the dairy-heavy field: Fairy.
As the only non-food/dairy brand in the Top 5, Fairy proved that relevance isn’t limited to what’s on the plate. With CRP growth driven by increased household penetration, Fairy tapped into a universal routine – dishwashing – and made it smarter, faster, and more efficient. Innovations like MaxPower, designed for different dishwashing habits, and the continued strength of its iconic brand assets helped Fairy stay top-of-mind and top-of-sink.
In a category often driven by habit and price, Fairy stood out by delivering performance, trust, and emotional connection.
