Shifting positions: Growth stories from the Top 100

Zooming out to the full Top 100, the picture becomes more dynamic. About half of the brands in this broader ranking achieved CRP growth. The majority of these were European-based, and most fell into the mid-sized segment – defined here as brands with a household penetration between 10% and 30% across the region. These brands often strike the right balance between scale and agility, allowing them to respond quickly to shifting shopper needs.

Smaller brands - those with less than 10% penetration – also made their mark, accounting for around one in five of the growing brands in the Top 100. Energy drinks continued to show momentum, with Monster (small) and Red Bull (mid-sized) both ranking among the top performers in their respective size segments.

Among the large brands - those reaching more than 30% of households – only one achieved double-digit CRP growth: Philadelphia. The dairy brand climbed five ranks to break into the Top 30, growing its CRP by 10%. It was one of several dairy brands to show strong performance this year – in fact, a good quarter of the CRP-growing brands in the Top 100 came from the dairy category, highlighting the sector’s resilience and relevance in 2024.