What is Brand Footprint?
Billions of moments. One clear measure of brand success.
Every day, consumers across Europe make billions of decisions – at the shelf, in the aisle, or with a click. Behind each of those moments is a brand – and a choice. The Brand Footprint Europe Report captures exactly that: how often a brand is chosen.
The ranking is based on verified purchase behavior collected over a 52-week period, from November 2023 to October 2024. It covers five core FMCG categories: beverages, dairy, food, personal care & beauty, and homecare. Included are purchases made across all major retail channels – from supermarkets and hard discounters to online platforms. All data relates to purchases brought into the home to be used or consumed there.
To ensure a focused view on branded performance, the ranking excludes retailer own-label brands, non-barcoded fresh food, pet food, batteries, and all out-of-home consumption.
At the heart of the report is a single, powerful metric: Consumer Reach Points (CRPs)
Consumer Reach Points (CRPs): Measuring real brand impact
CRPs measure brand success at the moment of truth – when it comes down to the final choice. The metric combines population, penetration, and consumer choice. One CRP is one choice, revealing a brand’s strength based on the number of times it is chosen by shoppers.
This metric provides the framework for a consistent ranking of the Most Chosen brands across markets – globally, regionally, and locally. It ensures easy access to specific data, helping to evaluate a brand’s performance in individual markets and compare it to competitors.
CRP – one clear measure of brand success
Reach of Most Chosen brands - global vs regional vs local
To be recognized as a global brand, a brand must be available in at least two continents with a penetration above 1%. Regional brands (e.g. 'European') are those present in at least two countries of one continent and local brands are those with a presence in only one country. For the first time, this years’ report also includes Bulgaria, Croatia, and Serbia, while Russia has again been excluded, due to market conditions.