The manufacturers’ brands most chosen by Spaniards were Coca-Cola, ElPozo and Central Lechera Asturiana, in that order. In the study “Brand Footprint Spain 2022” presented by Kantar, it is concluded that Coca-Cola obtained 132 million contacts with the consumer, 10% more than ElPozo. In detail, this last brand occupied the second position, with 120 million contacts. Third place once again corresponded to Central Lechera Asturiana, which had already joined the ‘top 3’ in the previous edition and accumulated 97 million contacts.
In addition, Campofrío, Gallo, Bimbo, Activia, Danone, Pescanova and Casa Tarradellas completed the top ten list. Here it is worth noting the climb of Activia, which starred in the only entry in the upper part of the classification after overtaking Danone.
There were also changes in the positions of the top 50 brands, since seven out of 10 have changed their situation in a ranking in which the additions of ColaCao, Nivea and Kaiku stand out. With respect to the rest, 16 banners have improved their position compared to 15 that have dropped and 16 that have remained in the same ranking.
During the presentation, Jorge Folch, CEO of Kantar, explained that the year 2021 has been characterized by a return to stability in mass consumption, a sector that was marked by the recovery of consumption away from home after the confinements and the reduction of the acts of purchase to eat and drink at home, which began to turn towards pre-pandemic market levels. “Brands have had to continue making efforts to attract buyers and, as in previous years, gaining penetration is once again synonymous with growth,” said Folch.
One more year, from Kantar they highlight the good performance obtained by the national brands in the national classification. In this sense, Folch stated that “proof of this is that eight of the brands that we find in the ‘top 10’ and more than half of those in the ‘top 50’ are of Spanish origin.”
The secrets of the manufacturers to reach the pantry of the Spanish resided in four growth levers: innovation, advertising campaigns, promotions and sales in regional supermarkets. Specifically, the most chosen brands accounted for one out of every three innovations introduced in the Spanish market. Likewise, its success rate and its ability to reach the consumer’s basket is 66%, that is, 2.6 times higher than that of the rest of the products.
A second factor is to invest in advertisements, also in times of health or economic crisis. The advertising investment of these companies grew by 9.4% compared to the previous year and 98% of the companies included in this classification opted for advertising on television, a channel that rose four points more than in 2020 and six more than in 2019. According to the report, the brands that increased their spending on advertising campaigns rose in value and achieved a 30% more favorable evolution than those that did not.
The third lever of success was based on the launch of promotions and offers to attract customers. The promotional share of the brands included in the list reached 24.7% in 2021, 0.7 points more than in 2020. Kantar also highlights that one in three brands that increased their promotional pressure managed to win contacts with consumers.
The last secret to reach the basket of the Spaniards is to maximize the presence in the regional supermarket chains, some establishments where half of the manufacturers gained market share. Sales on e-commerce platforms also add points, a purchase channel in which 80% of brands increased their value.
