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Based on insights into Europe's Most ChosenFMCG brands from the Brand Footprint EuropeReport2025 Start reading Agenda 5Thenew dairy standard:Where health meetshabit Introduction From wellness towhimsy: Evolvingindulgence Penetration: The growthleverthatmatters most 2Less noise, more choice:What drove FMCGdecisions in 2024 10.Growth comes tobrands who act Anticipating needs:The brands that gotit right 3Celebrating the MostChosen Brands inEurope 11.What is BrandFootprint? 8Local strength,local relevance Shifting positions:Growth stories fromthe Top 100 Use cases featured in this report from brands that excelled Europe's Most Chosen brands often a brand is chosen. That's the Using Consumer Reach Points (CRP)to track each time a shopper selectighlights the brands that truly conne Data scope and methodology Powered by YouGov's robust s Cares? Who Does? Health and Sustainability reports YouGov shopper intelligence ivers detailed shopper insights for brands, retailers, andnanufacturequality panel and survey data reveal customnotivations, behaviors,pattkrnleve helpingFMCGandretailbrands enhance customerexperiencesat everystageothe purchase journey. andewhy AnnaRademacherConsultant,YouGo Lenneke SchilsGlobal InsisDirector, YouGov Brand preference under pressure Most ChosenbrandsEuropein wthand responsi pue eoCG spend, Haribo's winning Goldbears advertising formula Philip Schneider 44%Europeanpa +2 (#7) CRPgrowth in 14 out of 19 EU markets the agency Spike Deutschlands. 89% pikesYouGo as their t ind hard-earnwh Arla held its #2 position - the onlydetailin chapter 1in 4 top bran Top 5 European small and mid-sizedbrands leading by CRP growth* Zoomingouttotheful Top0o, thepicture becomesmoredynamic.About halfofwith a household penetration between Small brands (<10% penetration)Mid-sized brands(10-30% penetration) andrsshgiohesbrandsentrikethrightbalabetwee al dairy brandscteagoob anking The new dairy standard:Where health meetshabit 30%Europeanetratio +5(#30) 10% 23% +1(#11)Positiol 4%CRP grow CRP growth Penetration3,2 Penetration: Thegrowth lever thatmatters most ver for brand expansion, and ir 7348 84% of winning brands do so byimproving penetration e sets and consistent - Top 5 FMCG brands gaining buyers in Europe he plate. With CRP growth d Local strengthlocalrelevance These brands didn't just follow the health trend -they shaped it in ways that felt authentic totheir markets. Whether through functional drinks, fortified foods, or smart packaging, theyconnected with consumers by aligning with local habits, values, and retail dynamics. often rooted in heritage, trust, and familiarity - can be a launchpad, not a limit. By buildingstrong foundations in their home markets, these brands are now well-positioned to scale theirrelevance across regions. This rising focus on locality is reshaping how brands connect, compete, and grow acrossEurope-not just as a response to shopper preferences, but as a strategic advantage in an increasinglycomplex global landscape. How DAvAIsevolving withDanish shoppers In Denmark, DAvA is a familiar name - most often spotted in the egg aisle, but increasingly present inrankings, climbing 24+21.6% rise in household penetration and a +29.6% increase in consumer choice. Penetration (DK) While many shoppers still associate DAVA with eggs, the brand has quietly expanded its footprint.Following its acquisition of Mellerups Brands, DAVA introduced a range of plant-based, protein-richgrown seeds, oils, and long shelf-life egg alternatives.his diversificationrooted choices. DAVA's evolution from a commodity supplier to a more visible, shopper-facing brand has beenunderpinned by trus and quality -two attributes that resonate strongly in a market where shoppers are cautious but open tovalue-driven innovation. The brands focus on transparent sourcing, functional nutrition, andwith Danish consumers' growing interest in self-care, natural ingredients, and local authenticity. n restraint, DAVA offered products that felt both familiar and forward-looking. It'sa reminder that brand evolution doesn't always require reinvention - sometimes, it's about meeting newneeds with existing strengths Source: YouGov/ Worldpanel by Numerator Brand Footprint Europe 2025 I https://davashop.dkl From wellness toindulgence f tradition Slovakia ar 99 Growth comes tobrands who act The 2025 edition of the Brand Footprint Europe Report shows once again: brandgrowth is possible - even in a fragmented, cautious, and politically chargedenvironment. The brands that won didn't just follow trends; they anticipatedneeds, adapted to shifting behaviors, and stayed laser-focused on what mattersmost to shoppers whether winning through health-forward innovation, local relevance, or emotionalconnection -found ways to stay visible, accessible, and indispensable. And theydid it despite declining shopping frequency and persistent price sensitivity. But the rule