WP-2026-07-EU超市品牌足迹报告-2026

Basket choice 2026:most chosen brandsacross EuropeLocalwinners, growingbrandfootprints Table of Contents 2 A year of controlled choices Who wins: local winners, growing footprints Turning shopper needs into growth What winning brands do differently Looking ahead About Brand Footprint Data scope andmethodology 9YouGovShopper Earning a placein the basket: Europe’smostchosenbrands Every day, millions of decisions determine which brands make it into the basket. The Brand Footprint studycaptures these decisions across 14 markets, ranking the most chosen FMCG brands. At the core of this ranking is a single metric:Consumer Reach Points (CRPs)–combiningpopulation, penetration, and consumer choiceinto one measure of performance. Each CRPrepresents a real moment of choice. In 2025, more than half of brands still grew inCRPs–despite a challenging environment:economic pressure, geopolitical uncertainty, andshifting shopper priorities. Growth, however, was not evenly distributed. Itconcentrated on brands that align with howdecisions are made:easy to understand, easy tofind, and relevant in everyday situations. From availability to being chosen Growth happens at the moment of choice–when a brand makes it into the basket, or not. Cris-Timin Romania illustrates this clearly. The brand increased CRP by+17.3%,entering the Top 20through strong distribution, category expansion, and continued investment in production, logistics, andbrand building–extending from cold cuts into dairy. 5.0Purchasefrequency 58%Penetration totalcountry 4370MFamiliespurchasing the brand It now reaches over half of Romanian households in its core category, while building presence in adjacentsegments. Growth starts with reaching more households–and continues by being chosen more often. In 2025, shopper decisions were shaped by a clear tension:the need to stay in control–and the desire toenjoy the moment.Across Europe, safety, control, responsibility, and purpose remain dominant drivers.At the same time, shoppers continue to seek small rewards and moments of enjoyment. Trend RealityDiscover the needs framework that drives purchase behavior and turn signals into strategy. Balancing opposing needs This duality reflects diverging realities: Householdsstillstrugglesfinancially1 in 3 Comfortable householdsare attheir highestlevelin three years Nearlythree in fourEuropeans express concernabout the global situation Shoppers seek stability Shoppers are not choosing betweenrestraint and enjoyment; they balanceboth, combining control with small,justified rewards. As price and promotion checking increasein relevance, interest in treats andstockpiling also rises–with winning brandsnavigating this tension and helpingshoppers justify these choices. Shoppers manage multiple needs in parallel. They balance: Seekingreassurance andstability Spending is rebalanced, not reduced This translates into behavior: Spending is not withdrawn, butrebalanced. Households cut back on discretionaryareas such as meal delivery, clothing andlarger purchases, while maintaining oreven increasing spending on holidays,wellness, and everyday quality upgrades. Seasoned shoppers, smarter choicesDiscover the latest Behavior Change insights. Watch the webinar on-demand. Healthremains a key driver of FMCG decisions, alongside quality and price. Indulgence also plays a rolein everyday behavior, integrated into ongoing trade-offs within the basket. Influencing FMCG buying behavior In current context and mindset…. Decisions aremore deliberate Shoppersincreasingly: Newproductsare consideredwhentheydeliver: •Plan ahead•Reduce waste•Expecteveryproduct to justify its place •Clear functional benefits, or•Smallmoments of joyordiscovery This is also reflected in category dynamics. Growth is not systematicallylinked to price developments, but to relevance.Categories that alignwith key shopper needs, such as convenience, health or efficiency, aremore likely to grow, while others face stagnation ordecline(EuropanelBarometer). Examples of growing and declining categories 2025 vs 2019in Western Europe Categories that are in decline Categories that are growing Red meatAperitifsShavingBar soapLight bulbsCanned meat and vegSpecial cleanersMargarineShoe careHairsprays FruitSnacksVegetablesCheeseNutsGround coffeePulsesPoultryEggsYogurtPastaMealsPizzaSparkling wine Shoppers filter, rather than compare Choice continues to increase. The number of brands per category has grown from74 to 87over the past decade(EuropanelBG20, 12 countries; 2014 to 2024). Faced with limited attention, shoppers do not evaluate every option. They filter. Brands that are immediatelyrelevant, easy to understand, and clearly useful are the ones chosen. Retail reinforces these behaviors Shopper behavior is shaped–and amplified–by the retail environment. Across Europe, in-store dynamicsmirror how decisions are made: more selective, more deliberate, and under stronger value pressure. In Ger