The pandemic upsets the list of the brands most chosen by Spaniards in the supermarket


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The competition to fill the Spanish shopping basket was fierce again in 2020 despite being a year marked by confinements and restrictions. Coke returned to lead the list of manufacturer brands after slightly increasing the number of contacts with the consumer compared to the previous year, reaching a total of 141 million and entering 75% of households, according to the Brand Footprint report presented today by the consulting firm Kantar. In second place was the Spanish brand The hole with 119 million contacts, followed by Central Lechera Asturiana, which rose one place and reached a figure of 104 million. The list of the ten food brands preferred by consumers is completed by Campofrío, Gallo, Bimbo -which climbs three positions-, Danone, Activia, Pescanova and Casa Tarradellas, which opens in this classification to the detriment of Puleva.

In 2020, there was a profound change in purchasing and consumption patterns in a year characterized by “Changing habits depending on each moment and category”, according to the report. As main conclusions, Kantar reels that pleasure overtook health and hygiene prevailed over beauty. In addition, there was a strong transfer of consumption from outside to inside the home. Consequently, 90% of the manufacturers’ brands included changed their position in this new list, which includes five new additions, 18 brands that grow in contact and another 20 that lose positions.

As a direct consequence of this revolution in customs, the pandemic and confinements upset the classification – which does not include private or distribution brands – with the growth of 30% of a brand of baking yeast such as Royal and the advance of products signed by Donuts (+ 25%) or Cheetos (+ 24%), which capitalized on the increased demand for indulgence products for aperitifs or snacks. Also Beer positions such as Cruzcampo (+ 24%) or Mahou (+ 20%) rose, who managed to recover at home part of the sales volume lost in the restoration due to the closure or limitations in bars and restaurants.

“2020 has been an atypical year in which household consumption has skyrocketed due to the pandemic. But the mass market has been more competitive than ever: brands have had to react quickly and adapt to deep and continuous changes in purchasing patterns. 82% of the brands that appear in the top 50 positions in the ranking have done so and have managed to grow in value, a ratio much higher than the market average, “said Jorge Folch, general manager of Kantar, Worldpanel division, during the presentation. for southern Europe.

Innovation and advertising

The four growth levers were innovation, advertising and promotions based on the consulting firm’s analysis, which also highlights the importance of being present on the shelves of regional supermarket chains due to its network of stores in Spain and its greater commitment to the manufacturer’s brand Thus, the brands that grew the most due to their investment in advertising were Royal and Casa Tarradellas, the one that made the most progress in using promotions and offers was Cruzcampo and, for their part, Buitoni and Bimbo took advantage of their presence in regional establishments and on electronic commerce platforms.

The study also highlights the high presence of brands of Spanish origin in the rankings: six of the top ten are national and 29 from the top-50, too.

Local produce

Regarding the classification by regions, Coca-Cola regained leadership in most of the autonomous communities and it was once again the most chosen brand in Aragon, the Balearic Islands, Cantabria, Catalonia, the Valencian Community, the Community of Madrid and the Basque Country, where it recovered the first position.

It is followed by the Spanish company El Pozo, which ranks first in six communities (Andalusia, the Canary Islands, Castilla-La Mancha, Extremadura, Navarra and the Region of Murcia).

For its part, Central Lechera Asturiana is the favorite in its homeland, Asturias, and in La Rioja; while Campofrío and Larsa are in Castilla y León and Galicia, respectively. The case of Larsa is especially noteworthy for being the only regional brand to occupy a first position.

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