In a fascinating insight into the preferences of Romanian consumers, the recently published GfK CPS Brand Footprint Europe 2024 report has unveiled the top FMCG brands that have captured the hearts and wallets of shoppers in the country. Coca-Cola, the global beverage giant, has maintained its reign at the top of the list, solidifying its position as the most chosen FMCG brand by Romanian consumers.
The report delves into the intricacies of consumer behavior, examining how European shoppers purchase FMCG brands. Each time a consumer makes a purchase, they find themselves at a critical juncture, a decision point where they must choose one brand over another. GfK's Consumer Panel data unveils the winning brands at this crucial moment, employing the innovative Consumer Reach Points indicator. CRP is calculated by multiplying three key figures: the household population in a country, brand penetration, the percentage of households purchasing brand X, and consumer choice, how often brand X is bought.
CRP serves as a powerful metric, reflecting a brand's strength based on the number of purchase occasions in which it is selected by shoppers. The report encompasses all data related to purchases brought home for use or consumption, excluding fresh foods without barcodes for fruits and vegetables, batteries, and pet food.
The Romanian market has witnessed some intriguing shifts in the top 10 most chosen FMCG brands. While Coca-Cola maintains its top spot, Pepsi and Dr. Oetker have also secured their positions in the top three. Notably, half of the brands in the top 10 have managed to expand their shopper base over the past year, resulting in an increase in their CRP value. These brands include Pepsi, Dr. Oetker, Chio, Borsec, and Boromir, with the latter being the only new entrant in the top 10 for the 2024 edition of the report.
Roshen, Ukraine's largest chocolate brand, has achieved the fastest market penetration growth among the top 100 FMCG brands in Romania, earning it the title of "Most Rapid Growth Brand" in the 2024 local report.
The acquisition of GfK CPS by YouGov in January 2024 has brought about an exciting development in the Brand Footprint Europe report. For the first time, the report includes data from YouGov BrandIndex, a daily brand and competitor tracking tool provided by YouGov. The combined data from YouGov and GfK CPS creates an indispensable bridge between consumer opinions and purchasing behaviors, leveraging the expertise of both companies to provide a comprehensive perspective on the motivations and preferences that drive consumer actions.
Diana Scăunașu, General Director at GfK CPS Romania, comments, "The GfK CPS Brand Footprint Europe report offers an overview of the dynamic landscape of consumer preferences in Romania and Europe. Coca-Cola's position as the preferred FMCG brand in Romania demonstrates the brand's power at the moment of truth, when the purchase decision is made. Understanding how consumers behave at this moment is vital information for retailers and manufacturers, and by identifying the most chosen brands in each country, companies gain valuable insights to understand and interact with their customers."
