Cristaline, La Laitière and Sodebo are on the rise, while Kinder and Andros are losing ground, according to Kantar’s annual ranking.
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Julien Da Sois
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The French seem loyal to their favorite brands. The annual barometer of Kantar Worldpanel on the most purchased brands of 2022 (excluding private labels), published this week, reveals few notable changes compared to the previous year, at least as far as the top 10 are concerned. Delicatessen brand Herta – owned by Nestlé and Casa Tarradellas – thus retain the top of the ranking, with 252 million purchases in 2022.
On the other two steps of the podium, we find another charcuterie brand (and ready meals), Fleury Michon (211 million purchases), followed by the President cheese and butter brand (201 million purchasing acts). Either the same trio, and in the same order, as last year.
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Beverage giant Coca-Cola remains in fourth place (186 million), just ahead CRYSTAL (185 million). The spring water brand is the fastest growing brand in 2022, with +15% traffic compared to 2021. For Kantar, the success of Cristaline illustrates the trend that “marks that bring price benefits have undeniably benefited from a competitive advantagein this time of inflation. The brand, owned by the Alma group, thus gained one place compared to last year, to the detriment of the pasta manufacturer Panzani, which lost one (6th, 167 million).
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Kinder and Andros in decline
Behind them, the Harry’s sandwich bread, Pasquier brioches and viennoiseries and Bonduelle vegetable brands held on to seventh, eighth and ninth positions respectively. The yogurt and dessert brand La Laitière enters the top 10, “as part of this search for small pleasures accessible to consumersnotes Kantar. The Lustucru pasta brand comes out of it (12th). Between the two is Elle & Vire (butters and creams). Note the progress of Sodebo (13th, sandwiches and pizzas), which gained four places. The brand capitalizes on its good image, “while maintaining significant innovation and promotional activitiescommented Kantar.
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Among the struggling brands this year, we find without too much surprise Kinder (16th, -2 places and -12% of purchases), weighed down by the health scandal of chocolates contaminated with salmonella in the spring of 2022. But also Bonne Maman (14th, -1 place and -8% traffic) and Andros (20th, -5 places and -18% purchases). The two brands of the Andros group having disappeared from the shelves of Intermarché stores a good part of the year 2022, due to a commercial dispute with the distributor concerning the prices of the industrial products. Amora (18th, stable but -5% traffic) suffered from supply problems last year, which caused severe mustard shortages in rays.
Kantar also points to the impact of inflation in 2022 on consumer behavior towards brands. “Exacerbated price vigilance has been conducive to more opportunistic purchases and zapping between brands“, notes the company specializing in data and studies. Thus, at the end of 2022, the French are less numerous to declare “I grant a lot importance to the brand I buy“(-1.4 points, 45% of households), and more likely to intend “to buy a brand they don’t usually buy if they see it on sale» (+2.2 points, 59.9% of households). A context which has in particular benefited private labels (+1.1 point of market share in value in 2022).
