The competition to fill the Spanish shopping basket was fierce again in 2020 despite being a year marked by confinements and restrictions. Coke It returned to the top of the list after slightly increasing the number of contacts with the consumer compared to the previous year, reaching a total of 141 million, 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 rises one position and reaches a figure of 104 million. The list of the top ten is completed by Campofrío, Gallo, Bimbo -which climbs three positions-, Danone, Activia, Pescanova and Casa Tarradellas, which opens in this classification, obtaining 51 million contacts.
In 2020 there was a profound change in purchasing and consumption patterns and plagued 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 the list, which includes five new additions, 18 brands that grow in contact and another 20 that lose positions.
Specifically, the pandemic upset the list with the 30% growth of a brand of baking yeast such as Royal o Donuts (+25%) y Cheetos (+24%), which capitalized on increased demand for indulgence products. Also Cruzcampo (+ 24%) or Mahou (+ 20%) rise, which managed to recover at home part of the sales volume lost in the restoration due to the closure of 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 during the presentation of the report Jorge Folch, CEO of Kantar Worldpanel division for southern Europe.
Regarding the classification by regions, Coca-Cola recovered the leadership in most of the autonomous communities and 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 El Pozo, which ranks first in six communities (Andalusia, the Canary Islands, Castilla-La Mancha, Extremadura, Navarra and the Murcia Region).
For its part, Central Lechera Asturiana is preferred in its homeland, Asturias, and La Rioja, while Campofrío and Larsa are preferred in Castilla y León and Galicia, respectively. The case of Larsa is especially noteworthy for being the only regional brand to hold a first position.