La Serenísima is the most consumed brand

According to the Brand Footprint study conducted by Kantar Worldpanel, the most chosen mass consumption brands among the population were identified. For the second year in a row, La Serenísima was mass consumption brand the most chosen by Argentines, with an annual penetration of 90 percent, followed by SanCor and Coca-Cola, according to Consumer Reach Points (CRP), a metric based on the Brand Footprint study that reveals these brands. more consumers and more often.

La Serenísima and SanCor have milk as their main product, the basis of every good breakfast and snack, which places these brands locally as leaders in the rankings. For their part, dairy cream, dulce de leche and cheeses are some of the options that have been added to the portfolio of both, achieving the majority of presence on store shelves and in homes during 2013.

Coca-Cola appears in third place locally, but is number one globally, and repeats the good performance achieved in 2012, this shows its undeniable presence both in the homes of Argentina and the rest of the world, with a penetration in the country of 77 percent, an average of 13 times a year.

The Kantar Worldpanel Brand Footprint rankings reveal which brands are currently achieving success locally, regionally and globally. “It gives us insights that can help companies mass consumption in order to segment and establish clearer strategies to improve the growth of their business,” said Juan Manuel Primbas, head of Kantar Worldpanel Argentina.

So, the top 10 FMCG brands in Argentina revealed in the Brand Footprint study are:
1. La Serenissima
2. SanCor
3. Coca-Cola
4. Knorr
5. Very yogurt
6. Quilmes
7. Arc
8. Ala
9th tang
10. Colgate


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