One more year, Coca-cola It has been the most chosen consumption brand by the Spaniards, according to the 2025 edition of the Brand Footprint of Kantar Worldpanel, the study of the brands that are most times bought in Spain. They close the top 3 of this edition The well and Campofrío.

In figures, Coca-Cola has obtained 125.2 million contacts with the consumermore than any other brand. It is followed by the well with 105 million CRP’s and being one more year that enters more homes, with a penetration of 72.2%. Campofrío, meanwhile, has risen a position compared to 2024 and has returned to the podium, registering 79.5 million contacts.

As for the top 10, the new additions have been Puleva and Gallina Blanca, while Danone has been the only one that has managed to grow compared to the previous year in the three key ranking variables.

Attending to Top 50, there are two brands that have been incorporated this year: Kaiku It has been placed in position 39 and Cheetoswhich is placed in 50. The 50 brands of the Brand Footprint of Kantar Worldpanel have a great presence in Spanish homes, reaching 99.6% of them as a whole, and one in two are of Spanish origin.

Even so, the report highlights that the main brands suffer to a greater extent the progress of Distributor brands, which are already monopolized by 44% of the market Of great consumption, so investing in brand is increasingly relevant not to lose consumer choice, as they point out from Kantar.

By sectors, and inside the home, there are no changes in the leadership of feeding (The well), drinks (Coca-cola), dairy and plant alternatives (Asturian Central Leche), Drugstore (Fairy), Hygiene and personal care (Colgate) and fruits and vegetables (Canary Islands banana). However, some evolutions are observed, such as White chickenwhich enters the eating 5 food, as well as Alpro in dairy.
Outside the home, both in drinks and food, there is a lot of stability in both rankings. Coca-Cola and Lay’s They have been the most chosen in their respective categories.

As for manufacturing companies, up to seven manage to exceed 100 million annual contacts with consumers, with Nestlé In front one more year, followed by Coca-Cola, Danone, Sigma Foods, P&G, Mondelēz and El Pozo.
I also had to place four of its brands in the Top 50: Nestlé, Buitoni, Nescafé and Nescafé Dolce Taste.

By regions, Coca-Cola is the one that leads the most autonomous communitieswith eight in total. The well is a leader in 5, especially in regions of the South, from his native Murcia passing through Andalusia, the Canary Islands and Extremadura, to which Navarra must be added. And Central Meclara Asturiana leads in her “house”, Asturias, but also in La Rioja.

What levers use brands to grow?

According to María Josep Martínez-Abarca, general director of Kantar Worldpanel, “Innovate successfully, support brands with advertising, make effective promotions and work with distribution” They have proven to be the most effective levers to grow. “Insisting them is key to increasing contact with the consumer in Spain.”

About the innovationthe success rate of the most innovative brands in the top 50 is 17 percentage points higher than the rest (38% compared to 21%). However, the percentage of innovations made by the Top 50 of brands remains in decrease, with an average of 17%, a weight that represents half that five years ago.

As for the advertising7 out of 10 brands that have increased advertising investment have climbed or remained in the ranking; Although the percentage of brands that invested in television advertising last year was 90%, the lowest since 2019.

The promotionson the other hand, they have been a very active lever in 2024. The promotional quota of the top 50 is already 28% and one in three brands that increased their promotional pressure last year managed to grow in CRPs.

About him Point of saleso important is the meeting point with the consumer that the report concludes that 3 out of 5 brands have optimized their presence in at least two purchase channels.