Coca-Cola was named the top FMCG brand in Western Europe, according to the latest figures from NielsenIQ (NIQ).
The analysis compared over 446 European brands based on how many businesses successfully convert their shelf presence into consumer purchases.
Coca-Cola received the highest traction score of 487, followed by cream cheese brand Philadelphia, and chocolate spread Nutella in third place.
Emilie Darolles, president of Western Europe, NIQ, said: “The Brand Traction Score is a powerful new metric that reveals how effectively brands turn shelf presence into real purchases.
“We’ve seen brands that didn’t expand their physical availability still grow sales by strengthening their brand traction, proving that growth isn’t just about gaining new buyers, it’s about converting them more often.”
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The research found that the top brands have a broad portfolio offer, versatile usage occasions and shorter purchase cycles.
Other brands included in the top ten list were Galbani, Babybel, Pepsi, Pringles, Danone, Leerdammer and Knoppers.
“In Western Europe’s highly competitive market, this composite metric brings together NIQ’s integrated data sources to provide the Full View, giving manufacturers a clear and actionable read on growth opportunities and enabling brands to improve conversion, enhance in-store performance, and drive sustainable growth,” said Darolles.
The data also revealed that brands that achieved success had invested in affordability, healthier choices and more sustainable options to attract customers amid economic uncertainty.
