Kantar study for 2021: Coca-cola, Papadopoulos again top fast-moving consumer goods sector in Greece

Global soft drink giant Coca-Cola and local biscuit/cookie maker Papadopoulos were again first and second, respectively, in terms of Fast Moving Consumer Goods in Greece for 2021, according to the 10th annual study “Brand Footprint” by market research firm Kantar.

The study comes amid an unprecedented, for the Eurozone, wave of inflation eating away at households’ disposable income, and an accompanying surge in “private label” products offered by supermarket chains.

The study covered 52 countries around the world, and separately examined sectors of goods, such as foodstuffs, drinks, personal hygiene, home sanitation and dairy goods.

Coca-Cola and Papadopoulos swapped positions in 2021, with the latter having edged out the former in 2020.

In employing Consumer Reach Points (CRP), which measure brand penetration and purchase frequency, Coca-Colas shows an increase, year-on-year, of 8 percent, while Papadopoulos remains first in the Greek market in terms of fast-moving foodstuffs.

Dairy maker Olympos, who has posted a meteoric rise in sales over the past two decades, was the third most popular brand in the Greek market, with its CRP also up by 8 percent, and selected 16 million times by consumers in the country.

Nestle’s Papagalos Loumidis coffee roast brand and Friesland Campina’s canned milk brand Nounou remained in fifth and sixth position, respectively, followed by the Kikizas food industry’s pasta brand Melissa, dessert and baking goods maker Giotis and tomato sauce cannery Kyknos.