British consumers prefer British brands, finds study

British brands are more popular with Brits than their global counterparts, reveals Kantar’s annual ‘Brand Footprint’ study.

The study, which tracks the sale and purchase frequency of household products, found that home-grown products listed in all of the top five most frequently purchased FMCG brands bought last year.

Warburtons won the top spot for the third year in a row – with 85% of the population purchasing a Warburtons product last year.

Heinz scooped second place and McVities took third place followed by Hovis, Kingsmill, Birds Eye and Walkers.

The study also found that Colgate is the only brand bought by over half of the world’s households, Colgate is the only brand bought by over half of the world’s households.

Click on table to explore Kantar’s results: 

“It’s been an excellent year for British brands, which have beaten a number of major global names as consumer favourites,” said Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel.

“All the domestic brands appearing in the top 10 have worked hard to secure their positions in the ranking through targeted new product development and attention-grabbing marketing campaigns. Some of the most successful have been playing to their British strengths.”

Mark Simester, marketing director at Warburtons added: “We are honoured to have been named as the UK’s top brand. We believe the everyday heroics of our bakers and drivers could only be matched by a Hollywood action hero [and] it is this thinking that led us to develop the sector’s biggest ever marketing campaign, with none other than Sylvester Stallone.”