Basket choice 2026: most chosen brands across Europe

Every day, millions of shopping decisions determine which brands make it into the basket. In 2025, more than half of tracked brands increased their Consumer Reach points (CRP), but growth was not random. The brands that gained ground were easy to understand, easy to find, and relevant to shoppers’ everyday lives.

Shoppers were not choosing between control and reward, they wanted both. Rather than simply spending less, many households became more selective, prioritizing the everyday products and experiences they valued most.

The growth strategies behind Europe's winning FMCG brands

How can your brand become easier to choose, more relevant in everyday life, and better aligned to evolving shopper needs? What drives successful health propositions, premium indulgence, alcohol-free choice, and emerging consumer trends?

Benchmark your performance, identify category growth opportunities, and uncover the shopper behaviors shaping successful innovation, activation, and brand growth.

About the report

Powered by YouGov’s European shopper panel data, this report analyzes brand performance across 14 markets and more than 10,000 FMCG brands. Combining Brand Footprint rankings with shopper behavior insights, it reveals the growth drivers shaping basket choice across Europe.