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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.
From health brands succeeding through clear functional benefits, to indulgence brands justifying everyday treats, to 39% of Europeans choosing alcohol-free occasions, discover the growth drivers shaping basket choice in 2026.
The rankings show who grew. The insights explain why.
Europe's most chosen brands, market by market
Our annual report reveals which brands shoppers chose most often across 14 European markets.
The 2026 European edition covers:
Austria • Belgium • Bulgaria • Croatia • Czech Republic • Denmark • Germany • Italy • Netherlands • Poland • Romania • Serbia • Slovakia • Sweden
Want to understand your FMCG brand’s performance in a specific market? Detailed country rankings, category analyses, and target group views are available on request to help identify where growth is accelerating – and where momentum may be slowing.
