Brand battles: how consumers behaved in 2024

In 2024, European consumers made over 72 billion choices in the supermarket. Each purchase reflects a preference. And that preference shifted. That’s what the latest Brand Footprint Europe Report from YouGov and Worldpanel by Numerator makes clear. Fewer impulse buys, more considered decisions. Shoppers changed their behavior, and brands felt the impact. For better or worse.

Shopping habits turned upside down

Where consumers used to pop in several times a week, they now shop less often. But when they do, they buy more. According to the report, that was one of the biggest behavioural shifts in 2024. And it has consequences: fewer chances for brands to get noticed. Fewer opportunities to win that decisive shelf moment.

Some brands responded smartly. Haribo, for instance, saw its consumer reach points (CRPs) grow by 44%. Philadelphia also stood out, reaching the highest brand penetration in the top 20. Results like that don’t come out of nowhere. You need visibility, relevance, and strong availability across channels.

Growth comes from new buyers

Brand growth mainly comes from attracting more buyers. Not by selling more to loyal customers, but by reaching new ones. The report shows that 84% of growing brands did so by expanding their consumer base. The right mix of visibility, relevance, and distribution proved essential.

Haribo tapped into emotion and recognition. “Our commercials are cheerful, with a universal theme and strong recognizability,” said marketing manager Philipp Rodewald.

Local brands gaining ground

A lot is happening at regional level too. One in four of the fastest-growing brands in the top 100 has local roots. Danish dairy producer DAVA is a clear example. In just two years, its domestic penetration rose from 22% to 63%. That kind of growth only happens when a brand truly understands its local market, and adapts quickly to shifts in retail channels.

Well-known names like Coca-Cola and Kinder remain firmly at the top. But the report shows there’s plenty of room for smaller players to gain ground, as long as they’re in the right place, with the right product, at the right time.

Yougov.com