Worldpanel by Numerator has released its latest Brand Footprint ranking of the most chosen FMCG brands by shoppers in Britain. Warburtons took the top spot again, followed by Heinz at number two, McVitie’s, Walkers, and Coca-Cola. The report also highlights key trends and insights, including the return of Pringles to the top 20.
The global data reveals that just over half (50.2%) of FMCG brands were chosen more often in 2024, marking a rebound from 45% in 2023. Worldpanel by Numerator noted that this pattern, known as the ‘50:50 game’, shows that even the world’s biggest and most recognisable brands can’t take growth for granted.
The same trend is being seen locally, and the research highlights that brands will need to make an extra effort to remain relevant to their shoppers. That said, every brand that experienced growth succeeded by striking the right balance between product appeal, brand strength, and the overall customer experience.
Highlights from the top performers in the 2025 ranking:
- Warburtons retains its crown and stays strong by adapting to changing eating habits. With fewer traditional bread-based meals, it is not category growth driving success but smart moves. The brand has expanded its range – crumpets, thins, wraps, bagels, seeded loaves – to fit new routines. Some are for meals, others for snacks, helping Warburtons remain part of daily life as old bread habits evolve.
- Heinz remains relevant despite pressure on penetration and frequency, thanks to its broad range and strong brand heritage. While the purchase of some traditional lines is down, items like soup continue to be dependable for quick and comforting weekday meals, especially as people simplify their eating habits and manage costs. Its wide portfolio from soup and beans to sauces and salads helps balance shifting demand, with strong shelf presence and thoughtful innovation keeping the brand both familiar and current.
- McVitie’s, Walkers and Coca-Cola have maintained consistency in the ranking, and that consistency is no accident. These are not static brands resting on legacy, they are adapting in quiet, clever ways, staying present and relevant to consumers.
- Although it was outside the top 20 last year, Pringles has returned to 20th place this year, driven by its growing usefulness. Once viewed mainly as a party snack, it now fits into everyday moments such as solo treats, shared meals, quick lunches, and impulse buys. Its resealable and portable packaging, along with its familiar and tasty product, make it a versatile choice. In early 2024, the brand expanded its range with the launch of a new Hot selection featuring five spicy flavours: Flamin’ Cheese, Mexican Chilli & Lime, Smokin’ BBQ Ribs, Kickin’ Sour Cream and Sweet Chilli. This innovation helped Pringles climb one position and return to the top 20 brands in Britain.
Chris Morley, Managing Director for UKI at Worldpanel by Numerator, commented: “For brands, the chances of finding a place in household cupboards and fridges around the world are as uncertain as a coin toss, with inflation and geopolitical pressures heavily influencing how people shop and which products they choose. That does not mean, however, that growth is purely down to chance. Even so, brands should anticipate that next year the odds of growth will decline from an even split (50:50) to something more like 45:55, which means they will need to work even harder to achieve success.”
