McVitie’s bags bronze in Kantar’s ranking of most purchased food brands

  • McVitie’s was chosen 284 million times in 2018 by UK shoppers, according to Kantar’s 2019 UK Brand Footprint ranking.
  • The brand has also been identified as one of the only three to reach more than 80% of the UK population. 

McVitie’s, Britain’s Biggest Biscuit Brand[1], has secured a top three ranking  in Kantar Worldpanel’s 2019 UK Food Brands Footprint report – up from its fourth place position last year and placing higher than the likes of Hovis, Walkers and Cadbury’s Dairy Milk.

The report has revealed that McVitie’s, which is owned by global snacking company pladis, was purchased 284 million times from supermarket shelves in 2018, making it one of the only brands in the ranking to reach more than 80% of the UK population.

Now in its seventh year, Kantar’s Brand Footprint measures Consumer Reach Points to identify the everyday grocery brands chosen by the majority of shoppers, most often.

McVitie’s growth in the ranking is partly thanks to its innovative and trend-led new product launches, including McVitie’s Jaffa Cakes Nibbles, which achieved sales of £2.5m in its first three months on-shelf[2]. Furthermore, the brand has continued to focus on its successful and best-selling core portfolio, which include products like McVitie’s Milk Chocolate Digestives.

According to pladis’ recently released Annual Biscuit Review 2018, the company’s share of the sweet biscuits category is 19.3%[3], buoyed by sales of McVitie’s. pladis remains the UK’s number one biscuits manufacturer with an impressive 20.1%[4] share of the UK market, worth £527m[5].

Sam Mitchell, General Manager of McVitie’s at pladis UK&I said: “McVitie’s has been baking biscuits for consumers for almost 180 years in the UK, and we’re delighted that so many shoppers continue to choose our snacks in supermarket aisles. As the nation’s favourite biscuit-brand, we’re committed to ensuring McVitie’s remains relevant to today’s ever-changing consumers through both our well-loved classic ranges, as well as our exciting new launches.”

Kantar Worldpanel’s 2019 UK Brand Footprint ranking can be viewed here.

[1] Nielsen Scantrack value sales 52 w/e 30.12.18

[2] Nielsen Total Coverage 52 weeks ending 23.03.19

[3] Kantar Worldpanel 52 w/e 30.12.18

[4] Kantar Worldpanel 52 w/e 30.12.18

[5] Kantar Worldpanel 52 w/e 30.12.18