Key summary
Warburtons has once again claimed the top spot in Worldpanel by Numerator’s annual Brand Footprint ranking, which lists the most-chosen FMCG brands in Britain. Heinz, McVitie’s, Walkers, and Coca-Cola round out the top five, with snack brand Pringles re-entering the top 20 after a year’s absence.
The 2025 report reveals a positive shift in brand engagement, with 50.2 per cent of FMCG brands in the UK being chosen more often in 2024—up from 45 per cent the previous year—signalling a modest rebound in shopper loyalty and frequency.
Warburtons’ continued dominance comes from agile category innovation, responding to shifting consumption patterns. As traditional bread-based meals decline, the brand has strengthened its presence through an expanded range of formats including thins, wraps, bagels, seeded loaves and crumpets, staying relevant across meal occasions and snacking moments.
Heinz retains its stronghold at number two, thanks to its broad portfolio and brand resilience. While some core lines have seen declines, staples like soup remain firm favourites for budget-conscious, time-poor shoppers.
Its wide presence across categories—from beans and sauces to salads—has helped the brand weather fluctuations in shopper behaviour.
McVitie’s, Walkers and Coca-Cola have held their positions in the top five by consistently evolving their offerings while preserving their brand appeal. Worldpanel analysts noted that this trio’s strength lies in quiet innovation and the ability to remain embedded in everyday life without relying solely on legacy.
Pringles made a notable comeback to 20th place in the rankings, fuelled by growing versatility and a shift in how consumers view and use the brand. No longer just a party snack, Pringles now features in solo treats, quick lunches, and impulse buys. Its resealable packaging and early 2024 launch of the new Hot range—featuring five spicy flavours—helped boost its relevance and frequency of purchase.
In beverage section, the top slots are grabbed by Coca-Cola, Pepsi, Nescafe and Robinsons.
In homecare section, Fairy, Lenor, Andrex, Comfort and Domestos are leading the charts while in health and beauty, Colgate, Nivea, Dove and L'Oreal Paris are the top choices.
The data reinforces that brand growth isn’t guaranteed, even for household names. The key takeaway: brands that grow are those that maintain strong customer connection, adapt to new routines, and innovate with purpose.
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.”