The Brand Footprint ranking reveals the brands that are being bought by the most consumers, the most often. Warburtons was picked an average of 25 times a year by 86 per cent of UK households.
It is joined in the top 10 by fellow British brands McVities (bought 14 times per year by 89 per cent of UK households), Hovis (15 times by 74 per cent), Kingsmill (14 times by 74 per cent), Walkers (11 times by 73 per cent) and Cadbury’s Dairy Milk (9 times by 73 per cent).
Alison Martin, director at Kantar Worldpanel, said “The world consumer market continues to be dominated by a small number of global brands, but in Britain we’re opting for local names.
“Classic British brands such as Warburtons and McVities have a rich understanding of their consumers, create products that are tailored to the tastes of their home market and deliver marketing and messaging that appeal to the domestic audience.”
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