Warburtons is Britain’s most chosen FMCG brand by shoppers, followed by Heinz, McVitie’s, Walkers, and Coca-Cola, according to new figures from Worldpanel.

Warburtons’ success was driven by the expansion of its range of bread products to adjust to changing consumer demands.

Meanwhile, Heinz climbed the ranks because of its wide portfolio, which includes condiments, sauces, beans, and soups.

Additionally, the FMCG giant’s push towards innovation also boosted its performance, with the brand recently launching a zero-salt-and-sugar ketchup.

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The data also showed McVite’s, Walkers, and Coca-Cola successfully maintained their positions on the ranking, due to their adaptability to modern consumer preferences.

More than half of the brands (50.2%) were chosen more than in the previous year, at 45% in 2023, which shows the businesses’ commitment to maintaining market relevance.

Chris Morley, Managing Director for UKI at Worldpanel by Numerator, comments: “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.”