Warburtons has retained its position as Britain’s most chosen FMCG brand, with household penetration increasing to 86.3 per cent according to the latest figures from Worldpanel by Numerator.

The research was based on Consumer Reach Points (CRPs), which is a measure that combines household penetration and purchase frequency.

According to Worldpanel, this was driven by the bakery brand’s expansion into other categories such as bagels, wraps, crumpets and thins.

In the treats category, KitKat, Mr Kipling and Haribo had a strong increase, while Cadbury’s CRPs declined by 2.3 per cent and dropped four places.

The data also found that shoppers are increasingly choosing supermarkets for dining occasions, with take-home grocery pizza reaching 86 per cent of households compared to takeaway at 29.4 per cent.

Butter brand Kerrygold went up 83 places in the overall FMCG ranking, with household penetration increasing by 35.8 per cent.

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The success was driven by the brand’s expansion into nine SKUs since 2024, including spreadable butter, garlic and herb variants and cream cheese.

Additionally, the use of weight loss medication is affecting consumer habits, with Worldpanel’s latest study showing that user households have risen from 4.1 per cent in 2025 to 6.3 per cent in 2026.

Four in five users are eating smaller portions, and 58 per cent are snacking less while 37 per cent are seeking high-protein diets.

Samuel Hart, business unit director, UK, Worldpanel by Numerator, said: “Britain’s Brand Footprint table is full of familiar names, but the movement underneath is practical, occasion-led and less forgiving.

“Brands are being asked to solve smaller problems with more precision: a cheaper lunch, a clearer health cue, a treat that feels worth it, a drink that fits the moment, a portion that suits a smaller appetite. The stronger pattern is consistent: brands grow when shoppers can see the job before they see the logo.”