Consumers preferred recognised names in the FMCG category last year as it was the largest brands that saw the biggest increase in household penetration, according to data from Kantar, GfK, IRI and Intage.

Why it matters

Growing penetration was key for FMCG brands last year, as the number of FMCG purchase trips made by households fell by 2%, equivalent to 1.6bn fewer shopping trips in 2020. This latest data suggest the largest brands were the main winners from this shift.

WARC's latest research into customer retentionalso shows how brands should tilt the balance of investment toward acquisition, but...