Homegrown brands are more popular with the British public than organisations from other countries, a new study has revealed.

According to research by Kantar, Warburtons is the most frequently purchased FMCG brand in the UK, with 85 per cent buying its products last year.

This was followed by Heinz and McVities in second and third respectively, with Hovis and Kingsmill rounding out the top five.

Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel, believes the findings are significant, as they mean many UK-based brands were ranked ahead of “a number of major global names as consumer favourites”.

“All the domestic brands appearing in the top ten have worked hard to secure their positions in the ranking through targeted new product development and attention-grabbing marketing strengths,” he commented.

“Some of the most successful have been playing to their British strengths”.

Mr Fraser added that 2014 proved to be an “excellent year” for brands from the UK.

Warburtons is particularly pleased with the findings, as they place it at the top for the third year in succession.

The organisation recently unveiled an eye-catching advertising campaign featuring actor Sylvester Stallone.

According to marketing director Mark Simester, this is the firm’s biggest ever marketing drive and uses the Hollywood action hero to convey the “everyday heroics” of its bakers and delivery drivers.

Study reveals Brits shun global giants in favour of home-grown brands, Marketing

Posted by Robin McCrink