Coca-Cola has secured its position as the top FMCG brand in Western Europe, excelling in the critical metric of shelf-to-purchase conversion, according to the inaugural Brand Traction Score by NielsenIQ (NIQ). This innovative measurement provides deeper insight for manufacturers and retailers into how effectively brands convert their shelf presence into real consumer purchases, shining fresh light on growth opportunities in an increasingly competitive FMCG landscape.
What Is The NIQ Brand Traction Score?
The newly launched NIQ Brand Traction Score is designed to help FMCG brands and retailers break down the complex drivers behind brand growth. By combining two of NIQ’s data pillars, the “Consumer Panel,” which tracks brand buying frequency, and “Retail Measurement Data,” which measures in-store product reach and assortment, the score reveals which brands turn mere visibility into measurable sales success..
A brand’s traction score directly reflects the number of purchase occasions each point of distribution generates. For instance, if a brand is available in 100 outlets and delivers 500,000 purchase occasions, its Brand Traction Score would be 5,000, meaning each store listing converts to 5,000 purchases. The higher the score, the more efficient the brand is at turning visibility into real, trackable sales.
Standout Performers: Coca-Cola on Top
Among the hundreds of brands assessed, Coca-Cola outperformed all others in Western Europe, which includes the United Kingdom, Germany, France, Spain, and Italy, achieving a traction score of 487, the highest in the region. Following closely were Philadelphia (the cream cheese giant) with a score of 458, and the indulgence staple Nutella, which took third place with 426.
A larger presence on the shelf, combined with diverse product portfolios, multi-use occasions, and shorter replenishment cycles, allowed these brands to convert shelf space into sales at an exceptional rate. Notably, the top 15 brands were dominated by indulgent treats and dairy products, but included strong local players and category specialists as well.
Conversion: The Mark of Real Growth
NIQ’s study reveals that for many of these high-performing brands, a significant portion of growth came not just from increasing shelf presence, but from growing their real shopper base and deepening engagement with existing customers. In fact, some brands saw unit growth as high as 40% due to increased shelf placement, and over 60% of unit growth stemmed from more households adding the brand to their repertoire. Meanwhile, 18% of growth was linked to existing buyers expanding their purchase breadth, and only about one-third of new sales were due to winning customers from competitors.
A particularly compelling statistic: Of the 446 European brands that succeeded in boosting unit sales by 5% or more, 81% appealed to both shoppers and retailers, underlining the dual appeal required for sustained performance. Furthermore, 60% of these brands also elevated their traction score, meaning their extra listings led to disproportionately higher purchasing rates by more shoppers.
Navigating Economic Uncertainty With Value and Innovation
The study highlights a trend: winners in the traction race invested in what matters most to today’s European consumers during times of economic pressure — everyday affordability, healthier alternatives, and sustainable choices. Brands accelerating their traction score tended to innovate within adjacent categories, introduce new products answering these consumer priorities, and thereby grow both their own brands and their parent categories more broadly.
Emilie Darolles, President for Western Europe at NIQ, highlighted, “The Brand Traction Score is a new, powerful metric that shows just how effectively brands convert shelf presence to real purchases. We have seen that brands that didn’t even increase their physical availability still managed to lift sales by strengthening their brand salience. That proves growth isn’t just about attracting new shoppers, but about getting them to convert more often,” she said.
Strategic Implications: From Data to Action
For both manufacturers and retailers, the implications of NIQ’s Brand Traction Score are tangible: identifying high-performing, high-potential brands to maximize floor space effectiveness, and focusing marketing efforts on strategies that convert not just eyeballs, but real sales. According to Darolles, “In the highly competitive Western European market, this score brings together NIQ’s integrated data to give the Full View™, enabling clear, actionable insights for brand growth and driving sustainable sales momentum.”
Looking Ahead: Practical Use of the Brand Traction Score
Going forward, the Brand Traction Score will likely become a key metric for FMCG executives seeking targeted growth and robust category strategies. The ability to measure, benchmark, and improve conversion efficiency directly empowers businesses to make data-driven decisions about product launches, assortment optimization, and marketing activation, ultimately enabling brands to grow even in saturated markets.
