Data from Marktest's Foliotrack service shows that, among the five brands with the most insertions in promotional leaflets in 2022, four are retail brands. According to the information, in 2022, nearly 368 insertions were placed in promotional leaflets, a decrease of 1,5% compared to the previous year.
The Guia brand, from the E.Leclerc group, had the highest leaflet exposure, representing 4,5% of the total. In second place was the Continente brand, with 4% of total insertions, and in third place, in terms of leaflet exposure, a manufacturer brand, Nestlé, with a "share of voice" of 3,3%. Two other retail brands round out the top 5: Pingo Doce and Por Si (Intermarché), with 2,4% and 2% of insertions, respectively.
Top 20
In the top 20, we find three more retail brands: Eco+ (E.Leclerc), Auchan, and Dia. Together, these seven retail brands accounted for 15% of total ad placements.
Among the 20 brands with the most insertions, Dia was the brand that grew the most compared to the previous year, with 33% more insertions. Eco+ occupies second place, with 21% more insertions, the same percentage as the manufacturer brand Nobre, the third with the largest increase.
Conversely, a greater decline was observed in the Auchan brand, with 24% fewer insertions than in 2021, Pingo Doce, with 15% fewer, and Sonasol, with 11% fewer.
