The striking fact:
The General Mills - Yoplait group has 5 brands right at the top 6 of the department. The media pressure level isn’t homogeneous: there are two activation peaks at the beginning of the school year and during the end-of-year celebrations, driven respectively by UF and cheeses. Overall, no less than 133 brands were supported in 2020.
| Position | Brand | Share of Voice |
|---|---|---|
| 1 |  | 12,2% |
| 2 |  | 9,4% |
| 3 |  | 5,4% |
| 4 |  | 5,1% |
| 5 |  | 5,1% |
| 6 |  | 4,7% |
| 7 |  | 3,6% |
| 8 |  | 3,1% |
| 9 |  | 2,1% |
| 10 |  | 1,7% |