KitKat has emerged as the most talked-about confectionery brand on social media in the UK, generating 4,316,600 total posts across Instagram and TikTok that use its hashtag. KitKat was created in the UK in 1935 by Rowntree’s, and according to YouGov, its fame stands at 98% and its popularity at 79%.
A new study has ranked the most marketable and popular confectionery brands in the UK by analysing social media activity. Chris Laas, a Digital Marketing Consultant, identified the most famous brands using YouGov data and then examined their social media presence to determine which generated the highest volume of posts featuring each brand’s hashtag.
Full top 10 ranking
| Rank | Brand | Instagram hashtag posts | TikTok hashtag posts | Total hashtag posts |
|---|---|---|---|---|
| 1 | KitKat | 3,900,000 | 416,600 | 4,316,600 |
| 2 | Lindt | 1,600,000 | 78,500 | 1,678,500 |
| 3 | Cadbury | 1,200,000 | 129,400 | 1,329,400 |
| 4 | Maltesers | 757,000 | 52,600 | 809,600 |
| 5 | Twix | 691,000 | 97,600 | 788,600 |
| 6 | Cornetto Classic Ice Cream | 648,000 | 53,300 | 701,300 |
| 7 | Toblerone | 597,000 | 56,400 | 653,400 |
| 8 | M&M’s | 350,000 | 35,000 | 385,000 |
| 9 | Terry’s Chocolate Orange | 137,000 | 10,500 | 147,500 |
| 10 | Magnum Classic Ice Cream | 94,400 | 19,700 | 114,100 |
Industry reaction
Laas, commented on the findings: “Social media is an indicator of a brand’s popularity and marketability. Household recognition of brands is important, but in order to know a brand’s true market strength, you should look to see which brand has the highest engagement on social media platforms. What’s striking is that Cadbury has near universal recognition at 99% fame, yet KitKat generates more than three times its social media volume.”
“The brands that have a high YouGov fame score, like Lindt and KitKat, have secured universal awareness, but their real advantage is built on short-form video engagement, where TikTok likes and hashtag volume directly fuel cultural relevance and impulse purchases. High awareness can get a brand onto the shelf, but social platform velocity is what turns a passive household name into a commercial asset.”