Turnover in the 100 biggest A brands in Dutch supermarkets fell by some 9% last year, but this was partly due to the end of the sale of tobacco products in all but specialist stores.

Tobacco firms account for 10 of the top 100 brands, alongside the likes of Heineken, Unox and Douwe Egberts, but their share has now plunged, according to research group Circana, which draws up the annual ranking.

“But A brands are also increasingly irrelevant,” Circana’s retail director Irene Henriksen told broadcaster NOS. “In 2005, brand names accounted for 25% of supermarket sales, but that has now fallen to below 20%.”

In addition, she said, supermarket clients are increasingly buying fresh products, which are not a key part of the A brands’ range.

The list is led by Coca-Cola, with a 9% increase in sales – and the zero-calorie version now accounts for 44% of the total. Brewing group Hertog Jan is in second place, followed by crisp maker Lay’s. Marlboro remains in fourth place but, with sales down 54%, will disappear completely next year.

Campina (dairy), Dr Oetker (pizza), Red Bull, Heineken, Unox and Douwe Egberts complete the top 10.