Kantar Worldpanel’s 2015 Brand Footprint ranking, released today (14 May) shows that Irish FMCG brands are beating out the global giants to be favourites among Irish consumers.
Unlike Checkout's Top 100 Brands listing, in association with Nielsen, which measures value sales, the Kantar Brand Footprint shows which brands are being bought the most often by consumers.
The data shows that domestic brands are the current consumer favourites, with half of the top ten being comprised of traditional Irish brands.
Glanbia’s Avonmore brand has topped the tables, seeing its products picked an average of 27 times a year by 77.8% of the population.
David Berry, director at Kantar Worldpanel, explained, “Avonmore’s new Protein Milk range has helped to give it the edge this year, with its memorable ‘Be Ready’ campaign connecting with customers on a more personal level.”
Brennans bread takes the number two spot, being purchased 24 times per year by 69.9% of the Irish population, followed by Denny – 17 times by 76.3%. Both Jacob’s and Batchelors feature in the top ten, in fifth and tenth place respectively.
Berry commented, “With home-grown brands leading the way as the nation’s favourites, Irish consumers have demonstrated where their loyalties lie.”
“Despite strong competition from a number of major global names, domestic brands and their traditional offerings are resonating with shoppers as they look to choose the products that they know and trust.”
In terms of international brands, Birds Eye rose four places to sixth position, making it the biggest mover for 2015. The brand has seen the highest growth in the frequency of purchases among the top of the ranking, increasing by 13.4% to an average of nine times a year.
The top ten list of Irish brands is as follows:
1. Avonmore
2. Brennans
3. Denny
4. Knorr
5. Jacob’s
6. Muller
7. Birds Eye
8. Heinz
9. McVitie’s
10. Batchelors
© 2015 - Checkout Magazine by Jenny Whelan.
