Confectionery remains the number one category in Ireland in terms of value sales, Checkout’s Top 100 Categories list, made in association with Nielsen, has revealed.
The Confectionery category remains a key sales driver in the Irish FMCG market, and is led by Dairy Milk, Kinder, Maltesers, Galaxy, and Haribo in that order.
These top five brands have a combined market share of just 23%, underlining how competitive the Confectionery market is.
Emerging Categories
It is rare to see new categories make it on to the Top 100 list, so for Fresh Meals to debut at 18 is noteworthy.
Led by Mash Direct, the top five brands here have a category share of 12.3%, and the category’s growth can really be viewed as the result of a demand for convenient meal solutions that are closer to home-cooked fare.
Meanwhile, after making it on to the list last year, the Special Dietary Products category continues to grow, making it to going from 87 in 2016 to 56 this year. It also finds a new leader in Irish protein bar brand, Fulfil.
This isn’t the only category to get a new Irish leader, as Cully & Sully take over the number one spot in the Soups category.
© 2017 - Checkout Magazine
