100 Master Brands at Home: Kantar
Compiled annually by Kantar and published exclusively by ShelfLife, the tenth edition of the ‘100 Master Brands at Home’ report provides valuable insight into the brands Irish shoppers can’t get enough of
24 June 2022 | 0
Enjoyed by Irish families nationwide for over 50 years, the Avonmore brand continues to grow in popularity. Avonmore’s expertise in dairy extends across milk, cream, soup and butter, with key growth products including Avonmore Super Milk, Avonmore Protein Milk and Avonmore Whipped Cream. Avonmore’s continued success comes from its commitment to high quality products, a deep understanding of the consumer and their needs, and continuous innovation.
- Hunky Dorys & Tayto
Tayto, the number one crisps and snacks brand** has consistently remained in the Kantar 100 Master Brands at Home ranking. However, this year the Tayto brand has reached new highs at number three*, up two places from 2021*. The Tayto brand is loved locally and globally, consistently topping the polls as the most missed brand by Irish expats.
Following the migration of Hunky Dorys under the Tayto portfolio, the Hunky Dorys brand continues to grow ahead of the category and has recently been supported with the memorable ‘Go Hunky Dorys or Go Home’ campaign featuring the hilarious ‘Christy The Crinkler’.
The Tayto portfolio has also reinvigorated the crisps and snacks category with NPD delivering strong category growth, a key highlight is the new Tayto lentil chips brand which was launched at the start of the year and has really shaken up the better for you segment delivering over €500k retail sales value (RSV) since launch**.
Tayto is as relevant today as when it launched, consistent activities like NPD, the introduction of limited-edition flavours that bring excitement to the category, communication campaigns that reach mass audiences across multiple platforms and instore activations that interrupt shoppers in stores all make Tayto what it is.
This year Tayto has put the spotlight on Mr. Tayto in its recent brand campaign. Mr. Tayto is a brand hero who engages with consumers in their everyday lives and brings the brand even more to life across social and digital. He embodies what the brand means to so many, Tayto is truly ‘More Than Just A Crisp!’
*(Source: Kantar 100 Master Brands at Home 2022 & 2021)
**(Source: Nielsen Scantrack Value sales MAT April 2022)
- Cadbury Dairy Milk
Cadbury Dairy Milk Eight-Square, made in Ireland since 1933, uses fresh Irish milk with eight deliciously creamy chocolate variants, five of which are in the ‘Top 10 Best Selling Chocolate Bars’.
Cadbury has been making chocolate in Ireland since 1932 when the first Cadbury factory opened in Dublin, with Cadbury Dairy Milk production starting the following year in 1933. Cadbury Ireland factories are located in Coolock, Dublin and Rathmore, Kerry.
Consumer focused innovation has proven a recipe for success for Cadbury Dairy Milk and this coupled with investment in exciting consumer communication and customer support means the brand is sure to feature in the top lists well into the future.
Denny has over 200 years of passion and experience in producing great tasting sausages, rashers and sliced cooked meats for Irish households. However, the brand believes that what truly sets it apart is not its origin story, but that unmistakable taste of Denny that consumers know so well and can rely on for any occasion.
As our lives grow increasingly busy, we sometimes overlook the little things that bring us joy, even when they are right in front of our noses… like the smell of Denny sausages wafting through the house on a Saturday morning! At Denny, the team pride themselves in celebrating life’s simple pleasures and ‘Only Denny Will Do’ when it comes to bringing those simple, honest, great tasting food moments to Irish families. Denny is the number one brand in breakfast meats across the island of Ireland*.
Denny has always catered for the changing needs of the Irish consumer and in the last couple of years, it has launched the delicious Meat Free Range. Denny is now the number one Irish brand in the plant-based category*. The Denny Meat Free range consists of meat free sausages, rashers, burgers and mince. This new range has been developed using soya protein, coconut oil and the famous Henry Denny signature seasoning, which delivers the great and delicious taste of Denny. In fact, the Denny Meat Free Sausage is the number one selling plant-based SKU across the ROI market*.
The Denny Meat Free range is available nationwide.
*(Source: Nielsen Total Scantrack ROI – Full year 2021)
*(Source: Kantar WPO to 26 December 2021)
Jacob’s products have been a part of Irish life since 1851. From opening that first tin of Jacob’s biscuits at Christmas time, to filling lunchboxes daily around the country – Jacob’s has a snack to suit every occasion and ‘in between’ moment. Whether your favourite is a Kimberly, Club Milk, Elite, Tuc or Cream Cracker, there is something for everyone. Its wide range of delicious biscuits and crackers sell more than any other brand, making it Ireland’s number one biscuit brand*.
Jacob’s is known for launching exciting NPD that make an impact in the category. Over the past year, it has launched a variety of exciting new flavours under the Club Milk sub-brand including Club Milk Dark Chocolate, Orange and most recently Club Milk Mint. Jacob’s has also seen great success with NPD launches under its Elite sub-brand, such as its Elite Chocolate and Salted Caramel Biscuit Bars, with more Elite NPD to come later this year.
Jacob’s has also been engaging consistently with consumers through its communications across TV, outdoor, digital and in-store. Jacob’s ‘The Welcome In Between’ platform is really resonating with consumers, helping them to see Jacob’s as a modern, relevant brand in their lives.
*(Source: Kantar 52 w/e 20 March 2022)
- Birds Eye
Over the past unprecedented year that involved lockdowns and the return to ‘normality’, Birds Eye has remained proactive and reactive in tapping into consumer trends and habits that have been ever evolving, enabling the brand to move up one position to number 10 this year.
Birds Eye has tapped into ‘work from home’ lunch inspiration with the ‘chicken grills’ category, supported by fully integrated campaign in October 2021, giving the consumer inspiration and highlighting the taste appeal and versatility of Birds Eye Chicken Grills along with the convenience of having them in the freezer. This had driven continuous market share for the grills sector post campaign.
With sustainability being an important factor, and consumers becoming increasingly aware, Birds Eye brought its sustainably sourced fishing message to life to give that extra peace of mind to the consumer and educating them that bit further about where the fish they are purchasing is sourced. This was brought to life throughout the Birds Eye ‘Get on Board’ campaign, with the infamous Captain Birds Eye leading the comms in September 2021.
In addition to the above, Birds Eye continues to see the market share growth of the vegetarian brand, Green Cuisine. This is a result of above-the-line (ATL) to through-the-line (TTL) support for the Green Cuisine brand, and the launch into ‘chicken-free’ which has had strong uptake with the flexitarian consumer.
Overall, Birds Eye continues to innovate and launch products that tap into trends that fulfil both adults and family’s needs, with most recent launches being Birds Eye Chicken Goujons, Chunky Oven Crispy Batter Fish Fingers, and Green Cuisine Fish-Free Fingers.
- Irish Pride
- Johnston Mooney & O’Brien
- Müller (Müller Dairy)
Müller, Ireland’s favourite yogurt brand, and the 14th most chosen brand overall, is continuing with its strategy to add taste to life, and add further inspiration to its core range of branded yogurts as it targets category growth. Shoppers in Ireland continue to look for the familiarity of well-known and trusted brands, with sales of the dairy company’s famous Müller Corner accounting for 10% of adult yogurts, and up 11% in retail sales value versus 2021*.
Earlier this year, Müller Corner returned as the proud sponsor of RTÉ’s Dancing with the Stars, as it continued to inspire people to live happier and healthier lifestyles. The brand launched a special edition Müller Corner Dancing with the Stars multipack to help bring the brand to life, and add further inspiration to the category.
This month, Müller is going to shake up the rice segment with its first ever Rice Protein product range with two new variants of Vanilla and Chocolate, containing 14g of protein per pot and low in fat.
Müller customers will continue to benefit from first class marketing campaigns, customer service, industry leading capabilities and product innovation.
*(Source: Nielsen data 12 weeks to 24 April 2022 vs 12 weeks to 25 April 2021)
Batchelors is Ireland’s number one brand in canned vegetables and baked beans and has been an Irish family favourite since 1935. Batchelors’ range of baked beans, peas and pulses are the perfect addition to any mealtime, helping consumers create hearty and nutritious dishes that everyone will enjoy.
At Batchelors, the team is proud of its famous ‘secret’ tomato sauce and unique cooking process that makes its baked beans so delicious. Batchelors is also passionate about quality and ensure that only the very best ingredients go into every Batchelors tin.
To grow and expand the Batchelors range, the brand is extending its canned beans and pulses range with exciting new additions – Batchelors Barbecue Beans, Hot & Spicy Beans and Mediterranean Mixed Beans. Batchelors flavoured beans and pulses are ideal as a quick and easy plant based meal, or as an addition to favourite dishes.
These additions to the Batchelors range, all made in Cabra, are gluten free, suitable for vegetarians, low in fat and a source of protein and fibre, are sure to be a hit with consumers, providing new flavours and creating excitement in the category.
Fitzgeralds Family Bakery is Ireland’s fastest growing bakery brand and has been passed down through four generations of passionate bakers. It is run by Simon, Suzanne and Garry Fitzgerald with a whole new generation of little tasters by their feet.
The combination of traditional methods with modern thinking has led significant growth in the Irish and UK markets over the last number of years.
The Fitzgeralds range includes Fresh bagged Bagels and Bagel Slims(r), Wraps, Bake at Home French and Italian Breads, Pittas, Naan Breads, and Skinny Italian Pizza Bases and the brand is the market leader in these categories in the Republic of Ireland. The team at Fitzgeralds continue to innovate and introduce new products to its range and have shown a passion for understanding the consumer and offering quality. Excitingly, there are a number of new products planned for launch in the coming weeks.
Fitzgeralds also has ambitious expansion plans in place, having been granted planning permission for an extension to the bakery, and the team in Fitzgeralds are very excited about the expansion itself and the range of new products that have been developed. Exciting times ahead!
- Carroll’s of Tullamore
- Pat The Baker
- Green Isle
As one of Ireland’s leading food brands, Green Isle has been putting good, nutritious food on Irish dinner tables since 1959. The brand has a long history of making healthy eating accessible and sustainable for consumers in Ireland. From classic side dishes such as garden peas, to flavorsome stir-fry mixes, to the more modern tastes of cauliflower rice, Green Isle makes it easy to eat well. Growing up with Irish families and helping discover new tastes, the Green Isle range of frozen fruit and vegetables has something for everyone to enjoy!
Carefully selected, picked at their peak and frozen at their freshest to lock in vitamins, minerals and flavour, customers can enjoy the convenience of always having delicious, nutritious vegetables and fruit on hand. Green Isle does all the chopping and slicing and consumers can use exactly as much as they need, when they need it, before putting the rest back into the freezer for the next meal. The brand advises retailers to stock your freezers with all the nutrition and taste of Green Isle, Ireland’s trusted ally for good food. Watch out for new and exciting additions to the range, coming soon!
Pringles continues to be one of Ireland’s most loved crisp brands. With its iconic can, unique hyperbolic paraboloid shape and delicious flavour, Pringles’ popularity is unwavering.
At the end of last year, the brand’s mascot, Mr. P was given his first makeover in 20 years. The moustachioed mascot now sports a modern look, including bold new eyebrows and a fancy new bow tie. The iconic cans were also given a fresh new look with bright packaging, highlighting Pringles’ range of flavours and of course, its famous stackable shape.
This year, the brand launched its new tagline, ‘Mind Popping’ replacing ‘Pop, Play, Eat’ and the iconic ‘Once You Pop, You Can’t Stop’. The concept was inspired by the brand’s heritage. From the outset, Pringles intended to create a snack that would blow people’s minds – from its unique shape, to how every crisp stacks flawlessly in a can. The campaign is intended to showcase how Pringles is the perfect snacking experience to bring fun to the everyday.
The brand continues to target snacking occasions relevant for its target audience with its recent ‘Stay in the Game’ gaming campaign and its annual festive inspired Christmas cans. Pringles also announced its first charitable partnership in Ireland last year with Movember. The snacking brand donated a minimum of €45,000 to support the charity’s important initiatives which help change the face of men’s health and fight for men to live happier, healthier and longer lives.
Pringles continues to delight consumers with ongoing new flavour launches. So far this year, the brand has released Sweet Chilli Flavour, Spicy Chorizo Flavour, Italian Style Pepperoni Pizza Flavour and New York Style Cheeseburger Flavour.
Proud to be the pioneer of plant-based eating and drinking, Alpro has been creating delicious plant-based drinks, alternatives to yogurt, cream, custard and desserts for more than 40 years. The brand’s mission is to bring health through food to as many people as possible and Alpro knows that in real life, healthy comes with an (ish) – because life happens.
Leading the food revolution and making plant-based a positive choice for the planet and its people, Alpro is number one in the plant-based drinks and yogurts category with 66.9% MAT value share*. Made from either non-GM soya beans, coconuts, almonds, hazelnuts, rice, or oats, the Alpro range gives Irish consumers the widest choice in plant-based dairy alternatives. 2022 is an exciting year for Alpro with the launch of “This Is Not M*lk”, it’s closest tasting product to dairy, which will push Alpro to a whole new audience who are eager to grab a creamy milk-like experience but is 100% plant-based.
*(Source: Nielsen Total Scantrack ending 24 April 2022)
MiWadi is a truly iconic Irish brand and continues to grow from strength to strength in the marketplace. From humble beginnings in 1927, MiWadi has been a fruity and flavoursome part of childhood in Ireland for 94 years and has always remained relevant to Irish families with a wide range of flavours in the Regular, No Added Sugar, 0% Sugar and Drops ranges. MiWadi is still produced in Dublin to this day and is a proud member of Love Irish Food.
Every bottle of the MiWadi 0% Sugar range is now fortified with Vitamin D which supports families’ immune systems.
Vitamin D is very important in our diet to help support families’ general health, growth and development but it can be difficult to achieve the recommended daily intake of 5 µg. It has been reported that Vitamin D deficiency is very prevalent in Ireland*.
MiWadi makes the water that individuals need to drink each day extra delicious and refreshing. The 0% Sugar range contains no more than five calories per glass and is available in four fruity flavours: Orange, Apple & Pear, Apple Berry and Blackcurrant.
MiWadi continues to grow year-on-year maintaining its number one position in the squash category**.
*(Source: Department of Health Article Reporting on Vitamin D Deficiency in Ireland, April 2020)
**(Source: Nielsen Value Share MAT Total Squash Category April 2022)
(Vitamin D contributes to the normal functioning of the immune system and maintenance of normal bones and teeth.)
As Ireland’s favourite lemon and lime carbonated soft drink* and one of the most-loved brands in the country, 7up is proud to be part of the Kantar 100 Master Brands at Home ranking.
In 2022, 7up will bring to life its social moments with food positioning and facilitate and reward those who make the most of life’s everyday occasions.
7up believes moments taste better together, so this June the brand will launch a new 360 degree campaign called ‘Friends, Food & Fizz’. The campaign aims to inspire consumers to make the most of get-togethers with good friends and great food.
In addition, 7up Free is proudly sponsoring RTÉ Player’s ‘Battle of the Food Trucks’ for a second year. This is a mouthwatering series that brings together the finest food truck chef talents from around the country in a bid to battle it out for the culinary crown.
*(Source: Nielsen Scantrack Data to 24.04.22)
KitKat, Nestlé Ireland’s number one confectionery brand has jumped seven places on the back of a strong performance in both seasonal and singles, with the duo format contributing the brand’s growth in singles. Exciting innovation for 2022 includes a new offering within chocolate sharing bags – KitKat Bites. This is KitKat, but not as you know it! With a deliciously smooth and chocolatey centre, crunchy wafer pieces and a milk chocolate shell, KitKat Bites are a more indulgent way to enjoy a break. Available in 90g sharing bags, KitKat Bites present a grown-up twist on a much-loved brand. 2022 has also seen the launch of KitKat 2 Finger white, two crispy wafer fingers covered with smooth white chocolate and 106 calories per bar, available in multipacks of nine bars. For those looking for a zesty treat, KitKat 4 Finger is now available as a 41.5g bar covered in orange flavoured smooth milk chocolate – this new variant is also available in a multipack of four 41.5g bars.
The entire KitKat range is made using 100% certified sustainable cocoa, sourced through the Nestlé Cocoa Plan in conjunction with Rainforest Alliance and contains no artificial colours, flavours or preservatives.
Market leader in the hot oats* category and number 36 in Kantar’s 100 Master Brands at Home ranking, Flahavan’s is anything but run of the mill. With more than 3 million portions of its porridge consumed each week in Ireland and with 58.7 % value market share in 2021, it’s clear that this 200-year-old family food business continues to hold a special place in the hearts, and kitchen cupboards, of consumers across the country.
With traditional milling expertise handed down through seven generations, and a longstanding commitment to local sourcing, Flahavan’s is well-known for the distinctive creamy taste and texture of its world-class porridge oats. A brand built on trust – the consistent quality and nourishing goodness of its oat-based product range appeals to a large and growing cohort of health-conscious consumers seeking simple, natural breakfast solutions.
Over the past two decades, Flahavan’s has been at the forefront of driving a dramatic change in the way consumers think about oat-based foods and their compelling health benefits. By putting the consumer at the heart of its new product development and innovation, the company has expanded into other categories with considerable success. Its Irish Oaty Flapjacks range continues to perform strongly in the snacking category, while its Oat Drinks range has quickly gained ground within the plant-based drinks category. With its latest launch of porridge with added benefits, the company is responding to the growing interest in food products with enhanced health credentials to help consumers navigate the demands of their busy lifestyles. The new range, which includes High Protein, High Fibre and Immunity Boost variants, is available in pot and sachet formats to optimise convenience for younger and active audiences.
Flahavan’s range includes more than 50 different oat-based products including Progress Oatlets, Organic Porridge Oats as well as Jumbo, Gluten Free, Quick Oats and Super Oats in the Hot Oats category. Its other ranges include Overnight Oats, Hi8 Muesli, Granola, Irish Oaty Flapjacks and Oat Drinks in Barista, Vitamin Rich and Organic variants.
Flahavan’s is a proud member of Love Irish Food and is a Gold Status Member of Bord Bia’s Origin Green programme.
*(Source: Kantar Data – 52 Weeks to 26 December 2021)
Keogh’s market share has consistently grown over the years, and the brand is renowned for its premium quality and exciting innovation. The Keogh family have been farming the fertile lands of North Country Dublin for generations and are committed to producing Ireland’s finest potatoes and crisps. The Keogh’s range offering has steadily grown over the years since its first bag of potatoes and the brand now has three core snacking ranges, straight cut crisps, crinkle cut crisps and bigger bite popcorn. Keogh’s hand cooks crisps in small batches using potatoes grown on the family’s farm in the finest quality sunflower oil and seasoned with ingredients sourced from local Irish suppliers.
Keogh’s continues to excite and delight Irish consumers and in the last six months launched two new flavour varieties in collaboration with Guinness under its delicious Crinkle Cut range; Keogh’s Guinness Flame Grilled Steak and Keogh’s Guinness & Oyster. Keogh’s Extra Crunchy Crinkle Cut Guinness range is brimming with authentic Irish taste and character, it is deliciously different and deeply satisfying. The roasted barley, hops, and malt of Guinness gives these Keogh’s crisps that smooth and satisfying stout taste that you won’t be able to put down!
Keogh’s has also just launched a new limited-edition flavour, Cashel Blue Cheese & Caramelised Onion in collaboration with Cashel Farmhouse Cheesemakers. Cashel Blue which is loved for its depth of character and tanginess teams perfectly with caramelised onion, along with a touch of garlic, rosemary and parsley to make the ultimate gourmet crisp. Perfect for a summer picnic, or for kick starting a dinner party with a glass of red, Keogh’s Cashel Blue Cheese & Caramelised Onion are sure to be a conversation starter. It’s a must-stock for this summer!
- Barry’s Tea
Barry’s Tea has moved four places to number 42 and remain Ireland’s number one favourite tea brand for the seventh year running. 2021 was a successful year for the brand which launched two new adverts; ‘Love Letter’ featuring its much-loved Gold blend tea and ‘Mug’s’ which showcased its Decaf blend for the first time on TV.
Sustainability has remained core to the business which is evident in its successful change over in production to 100% biodegradable teabags across all lines.
The journey continues for the brand, which teamed up with an Irish supplier to produce a branded on-the-go travel mug coinciding with the reduction in the use of paper cups.
Aero continues to climb up the brand ranking moving four places higher this year. Renowned for its unique bubbly texture, this much-loved brand added Aero Caramel, an indulgent sharing block that is also available in a multipack format to its range last year and, for those looking for a more intense flavour with a higher percentage of cocoa solids, Aero Dark & Milk and Aero Dark & Milk Peppermint sharing blocks.
Growth for Aero is set to continue as the brand celebrates sharing occasions with a new campaign featuring limited edition pack designs. These limited-edition ShAero packs are designed to capture shoppers’ attention by featuring a selection of different messages. The ‘Who will you ShAero with?’ phrases are suited to each format and flavour and highlight great ways to share an Aero such as on date night, with a movie or on a road trip. In addition to the ShAero campaign, the brand also recently announced the launch of a new innovation, Aero Melts. Aero Melts are delicious discs of light and bubbly chocolate that melt effortlessly in the mouth for a moment of chocolatey indulgence. Aero Melts are now available in milk chocolate and caramel flavour sharing bags.
The Wotsits and Monster Munch Giants sharing ranges has been a giant success for Walkers, nearly doubling this past year to over €2m retail sales value (RSV). More importantly, 55%* of the sales are incremental, as Giants recruits new savoury buyers into the category. Family snacks is now the number one crisps and snacks category worth nearly €50m RSV*, growing faster than flat crisps.
This month Walkers will launch a new Wotsits Giants Prawn Cocktail flavour. Two times the size of a standard Wotsit, the new Giants Prawn Cocktail Wotsits show that size really does matter…when it comes to snacks! Supported with a huge above-the-line (ATL) campaign during June and July with TV, out-of-home, Digital and Shopper, this popular Irish flavour is guaranteed to be a family favourite this summer, so the brand recommends stocking up!
*(Source: Nielsen Total Scantrack April 2022)
- Connacht Gold
Connacht Gold climbed a remarkable seven places in the latest Kantar 100 Master Brands at Home ranking. The exceptional jump in position is a real testament to the wonderful success story of the dairy product range which is rooted in the strong farming tradition of the west of Ireland.
Churning milk since 1897, Connacht Gold has truly perfected the art of making the finest dairy products and continues to innovate through targeted investment and rebranding. This innovation is displayed through Connacht Gold’s Half Fat butter, which is real butter, with just half the fat and easily spreads straight from the fridge. The brand’s hero product contains no vegetable oils or chemically treated fats – offering all the great taste of butter, with all the health benefits of half the fat.
“We are delighted that Connacht Gold has succeeded in moving up the ranks in the 100 Master Brands at Home ranking,” said Stephen Blewitt, Aurivo’s general manager of dairy.
“Through rebranding and marketing, Connacht Gold has been able to maintain and build on its long-established reputation for true authentic quality,” he continued. “We would like to thank our milk suppliers for their endless work to produce milk of the highest quality – they are the reason why Connacht Gold products have such exceptional taste and continue to be a firm favourite amongst consumers of today.”
Connacht Gold Half Fat Butter is available nationwide in 454g and 227g sized formats.
Launched in Drogheda, Co. Louth, in 1985, Killeen has grown to be one of Ireland’s most loved and trusted household cleaning brands, offering a range of best-selling products including cloths, scourers, gloves and refuse sacks.
Whether it’s tackling those big cleaning jobs or day-to-day tasks around the house, there is no job too big or too small for Killeen. The brand’s complete range includes everything from gloves and refuse sacks to cloths and scourers. The brand’s tagline is certainly apt: ‘Nothing Cleans Like Killeen’.
Chef has been an Irish favourite since 1921, proudly made in Cabra, Dublin. It is the number three brand in ‘table top’, number two brand in ketchup and the number one brand in brown sauce and beetroot. Irish consumers love Chef because of its distinctive bold flavour, which is unmistakable.
Chef is extending its BBQ offering by introducing new Curry Ketchup, Wings Sauce and Burger Relish to the Chef range. These exciting additions, launching just in time for BBQ season, are sure to delight consumers as they look for ways add flavour and excitement to summer BBQs.
The ready-to-use Chef Wings Sauce makes delicious chicken wings with no fuss at all! It’s also great as a dip, marinade or to spice up your favourite recipes. Chef Burger Relish, in a convenient squeezy bottle, adds delicious flavour to burgers, sandwiches, wraps and more. Chef Curry Ketchup is a perfect combination of bold Chef Ketchup and a secret blend of curry spices – ideal with chips, chicken nuggets, sausages and ribs. These new sauces are suitable for vegetarians, gluten free and have no artificial colours or preservatives.
New Chef BBQ sauces are the perfect addition to the brand’s great range of Ketchups, BBQ sauces, Beetroots and Gherkins, meaning Chef has everything your customers need to enhance flavour at the BBQ this summer!
- Dr. Oetker
Dr. Oetker is delighted to feature in Kantar’s most-chosen brands for another year. The pizza and baking brands continued to experience growth throughout 2021, following on from a very impressive 2020 performance.
Dr. Oetker continues to invest in its brands, with particular emphasis placed on the Chicago Town master brand, the 2021 campaign included two bursts of TV and video on demand (VOD) activity, a partnership with Sky One, digital partnerships and social media. The iconic Ristorante Pizza was also supported through TV, VOD and social media. Momenti was likewise supported through digital partnerships and influencer collaborations. This media support in 2021 resulted in an impressive 63% share of voice* in the frozen pizza market.
Chicago Town Takeaway has been performing exceptionally well with sales growing by 10% and a market share of 13%
The pizza performance has been driven through some outstanding sub-brand performances; Chicago Town Takeaway performing exceptionally well with sales growing by 10% and a market share of 13%. The sub-brand continues to offer shoppers indulgent pizzas with the great taste of an authentic takeaway in the frozen aisle.
Chicago Town Tiger Crust continues to perform well; sales grew by 2.3% the sub brand now commands a 2.4% share. The unique tiger bread taste is becoming a firm family favourite. Chicago Town Deep Dish, the original Chicago style pizza, has grown sales by 10% and has a market share of 2.1%. From a Dr. Oetker Pizza perspective, the positive performance has been driven by the Bistro and Momenti sub-brands. These two snacking sub-brands have thrived as people continued to work from home, Bistro experienced sales growth of plus 5.1%, while the relative newcomer Momenti grew plus 77%**.
Dr. Oetker’s baking brand grew by 2.3% and has a market share of 20.5% ***. Support included activity with long-term brand ambassador Louise Lennox, an ongoing partnership with Virgin TV’s Six O’clock show, an online partnership with Lovin Dublin and social media support all year round – all providing inspiration for bakers throughout Ireland.
*(Source: Ad Intel Jan 2021 – Dec 2021)
**(Source: Nielsen Scan Track, Pizza 52w Value Sales, 02/01/22)
***(Source: Nielsen Scan Track, Value Sales, 02/01/22, Home baking data includes baking products, decorations and mixes)
- Kellogg’s Corn Flakes
- Old El Paso
- Hazel Brook
- Lyons Tea
- Ben’s Original
- Cadbury Twirl
- Premier Dairies
Premier Milk continues to be a strong player in the Dublin market. With over 50 years of tradition and history, the brand continues to grow from strength to strength.
Deliciously good for gut health, Activia is enjoyed by over a quarter of Irish households. The 12 months have been a step-changing year for Activia as the brand continues to encourage Irish consumer to ‘Support your gut health’*.
Now more than ever, Irish consumers are educated and inspired on the importance of looking after your gut health, and its relationship with one’s holistic health and wellbeing.
Activia is currently enjoying year-to-date (YTD) value growth of +21% year-on-year**.
The brand has also brought new recyclable pots and packaging to the market because protecting life on the outside helps you nourish the inside: ‘Love the planet to love our gut!’
*(Enjoy as part of a healthy diet and lifestyle, calcium contributes to the normal function of digestive enzymes)
**(Source: Nielsen up to April 2022)
- Kellogg’s Rice Krispies
- John West
John West’s success as a continuously strong brand is driven by its effort to drive brand relevancy to Irish consumers and shoppers.
Through sport: John West is the proud sponsor of GAA Féile. This year, the brand will once again be supporting young athletes and their families with a range of products that are naturally high in natural protein, and vitamin D supporting muscle maintenance and the normal functioning of the immune system.
Through nutrition: John West has been working with a team of expert dietitians to engage consumers around nutrition and active lifestyle. Increasingly consumers are looking for ways to better their health, maintain their physical fitness and overall wellbeing, for themselves and their families.
“Adequate protein intake throughout all life stages is essential for health as proteins are the building blocks within the body. A low intake of protein will not maintain optimal muscle mass and function,” explains registered dietitian, Noreen Roche.
“Regular consumption of high-quality proteins like tinned tuna, fish and eggs are important to ensure we protect against muscle loss,” she adds.
And finally, by continuing to launch innovative ranges such as No Drain Fridge Pot, No Drain Infusions, No Drain+ and Tuna Bowls, that are both invigorating and tasty, John West makes it easy for your shoppers to get natural protein and natural vitamin D into their diet and to support muscle maintenance.
As the brand states: ‘Eat strong, go strong…feile strong…trade strong!’
The Hovis brand continues to make excellent progress in the Irish packaged bread category. In 2021, the brand achieved a ranking of 78th position in Ireland’s most chosen brands, compiled by Kantar Worldpanel*.
The Hovis Granary and Seed Sensations that are sold in the Irish market are baked at its Belfast Bakery. Although the brand does not have full market distribution in the Irish market it has made significant volume and rate of sale improvement over the last two years. Launched in 2014, Hovis Seed Sensations has been strongly received by the Irish consumer for those seeking a great tasting bread with a distinctive, seeded flavour. In addition, the Hovis Granary range continues to be also enjoyed by Irish consumers. The brand’s consistent focus on quality continues to be at the heart of our brand strategy.
Hovis with its combined focus of quality and innovation will continue to be an exciting player in the Irish packaged bread sector in 2022 and we are expecting another successful year for the Hovis brand in Ireland.
*(Independent research compiled by the Kantar Group. Tracked shopping behaviour of over 5,000 Irish Households. The report covers the period of 52 w/e October 2020 Vs 52 w/e October 2021)
Founded in Singapore in 1985, Koka noodles are a backpack staple in many homes around Ireland. The humble instant noodle packs a flavourful punch and keeps the hunger at bay until your next meal. The perfect on-the-go lunch for students or busy workers alike.
Koka noodles are made with great tasting ingredients just like you would get in Singapore. They are available in nest and pot formats and come in a variety of flavours. Koka noodles are Ireland’s favourite instant noodle brand and are also available in a silk variety which are gluten free, so now everyone can enjoy the delicious taste of Koka noodles.
The brand’s pithy advice is simple: “Go on, stick the kettle on and have yourself a pot of Koka noodles. You know you want to.”
82. Tuc / Lu
83. Innocent (Coca-Cola)
Delivering goodness for immune systems, the Actimel brand has been enjoying an unique moment of relevance over the last year as consumers’ awareness and knowledge around immune support increases. Unsurprisingly, Actimel, a brand that has always been famous for supporting individuals’ immune systems, has experienced phenomenal growth over the last two years.
Every shot of Actimel is bursting with 10 billion l.casei cultures and is rich in vitamin D which helps support the immune system. What’s more, the Actimel range is available in dozens of delicious flavours, As well as recently optimizing its formula to be rich in vitamin D, Actimel is bringing some exciting new innovation to kids yogurt drinks this July. Accordingly, the brand’s advice is simple: ‘Just shake it up and drink it down and give the day your best shot!’*
*(Actimel contains Vitamins B6 & D to help support the normal function of the immune system)
*(Enjoy as part of a healthy diet and lifestyle)
- Cadbury Wispa
- Irish Yogurts
An iconic global brand and Ireland’s number one tortilla chip, Doritos continues to heat up the snacks aisle, with year-to-date (YTD) sales +9%. Tapping into consumers’ desire to holiday abroad this year, the recent Doritos ‘Win a Holiday’ campaign was a huge category growth driver and with over 75,000 entries so far, it’s been the most successful on pack competition in years!
Tapping into Gen Z’s passion for football, Doritos’ UEFA Champions league sponsorship continues to recruit new consumers into the snacks category and this summer the brand will be celebrating the Women’s Euros with special limited edition football packs with thousands of prizes to be won.
Renowned for bringing new exciting flavours to market, Doritos will not disappoint later in the year – it has an exciting new Doritos Dippers range, with extra crunch and some delicious new flavours, perfect for dipping or ‘nacho night’! Some really exciting new flavours are also coming in Q3, perfect for those cosy winter nights in or to get the party started, watch this space! Doritos really is on fire this year, make your play!
*(Source: Nielsen Total Scantrack April 2022)
- O’Hara’s of Foxford
Rowntree’s, a brand long synonymous with sugar confectionery, is a new entrant to Kantar’s 100 Master Brands at Home ranking this year. Earlier in 2022, Rowntree’s expanded its vegan friendly offering to ensure as many people as possible can now enjoy its fruity chews.
Vegan friendly Rowntree’s Fruit Gums and Rowntree’s Pick & Mix join the existing range alongside vegan friendly Rowntree’s Fruit Pastilles and Rowntree’s Jelly Tots. Suitable for those following vegetarian, vegan and religious diets, these new offerings are likely to attract incremental shoppers.
Rowntree’s has also launched Randoms Squidgy Swirls, a tongue-tantalising assortment of fruit and yoghurt-flavour creamy-tasting jellies in three delicious varieties: Blackcurrant & Yoghurt, Strawberry & Yoghurt and Apple & Yoghurt. The full Rowntree’s range of singles, multipacks and sharing bags also contain no artificial colours, flavours or preservatives.
- Andrex (Kimberly-Clark)
Andrex is constantly looking for opportunities to improve its product offering and deliver an elevated standard of clean in how the brand communicates with consumers. With its current brand campaign, ‘Clean is a Feeling’, Andrex is communicating the benefits of feeling refreshed after every clean. This campaign started in August 2020 and is continuing throughout 2022 and beyond.
In 2016, Andrex made the biggest product change in 60 years to Andrex Classic Clean, moving from a flat base-sheet to a thicker, embossed base-sheet with a design that featured Andrex branding. In 2021, the brand revolutionised the product yet again, introducing a new ‘3D Wave’ texture that is proven to clean effectively and Andrex’s extensive research has shown that consumers had a significantly improved overall experience, particularly when it came to meaningful attributes such as feeling clean, strength, absorbency and softness. Andrex has also continued to renovate and expand its premium portfolio to meet consumer needs, upgrading its Andrex Supreme Quilts in 2021 with a new ‘Air Pocket Texture’ to deliver the ultimate quilted comfort and it was subsequently voted Product of the Year in the Toilet Tissue category at the annual Product of the Year Awards 2022*. Finally, Andrex recently launched new Andrex Ultra Care to the market in April 2022, delivering its softest ever and best care for skin with a soothing, lotioned tissue containing natural ingredients including Aloe Vera.
Andrex also continues to talk to consumers about Andrex Washlets which have helped drive the fast-growing segment of moist toilet tissue. More and more consumers see the benefits of achieving an elevated, shower-fresh feeling of clean. This is an under-penetrated part of the category that offers huge retailer opportunities as consumers continue to adopt ‘The Clean Routine’ of using both dry and moist toilet tissue in tandem. To maximise category growth of moist tissue and continue to normalise its usage, Andrex recommends that dry and moist tissue are positioned together in-store and Andrex continues to highlight the benefits of using the products together in its consumer communications.
*(Source: Winner Toilet Tissue Category. Survey of 9,965 people by Kantar)