Home-grown brands come out on top in new Kantar Worldpanel ranking
Avonmore the most chosen brand for second year running in Kantar Worldpanel Brand Footprint barometer
Print14 May 2014
Shoppers are looking for brands that they know and trust, says Kantar Worldpanel’s David Berry
Avonmore has been named Ireland’s most chosen brand for the second year running, picked an average of 27 times per year by 81% of the population, while Galtee has jumped an impressive six places, from 16 to 10.
This is according to Kantar Worldpanel’s Brand Footprint barometer which ranks the brands that are being bought by the most people, the most often. Now in its second year, the barometer reveals that local brands are dominating the market. In fact, Irish brands now account for six of the top ten most chosen brands in Ireland.
David Berry, commercial director at Kantar Worldpanel, explains: "Irish brands such as Brennans and Denny continue to dominate, showing that shoppers are looking for brands that they know and trust. Knowing exactly where our food is coming from is more important than ever after the horsemeat scandal, and has reinforced the importance of brands with clear Irish roots to our consumers.
"Galtee has increased both how many people buy it and how often, appealing to savvy customers with its price marked packs and promotions. Irish brands have captured the hearts and minds of consumers by offering traditional favourites, which are winning over global brand heavyweights.
"Familiar brands like Avonmore, Brennans, Denny and Galtee topped the rankings, showing the full Irish breakfast is certainly set to remain a staple. In the recession we saw consumers turning to familiar, comforting foods and this trend is continuing into recovery."
Robert Jordan, head of beverages and innovation, Glanbia said: "Avonmore has been a favourite of Irish households for over three decades now – so consumers have great trust in the brand. And consumers engage with the brand across so many sectors, whether that’s milk, cream, soup, butter and cheese. We’re delighted that Avonmore is Ireland’s most chosen brand."
In the global Brand Footprint Top 50 ranking, only 16 brands were chosen more than one billion times last year – with Coca-Cola the top-ranked brand. Multinational FMCG brands are being chosen, on average, by just 18% of the global population, highlighting the huge potential that each has to reach more shoppers.
Kantar Worldpanel’s Brand Footprint Ranking reveals the strength of brands in 35 countries around the world, across the food, beverage, health and beauty and homecare sectors. It uses a metric called Consumer Reach Points which measures how many households around the world are buying a brand (its penetration) and how often (the number of times shoppers acquire the brand).
This unique calculation of penetration and frequency helps FMCG manufacturers to clearly understand their Irish and global reach in terms of actual basket reach and provides a vital guide on which regions present the biggest opportunities.
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