Ireland’s 100 most-chosen brands revealed
Valued by marketers, retailers, manufacturers and more, the Kantar Worldpanel Top 100 Master Brands for 2018 have been revealed
22 June 2018
Compiled annually by Kantar Worldpanel and published exclusively by ShelfLife, the Top 100 Master Brands at Home report provides a snapshot of Ireland’s most innovative and popular brands along with insight into consumer behaviour and the overall direction of the grocery market. Over the page, we catch up with Kantar Worldpanel commercial director David Berry, who outlines the hows and the whys of some of the major movements in the latest edition of the top 100. But first some insight into the process of compiling the list, and why we are seeing some of the changes we are seeing.
How is the Kantar Worldpanel Brand Footprint calculated?
Kantar Worldpanel’s Brand Footprint is based on research from 73% of the global population; a total of one billion households in 43 countries, covering 75% of the global GDP. The complete ranking comprises over 200 FMCG categories tracked around the world by Kantar Worldpanel across beverages, food, health & beauty and homecare.
The ranking is based on an innovative metric created by Kantar Worldpanel called Consumer Reach Points (CRP), which measures each time a consumer chooses a brand. The data for this year’s ranking was collected in the 52 weeks to October 2017. For more information on the process, see opposite.
Dairy remains strong
With Avonmore placing at number two in the overall list, it’s clear that dairy remains a major staple of almost every household, despite a surge in popularity of plant-based alternatives. Kantar Worldpanel’s research reveals that Avonmore is a staple of a massive 1.2 million Irish households.
Penetration is particularly high in Dublin, where it reaches 77% of households, while nationwide Avonmore is favoured by more than half the population.
As for the future of the segment, Kantar Worldpanel observes that the wider awareness of health trends and the fight against obesity will likely see attention turn from sugar to saturated fats. Meanwhile, high-volume products like dairy and specifically milk will be forced to adapt as manufacturers, consumers and governments intensify efforts to reduce waste. Might we see an eventual return to daily milk bottle deliveries?
Healthy options charge forward yet again
2017 resulted in an extremely positive showing for health brands, among them Alpro, which has been a staggering success in recent years. In 2013, the plant-based brand placed at number 95, and in this year’s list it has broken into the top 20.
The popularity of products like this is due in part to increased awareness among consumers of the health benefits of alternatives to dairy and other popular food groups. It is, however, also due to the rapid expansion of such brands to encompass desserts, snacks and products oriented towards children. Innovation like this is key to success, especially when plant-based alternatives may still be a “hard sell” to certain sections of the customer base.
What this research IS
- Data is sourced from 5,000 demographically representative Irish households recording their take-home grocery
- Comprises FMCG categories which are recorded by Kantar Worldpanel on a continuous basis in the beverages, dairy, food, health & beauty and homecare sectors
- The list is based on a measure of how many households purchased a brand at least once during the year (penetration), and the average number of times households bought the brand (frequency)
- These two numbers are multiplied to calculate each brand’s Consumer Reach Points (CRP) score
- The report covers the period of 52 weeks ending October 2017, compared with the 52 weeks ending October 2016
What this research is NOT
- It is not based on sales or EPOS data, measuring either value or volume sales
- The data does not reflect food purchased out-of-home
- Impulse pack products have been excluded from the dataset
- The following categories are not included in the brand footprint rankings: batteries, tobacco, nappies or spirits
Stuck in the middle with you
Research suggests stores are dividing into “healthy” or “indulgent” categories, and products that fail to fit in either box face being left behind
Kantar Consulting, a global marketing consultancy and sister operation to Kantar Worldpanel, recently published a report* that suggests a massive change is occurring in grocery retail, somewhat between the lines. According to the report, mass markets are currently in the process of splintering. Difference of tastes, preferences, lifestyles and identities have exploded, meaning that in every market around the world, consumers are more fragmented than ever.
A divergent market presents manufacturers with a dual challenge. First, they need to understand their customers’ needs and preferences, and what is driving their choices at any given time. Meanwhile, they must ensure their brands have a clear proposition that appeals to those specific needs.
What we have seen in recent years is that the strongest category growth is among brands that are either chosen for their health benefits, or their indulgent qualities. For example, research shows that high-enjoyment products like cola and mixers have grown sharply, as have healthy choices like smoothies and plain water.
While products at each end of the spectrum have grown, segments like juice drinks and flavoured milk – which do not appeal strongly in the health or indulgence arena – have not. Kantar Consulting’s report suggests that categories and brands that are neither healthy nor indulgent enough to appeal to that sensibility among consumers are struggling to prove they have “value for calories”.
Recipe or ready meal?
The report also observes this polarisation in how consumers are preparing food in the home. Cooking from scratch has grown by 3% since 2014, while oven-cooking has grown by 6% in the same period. Consumption of convenience products is also in growth, up 6% since 2014. As a result, the middle ground is being squeezed by consumers who now favour “either recipes or ready meals”.
Appealing to consumers with niche preferences has proved to be lucrative in recent years. Just look at Alpro’s storming of the Top 100 Master Brands since 2013. Similar surges have been seen in other areas, proving that consumers react to something that is a little different, but also that they can clearly label as beneficial or indulgent.
This phenomenon is not just happening within food and drink either. Personal care brands are also finding success by appealing to more niche consumer needs.
A key theme when looking for growth is finding new shoppers. But how manufacturers go about attracting these new shoppers is changing. Brands must fill specific needs in specific moments for specific consumers or risk being left behind.
*(Source: Follow the Money: Finding Growth in Uncomfortable Places, Kantar Consulting, March 2018)
Key trends within Ireland’s FMCG sector
Significant jumps for health brands and the age-old battle for top spot among two of Ireland’s most iconic grocery brands, define this year’s Kantar Worldpanel Top 100 Master Brands at Home. Commercial director David Berry outlines the list’s key takeaways and what the overall changes mean to Ireland’s grocery scene
“All of the brands in the Top 100 Master Brands list are doing really well, so changes [in position] are more often a result of a brand climbing past another. If one brand is doing really well, it means another is going to lose its spot, even if both brands are enjoying growth.”
It’s that time of year again, when consumer research agency Kantar Worldpanel publishes its Top 100 Master Brands at Home list, which reveals Ireland’s most-chosen grocery brands. In year-round research carried out by Kantar Worldpanel, 5,000 households, representative of the Irish population, are monitored for their grocery purchases. In using this information, Kantar Worldpanel is able to create a snapshot of Ireland’s most popular brands.
Once again, Irish brands dominate the top 10 in the 2018 list (which is made up of results for 2017’s research). Avonmore is Ireland’s most-chosen brand, followed closely by Brennan’s Bread. These two powerhouses are followed by another range of household names including Denny, Jacob’s, Knorr, Muller, Coca-Cola, Tayto and Bird’s Eye.
As with every year of the list, several of these brands have traded places; some have climbed a couple of places, while others may have dropped one or two. All the brands, however, are in a strong position as Ireland’s grocery sector benefits from increased disposable income.
In terms of the brands that have made significant gains on the list, healthy options gained enormous ground in 2017. Alpro, the plant-based milk alternative, broke into the top 20 after a massive few years that saw it race all the way through the Top 100 Master Brands at Home to become one of Ireland’s most-chosen brands, having been a relatively obscure, esoteric brand around just five years ago. Meanwhile, another health brand, Nature Valley, has made a massive jump of 18 places to enter the top 100 at number 95.
That is also indicative of Irish consumers’ new-found thirst for healthy options and brands they know will benefit them and their families.
Meanwhile, those brands that held firm or climbed just one or two places in the list will be pleased also, in that they innovated enough to keep in the minds of Irish consumers.
To mark the occasion of the Kantar Worldpanel Top 100 Master Brands at Home list publication, we caught up with the agency’s commercial director David Berry, who offered lots of insight into the list’s ups and downs, and what we can learn from it on the whole.
Q. Irish brands occupy strong positions across the latest ranking – what insights can we take from this?
David Berry: The top four spots are all held by strong local brands, and in total 12 of the top 20 positions are held by Irish brands. In the face of competition from global brands and retailers’ private label options, these brands have done an excellent job in maintaining their rankings. Through a strong local presence, they have established a clear view of consumer needs and have managed to adapt their offering accordingly. The result is a mixture of strong innovation and clear communications campaigns that have enabled continued success.
Q. Many of the brands all through the list have made very small changes, one or two places in either direction. How significant are these types of adjustments, for the brand internally, as well as in its perception?
DB: Well the brands that slip a place or two aren’t really losing, per se. All of the brands in the top 100 are doing really well, so changes like that are more often a result of another brand climbing past it. So if one brand is doing really well, it means another is going to lose its spot, even if both brands are enjoying growth. For example, a brand like Birds Eye was pushed out of the top 10, but this is due to strong growth in the popularity of Cadbury’s Dairy Milk.
Q. Healthy options are a very strong segment currently, as we can see from the significant jump made by Alpro. What can we learn from that?
DB: I noticed that too and looked back on some previous lists to check the long-term growth. In our 2013 top 100, Alpro was placed at number 95 in the list, now this year we see it break into the top 20. Those kinds of results speak for themselves. Initially, Alpro was seen as a replacement for something; if a person couldn’t have milk for any reason, they would go for a plant-based option. But over the past few years it has established itself as a strong brand in and of itself. It’s not a substitution anymore, it’s something consumers are choosing first.
Q. As for the lower end of the list, how significant is it for a brand to make that jump into the top 100?
DB: It’s certainly an achievement, and it’s a big step for any brand. If we look at the whole list, about half of them have seen growth and an improvement in CRP [Consumer Reach Points – a measure of how many households are choosing a brand]. It’s really positive for a brand to jump into the top 100, but it is still highly competitive. These brands are a key partner for the retailers, so if a brand establishes itself as one of the Top 100 Master Brands at Home, it is in a very strong position to do business everywhere.
Q. There are several examples in the list of competing brands sitting near each other on the list, for example dairy spread, breakfast cereal brands and several sauces and condiments. Do these brands watch one another to see where they lie in the final result?
DB: Definitely; they’re always on the lookout for the competition. Breakfast cereal has grown this year, so Kellogg’s Corn Flakes (66) and Weetabix (61) having climbed the list is a great result for them. Their messaging has changed a lot after a tough few years for breakfast cereal, so it’s really worked for them. Innovation is key for brands like those, and having something new to offer is a big deal. Yoplait made a significant jump this year [+15 place to number 31], and that is because of new products and variations in an effort to cover different segments.
Q. Broadly speaking, what do we learn from the annual Kantar Worldpanel Top 100?
DB: Being in tune with consumer trends is vital. Healthy options being in a strong position is something to shout about, and something the health industry as a whole will take note of. The top 100 shows that it is important to innovate and put new options in front of consumers, and also that people have different needs in 2018. If you’re in a position to appeal to these needs, then you’re in a pretty good position to grow.
Q. Apart from the specific brands, who is in a position to benefit from the research?
DB: The brands are examining this obviously, and then the supermarkets are interested to see which brands are doing well. This is naturally important to their customers, so the store brands can learn what is bringing people into stores, what’s bringing people to the aisles, what stands out and so on. There is a lot of insight you can glean from the data.
For generations of people growing up around Walkinstown, Dublin, the scent of freshly baked bread wafting from the Brennans bakery was part of everyday life.
And it’s not just the locals who know and love Brennans bread. Its distinctive yellow branding, the feel of the smooth wax paper packaging and the nostalgia-tinged advertising all combine to make Brennans, Ireland’s most popular bread and the number one grocery brand in the country.
The long term success of Brennans has been based on three key pillars: a distinctive brand, a strong distribution network and – most importantly – a fresh, quality product. While those pillars are still as important today as they were when Joseph Brennan baked his first Family Pan, Brennans has introduced new, innovative and exciting lifestyle breads, which have been created not only to meet changing consumer tastes, but to inspire them.
It is this dual approach of keeping it simple and fresh that has inspired the company’s most recent campaign and ensures Brennans keeps delivering on its brand promise of ‘Today’s Bread Today.’
TITLE: Q&A with Ivan Hammond, head of marketing, Joseph Brennan Bakeries
Q: Congratulations on achieving the number one position in this year’s Kantar Worldpanel ‘100 master brands at home’ ranking! What are the key factors that have led to your rise to the top spot?
A: We always keep a close eye on consumer needs and food trends, so we know the areas of lifestyle, health and wellbeing that are more and more important to consumers’ lives. Identifying these trends are the key growth drivers for the business – and our innovation and NPD processes are designed to produce great-tasting products, which fulfil our customers’ needs.
Our range of breads reflects that approach and cater for different consumer tastes and needs, whether it be our traditional white or brown breads and half pans or more niche products, such as our bagels, burger buns and gluten-free options.
As well as all of this, every single day we strive to live and be true to our brand promise of ‘Today’s Bread Today’, delivering fresh quality bread all over the country. The investment we’ve made in our strong distribution network allows us to keep that promise, ensuring our product is available in most stores nationwide.
Finally, consistency is one of our key strengths, making sure that consumers receive the same great quality they’ve come to expect from the Brennans’ name across all our product range, as well as consistency in our brand messaging and advertising. It is this multi-faceted approach that has allowed us to grow our market share and help us achieve our number one ranking.
Q: How important is the use of social media for Brennans and how do you make your content as engaging as possible?
A: Social media has been at the forefront of the brand strategy for the last five years. Having launched our Facebook presence back in 2012, we are now at a point where social is not just at the precipice of our strategy, Brennans is now central to national social conversation.
The frenzy of activity associated with the brand during Storm Emma was not just a vindication of the work we have done in social media, we believe it is a result of years of consistent investment in our brand.
In terms of engaging content, we are very lucky in that the product is the engaging content. It’s predicting how people will interact with the brand at key times of the year, which drives our success. Be it creating a bespoke Brennans selection box last Christmas, or curating user generated content with our packaging, our top content is always about our core product.
Q: Brennans is a certified member of Bord Bia’s Origin Green programme. How has the company strived to make sustainability a priority?
A: At Brennans, we’ve always believed in sustainability and specifically sustainable production. We work hard each day to provide quality fresh produce and in doing so are focused on driving sustainability as a priority within our business. We’ve been a full member of Bord Bia’s Origin Green programme since 2014.
Internally, this programme is driven by our sustainability team who meet regularly and who have the primary goal to further drive sustainability initiatives within the business.
The sustainability team consists of a diverse cross-section of employees and a dedicated sustainability champion. To date, the company has implemented numerous and varied sustainability initiatives within the following key areas: raw material sourcing, energy reduction, waste reduction and social sustainability. Our goal is to meet the needs of the present without compromising future generations.
Q: Brennans’ ‘Keep it simple, keep it fresh’ campaign emphasises the brand’s role in simple relevant usage occasions. How have consumers responded to this?
A: The key messaging behind our ‘Keep it simple, keep it fresh’ campaign is all about reminding consumers of those simple, relatable, familiar usage occasions where Brennans has a relevant role to play. Our outdoor campaigns utilise the iconic Brennans packaging to deliver these messages in a really impactful way. It’s a sign of confidence in our brand that the work is so instantly recognisable by consumers and the response has been fantastic so far.
Of course you’ll be hearing from ‘Old Mr. Brennan’ but we’ll also be popping up in a few unexpected places over the summer that are linked to relevant, Irish occasions, so keep your eyes peeled.
Our plan is to continue to balance new communication opportunities whilst reinforcing the life-long attributes of the brand – the freshness, quality and taste of our breads and the dedication of our staff who deliver this quality on a daily basis. We want to delight our long term customers and to welcome new customers with fresh, relevant messaging that reflects their changing lifestyles.
Q: Brennans has a rich history, experiencing strong growth since its establishment over 45 years ago. How important is it to share this brand story with consumers?
A: Family and tradition are the foundations of some of the most-loved food brands in Ireland, and Brennans is no exception. We have spent over 45 years investing widely in our brand, making Brennans one of the most recognisable grocery products in Ireland. Our ongoing ‘Old Mr. Brennan’ character is an incredibly iconic advertising asset that provides the brand with a unique, own-able tone of voice and continues to bring the brand’s tradition and heritage to life.
We are a very traditional brand that is very consistent in our messaging but cognisant of being relevant to customers’ changing needs and occasions. But one thing that never changes with consumers is that for any bread purchase, the key drivers are always freshness, quality and taste – and our advertising has consistently reinforced these key attributes, which are the core of everything we produce.
From the first days of the Brennans bakery in Fumbally Lane, “Today’s Bread, Today” has been an important brand promise in differentiating the brand and our commitment to that promise has never wavered.
Denny is Ireland’s fourth largest FMCG brand. It has been around for nearly 200 years and is a much-loved staple in Irish households. Henry Denny & Sons has just launched an exciting repositioning campaign, ‘Seize the Denny’.
The campaign is inspired by the fact that in 1946, Henry Denny invented the rasher. According to the company, his legacy of passion, open-mindedness and sharing is still lived by the brand and its consumers every day. It’s that philosophy of saying yes and going
for it that Henry Denny & Sons wanted to celebrate with consumers in order to reposition the brand. The brand ambition was to inspire Ireland to ‘go for it’ no matter what their ‘it’ is.
When you’re open to what life has to offer, everyone gets more out of it. And that’s not confined to the big things in life. It can be those small moments of everyday bravery that can be incredibly rewarding. In the spirit of Henry Denny, the new positioning is to be the brand that encourages people to step out of their comfort zones and do those everyday things that may seem small or insignificant but are a big deal to you. Seize the Denny!
Q&A with… Nicola Weldon, marketing director, Kerry Foods
Q: We all know Denny, but what makes it an iconic Irish brand?
A: Denny is a household favourite and one of the big Irish brands, but what really sets the brand apart is rich history going right back to our founder Henry Denny, an incredible man and one of the great original inventors. In fact, he pioneered the world of meat we know today; he actually invented the rasher in 1846. He wanted to export pork across the world. By slicing the meat into thin strips and soaking it in brine, it could successfully travel, and rashers were born! Literally, exploration through preservation.
Q: What was the challenge in making such an iconic Irish brand contemporary?
A: As a brand coming up on nearly 200 years old, the challenge was really about sharing some of the amazing nuggets of history behind the brand but doing this in a fresh way and making it relatable to modern consumers. Ironically, Henry Denny himself was the bridge from past to the future. While he may be gone, his spirit of passion, open-mindedness and sharing is still alive. And it’s his philosophy of saying ‘yes’ and going for it, we celebrate today.
Q: How did you bring that to life?
A: True to Henry Denny’s spirit, we repositioned the brand and launched a new campaign ‘Seize the Denny’ as a call to action, asking people to take inspiration from our story and to seize those little moments of bravery, that once capitalised on, can be incredibly rewarding. We want to inspire Ireland to ‘go for it’ no matter what their ‘it’ is – from getting a fringe, to finally learning to parallel park – little everyday wins.
Q: Now you’ve established yourself, what are you most excited about as you continue to evolve the brand?
A: 2018 is a hugely exciting year for us as we launch our new positioning, and truly ‘Seize the Denny!’ The pioneering spirit of our founder has always been strong within our team and what I’m most excited about is to continue to bring this to life for consumers through not only our communications, but also in the products that we bring to Irish homes every day.
Q: What about this campaign are you most proud of?
A: It’s born from the brand’s DNA, and something the entire team can really get behind. We live the brand’s philosophy throughout the company every day; I also believe this work and idea is something that would make Henry Denny, the man who started it all, really proud.
For the fourth year running, Müller has maintained its number six position in the Kantar Worldpanel 100 Master Brands at Home ranking – the only brand that sells yogurt in the top 15.
Müller Corner has had a great start to 2018, with sales growing ahead of market averages. ‘Dancing with the Stars Ireland’ on RTÉ was a hit with Irish families and a highly successful brand association for Müller Corner. And latest market data indicates that more young families are now buying the brand than this time last year**.
In April 2018, Müller Corner Plain was launched, the first ever Müller Corner that is made with unsweetened natural Greek Style yogurt. The Müller Corner Plain range replaces the Müller Greek Style Corner range and contains, on average, 27% less total sugar***. The range is available in singles and four-pack formats in three flavours: Strawberry & Goji Berry, Blueberry & Elderberry and Raspberry & Pomegranate.
Also just launched in Ireland is Müller Quark Yogurt which hit shelves in April 2018. Müller research found that 30% of thick yogurt consumers did not return to the sector as a result of taste****. By combining Alpine-style quark with tasty Müller yogurt, the dairy company plans to grow the category by attracting new shoppers and re-attracting lapsed buyers. Consumers can purchase the product in three flavours: Plain (high in protein), Strawberry and Vanilla (source of protein), in 150g singles.
**(Source: Kantar, 12 w/e 25 March 2018)
***(based on total sugars per 100g)
****(Source: Kantar, 52 w/e 21 May 2017)
With continued market leadership in the non-alcoholic ready-to-drink category, Coca-Cola’s heritage and affinity with consumers across Ireland continues to go from strength to strength.
As the country’s number one soft drink, the last year has been revolutionary for Coca-Cola as it continued to grow the brand through its zero sugar variants, Diet Coke and Coca-Cola Zero Sugar.
Currently, 43% of all Coca-Cola sold is no sugar, and the company has an ambition to achieve 55% by 2020.
2018 also saw a new pack-line up introduced for Coca-Cola, to offer greater choice to consumers. In addition to the popular 330ml can and 500ml bottle, Coca-Cola Classic drinkers are now able to choose from smaller, more convenient pack sizes with the introduction of a sleek new 250ml slimline can or a 375ml (PET) bottle for those on-the-go.
In line with the ‘Hero Zero’ strategy to encourage more consumers to trial the no and low sugar colas, new promotional packs for Coca-Cola Zero Sugar and Diet Coke were also launched this summer; offering more value for consumers on-the-go, with 500ml plus 20% extra in its PET bottles.
Innovation also remains a cornerstone of the brand strategy, as it continues to expand its offerings with new no sugar options, Diet Coke Exotic Mango and Coca-Cola Zero Sugar Peach, which are already proving to be a hit with consumers.
The brand comes to life once again this summer with a number of campaigns to drive excitement and engagement with consumers. Coca-Cola’s long running partnership with the FIFA World Cup will see new on-pack graphics across the Coca-Cola portfolio and bespoke activations for in-store.
A summer campaign across the full sparkling portfolio including Coca-Cola, Coca-Cola Zero Sugar, Diet Coke, Fanta and Sprite, will then bring brand activity to fever pitch. Driving engagement in the full sparkling portfolio from sofa to store, Coca-Cola, Fanta and Sprite will offer consumers the chance to win unforgettable experiences including a once-in-a-lifetime stay in an igloo, a surf holiday in Portugal, and the opportunity to get up close with whales in Iceland, to name but a few of the prizes up for grabs.
The promotion will run across all ‘sunshine packs’ carrying the friendly sun symbol from 2 July – 26 August, and will be supported with a fully integrated marketing campaign including TV, out-of-home (OOH), digital and in-store point of sale.
- Cadbury’s Dairy Milk
Tayto continues to be the highest-ranking crisps and snacks brand in Kantar Worldpanel’s 100 Master Brands and has maintained its top 10 position which it achieved for the first time in 2017. Tayto is Ireland’s number one crisps and snacks brand and is showing no signs of going anywhere, growing market share even after 64 years in the market. Tayto has a portfolio of products that meet different consumers’ needs and wants. Whether it’s the original Tayto crisp, family favourite treats like Snax or Waffles, the gluten-free, hand-cooked Bistro crisp or even some microwave popcorn, Mr. Tayto has something for everyone.
Intrinsic to the success of the Tayto brand is its ongoing support above and below-the-line. Tayto is more than just a crisp but so is Mr. Tayto who continues to engage consumers of all ages and make himself relevant to their everyday lives. Watch out this summer as Mr. Tayto makes a ripple in the market with some exciting new crisps!
- Pat The Baker
- Birds Eye
Birds Eye has retained the number one position as the top frozen food brand within the overall 2018 ranking.
Consistent investment in innovation, product quality and packaging design to create standout on-shelf and communications support have made Birds Eye Ireland’s most-chosen frozen food brand for the fifth consecutive year.
Core categories include staples such as fish fingers, coated fish, chicken, peas, steaming vegetables and potato waffles, with Birds Eye the clear market leader in a large number of segments.
In addition to a consistent pipeline of category-enhancing innovation aimed at both families and adults, Birds Eye has continued to invest in media and communications support. The introduction of a new Captain Birds Eye supporting fish and championing the ‘Real Food Simply Made’ positioning has injected renewed consumer excitement and enthusiasm and delivered fish finger share growth of 2.3% to 75.9% in the first three months.
The current ‘Winner Winner Birds Eye Chicken for Dinner’ campaign supports Bird Eye chicken and reinforces its quality and taste credentials through a heavyweight, integrated plan centred around the message that Birds Eye chicken is only made with 100% chicken breast. The plan incorporates TV, online video, digital/social, out-of-home and in-store promotional support and will run throughout 2018.
McVitie’s has always had a strong heritage and credentials in baking and delivering tasty, much-loved biscuits to Irish families for generations. The brand has been continuously focusing on product quality, winning innovation and a strong marketing plan both for NPD and its core range.
This year, the brand has been investing in the continuous TV support of its iconic Digestive range. This resulted in a strong growth for both Original Digestives (+5.1% vs last year) and Chocolate Digestives (+3.3% vs last year)*. Pladis also marked its ongoing commitment to unlocking new occasions for growth in the biscuit category with the launch of McVitie’s Digestives Thins in 2017. A thin and light biscuit with a delicate crisp, covered in scrumptious chocolate, McVitie’s Thins lets consumers enjoy the taste of McVitie’s Digestives biscuits in a modern and more refined way. The range has been supported with TV advertising this year and showed a strong growth of +32.2% vs last year. The business is planning to extend a successful Thins franchise by adding a much-loved crunchy Chocolate Hobnob variant for consumers to enjoy in a thinner version.
Harnessing the power of the McVitie’s brand, Pladis plans to modernise and grow it by unlocking new occasions and creating fresh interest in biscuits to drive category growth and, therefore, sales for retailers.
*(Source: Total Scantrack ROI (MULT/GRP/4CT), YTD, April 22/18)
- Irish Pride
- Green Isle
The Galtee brand is a power brand within the categories it operates. In the rasher category, Galtee occupies three out of the top five spots for value, and places fourth in the sausage category. In fact, four packs of Galtee are sold every minute (Source: Nielsen March 2018).
This year Galtee is going ‘Big, Bold, And Banterful’, and executing this through an on-pack offer that will be on all Galtee rasher and sliced cooked meats packs. The company has teamed up with Cassidy Travel to give away a holiday a week worth €1,500, all summer long.
This activation will be supported through-the-line, using social media, a partnership with RedFM, Spotify ads, as well as in-store point of sale and CRM activity, particularly targeting both mums and millennials.
Sales of Alpro continue to go from strength to strength in Ireland’s grocery sector, with the brand soaring to number 20 in ShelfLife’s 100 Master Brands at Home ranking, up from number 29 in 2017.
The news comes as the plant-based pioneer continues to build the plant-based category to new levels. Valued at €27 million and growing by +8% last year*, plant-based continues to provide retailers of all sizes with one of the fastest and biggest growth opportunities in food and drink.
As the plant-based sector’s biggest brand, Alpro is leading the way with sales of €20 million to account for almost €3 out of every €4 spent on plant-based food today*.
“We’re thrilled with this result and we’ll be keeping up the level of innovation and investment to ensure our products drive demand with new and existing consumers in Ireland,” says Vicky Upton, head of marketing for Alpro UK & Ireland. “We’ll also continue to work with our distributors and retailers to develop strategic partnerships that ensure visibility in-store, as well as engaging with consumers via exciting activations such as our recent Alpro Planquet pop-up shop in Dublin.”
*(Source: Nielsen, Total Market, 52 w/e 31/12/17)
Goodfella’s Pizza, launched in 1993, remains Ireland’s number one frozen pizza brand. Produced at state-of-the-art facilities in Naas and Longford, Goodfella’s is proud to be made in Ireland and supporting Irish jobs.
Team Goodfella’s is constantly striving to meet consumer needs and wants. Tapping into key trends and meal occasions, Goodfella’s has something for everyone and continues to deliver tasty pizzas for all the family.
The brand has the widest frozen pizza menu, including a Takeaway pizza for all the family to share. This includes a dip, meaning consumers have everything but the “ding dong” of the delivery man! Also a more recent addition to the range is Takeaway Thin & Crispy, for those looking for a thinner sharing base.
The everyday Thin range still provides families of all ages a selection of toppings from Pepperoni to Roast Chicken, while the Deep Pan range continues to surprise consumers with its light and fluffy bases.
For those with special dietary requirements, consumers can choose from a range of Goodfella’s Gluten Free pizzas and indeed coming soon, the Goodfella’s Vegan pizza.
Whatever the occasion, and whoever you’re with, make sure to ‘Gather Round a Goodfella’s’; there is something for everyone to enjoy.
Follow Goodfella’s Ireland on Facebook or visit the website on www.goodfellaspizzas.com for more information.
Dairygold is one of Ireland’s most iconic brands and is the number one brand in the butters, spreads and margarines (BSM) market, with a 21.9% value share (Source: Nielsen March 2018).
In 2017, as part of the Dairygold Roller Toaster Good Stuff Tour, Dairygold met lots of volunteers all over Ireland, who ‘made a minute’ of the good stuff for others. The company learned that doing good can also feel good so this year, Dairygold is helping bring the world of micro-volunteering to the public.
Micro-volunteering is exactly what it sounds like, a way for busy people to help others, in the time it takes to wait for a bus, stand in a queue or enjoy some toast with Dairygold. The company has partnered with six amazing organisations to bring consumers micro-volunteering opportunities, where they can complete small tasks that make up a larger project, without having to make any long-term commitment. And all in the time it takes to make some toast!
With a heavy support campaign, including TV, radio support with a six-week partnership on Today FM’s Fergal D’Arcy show, OOH and online, Dairygold hopes to get the nation giving a few of their spare minutes to help its partner organisations. Micro-volunteer with Dairygold at www.makeaminute.ie and make a minute for the good stuff.
As one of Ireland’s oldest food companies, Flahavan’s can
trace its first family connection to the mill in Co. Waterford back to 1785 when John Flahavan’s great, great, great grandfather was managing the business. Now with the seventh generation of the family in the business, Flahavan’s celebrates over 230 years of milling oats in Kilmacthomas, Co. Waterford and today sells a range of over 40 oat products in 17 countries worldwide.
Varying flavours and formats include Regular, Organic, Gluten Free, Multiseed, Fruits, Quick Oats Pots and Sachets, Flapjacks, Muesli, Granola and Overnight Oats. Flahavan’s has pioneered a dramatic change in the way consumers think about oat-based foods and their compelling health benefits.
This is achieved by continually investing in staying close to the consumer, identifying, understanding and responding to emerging
health and lifestyle needs of consumers through new innovative products and formats.
Operating in a rural community nestled underneath the Comeragh Mountains in Co. Waterford, sustainable production is at the heart of Flahavan’s 230 year old mill process. Over 60% of the company’s mill energy comes from its own renewable sources, such as burning the outer shell of the oat to generate the steam used in its cooking process, as well as using the original millstream at the River Mahon and the blustery winds to generate electricity to help power the mill.
The highest-quality, locally-grown regular oats are sourced and selected from farmers within a 60 mile radius of the mill. Many of these farmers have been supplying the mill for generations themselves; local sourcing not only supports the local farming community and the local economy but also reduces carbon footprint involved in the transport of oats.
Flahavan’s is a founder member of Love Irish Food and an active member of Origin Green.
- Johnston Mooney & O’Brien
As Ireland’s oldest bakery, Johnston Mooney & O’Brien has more than 180 years of experience in selecting high-grade flour from the finest wheat grown harvests. Over time, the company has refined its recipes so that all quality ingredients come together perfectly to make consumers’ favourite fresh-baked breads, buns and rolls. Bundys is famous throughout Ireland; the brand is synonymous with producing high quality, tasty and consistent buns and rolls. The Bundy Bakery operates using a
unique, specialised American high-tech sponge and dough system, which allows the brand to achieve a very high quality and consistent range of products. ‘The Original American Recipe’, Bundys is confident its high quality and everyday freshness delivers the ‘best bun for your business’.
Johnston Mooney & O’Brien recognises consumers today are looking for superior tasting, added-value products. The Bundys Gourmet Brioche and Sourdough Range of Hamburger and Hot Dog Rolls are ideal to meet consumers’ expectations for exciting and superior flavoured products. Bundys is also delighted to introduce its new Gourmet Brioche Nine Mini Sliders launching this month. The Gourmet Brioche Nine Mini Sliders are the perfect addition to this premium tasting range. Make sure to try the premium new Bundy’s Gourmet range this summer; they are sure to add some ‘Oh-La-La’ to any BBQ!
- Connacht Gold
MiWadi is a truly iconic Irish brand and continues to grow from strength to strength in the marketplace. From humble beginnings in 1927, MiWadi is still produced in Dublin to this day and around 16.5 million litres of MiWadi are consumed every year.
MiWadi, has been a fruity and flavoursome part of childhood in Ireland for 91 years and has always remained relevant to Irish families with a wide range of flavours in its Regular, NAS, 0% Sugar and Mini ranges. Last year, MiWadi with Added Vitamins was launched containing vitamins B3, B6 & Zinc which help to contribute to the growth of healthy bones and the maintenance of a healthy immune system. MiWadi with Added Vitamins is the latest improvement to the MiWadi range and is available in the Regular, No Added Sugar and 0% Sugar ranges.
MiWadi continues to grow year on year maintaining its number one position in the marketplace, according to market data. This year, MiWadi reached a record market share of 62% – proving to be a brand truly loved by the nation. MiWadi will continue to focus on continuous growth and lead in the flavour enhancer category by evolving its portfolio and bringing innovative solutions to the market that are led by consumer trends.
Charleville, the original cheese innovators since 1912, continues to be Ireland’s number one cheese brand. Last year the brand underwent a successful rebrand which included packaging redesign and innovation. Since then, Charleville has been on a mission to ‘banish the bland’ by embracing bold flavours and combinations.
As part of the rebrand, the range has expanded to provide shoppers and retailers with a product solution to meet every cheese occasion. Charleville remains dominant in the traditional block, sliced and grated segments, while seizing the opportunity to expand into other areas such as premium, snacking and spreadable cheese.
The extensive brand portfolio now comprises:
- Crafty Creations range, including Oaked, Smoked & Maasdam slices
- Premium Reserve range, including Extra Mature Cheddar and Vintage White Cheddar
- Snackfuls range, including Crunchy BBQ Bites and Sweet Chilli Bites
- Spreadables range, now including tasty new launches, Oaked Smoked and Extra Mature
Kerry Foods continues to support the brand with targeted digital communications, social media and shopper marketing.
- Carroll’s of Tullamore
Ireland’s number one face care brand*, Nivea has introduced the new Urban Skin skincare series that is simultaneously a protective shield and a self-defence course for the skin. The range helps the skin protect and defend itself against damaging external influences.
The new Urban Skin skincare series utilises organic green tea extract and hyaluronic acid. As well-researched and authenticated capturers of free radicals, these special, enormously high-performance antioxidants help exert diverse positive effects on the skin.
The range consists of a protective day cream, a strengthening night cream, and a cleansing mask that cleans deeply into the pores. The latest additions to the expanding range include two brand-new refreshing and reviving shower gels, enriched with natural anti-oxidants. The portfolio includes:
- New: Urban Fresh Refresh and Revive Shower Gels
Let the invigorating fragrances of Nivea Urban Fresh Refresh and Revive Shower Gels rejuvenate the senses and help consumers to revive after a long day in the city. Enriched with natural anti-oxidants, the refreshing gel formula transforms to a rich lather to nourish skin, leaving it feeling cleansed and healthy.
- Urban Skin Defense Day Cream
The refreshing and light formula with organic green tea extract, hyaluronic acid, sun protection factor 20 and strong protection against UVA light helps prevent light-induced premature skin ageing.
Urban Skin Detox Night Cream
With organic green tea extract and hyaluronic acid, this cream effectively assists the skin’s natural biology to accomplish these processes by supplying the skin with intensive moisture and highly effective antioxidants. The skin can actively regenerate itself and receives new energy while you sleep – for a fresh and healthy looking complexion.
- 1 Minute Urban Skin Detox Face Mask
Thorough facial cleansing is the topmost priority in a daily beauty routine because urban air contains miniscule dirt particles that can be as tiny as 20 times smaller than the diameter of a pore. In just one-minute, natural white alumina, also known as “kaolin”, works like a magnet to attract oil, sebum and dirt out of the skin, enabling the skin to breathe freely again.
*(Source: Euromonitor International Limited; NIVEA by umbrella brand name in the categories, body care, face care and hand care; in retail value terms, 2015)
- Yoplait Petit Filous
- John West
Continuously a top 50 brand, John West has always been a trusted family name, synonymous with quality fish. At John West, the company strives to reach its loyal customers while appealing to new consumers. It has successfully achieved this by launching innovative products such as Creations and Infusions that are both invigorating and tasty. In order to retain the brand’s leading position, John West continuously innovates in areas adjacent to its core offerings. The brand is always looking to inspire its consumers to cook and consume fish regularly, whether talking to busy mums or on-the-go young professionals looking for a healthy lunch alternative. The Omega 3-rich fish is perfect for consumers aged 45+ looking to enjoy a good heart health; the protein-rich tuna products are a great snack for sport enthusiasts to refuel with after training.
At John West, the promotion of a healthy active lifestyle and engaging consumers around this topic, is key to the brand’s strong performance this year.
There is a wonderful opportunity to engage consumers and inspire them to create simple but delicious meals with its products. New recipe ideas are constantly available to consumers through the brand’s social media channels.
John West has also developed some very exciting and engaging partnerships. The John West GAA Féile partnership sees the brand supporting GAA at a grassroots level across the country. Building relationships with families, young and old, through engaging digital content, while promoting the importance of a healthy lifestyle, is essential to John West. It will be actively supporting the Féile finals in June and looks forward to great sporting and friendship building moments!
The John West Gaelforce sponsorship will see the company sampling products at all the key Gaelforce events across the year as well as having a huge digital campaign on all aspects of preparing for a sporting event (including training tips and nutrition advice) to build relevance and usage for the everyday consumer.
‘Get the best out of John West!’
The KitKat brand is one of the most iconic and enduring confectionery brands and remains as relevant today as it was on its launch in 1935. The brand has stood the test of time for over 80 years for various reasons. Firstly, it was a ground breaking product when developed and consumers’ initial enjoyment and love of the product has not abated. Secondly, its original brand proposition of being the perfect choice for a break has remained consistent over the decades. Thirdly, the brand has evolved and innovated in terms of various flavours and formats.
Earlier this year saw the launch of KitKat Senses, an indulgent new sharing proposition; individually-wrapped bite-size chocolates each with the combination of unmistakably tasty KitKat chocolate and wafer and either a layer of indulgent praline and crunchy pieces of hazelnut (Hazelnut), salted caramel filling infused with crunchy caramel flakes (Salted Caramel) or rich chocolate ganache and crunchy cocoa nibs (Double Chocolate). With a continuous focus on flavour and format innovation, we can rest assured KitKat is not about to have a break in that regard any time soon.
At LowLow, the brand’s message is ‘enough’ to feeling bad about food. LowLow believes everyone should taste, savour, share and above all, enjoy great food.
The company’s mission is to support and encourage people everywhere to have a great relationship with food. That’s why its tasty range of spreads and cheeses are the tastiest and most tempting consumers will find in the chill cabinet.
In keeping with LowLow’s ethos that no-one should have to sacrifice feeling good for looking good, every single one of its products contains at least 33% less fats; a natural fit with a healthy, balanced lifestyle.
- Uncle Ben’s
Moving up six places, Kinder is now within the top three most popular confectionery brands in Ireland.
Last year was a successful year for Kinder as total sales amounted to €15.6m. The Kinder master brand can be viewed in two parts, firstly with Kinder Kids (Kinder Chocolate, Kinder Sharing and Kinder Surprise) operating within kids confectionery and, then with Kinder Bueno operating within adult impulse.
“If we look at Kinder Kids, the brand has been evolving and penetration has been in growth for the past three years,” says Levi Boorer, customer development director, Ferrero.
Kinder Surprise continues to hold the number one spot in kid’s confectionery, worth €4.2m.
Meanwhile, Kinder Bueno grew at +3.5% in value, ahead of the market, and outperforming total countlines (+0.5%). This was partly driven by significant above-the-line investment, the introduction of Kinder’s new ‘Now That’s Adulting’ campaign that drove relevancy with its target audience and on-trend NPD with the introduction of Kinder Bueno Coconut in July 2017.
- Premier Dairies
- Kellogg’s Corn Flakes
- Kellogg’s Rice Krispies
Brand leader in healthy raw meats, Ballyfree is driving growth on the back of a massively successful 2017, which saw 12% volume and value growth. Building on this, Ballyfree launched brand new Turkey Burgers in two tasty flavours, Plain & Cranberry and Oats & Spinach. This innovation is in line with consumer and category trends, as the healthy raw meat segment achieved growth of +8% value sales year-on-year, and +5% volume, according to market data.
On the back of this successful launch, Ballyfree is continuing to be the thought leader in the healthy raw meat segment with further innovations planned for 2018. These innovations are perfect for consumers who are looking for inspiration to be creative from Monday to Friday with healthy eating, and who are also seeking healthy alternatives to the foods they love.
Significantly, the Original Ballyfree Turkey Rasher remains the number one branded rasher in value, and Ballyfree Turkey Sausages have risen to number six in the sausage category, according to market data. Ballyfree will continue to drive awareness with support on digital, in-store, and through tactical targeting of gyms and slimmers clubs.
- Hazel Brook
Enjoyed by one-quarter of all Irish households, the past year has brought a step-change for the Activia brand. The brand’s development of exciting and relevant innovations to meet the needs of Irish consumers has fuelled overall brand growth of +7% year-to-date (YTD)*.
The latest addition to Activia’s portfolio is the launch of Grains & Nuts, a tasty new breakfast solution. Each pot contains creamy yogurt mixed with a selection of grains, nuts and seeds, delivering a satisfying, crunchy texture with a delicious nutty taste.
The new development is broadening breakfast occasions for Irish consumers by offering a source of fibre, protein and exclusive yogurt cultures.
The latest flavour addition to the Grains & Nuts family is Muesli 0% Fat. This gives consumers the opportunity to start their day with a tasty source of fibre.**
*(Source: Kantar Worldpanel data ending 25 March 2018)
**(Enjoyed as part of a healthy diet and lifestyle, calcium contributes to the normal function of digestive enzymes)
- Old El Paso
- Dr. Oetker
- Hunky Dorys
Hunky Dorys is the biggest mover within the Kantar Worldpanel Top 100 Master Brands at Home, moving up a staggering 15 places to position 85 this year. Hunky Dorys is the nation’s favourite crinkle crisp brand and Ireland’s second most popular crisp.* The robust brand performance continues year-on-year with Hunky Dorys now holding a 20.7% value share of the crisp market*.
Hunky Dorys is supported above-the-line (ATL) with its ‘Buffalo is How We Roll’ creative. This communicates the attitude of the brand which is all about adventure and freedom. Hunky Dorys has recently extended its portfolio into the snacks market with the launch of the Hunky Dorys Chips range, which offers consumers full-on chipper flavour in every bite. In fact, the brand is confident this NPD and support will see Hunky Dorys move even higher in the ranking in 2019.
*(Source: Nielsen Markettrack, Value, MAT M/A 2018)
- Cully & Sully
- Donegal Catch
Actimel recently relaunched its new 0% fat range, now with no added sugar but the same great taste. The popular yogurt drinks brand from Danone reformulated and re-launched the 0% range, now with no added sugar*, in April. The relaunch includes much loved varieties Strawberry, Original and Raspberry, as well as an expansion of the range with Multifruit, one of the biggest-selling flavours of the entire Actimel portfolio.
The move represents a real growth opportunity, according to the brand. “At Actimel, we are continuously looking for ways to improve our offer and meet consumer needs,” says Rachel Doyle, senior brand manager, Ireland. “The trend and desire for more ‘health conscious’ options are as relevant as ever, and the new ‘0% Fat, now with no added sugar’ range responds to this. We’re delighted with the results and we worked hard with consumers to ensure we’ve maintained the same delicious taste.
“The launch is aimed at maintaining fans of the brand, as well as attracting a new consumer base to the dairy drinks arena,” Doyle adds. “We see this as a real growth opportunity for retailers, particularly with the Multifruit NPD, which is one of our biggest selling flavours and has never before been available with low fat and sugar content.”
Available nationwide since April in Ireland, the campaign is supported with significant investment across TV, digital and in-store shopper support, with the TV campaign being broadcast on primetime TV slots. Digital activations are also rolling out on social media, using targeted marketing to ensure maximum engagement.
Actimel, 0% Fat, with no added sugar is available nationwide in eight-packs (RRP: €3.99) and 12-packs (RRP: €4.99).
For more information about Actimel, visit www.actimel.ie or Facebook: www.facebook.com/Actimel IRE.
*(contains naturally occurring sugars)
- Nature Valley
Developed over an incredible 180 years, Robinsons has the broadest squash range on the market. The Robinsons range of fruit squashes are made with real fruit juice and are free from artificial flavours and colours. The brand’s squash experts carefully select quality fruits and use their knowledge to create blends that deliver great taste combinations. Each part of the Robinsons range offers consumers different flavours and different drinks for every occasion. The Robinsons Fruit Squash range is available in both Single and Double Concentrate.
Last year Robinsons announced the addition of two brand new sub ranges to its already popular Robinson’s product offering. The new ranges include Robinsons Fruit Creations and Robinsons Fruit Cordials. The all new Robinsons Fruit Creations brings a range of fresh and exciting flavours, each of which contains twice the fruit compared to the current core Robinsons range. The new extra fruity range, available in one litre format, contains no added sugar and is set to appeal to adults looking for more exciting flavour blends with three new flavours to choose from. While the more sophisticated Fruit Cordial range has also been introduced, bringing exciting combinations of real fruit and botanicals to consumers. The range is sweetened from natural sources with no artificial sweeteners, colours or flavours, with only 50 calories per serving and comprises three new flavour combinations; Pressed Pear & Elderflower, Raspberry, Rhubarb & Orange Blossom and Crushed Lime & Mint. The new range is available in premium glass bottles offering consumers a more refined drinking experience.