Kantar 100 Master Brands at Home

Kantar's comprehensive list of Ireland's most-chosen brands is created by surveying 5,000 Irish housholds on their supermarket spending habits across all segments. These choices are used alongside a metric which gives each brand a CRP score - Consumer Reach Points - which is further extrapolated into this list we see before us. Read on to see which brands Irish consumers favour in their weeklyl shop, year round!


Brand Central

17 June 2019

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51. Wrigley’s

52. Barry’s

53. Bisto

54. Erin

55. McCain

56. Weetabix

57. Odlums

58. Haribo

Family favourite treats and exciting innovations are driving success for Haribo and should be core for stores. The brand is currently experiencing year-on-year growth at +3.98%*.

“Our core lines Starmix, Tangfastics and Supermix should be core for any store that is looking to enhance sales from within their confectionery category,” says John McCulloch, head of sales for Haribo Ireland. “These products consistently perform well with their iconic and instantly recognisable pieces, flavours and textures making them exceptionally popular.”

Driving choice is also a priority for Haribo, supported by innovation within the brand. “Fruitilicious offers 30% less sugar**,” says McCulloch, “but still delivers the same great taste that consumers have come to love and expect from the brand.”

Haribo’s vegetarian treats also continue to be an important part of the portfolio. Giant Strawbs, with its long-lasting strawberry flavour and unique chewy texture, has been joined by Funny Mix and Jelly Beans with their revamped colours and flavours strengthening the range and making it even more exciting.

*(Source: Kantar Worldpanel online Total Take home confectionery 52 we data – Data to 30 December 2018)
**(Source: Fruitilicious contains 30% less sugar than regular fruit gum sweets)

59. Chef

Proudly produced in Cabra, Dublin, the latest addition to the Chef range – Chef Stevia – has the same great taste, just naturally sweetened.

Chef is already the number one brand in brown sauce and the number two brand within ketchup.

This new Chef Tomato Ketchup, made with the natural sweetener Stevia, joins the existing Chef Reduced Sugar & Salt Tomato Ketchup, boasting an even lower sugar and salt content.

Chef Stevia has no artificial sweeteners, colours, flavours or preservatives, does not compromise on taste and still delivers that unique Chef kick.

A family favourite in Irish households since 1921, not only does Chef have those essential sauce needs covered but the Chef range also includes BBQ Sauce, Salad Cream, Beetroot, Malt Vinegar and Pickles making it the only brand to choose for the ultimate BBQ offering.



60. Schwartz

With more than 100 years of experience, Schwartz is the number one herbs and spices brand in Ireland, offering the greatest variety of herbs, spices and seasonings. Schwartz’s extensive product portfolio spans into different sectors including recipe mixes, wet sauces and gravies.

A wide range of NPD is due to be introduced from summer 2019, including Ras el hanout, Sumac and Harissa, celebrating on-trend North African and Middle Eastern flavours. Schwartz also plans to expand its seasonings and pepper ranges, so keep an eye out for exciting new Street Flavours.

61. Hovis

The Hovis brand continues to make excellent progress in the Irish packaged bread category. In 2019 the brand has climbed to 51st position in the Kantar 100 Master Brands at Home list, representing an increase of 24 places from its 2018 position.

The Hovis bread brand in Ireland is baked at its Belfast bakery and 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 year. Since its launch in 2014, Hovis Seed Sensations has been strongly received by the Irish consumer for those seeking a healthier, great-tasting bread with a distinctive, seeded flavour and the product is now recently available in Lidl. The brand’s consistent focus on quality and freshness continues to be a key driver of sales in the market.

Meanwhile, Hovis has just launched a new addition to the Seeded range in Tesco Ireland. The Hovis Seeded Batch offers consumers a seeded bread with a richer, roasted seed flavour. The Seeded Batch has strong, visual appeal on-shelf delivering immediate impact.

With its combined focus of quality and innovation continuing in 2019, Hovis predicts another successful year in Ireland for 2020 and beyond.

62. Dove

63. Keogh’s

64. Low Low

65. Uncle Ben’s

66. Club

67. Kellogg’s

Corn Flakes Kellogg’s Corn Flakes, “the original and best” since 1906, is Kellogg’s flagship brand worth €7.6m with 8.7% value share. The humble Corn Flake has a 36.1% share of household penetration, with six boxes sold in Ireland every minute.

Part of this success is Corn Flakes’ ability to appeal to a wide range of consumers, including families and “plain traditionalists” who have cereal as a mainstay in their breakfast repertoire. All Kellogg’s Corn Flakes sold in Ireland and across Europe and the UK are made with responsibly sourced corn.

To learn more about this initiative, visit www.kelloggs.com.

68. Kinder

69. Ballyfree

70. Hazel Brook

71. Activia

Enjoyed by over a quarter of Irish households, 2019 has been a step changing year for the Activia brand as it rolled out a packaging refresh to Irish consumers, along with a recipe incorporating 100% naturally sourced ingredients.

The new modern look maintains the iconic green recognised and loved by Irish consumers but dials up naturality to better reflect the goodness in the pot as well as bringing exciting and relevant innovations to meet the needs of Irish consumers, fuelling overall brand growth of +5.4% this year*.

Activia’s latest addition is the Grains and Nuts range, a tasty fibre rich breakfast solution. Each pot contains creamy yogurt mixed with a selection of grains, nuts and seeds, for a satisfying crunchy texture with a delicious nutty taste. For the rest of 2019 and beyond, Activia aims to continue to deliver on its promise of being a delicious way to look after gut health. *(Source: Kantar Data ending 24 March 2019)

72. Premier Dairies

73. Cully & Sully

Cully & Sully is delighted to feature in the Kantar 100 Master Brands for 2019, doubly so to have moved up another 13 points to number 73.

Cully & Sully is passionate about the quality of its fresh ingredients and committed to producing tasty soup, every time. Soups are naturally healthy and ideal for a quick lunch;
add some fresh sourdough bread and it transforms into a light evening meal.

Cully & Sully has also launched a range of Irish broths: Beef & Vegetable Broth and Chicken & Vegetable Broth. Both are made with Irish bone broth, with two vegan broths, Vegetable and Miso, also available in the range. All Cully & Sully broths are 500g and low in fat with no added sugar.

All Cully & Sully products are made in Ireland.

74. Kellogg’s Rice Krispies

Worth €4.7m and a 5.3% value share, Kellogg’s Rice Krispies is one of Ireland’s most popular and recognisable cereal brands. It has 26.7% household penetration, with three packs sold in Ireland every minute in the past year. The brand’s ethos is “nourishing happiness”, and the content of the products reflects this, consisting of a simple grain of toasted rice. It’s simple, wholesome goodness, made from five key ingredients and fortified with vitamins. Rice Krispies are a source of Vitamin B, Vitamin D and iron, and contain no artificial colours or flavours. Of course, who could forget the iconic “snap, crackle and pop”!

75. Ballygowan

76. Hunky Dory’s

For the second consecutive year, Hunky Dorys has made significant advances within the Kantar 100 Master Brands ranking, moving up to 76th position. Hunky Dorys is the nation’s favourite crinkle crisp brand and Ireland’s second most popular crisp, packing a satisfying punch, holding 20% value share of the crisp market*.
Hunky Dorys is the ultimate “hunger buster”, the most satisfying alternative to a standard crisp. There are four key flavours in the range; Cheese & Onion, Salt & Vinegar, Sour Cream & Onion and Buffalo. Each bag is packed full of flavour and attitude, the ultimate stampede of flavour! *(Source: Nielsen Scantrack, Value, MAT M/A 2019)

77. Maltesers

78. Innocent

79. Kelkin

80. Killeen

81. Tropicana

82. Old El Paso

83. Dr. Oetker

84. Kerrygold

Kerrygold recently celebrated becoming Ireland’s most successful food export, exceeding €1 billion annual retail sales value. This phenomenal global success is underpinned by Ireland’s grass-fed familyfarming system and the commitment of Irish dairy farmers to produce the best quality milk in the world. The strength of the brand is a direct result of sustained investment for over 55 years which has secured phenomenal growth in many markets around the world.

Kerrygold was created by Sir Anthony O’Reilly, CEO of what was then called An Bord Bainne, in 1962. His vision was to establish Kerrygold as a premium brand, befitting the rich quality of Irish milk. Today, Kerrygold is an international household name, loved around the world for its naturally superior, grass-fed dairy products. It is a symbol of national pride providing Irish consumers with a sense of belonging and a link to home in many markets all over the world. Irish diaspora spot the familiar golden foil in shops around the world and it is an immediate connection to home.

Over the years, Kerrygold has been responsible for some of the best-known adverts in Irish television history. Its advertising campaigns became viral at a time when YouTube did not exist, and to this day people of a certain age ask, “Who’s taking the Horse to France?” and remind themselves to “Put a bit of butter on the spuds, André”.

More recent campaigns put Ireland’s grass-fed family farming system firmly in the spotlight, celebrating the passion, pride and tradition of Irish dairy as part of a major global expansion drive for Ireland’s largest food exports.

85. Kenco

86. Nature Valley

87. Lucozade

88. Volvic

89. Roma

90. O’Hara’s

91. Magnum

92. Butterkrust

93. Lenor

94. Chivers

95. Lynx

96. Garnier

97. Panadol

98. Donegal Catch

99. Heineken

100. Sensodyne



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