Strong result for Irish products in Kantar Worldpanel’s top FMCG brands

Avonmore’s new Protein Milk range has helped it retain the top spot for the third year in a row

The ranking shows domestic products are the consumer favourites, with half of the top 10 being traditional Irish brands

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Read More: Avonmore Brennans Denny Kantar Worldpanel

Kantar Worldpanel’s annual ranking of Ireland’s most chosen FMCG brands has shown strong consumer support for the nation’s home-grown brands, with Avonmore, Brennans and Denny leading the top 10.

The 2015 Brand Footprint ranking measures which brands are being bought by the most consumers, the most often.  At the top of the table is Avonmore, which has seen its products picked an average of 27 times a year by 77.8% of the population.  Backed by a national campaign featuring a number of Ireland’s leading sports personalities, Avonmore’s new Protein Milk range has helped it retain the top spot for the third year in a row.

Dublin-based bread maker Brennans takes second place in the Irish ranking, purchased 24 times a year by 69.9% of the population, followed by Denny (17 times by 76.3%).  Jacob’s comes in fifth place (17 times by 81.7%), while canned food specialist Batchelors is tenth, bought 11 times a year by 70.3% of the population.

Knorr is the only brand to appear in both the Irish and global Brand Footprint top 10, lying in eighth place worldwide and securing the fourth place spot in Ireland.

While the top 10 Irish ranking is made up exclusively of food and drink brands the global ranking paints a different picture, with a more diverse range of FMCG brands including health and beauty favourites such as Colgate and Dove as well as household and hygiene products.

David Berry, director at Kantar Worldpanel, explains: “With home-grown brands leading the way as the nation’s favourites, Irish consumers have demonstrated where their loyalties lie.  Despite strong competition from a number of major global names, domestic brands and their traditional offerings are resonating with shoppers as they look to choose the products that they know and trust.

“Enduring brand loyalty has offered Irish FMCG producers the opportunity to successfully expand into new product lines, even in well established markets.  Avonmore’s new Protein Milk range has helped to give it the edge this year, with its memorable ‘Be ready’ campaign connecting with customers on a more personal level.”

Robert Jordan, head of beverages and innovation at Glanbia, said: “We’re delighted that Avonmore remains Ireland’s most bought grocery brand.  With a major focus on innovation over the last year – from new Protein Milk, to ‘one-twist’ open milk cartons, and a major ‘vitamin D’ campaign for Super Milk – it’s great to see that consumers have responded so well to these initiatives.”

Elsewhere, Birds Eye has been the biggest mover in the top 10, rising four places to sixth position – thanks in part to the launch of its ‘Inspirations’ product range.  The brand has seen the highest growth in frequency of purchases among the top of the ranking, increasing by 13.4% to an average of 12 times a year.  Biscuit brand McVities is a new entry to the top ten, moving up two places to ninth position.

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 an insightful 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 UK and global reach in terms of actual basket reach and provides a vital guide on which regions present the biggest opportunities.

The top 10 Irish FMCG brands revealed by the Brand Footprint study are:

Read More: Avonmore Brennans Denny Kantar Worldpanel

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