In its fourth annual barometer of the nation’s most chosen FMCG brands Kantar Worldpanel has revealed that half of the top 50 are traditional Irish brand names, with dairy specialist Avonmore leading the way.
The 2016 Brand Footprint ranking measures which brands are being bought by the most consumers, the most often. Avonmore has been chosen by 75.8% of the population, on average 27.4 times a year, meaning it was picked from supermarket shelves 35 million times during the course of the year.
This year’s ranking sees 25 Irish brands making it into the top 50 and of these, 17 grew their penetration on last year. Of the six brands entering this year’s ranking four are Irish – Charleville, MiWadi, Country Kitchen and Carroll’s of Tullamore. The latter saw the average frequency of purchase increase by 18.2% as spend on its cooked meats and ready meals rose by 38% thanks to an investment in new product lines and innovation following a €40 million management buyout.
Four other Irish brands sit alongside Avonmore in the top 10. Brennans retains second place, growing in both frequency and penetration this year (bought an average of 25 times a year by 71.5% of households). It is followed by Denny in third place (16.3 times a year by 76.7%) and Jacob’s in fifth. Jacob’s is bought by 84.8% of Irish households, achieving the highest penetration of any brand in this year’s ranking. If consumers continue to increase their purchase frequency at the same rate – up from 12.1 to 12.4 this year – then it could edge ahead of fourth placed Knorr.
Soft drinks giant Coca-Cola retains first place in the worldwide Brand Footprint ranking. However, the enduring popularity of domestic brands means it has made it into the top 10 in the Irish table for the first time this year.
Only Knorr, Coca-Cola and Heinz appear in both the Irish and European top 10, with few home favourites having a presence outside of Ireland. Globally the top ranking is more diverse – with data from 44 countries and covering 15,000 brands it features a range of FMCG categories including health and beauty, hygiene and cleaning brands.
David Berry, director at Kantar Worldpanel, explains: “Irish brands continue to represent a strong contingent in our shopping baskets and it’s promising that they’re succeeding in the same space as pan-European and global businesses. This isn’t just true of food brands – sector specific rankings show brands like Lyons, MiWadi and Killeen all performing better than their international competition.”
Eoin Doyle, director of marketing and innovation at Glanbia, said: “We are delighted that yet again Avonmore tops the list of Ireland’s most bought grocery brands. This reflects our continued commitment to developing and growing the brand in Ireland, through on-going innovation and investment which consumers continue to respond positively to.”
Kantar Worldpanel’s Brand Footprint Ranking reveals the strength of brands in 44 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:
|Rank||Brand||Penetration %||Frequency||Consumer Reach Points (M)||Consumer Reach Points Growth % 2015 v 2014|