Half of Ireland’s favourite brands are homegrown
Of the top 50 brands in Ireland, half are traditional Irish products, with dairy specialist Avonmore leading the way.
The 2016 Brand Footprint ranking by Kantar Worldpanel measures which are bought by the most consumers, most often. Avonmore is chosen by 75.8 per cent 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.
Some 25 Irish brands made 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 per cent as spend on its cooked meats and ready meals rose by 38 per cent 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 retained second place, growing in both frequency and penetration this year. It is followed by Denny in third place and Jacob’s in fifth.
Jacob’s is bought by 84.8 per cent 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 only made it into the top 10 in the Irish table for the first time this year.
Ireland’s top ten products 2016: