Wednesday 26 July 2017

These are the top ten brands being bought by Irish consumers

Avonmore leads the Irish ranking for the fifth consecutive year (Stock image)
Avonmore leads the Irish ranking for the fifth consecutive year (Stock image)

Ellie Donnelly

Avonmore has topped the list of brands which are being bought most often by most consumers, according to the latest Brand Footprint Ireland ranking from Kantar Worldpanel.

Other Irish brands in the list of top ten fast moving consumer goods are Brennans bread, Denny, Jacob’s, and Tayto.

However, across eight of the top ten names in the table, the percentage of the population buying the brands has gone down, with sales of own label brands grow by almost 6.2pc.

“Brands across all sectors are finding the Irish retail landscape more challenging. Traditional retailers have responded to a more competitive marketplace by expanding and improving their own-label lines – and brands and manufacturers are feeling the impact.

While own label is growing by almost 6.2pc, the proportion of the population buying the top 10 branded products is down by an average 2.8pc,” David Berry, director of Kantar Worldpanel in Ireland said.

Avonmore leads the Irish ranking for the fifth consecutive year with 73.4pc of the population picking it from supermarket shelves an average of 28.8 times a year.

Brennans and Denny remain in second and third place respectively, while Jacob’s has climbed one place to fourth as consumers buy its products 3.4pc more often than the year before.

The biggest success story of this year’s ranking is everyday fish specialist John West, which has risen 16 places to 37 in the overall Irish ranking by achieving the highest penetration increase among any brand in the top 50.

This rise in performance been driven by a strong consumer response to new product innovation such as its John West Steam Pots range, which are meeting the growing trend for convenient food options among consumers.

“Consumer behaviour is changing at a rapid pace. To keep up, brands and manufacturers will need to recognise consumer needs which aren’t being met or demographic group which are under-performing and come up with innovative new products and experiences that can successfully tap into these markets,” Berry said.

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