Sunday 28 December 2014

Top 10 Items found in Irish shopping baskets

Irish brands have squeezed out global giants and rate amongst our favourite items...

Aideen Sheehan Consumer Correspondent

Published 15/05/2014 | 02:30

Brennans Bread
Dennys sausages
Bachelors
Muller yoghurts
Heinz ketchup
McVities
Galtee
Kimberly biscuits
Knoor
Avonmore milk

IRISH food brands squeezed out global giants such as Coca Cola in the list of products most popular with Irish consumers.

Avonmore, Brennans and Denny are the brands most purchased by shoppers in Ireland, a report by Kantar Worldpanel has shown.

And continuing the breakfast theme, Galtee also makes it into the top 10 of brands chosen by Irish consumers. In fact, six out of the top 10 items on the list are Irish brands, with Jacobs and Batchelors also making an appearance.

While Jacobs ceased making biscuits in Ireland a few years ago, it is still defined as Irish because of its long history here, said Kantar commercial director David Berry.

Jacobs is owned by Valeo Foods, which has its headquarters in Dublin, but its biscuits are made in Britain and Europe.

Surprisingly, Coca Cola only makes it to number 12 – but it's the undisputed bestselling soft drink worldwide, the new Kantar global rankings show.

Soup and stock maker Knorr was the most popular international brand here, followed by yoghurt giant Muller, Heinz and biscuit maker McVitie's.

Own brand

The Brand Footprint ranking is based on how many households buy a brand and how often over a 52-week period.

Avonmore was well ahead of the competition, with a massive 81pc of Irish households buying it once a fortnight on average.

graph-brands.jpg

However, its consumer reach fell by 10pc over the year, with Denny, Jacobs and Batchelors also seeing slippage.

Irish consumers cut back on brand purchases last year as more and more shoppers opted for supermarket own-brand products in a bid to cut household costs.

Sausage and rasher maker Galtee leapt up the charts, however, from 16th to 10th, and saw its consumer reach rise by a healthy 23pc as seven out of 10 households purchased it on a regular basis.

Mr Berry said the strong performance of Irish brands showed that consumers here were looking for brands they know and trust.

"Knowing exactly where our food is coming from is more important than ever after the horsemeat scandal and has reinforced the importance of brands with clear Irish roots to our consumers," he said.

Worldwide, Coca Cola is the most popular brand, followed by Colgate, Nescafe Maggi, Pepsico, Knorr, Lifebuoy, Lays, Pantene and Kraft.

Irish Independent

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