Wednesday 14 November 2018

Money no object in love affair with the nation's favourite food brands

Brands such as Flahavans are popular with Irish consumers
Brands such as Flahavans are popular with Irish consumers
Nicola Anderson

Nicola Anderson

Price is no longer the main consideration for Irish shoppers - who stick loyally to their favourite brands because they want to know where their food comes from.

The nation's Top 10 is led by Barry's tea, Cadbury's chocolate and Tayto crisps and also includes Denny sausages, Flahavans porridge and Avonmore milk.

And the top 10 will still be around in 20 years time, according to predictions made by shoppers in a survey for Love Irish Foods.

The survey found that some 43pc of all shoppers claim to buy or mostly buy only 'branded' goods, with just 8pc saying they 'seldom' buy brands. Those living in Dublin are far more likely to be 'brand loyalists', with half of Dublin respondents saying they 'only buy well-known brands'.

This compares to 21pc in the rest of Leinster, 21pc in Munster and only 8pc in both Connacht and Ulster staying 'brand loyal'.

But these findings also highlight the fact that the economic comeback is only slowly trickling down from the capital, said Kieran Rumley, executive director of Love Irish Foods, .

He said Irish people were keenly aware since the recession that buying Irish kept the 230,000 jobs in the Irish agri-food sector secure.

Mr Rumley said genuine Irish brands were 'frustrated' by companies which may have historically been Irish, but had now moved production offshore.

Lyons tea, HB ice-cream, Cully & Sully soups and Jacobs biscuits are among products no longer manufactured in this country, he pointed out.

Economist Jim Power, who is chairman of Love Irish Food, said the recession strangely helped the success of their campaign because people realised that, by buying Irish, they were supporting jobs.

Irish Independent

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