Kantar reveals most popular brands

Brennans is the brand most chosen by Irish shoppers, followed by Avonmore, Tayto, Cadbury’s Dairy Milk and Jacob’s, according to Kantar’s 2024 Brand Footprint report.

It reveals that local brands are the majority in the ranking this year, showing that trusted products still have space in Irish households.

Consumers purchase an average of 77 brands over the course of the year.

Kantar found that the brands that gained or maintained their positions in the ranking are those that invested in new product development and innovative ways to promote their products.

Jacob’s, a biscuits and crackers brand, sitting at number five in the rankings doubled down on new innovations to meet the needs of their buyers. Jacob’s released two unique flavour combinations in 2023: a new cheese and pickle flavour for their classic cheddars range, and a new rosemary flavour for their Mediterranean range. These innovations opened up new opportunities for savoury treats and helped them to remain present in many Irish households.

Within the wider top brands ranking in Ireland, Ballygowan, a bottled water brand, has broken into the top 100 brands for the first time, reaching number 81, by soaring 32 positions in the ranking due to the increase of its range of flavoured sugar free water and the awareness generated by a partnership with the Irish Rugby Football Union. Their presence in Irish households increased by 17.2% after they become the official water partner of the IRFU.

Guinness, which launched its non-alcoholic 0.0 beer alongside its biggest ever responsible drinking campaign in Ireland, encouraging people to “Make it a St. Patrick’s Day to Remember”, also soared in the rankings. They climbed 21 positions, achieving number 87 in the total FMCG ranking.

Innovation focusing on different shoppers’ needs was key this year for Flahavan’s, an Irish oat company, which launched their gluten-free jumbo oats, appealing to coeliac or gluten-intolerant shoppers. This new product was well received by consumers and helped to increase their presence in Irish households by 38.5%, climbing two positions in the ranking to number 34.

Appealing to shoppers changing dietary needs, Philadelphia expanded its cream cheese line by launching three new plant-based flavours for vegan and lactose-intolerant Irish shoppers. These products were responsible for increasing Philadelphia’s presence in Irish consumers’ baskets by 30.2%, climbing an impressive 17 positions to achieve number 87 in our ranking.

“Even in a cost-of-living crisis, Irish shoppers are still prioritising the brands they know and love, especially those that are innovating or providing small luxuries within their budgets. When we look beyond the top five ranking, we can see that brands focused on meeting changing consumer needs, whether through are making it into the basket more often,” said Emer Healy, Business Development Director at Kantar.