ESM's most recent edition featured the latest Kantar Brand Footprint rankings from across Europe, showcasing the most-chosen brands in several European markets.
Irish shoppers are creatures of habit, the latest Brand Footprint data shows, with all bar one of the most-chosen brands remaining unchanged since last year. Bakery brand Brennans retains its position as the most-chosen brand in Ireland, with a CRP of 40, ahead of dairy brand Avonmore (CRP 31) and crisp brands Tayto and Hunky Dorys (CRP 27).
Cadbury’s Dairy Milk retains fourth place, with a CRP of 19, followed by breakfast product brand Denny (CRP 19), Jacob’s (CRP 17), Coca-Cola (CRP 16), Knorr (CRP 15) and Heinz (CRP 14). The only change from last year’s top ten is Cadbury’s (CRP), which rises by one place.
Outside the top ten, Kellogg’s-owned Pringles (CRP 9) jumps by seven places, to 18th, Yoplait (CRP 8) also rises by seven places, to sit in 19th, and bakery brand Stafford’s (CRP 8) gains six places, to sit in 23rd. Among the biggest movers, meanwhile, are crisp brand Keogh’s (CRP 8) – up by 11 places, to 26th – and Activia (CRP 6), which rises by 33 places, to 43rd.
Elsewhere, Bird’s Eye (CRP 12) misses out on a place in the top ten this year, after falling by one place, to 11th, Keeling’s (CRP 8) goes down by eight places, to 27th, and Kinder (CRP 5) falls by nine places, to 50th.
Ireland's Most-Chosen Brands
| Rank 2022 | Brand | CRP (M) | Pen 2022 |
|---|---|---|---|
| 1 | Brennans | 40.0 | 66.5 |
| 2 | Avonmore | 31.0 | 59.2 |
| 3 | Tayto & Hunky Dory's | 27.0 | 86.1 |
| 4 | Cadbury's Dairy Milk | 19.0 | 69.2 |
| 5 | Denny | 19.0 | 54.5 |
| 6 | Jacobs (Pladis) | 17.0 | 72.0 |
| 7 | Coca-Cola | 16.0 | 61.4 |
| 8 | Knorr | 15.0 | 69.5 |
| 9 | Heinz | 14.0 | 68.6 |
| 10 | Cadbury's | 13.0 | 63.9 |
About The Methodology
The Brand Footprint rankings reveal the brands that are winning at that ‘moment of truth’, indicating the number of times that they are chosen by shoppers. Independent of revenue, it exposes the decisions that consumers are making at the point of sale. The consumer reach points (CRPs) of each brand are calculated by multiplying three metrics: the household population, penetration, and consumer choice. CRPs are Kantar’s measure of ranking the most successful brands by the number of times that they are chosen by consumers throughout the year.
Note that all CRP figures shown measure millions of consumer reach points – i.e. a CRP of 150 would indicate 150 million consumer reach points.
For the complete list of most-chosen brands across Europe, log on to www.kantar.com/campaigns/brand-footprint.
