ESM's most recent edition featured the latest Kantar Brand Footprint rankings from across Europe, showcasing the most-chosen brands across the continent. As part of our extensive coverage of this year's report, we present the most popular food brands in Ireland for 2022.
Local favourites continue to dominate the Brand Footprint rankings for Ireland, with the listings continuing to be led by bread brand Brennans, which reported a CRP of 39 (a 7% increase) while increasing its consumer choice (from 27.5 to 30.2).
Irish dairy brand Avonmore (CRP 32) places second, while potato chip/crisp brand Tayto (CRP 24) jumps by two places, to third, having seen its CRP increase by 25%, year on year, as well as experiencing noticeable increases in penetration (from 78.1 to 82.9) and consumer choice (from 13.9 to 16.2).
Ireland's Most-Chosen Brands
| Rank | Brand | CRPs | Penetration | Consumer Choice |
|---|---|---|---|---|
| 1 | Brennans | 39 | 73.1 | 30.2 |
| 2 | Avonmore | 32 | 67.1 | 25.5 |
| 3 | Tayto | 24 | 82.9 | 16.2 |
| 4 | Cadbury’s Dairy Milk | 21 | 82 | 14.4 |
| 5 | Denny | 20 | 64.4 | 16 |
| 6 | Jacob’s (incl. Tuc) | 19 | 82.5 | 12.5 |
| 7 | Coca-Cola | 16 | 66.1 | 13.9 |
| 8 | Knorr | 16 | 79.5 | 10.6 |
| 9 | Jacob’s (Pladis) | 15 | 75.7 | 11.1 |
| 10 | Heinz | 15 | 80.1 | 9.7 |
Domestic brands are also among the main movers further down the listings. Cork-based Fitzgeralds Family Bakery jumps by nine places, to 17th, recording a CRP of 10 – a 26% increase – while, just below it, processed-meat and ready-meal maker Carroll’s of Tullamore (CRP 10, a 27% increase) rises by ten places, to 18th.
Bread-maker McCambridge rises by 12 places, to 31st, with a CRP of 8 (a 29% increase), and there are also positive gains for Barry’s Tea (up by five places, to 43rd) and Louth-based home-cleaning brand Killeen (up by 19 places, to 48th).
Of the brands that have slipped back, Goodfella’s falls by eight places, to 41st, and Walkers also goes down by eight places, to 46th, reflecting the growth of its core rival on the Irish market, Tayto.
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.
© 2022 European Supermarket Magazine – your source for the latest A-Brands news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: European Supermarket Magazine.
