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Crisp Brand Tayto Tops For Irish Ex-Pats, Study Finds

Published on Nov 27 2018 2:19 PM in A-Brands tagged: Ireland / Tayto / Brands / Checkout / Kerrygold / diaspora

Crisp Brand Tayto Tops For Irish Ex-Pats, Study Finds

Potato crisp brand Tayto is the product ‘most missed’ by Irish consumers when they venture abroad, a new study has found.

The ‘Diaspora Decides’ study, undertaken by Behaviour & Attitudes on behalf of Checkout magazine, found that 32% of Irish emigrants missed the crisp brand ‘a lot’ when overseas, while 18% miss it ‘a little’.

Elsewhere, Cadbury chocolate is missed ‘a lot’ by 31% of those surveyed, Barry’s Tea is missed by 28%, Kerrygold butter is missed by by 27%, and Denny Rashers and Guinness are both missed by 19% of Irish emigrants.

Pole Position

Commenting on the findings, online editor at Checkout, Donna Ahern, said “Tayto remained in pole position for the first four years that this research was conducted.

"While Kerrygold pipped the iconic crisp last year to come out on top, this year, Tayto has reclaimed its number one position yet again, so it continues to be at the forefront of expats minds when Irish food nostalgia sets in.”

Quality Perceptions

The study also found that 66% of consumers believe stout (including brands such as Guinness and Murphy’s) to be of better quality in Ireland than they are overseas.

In addition, 58% of respondents said that they believed milk and butter to be of better quality in Ireland, as well as 54% saying tea was of better quality, and 52% saying prefaced bacon was of better quality.

The online survey of 282 respondents was carried out among those who have returned to Ireland having lived abroad for at least six months. Fieldwork was conducted 22nd – 29th October, 2018.

© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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