Coca-Cola has held on to its position as the biggest-selling brand in the Irish grocery market for ten years, according to the latest Checkout Top 100 Brands report, produced by Checkout magazine in association with Nielsen.
Avonmore Milk and Brennans Bread, the second and third biggest-selling brands in the country, also remain long-term favourites among Irish consumers, having held their respective positions for the past five years.
The remainder of the Top 10 is as follows: Cadbury Dairy Milk (4th, up one place since last year), Tayto (5th, up one place), Lucozade (6th, down two places), 7UP (7th, unchanged), Walkers (8th, up one place), Jacob’s (9th, down one place) and Pampers (10th, up one place).
The Checkout Top 100 Brands measures sales across the retail grocery, convenience and forecourt sectors, and is acknowledged as the most accurate barometer of the biggest-selling brands in the Irish grocery marketplace. Over 6,500 brands from across 200 product classes are measured for the survey. The significance of the Top 100 Brands is illustrated by the fact that their collective value represents almost 50% of the entire brand spectrum.
Among the other significant climbers in the Top 100 list are: Wrigley’s Extra, which rises four places to 11th; Club soft drinks, up six places to 15th; Maltesers, up 19 places to 36th; Volvic, up seven places to 40th; Deep River Rock, up nine places to 42nd; and HB Magnum, up 14 places to 44th. The biggest mover in this year’s list is confectionery brand Kinder, which rises a phenomenal 21 places to 35th.
This year’s list has also proved fruitful for many Irish brands, with Pat The Baker rising eight places to 17th, Ballygowan up nine places to 31st, Glenisk up six places to 33rd, Flahavan’s up four places to 55th (making it now the biggest brand in the Breakfast Cereals category), Cully & Sully up 11 places to 80th, and Clonakilty up 11 places to 87th.
“The Irish FMCG market remains challenging for retailers and brands,” says Matt Clark, commercial director, Nielsen Ireland. “There are some positive signs that the European market is recovering, however, Ireland still lags behind its counterparts. As a result, it can be difficult to justify investment in brand-building and maintaining awareness. However, investment in the tough times can lead to a competitive advantage as the market recovers, and being creative with your mix of activities can result in a more targeted approach.”
The annual Top 100 Brands report, produced in association with Nielsen, also measures the biggest-selling grocery categories in the Irish marketplace, in the annual Top 100 Categories list. Confectionery is the biggest-selling category in Ireland, followed by Milk (2nd), Bread (3rd), Carbonated Soft Drinks (4th) and Biscuits (5th).
Also measured are the Top 50 Alcohol Brands, which is topped by Heineken. Smirnoff is the leading brand in the Top 20 Spirits list, Heineken tops the Top 20 LADs list, while Blossom Hill leads the Top 20 Wines list. Silk Cut is Ireland’s biggest-selling tobacco brand, topping the Top 10 Cigarettes list.
© 2014 - Checkout magazine by Stephen Wynne-Jones