AVONMORE HAS BEEN named as Ireland’s favourite brand ahead of a slew of indigenous labels that featured among the country’s most-beloved labels.
The fourth annual barometer of consumer goods brands from UK-based retail research agency Kantar Worldpanel found that half of the country’s 50 most popular brands are traditional local names.
The study measured which brands were most frequently bought by the most from October 2014 and to October 2015 using a metric called ‘consumer reach points.’
For example, it found that over the 12-month period over three-quarters of Irish households purchased an Avonmore product. Those who did buy its products did so an average of 27.4 times a year.
This gave Avonmore, which is owned by Kilkenny-based food producer Glanbia, 34.6 million ‘consumer reach points’, which means that it shifted just under 35 million products from supermarket shelves during the year.
Four other Irish brands sit alongside Avonmore in the top 10. Brennans retains second place, growing in both frequency and penetration this year.
It is followed by Denny, which is owned by the Kerry Group, in third place and Jacob’s in fifth. Jacob’s, owned by Valeo Foods, is bought by almost 85% of Irish households, achieving the highest penetration of any brand in this year’s ranking.
Global rankings
Globally the organisation, which looked at 15,000 brands from 44 different countries, found that soft drinks giant Coca-Cola retained first place in its worldwide ranking.
However, the enduring popularity of domestic brands means it has made it into the top 10 in the Irish table for the first time this year.
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Only Knorr, Coca-Cola and Heinz featured in both the Irish and European top 10, with few native Irish favourites having a presence outside the country.
New entrants
This year’s ranking saw 25 Irish brands making it into the top 50 at home and, of these, 17 grew their penetration on last year. Of the six brands entering this year’s ranking four are Irish, Charleville, MiWadi, Country Kitchen and Carroll’s of Tullamore.
Kantar Worldpanel director David Berry said that Irish brands “continue to represent a strong contingent in our shopping baskets”.
“It’s promising that they’re succeeding in the same space as pan-European and global businesses,” he said.
“This isn’t just true of food brands. Sector specific rankings show brands like Lyons, MiWadi and Killeen all performing better than their international competition.”
Written by Paul O’Donoghue and originally published on Fora a new business publication for Irish startups and SMEs.
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