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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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I miss the glass bottle with the cream on top. Now that was real milk.
Think brands are a rip-off. Aldi or Lidl all the way. Some things dont reproduce well though. Tuc crackers, coffee, tea, marmite and packet soups/gravy , the brands are best. Stuff like butter, milk, rashers, chicken etc. you’d be mad to buy brands.
I agree except for tea, lidl used have a a box of tea called fair trade tea, I found it had far more flavour than Barry’s/Lyon’s etc… They haven’t had it in a while tho so back to Barry’s we went..
The ground coffees in Lidl are excellent, instants not so great.some of their beers are nice too.
I actually love the coffee in Aldi but still prefer Barry’s when it comes to tea. I would prob fail a taste test though and find out there’s no difference.
Do people actually eat Marmite?
I tried the Aldi’s ground coffee because it was consistently getting top marks in taste tests – I thought it was dreadful..nothing beats Lavazza espresso IMO. One brand I’m happy to pay a premium for.
Aldi do a fair trade version of their own – if u liked the lidl one then this might be for you. Lidl seem to have discontinued selling it completely which is a shame!
Didn’t know Mi Wadi was Irish. so i’ll keep buying that. On the other hand Jacobs is no longer Irish and Cream Crackers taste awful and smaller since the UK took them over. Yes you are right nearly all Aldi products state on packaging produced for Aldi in co. Kildare by some UK company, including the orange juice I am staring at , at the moment, I wasn’t aware they had orange groves in the UK.
It’s not your wadi, it’s Mi Wadi
Miwadi is now owned by Britvic uk they also own , club orange and Ballygowan Pepsi and 7up
Bought Irish milk in Lidl’s yesterday with a Uk stamp of origin ??
I think they get some of their milk from Northern Ireland
Good God Marto – what are you trying to do? Start a comment war?
British milk is the same as Irish milk, but tastes nicer.
[Brinster: That's how it's done]
I’m okay with Northern Irish milk so long as the cows are baptized Catholic…
They’re green and white instead of black and white
The real question here is: Which scored higher – Lyons or Barrys?
You can get organic milk for 99c in any supermarket…why would anyone spend 25% more for the non organic stuff? I used to be a slave to Lyons tea, but when they upped the price to 3.19 for 80 I felt they were just profiteering on folk’s loyalty to the brand. Switched to supermarket own brand(1.99 for 80)..wouldn’t go back to Lyons again, even when its half price.
Super milk is a huge con , along with formula for children passed 1year. If you even have somewhat of a decent diet you don’t need them
Avonmore supermilk(low fat) the best milk you can get.
Coco-Cola is Irish? Hmm..Who Knew!!
Neither are most of them listed. It’s brands that irish consumers purchase.
4 OUT OF THE 10 ARE IRISH, THE REST CAME FROM ABROAD???
Durex and KY?
have your say