Ireland’s top 10 favourite brands: 100 Master Brands at Home
Print24 June 2024
The recently released 2024 Ireland Brand Footprint report by Kantar sheds light on the brands that have not only endured but thrived in challenging times. Here’s the top 10 brands that have secured their place in the hearts and baskets of Irish shoppers
Ireland’s top 10 favourite brands
1. Brennans
For generations, Irish people have enjoyed unwrapping the iconic yellow packaging of a Brennans Family Pan and savouring the aroma of fresh bread. This longstanding tradition, coupled with nostalgic advertising has led to Brennans being Ireland’s most chosen brand for the seventh year in a row. Brennans’ long-term success has been based on a distinctive brand, a strong distribution network and – most importantly – a fresh, quality product. These pillars are still as important today as they were when Joseph Brennan baked his first Family Pan. Through the NPD process, Brennans still introduces new and exciting breads to meet changing consumer tastes. This year, Brennans has further solidified its commitment to sustainability. The bakery operates a fleet of delivery vehicles which run on HVO (hydrotreated vegetable oil), while also optimising water usage through enhanced rainwater harvesting systems. Also, the business has implemented comprehensive measures to reduce bread waste and by donating surplus products to local food charities. These initiatives, along with many more, continue to demonstrate Brennans’ dedication to a greener future.
2. Avonmore
As Ireland’s number one dairy brand, Avonmore products are enjoyed on a daily basis in households across Ireland. Avonmore’s continued success comes from its commitment to high quality products, a deep understanding of the consumer and their needs, and continuous innovation. Enjoyed by families nationwide for over 50 years, Avonmore’s expertise in dairy extends across Milk, Cream, Soup and Butter, with key growth products including Avonmore Super Milk, Avonmore Protein Milk and Avonmore Whipped Cream. Avonmore’s range of fortified milks offers a wealth of nutritional benefits for every life-stage enabling consumers to easily incorporate the benefits of important nutrients such as protein, vitamin D & folic acid into their everyday diet through fortified milks such as Avonmore Protein Milk & Avonmore Super Milk. Avonmore Super Milk has a key role to play in the fresh milk sector. Given that we don’t get enough sunshine in Ireland because of our northerly latitude, we don’t get enough vitamin D. From young children to older families, vitamin D is incredibly important across every life-stage. Avonmore Super Milk is enriched with vitamin D which not only supports our bone health but our immune system too. Avonmore Super Milk is also enriched with vitamins B & E, extra Calcium and Folic Acid making it a great choice for all the family. Other Avonmore products include Avonmore Lactose Free Milk which allows consumers to enjoy the great taste & goodness of milk but without the lactose & Avonmore Oat Drink. A new addition to the range Avonmore Oat Drink complements the existing Avonmore portfolio by offering consumers a delicious oat drink using Irish organic oats traceable to Irish Farms. Available in both Original & Barista formats, Avonmore Oat Drink is an exciting addition to the Avonmore Range.
3. Tayto
Tayto, the number one crisps & snacks brand* has remained at number three** in the Kantar Top 100 Brands. This year marks a milestone for Tayto, as the brand celebrates 70 years. The Tayto brand is loved locally and globally, consistently topping the polls as the most missed brand by Irish ex-pats. The Tayto portfolio, which also includes the number one crinkle crisp brand* Hunky Dorys, continues to grow from strength to strength. Tayto is as relevant today as when it launched 70 years ago ensuring they have a portfolio of crisps and snacks that meet all consumer needs. Consistent activities like NPD, the introduction of Limited-Edition flavours that bring excitement to the category, communication campaigns that reach mass audiences across multiple platforms and in-store activations that interrupt shoppers in stores all make Tayto what it is. All of the brands key occasion activities this year are being underpinned by the brands 70th celebrations. Tayto is pulling out all the stops this summer as they continue to mark this exciting milestone, with an interactive Roadshow, commemorative packaging and a heart-warming collaboration with An Post combining to create an unforgettable year for Tayto enthusiasts. Tayto will also launch their latest impulse limited edition across the summer months. The use of Tayto’s key sub-brand ‘Mighty Munch’ to strengthen the core brand is another example of a brand that knows how to keep consumers hooked. With lots more exciting campaigns and NPD in the pipeline, 2024 will no doubt to prove to be another stellar year for the iconic crisp brand. For seven decades the Tayto brand has remained the Nation’s favourite crisp and along with the inimitable Mr. Tayto, has brought joy to millions, home and away. Tayto, the Original Irish crisp- since 1954!
Sources: *Based in part on data reported by NIQ through NielsenIQ Database for Crisps & Snacks for 52 week period ending 24 April 2024, for Ireland Multiples and Retail Channels. Copyright © 2024. **Kantar Top 100 Brands at home 2024.
4. Cadbury’s Dairy Milk
5. Jacob’s
Jacob’s products have been a part of Irish life since 1851. From opening that first tin of Jacob’s biscuits at Christmas time, to filling lunchboxes daily around the country – Jacob’s have a snack to suit every occasion. Whether your favourite is a Kimberley, Club Milk, Elite, Tuc or Cream Cracker, there is something for everyone. It’s wide range of delicious biscuits and crackers sell more than any other brand, making it Ireland’s number one biscuit brand.* Jacob’s is known for launching exciting
NPD that makes an impact in the category. Over the past year, Jacob’s has launched some fantastic NPD under its Elite sub-brand, with Jacob’s Elite Favourites Tin one of its best performing NPD in years. There is some exciting NPD in 2024, with Jacob’s Vibes Biscuit Bars in two flavours Milk Chocolate & Cookie & Crème just launched and Jacob’s Café Di Milano Bites in Chocolate, Hazelnut and Vanilla due to launch in July. There are also some seasonal new products and formats for Jacob’s, Club & Elite, with products launching in time for the festive period. Jacob’s has been engaging with consumers through its communications across TV, outdoor, digital and instore, and most recently, with its sponsorship of Today FM Timechecks with ads running eight times a day, seven days a week, ensuring that consumers see Jacob’s as a modern, relevant brand in their lives.
*Source: Kantar 52 w/e 17th March 20234
6. Coca-Cola
Coca-Cola is delighted to feature in the top 10 of Kantar’s Top 100 Brands at Home. As an established brand, Coca-Cola recognise the need to continuously evolve, to connect with consumers and offer experiences through new innovations, activations and campaigns. This summer sees, Coca-Cola delivers an extended ‘Summer of Music’ programme, with a real magic mix of festival partnerships; new artist collaborations and content; merchandise; competitions and much more.
Harnessing the unique power of music to unite, Coca-Cola’s ‘Summer of Music’ programme is designed to bring incredible music experiences within reach, sparking opportunities for Gen Z to connect, bond, and feel a sense of community with a shared passion of music at the heart. The programme promises to deliver incredible summer of music experiences both on and offline, to connect music fans with their fandoms, friends, favourite artists – and festivals. Building on its success from previous years Coca-Cola continued to ‘hero zero’ maintaining Coca-Cola Zero Sugar as the #1 zero sugar soft drink in Ireland, followed by Diet Coke with Coca-Cola Zero Sugar Zero
Caffeine gaining popularity*. Coca-Cola also continued its commitment to sustainability and recognises the urgency consumers expect when it comes to the environment. ‘Through World Without Waste’, it continues to eliminate the need for 5,000 tonnes of new or unnecessary plastic on an annual basis. In 2023, the Coca-Cola portfolio moved to a 100% recycled bottle significantly reducing the need for new or virgin plastic. Together with the introduction of the Deposit Return Scheme (DRSS) in Ireland, it is one step closer to creating a true circular economy for plastic.
Coca-Cola was the fi rst beverage provider to launch KeelClip, an innovative cardboard packaging solution for four, six and eight multipack cans and Q’Flex, a cardboard solution for larger multipack cans. In addition, Coca-Cola continues to lightweight our products annually, reducing the amount of plastic used throughout the Coca-Cola portfolio.
Source: Nielsen GTC MAT April Value Share. For more information, visit: www.ie.coca-colahellenic.com or www.Coca-Cola.ie.
7. Cadbury
8. Denny
9. Knorr
10. Heinz
With summer well and truly upon us, and Heinz is celebrating 125 years at the heart of Irish homes, not only is this an opportunity to enjoy the glorious weather, but also tocelebrate some of Heinz’s heroes, new and old. This is a time when days are brighter, BBQs are burning, and we’re all making time to enjoy life’s simple pleasures. When it comes to mealtimes, our iconic Heinz Tomato Ketchup is a must-have on kitchen tables, bringing the rich & tomatoey goodness to any occasion, and the people of Ireland agree – Heinz Tomato Ketchup is the number one ketchup choice in households in Ireland*. There’s no shortage of fun at Heinz – it loves to innovate, bringing our consumers the newest flavour combinations, elevating the ordinary. This summer Heinz is delighted to launch three innovative additions to our tomato ketchup range, Heinz Tomato Ketchup Pickle Flavour, Heinz Tomato Ketchup Bacon Flavour and Heinz Curry Ketchup, bringing some extra zing and cheeky familiarity to your favourite BBQ occasions. However, Heinz knows your BBQ isn’t quite right, unless you have a rich and creamy sidekick to pair with your favourite hero in red.
Read more: Innovations drive brand growth and win back space in shoppers’ baskets
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