Coca-Cola Is Top Brand
Coca-Cola remains atop the list of the biggest-selling brands in Ireland for 2014 - its tenth year in first position.
Checkout magazine's top 100 grocery brands in Ireland places Coca-Cola ahead of Avonmore Milk and Brennans Bread in the respective top three spots.
The remaining top ten brands are:
4. Cadbury Dairy Milk (up one place since last year)
5. Tayto (up one place)
6. Lucozade (down two places)
8. Walkers (up one place)
9. Jacob's (down one place)
10. Pampers (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 market.
Over 6,500 brands from across 200 product classes are measured for the survey. The collective value of the top 100 brands represents almost 50% of the entire brand spectrum.
Stephen Wynn-Jones, editor of Checkout magazine, says that while many consumers remain focused on value and shopping around in search of the best deals, brand owners are continuously investing in new product development and innovation in order to drive purchase.
“Ireland's biggest brands are engaging with consumers like never before, offering real, actionable solutions to shoppers, as well as taking a category leadership approach to help boost sales.
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, and HB Magnum, up 14 places to 44th.
The biggest mover in this year's list is confectionery brand Kinder, which jumped 21 places to 35th.
Dropping down the list are Denny (Sliced Meat), down five places to 18th; Lyons tea, down eight places to 24th; Goodfella's pizza, down eight places to 25th; Knorr Soup, down nine places to 47th and Weetabix, down 14 places to 56th.
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; Cully & Sully up 11 places to 80th and Clonakilty up 11 places to 87th.
Matt Clark, commercial director with Nielsen Ireland, who helped compile the data, says that the Irish FMCG market remains challenging for retailers and brands.
“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 brands report 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 (11 confectionery brands make the Top 100 Brands list), followed by milk (second), bread (third), carbonated soft drinks (fourth) and biscuits (fifth).
Also measured are the Top 50 Alcohol Brands, which is topped for the first time by Heineken. Smirnoff is the leading brand in the Top 20 Spirits list, Heineken again 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. (September 2014)