Irish Brand Footprint 2018 - out now
The Brand Footprint ranking reveals how consumers in Ireland are buying FMCG brands.
The Irish grocery market is now more competitive and fast-moving than ever. Finding growth in this challenging market remains difficult. Brands have been under considerable pressure, with private label lines taking much of the market growth in recent years. However, the past 12 months has seen a resurgence of branded sales, which are now growing ahead of private label over the past year.
The Irish Brand Footprint 2018 ranking reveals how consumers are buying FMCG brands, as well as highlighting the opportunities that remain for brands to find new shoppers.
The ranking shows that of the top five brands in Ireland, four are Irish, showing the strong connection shoppers have with local brands.
Many brands performing well in the ranking also appeal in some way to the Irish shopper’s desire to live their lives more healthily. For the top brand Brennans, the development of healthy ranges has contributed significantly to their success.
Besides health, we are also seeing more products being chosen for their indulgent qualities that help make consumers’ lives ‘happier’. The categories and brands fitting in to that sensibility among consumers, and proving they have “value for calories” are the ones generating growth.
Read the full report to find out which brands Irish shoppers are choosing to buy, and why.