Glanbia’s Avonmore range of fresh dairy products is the top Irish brand for the fifth consecutive year, with 73.4% of the population picking it from supermarket shelves an average of 28.8 times a year, Kantar said this Wednesday. This means consumers have picked up an Avonmore product 36m times in the past year, up 3% on the previous year.

Brennans bread remains in close second place thanks to a 15% increase in customer reach points. Denny’s pork products and Jacob’s biscuits rank third and fourth respectively.

Traditional retailers have responded to a more competitive marketplace by expanding and improving their own-label lines – and brands and manufacturers are feeling the impact

“In Ireland, six of this year’s top 10 brands – Avonmore, Brennans, Jacob’s, Heinz, Coca Cola and Tayto – have seen the frequency at which their goods are bought increase by an average of 6.6%,” Kantar has found. However, the percentage of the population buying top brands has gone down, and overall branded sales have decreased by 0.2% while supermarkets’ own-brand products continued to grow.

“Traditional retailers have responded to a more competitive marketplace by expanding and improving their own-label lines – and brands and manufacturers are feeling the impact,” said David Berry, director of Kantar Worldpanel in Ireland. “To keep up, brands and manufacturers will need to recognise consumer needs which aren’t being met or demographic groups which are under-performing and come up with innovative new products and experiences that can successfully tap into these markets.”

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