Despite the tough economic conditions and financial strain experienced by many households, new data shows that the FMCG industry in Ireland has proven resilient.
Kantar’s 2023 Brand Footprint report reveals that the ranking of the most chosen FMCG brands by Irish shoppers has remained unchanged again. As in recent years, bakery brand Brennans leads the top 10, followed by Avonmore, Tayto, Cadbury’s Dairy Milk, Denny, Jacob’s, Coca-Cola, Knorr, Heinz, and Cadbury.
As the cost-of-living crisis has driven shoppers to search for value for money, retailer own-label lines have benefited and now account for 48.9% of the grocery market in Ireland. However, Kantar’s rankings show how resilient brands are, as well as how important they are to shoppers, with households purchasing an average of 81 brands over the course of the year, down just 4.4% from the previous year.
The study notes that those brands that have adapted to changing shopper needs in these difficult times are coming out on top – and even in a cost-of-living crisis, innovation and indulgence still feature highly on shopper’s mind, alongside value for money.
This can be seen in some of the biggest movers within the ranking. For example, Pringles jumped seven positions to reach number 18 in the Irish FMCG ranking, thanks in part to their ability to meet changing consumer needs by attracting new shoppers with the launch of their new ‘sizzli’n spicy’ flavours to their existing range.
Yoplait climbed seven positions in the ranking to reach number 19 by appealing to the large number of shoppers seeking dairy-free alternatives, with the launch of the dairy-free Petits Filous range. Another successful example of a brand that has innovated to meet changing shopper needs is McGuigan, climbing 34 positions to reach number 128 in the ranking, after expanding their range to include alcohol-free wine.
Chris Morley, UKI & US Managing Director for Worldpanel, commented: “Even in a cost-of-living crisis, shoppers are still prioritising their favourite brands and looking for ways to indulge in small luxuries within their budgets. The movement we see in the rankings shows us that those brands that are focused on meeting changing consumer needs, whether through more accessible pack sizes, price points and through new occasions, are making it into the basket more often.”
NAM Implications:
- The way forward for strongly marketed brands (despite the appeal of O/L)…
- …patently has to be via more accessible pack sizes, price points and new occasions.
- Adding delivering more than it says on the tin, every time…
- …has to be implied.
- Watch this space…
