TL;DR: Brennans Bread tops the FMCG brand rankings in Ireland, according to Worldpanel by Numerator’s 2026 Brand Footprint report, highlighting the changing purchasing habits of Irish consumers amid rising inflation.
A recent report by Worldpanel by Numerator has unveiled some intriguing insights into the fast-changing landscape of the Irish food market. Brennans Bread has emerged as the most chosen Fast-Moving Consumer Goods (FMCG) brand in Ireland, boasting a substantial household penetration of 75.8%. Following closely are Avonmore, Tayto, Cadbury’s Dairy Milk, and Jacob’s, rounding out the top five brands that truly resonate with Irish shoppers.
The Brand Footprint report ranks these popular brands based on Consumer Reach Points (CRPs), blending household penetration with purchase frequency. The Irish branded FMCG market reached an impressive €1.8 billion last year, reflecting a year-on-year increase of 10.2%. However, this growth is deeply intertwined with rising inflation, compelling consumers to adapt their shopping habits.
Irish shoppers are increasingly buying little and often, sticking to well-known brand names while scrutinizing their choices more rigorously than before. According to Worldpanel, “Holding a position in the ranking and growing the quality of that position are two different things,” signalling that it’s not just about being on the list; it’s about maintaining and improving one’s standing in a more competitive market.
Brennans’s slight dip in CRPs by just 1.1% is overshadowed by a 1.3% increase in spending, indicating that while consumers are more selective, they still hold loyalty to familiar staples. Interestingly, highlights include Kerrygold’s impressive leap to 29% household penetration, buoyed by a 19.1% rise in CRPs and a notable 20.9% increase in spending per household.
Fresh produce appears to be making a comeback, with brands like Keelings and Fyffes recording significant gains. Keelings jumped six places to 13th overall, with a staggering 40.1% increase in spending. Clearly, freshness is resonating with consumers, perhaps driven by the mantra that “you are what you eat”—after all, who wants to skimp on the greens when it’s the summer BBQ season?
In beverages, Ballygowan’s partnerships with Irish rugby and GAA have propelled its CRPs up by an impressive 25.2%. Clearly, hydration has found its new local face in the realm of sports. Meanwhile, Coca-Cola remains the dominant force with a 66.7% penetration, demonstrating that no amount of health fads can shake the stronghold of the fizzy drink.
As Emer Healy, Business Development Director for Worldpanel by Numerator, put it, “Some brands are bought by almost everyone, while some hold because their buyers return more often and spend more.” It looks like Irish consumers are no longer just passive recipients; they are actively demanding quality and value even in their everyday choices.
On a lighter note, it seems the ever-constant presence of Brennans on our shelves is akin to that of a steadfast family member—always there when needed, even if they occasionally hog the limelight. It makes one wonder: if Brennans can maintain its top position with such scrutiny, what does that say for other brands still aiming for a toehold in this ever-evolving market?
Interestingly, did you know that bread has been a staple food for over 14,000 years? It’s safe to say that Brennans is riding a wave of history, blending tradition with contemporary consumer trends.
For further insights into this report, visit the original source at RTÉ.
