BRANDFOOTPRINT2025
Decoding brand choicesin Ireland
Since its launch in 2013, we've built the most comprehensive picture of consumer choice available anywhere, now covering more than 30,000 brands across 56 countries. The depth and breadth of this data is incomparable. It enables us to celebrate...
The top 20 rankings
Predictions for the remainder of the year
What is Brand Footprint
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Across global FMCG, one pattern holds steady. Each year, half of brands grow, and half decline. This 50:50 split has been consistent in the brand rankings gathered by Worldpanel by Numerator for more than a decade. It applies across every category and market, including Ireland.
Here, demand is steady, price pressure persists, and habits evolve at a slower pace. But that doesn’t mean nothing is shifting. Movement within the rankings shows where brands have adapted and where they haven’t.
Top five: familiar, but far from fixed
Brennans, Avonmore, Tayto, Cadbury’s Dairy Milk, and Jacobs retained their positions at the top. Their lead comes from staying connected to everyday life. Each plays a reliable role in the Irish kitchen. Brennans dominates bread baskets. Avonmore stays visible across breakfast, hot drinks, and cooking. Tayto remains a habitual choice at lunch and on-the-go. Cadbury’s and Jacobs deliver comfort and familiarity, supported by strong seasonal and multipack performance.
These brands didn’t move in the rankings, but they worked to hold that ground. Their place reflects repeatability and reach — two ingredients central to brand success.
What moves tells us more than what holds
Keogh’s climbed 8 places into the top 20. That gain is significant in a market with few dramatic swings. A clear brand story, premium cues, and national sourcing may all be factors.
Fairy rose 5 places, building on its longstanding presence in Irish homes. Its strength in household care categories often goes unnoticed in food-dominant rankings, but CRPs reflect every purchase decision — not just what’s in the fridge.
Stability hides a lot of effort
Holding rank can seem uneventful. But in this market, stability is hard-earned. Global brands Coca-Cola and Cadbury’s remained in the top ten, as did Denny and Knorr. Each has to manage pressure from shifting health trends, value-led competitors, or changes in usage frequency.
Even a one-place drop, as seen with Birds Eye and Heinz, is a reminder that steady volume doesn’t guarantee a fixed spot. Shopper decisions are fluid. Placement is never locked in.
Irish brands stay close to culture
Among the top 50, 24 brands are Irish. That gives the market a distinct shape. Local relevance isn’t a niche advantage — it’s structural. Club, Keogh’s, Avonmore, Tayto, and Barry’s are all woven into everyday habits, seasonal rituals, and national identity. That depth of connection gives them durability.
What the rankings reveal
This year’s results underline a simple truth. Growth in Ireland doesn’t follow sentiment or brand heritage. It follows behaviour. The brands that move up are those that stay present in real decisions — at breakfast, in lunchboxes, on shelves, in store cupboards.
Every gain, hold, or drop reflects something concrete. A format that works. A shopper mission that fits. A pattern that repeats.
The 50:50 rule isn’t a theory. It plays out in every update. Growth belongs to brands that prepare for it. The rest risk slipping behind.
