A ranking of the most chosen FMCG brands
2021 was a unique inflection point. It was a time to reassess everything from lifestyle to brand strategy.
The year is best summarised by one word: correction. Lifestyles slipped back to normal as restrictions were steadily lifted and people started to enjoy their freedoms again. Shopping and consumption behaviour started to revert back to pre-pandemic levels, although most sought to keep some of the things they liked from lockdown life. For many brands this year was one of course correction to ensure their strategies set them up for success in a reshaped future.
In this 10th edition of our Irish Brand Footprint report, there is also plenty that is reassuringly familiar. 7 brands remain in the top 10 as they did in 2012. Avonmore and Brennan’s have consistently been Ireland’s top two most chosen brand for the last 10 years. Importantly, the stories behind brand growth continue to reflect the same themes: winners give shoppers more reasons and more opportunities to buy. We consider these in detail in the levers for growth section.
The enduring stability of the top 10 brands reminds us that brand-building is a long-term game. Creating that virtuous circle of rising shopper engagement, sales, and in-store presence takes time, clarity of direction and investment. Fairy’s journey up the rankings from position 35 in 2012 in our first edition to position 23 today, with an increase of 4 million CRPs, exemplifies this point.
In this year’s results we can also see the potential to boost sales by connecting to evolving consumer needs. Cadbury Dairy Milk, with an increase of 21 million CRPs, delivered the fastest growth of our top 10 brands, moving up 1 place to reach the number 4 slot by catering for consumers craving variety after the monotony of lockdown. As consumer’s lives started to become busier again, Birds Eye (13m CRP +4%) and McCain (5m CRP +15%) were able to capitalise on the retuning importance of convenient meal solutions. The playing field may have changed since 2012 but the rules have not. This is cemented by Birds Eye entering the top 10 chosen brands for 2021. The playing field may have changed since 2012 but the rules have not.
