A new report reveals that Brennans Bread is the most chosen Fast-Moving Consumer Goods (FMCG) brand in Ireland.
Worldpanel by Numerator’s 2026 Brand Footprint report shows that Avonmore, Tayto, Cadbury’s Dairy Milk and Jacob’s make up the top five brands.
The Footprint Brand report ranks the most chosen FMCG brands in Ireland by Consumer Reach Points (CRPs), a measure combining household penetration and purchase frequency.
Worldpanel by Numerator said the country’s branded FMCG market reached €1.8 billion in spend last year, up 10.2% year on year, and impacted by rising inflation.
It said that as a result, shoppers are buying little and often to manage budgets, still turning to names they know, but the choice must survive more scrutiny than it used to.
“Holding a position in the ranking and growing the quality of that position are two different things – and the gap between them is widening for several of Ireland’s best-known brands,” it added.
Today’s report shows that Brennans retains the top spot with 75.8% household penetration, its Consumer Reach Points (CRPs) are down just 1.1% and spend up 1.3%, with growth built on bread being needed again tomorrow.
It also reveals that Kerrygold reached 29% household penetration in Ireland in 2025, with CRPs up 19.1%, spend per household up 20.9% and the brand climbing 21 places in the FMCG ranking.
Meanwhile, Worldpanel by Numerator said that freshness is gaining ground, but trust is what carries it.
Keelings climbed to 13th in total FMCG, up six places, with CRPs up 16.4%, penetration rising to 50% and spend up 40.1%. Fyffes rose eight places to 44th, with frequency up from 7.4 to 8.6 and spend up 19.4%.
“Fresh produce can feel like an easy cut when money is tight, but both brands are growing because the name behind the product removes that hesitation,” Worldpanel by Numerator noted.
It also said that water and energy are the fastest-moving segment in beverages. Ballygowan rose 24 places with CRPs up 25.2% and spend up 35.8% as its Irish rugby and GAA partnerships gave hydration a local face.
Deep River Rock rose 81 places with CRPs up 64.2% and spend up 81.8% from a smaller base.
Coca-Cola remains Ireland’s leading beverage brand with 16.1 million CRPs and 66.7% penetration. Monster grew CRPs by 32.7% and Innocent by 22.7%.
Emer Healy, Business Development Director for Ireland, Worldpanel by Numerator, said that Ireland’s ranking looks familiar at the top, but the way brands hold their positions is changing.
“Holding a place in the table and growing the quality of that position are two different things. Some brands are bought by almost everyone. Some hold because the people who buy them come back more often and spend more. Some are growing because they make health, freshness or premium quality feel worth it on an ordinary day,” she said.
“Irish shoppers still know what they want, but they are making the brands prove it more often,” she added.
