Brands on the run? Not in Ireland

Resilient brands are standing their ground and thriving in challenging times according to Kantar’s 2023 Brand Footprint, explains Emer Healy, Business Development Director, Kantar.

IN the face of economic uncertainty and the tremendous financial strain experienced by many households, the fast-moving consumer goods (FMCG) industry has proven its resilience. Despite the costof-living crisis and shifting consumer needs, brands have managed to stand their ground and continue to thrive. Our recently released Kantar's 2023 Brand Footprint report sheds light on the ranking of the most chosen FMCG brands by Irish shoppers, revealing a fascinating trend of enduring brand loyalty and adaptability in challenging times.

The top five most chosen brands in Ireland have remained unchanged for many years, a testament to their unwavering popularity. Brennans, Avonmore, Tayto, Cadbury's Dairy Milk and Denny have consistently secured their positions at the top. This loyalty to established brands highlights the trust and familiarity that consumers seek, even in the face of economic turmoil.

Despite the cost-of-living crisis propelling shoppers to search for greater value, the fact that households purchased an average of 81 brands over the course of the year, with only a slight decrease from the previous year, indicates that brands that have successfully adapted to changing shopper needs are emerging victorious.

Innovation and indulgence

It is worth noting that while value for money remains a priority for shoppers, innovation and indulgence still hold a significant place in their minds. The movements within the ranking demonstrate this reality. For example, Pringles saw a remarkable jump of seven positions to reach number 18 in the Irish FMCG ranking. This success can be attributed to their ability to meet changing consumer needs. Pringles attracted new shoppers by introducing new, spicy Sizzl’N flavours to their existing range, appealing to those seeking a unique and bold snacking experience.

Similarly, Yoplait climbed seven positions to reach number 19 by recognising the growing number of shoppers seeking dairyfree alternatives. Their launch of the dairy-free Petit Filous range showcased their commitment to addressing evolving consumer preferences. This strategic move resonated with consumers who were actively seeking options that aligned with their dietary choices.

Despite the cost-of-living crisis propelling shoppers to search for greater value, Irish households purchased an average of 81 brands over the course of the year [Image from rawpixel.com].

Another notable example of a brand that successfully adapted and thrived in challenging times is McGuigan. Climbing an impressive 34 positions to reach number 128 in the ranking, McGuigan expanded its range to include alcohol-free products. This expansion catered to the increasing demand for alcoholfree alternatives, tapping into a previously underserved market segment. By recognising this shifting consumer preference, McGuigan not only met the needs of a new audience but also experienced significant growth as a result.

Meeting changing consumer needs

These fluctuations in the rankings demonstrate that even during times of financial difficulty, consumers continue to prioritise their favourite brands and seek out ways to indulge in small luxuries within their budgets. Brands that actively focus on meeting changing consumer needs, whether through accessible pack sizes,

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competitive price points or the introduction of products for new occasions, are the ones that find their way into shoppers' baskets more frequently.

This resilience and adaptability are crucial for brands aiming to maintain a strong presence in the market. The movement we see in the rankings underscores the importance of brand resilience and the value of adaptation and innovation. Brands that demonstrate the ability to evolve and meet the ever-changing demands of consumers are more likely to thrive, even in the face of economic challenges. They understand that consumer preferences are not static and that their success lies in their ability to anticipate and address these preferences effectively.

Despite the cost-of-living crisis and shifting consumer needs, brands have managed to stand their ground and continue to thrive [Image from rawpixel.com].

As we navigate uncertain times, it is encouraging to witness brands rising to the occasion and evolving to meet the everchanging demands of consumers. Kantar's 2023 Brand Footprint report serves as a powerful reminder of the enduring power of brands and their ability to withstand economic challenges, while also providing consumers with the products and experiences they desire.