Coca-Cola has been named Ireland's biggest selling brand in the latest edition of the Checkout Top 100 Brands, which is produced by Checkout magazine, the leading magazine for the grocery retail sector in Ireland, in partnership with NielsenIQ.
2021 marks a record-breaking 17 consecutive years in which Coca-Cola has topped the Checkout Top 100 Brands ranking, and it is one of only two brands in the ranking’s top 10 that retained its position from 2020, with the other being Lucozade, which maintained its place in the number four spot in ranking’s top 10 this year.
Top 10 Brands
The top 10 brands in this year's edition of the Checkout Top 100 Brands are as follows:
- Dairy Milk
- Red Bull
Checkout Editor Statements
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Checkout editor Maev Martin stated, "It is great to see so many Irish brands among this year's biggest movers, with wonder brand VITHIT leaping up the rankings by 25 places, to number 43, from number 68 in 2020.
"Another highly successful Irish brand, Stafford's Bakeries, rises an impressive 24 places, from number 86 to number 62, while family-run brand Keogh’s, which entered the Top 100 in 2018, at number 96, rises 23 places, from number 93 to number 70 this year. While Irish brands continue to make their mark on our Top 100 Brands list, well-known Irish brands are also newcomers to a few of our Top 100 Categories. These include Keogh's, in Popcorn; The Happy Pear, in Chilled Pizza; Keohane's, in Frozen Prepared Fish Products; and Chicken with Attitude, in Frozen Prepared Poultry Products.”
Martin added, "Like 2020, 2021 has been defined by the COVID-19 pandemic, which created a seismic shift in consumer purchasing habits. In 2020, we witnessed a big transition to in-home food and drink consumption. This continued into 2021 and will remain with us until there is a return to an open economy. We are also seeing strong sales growth for Irish brands, and shoppers have moved away from shopping little and often and are making fewer and bigger trips. All of this has benefitted FMCG brands in the grocery retail sector, and Irish brands have, once again, excelled in Checkout's Top 100 Brands 2021. All of these performances, and the many other big ranking improvements by non-Irish brands, should generate some optimism in the grocery retail industry about the prospects for growth over the coming months."
Checkout Top 100 Brands Information
The Checkout Top 100 Brands is based on branded value sales across the Irish grocery sector, making it the most accurate barometer of the biggest selling brands in the marketplace. In compiling the report, NielsenIQ measures the sales performance of over 5,000 brands from over 200 product classes.
NielsonIQ Commercial Market Leader Ireland
NielsonIQ commercial market leader Ireland Karen Mooney stated, "During the past year, the Irish FMCG industry has come up against unprecedented challenges in the face of the COVID-19 pandemic. Not only did consumers shop more than ever before, but the ways in which they shopped also changed. This year's Checkout Top 100 Brands report, in partnership with NielsonIQ, showcases those who were able to adapt to offer consumers what they needed during this uncertain time. As well as this, the positive performance of many Irish brands shows the nation’s effort to back local. While pandemic fads like banana bread may already have passed, a focus on buying local is set to continue as we begin to recover from this pandemic."
A Number Of Categories Significantly Improve Their Rankings
A number of categories significantly improved their rankings in Checkout’s Top 100 Categories for 2021, with the biggest jump being made by Health/Functional Drinks, which rises 27 places in 2021, from the number-87 position in 2020 to number 60.
Martin added, "This massive upward move isn’t surprising, given consumers' desire to improve their health and boost their immune systems during the pandemic. Hair Colourants, which last featured in our Top 100 in 2014, is the second-highest mover, rising by no fewer than 25 places, from outside the Top 100 last year - when it ranked at number 108 - to number 83. With hair salons closed for long periods during 2020 and into 2021, it isn't surprising that this category has re-entered our Top 100 and simultaneously shot up the rankings.
"Three categories that rise by nine places, and whose significant progress has been influenced by consumers' pandemic-driven focus on personal hygiene and health, are Liquid Soap, which goes from number 88 to 79, Special Dietary Products, which moves from number 50 to 41, and Vitamin and Minerals, which moves from number 91 to 82. Two of our other big risers reflect the fact that most of us have been spending more time at home than ever before: Dishwasher Products rises from number 68 to 58, while Powdered Baking Products, which also rises by ten places, moves from number 99 to 89."
Ireland's Top Alcohol Brands
Heineken leads the way in the Top 50 Alcohol Brands list for the eighth year in a row, while Santa Rita is Ireland's biggest selling wine, topping the Top 20 Wines list, Smirnoff leads the Top 20 Spirits list, and Heineken is Ireland's top selling beer, leading the Top 20 LADs (long alcoholic drinks) list.
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© 2021 Hospitality Ireland – your source for the latest industry news. Article by Dave Simpson. Click subscribe to sign up for the Hospitality Ireland print edition.