Worldpanel by Numerator's 2026 Brand Footprint report ranks the most chosen FMCG brands by consumer reach points (CRPs), a measure combining household penetration and purchase frequency.
The branded FMCG market in Ireland was worth €1.8bn in sales last year, with shoppers buying less to manage budgets while still turning to the names they know.
Worldpanel said those choices "must survive more scrutiny" than they used to, as shoppers watch their wallets.
Brennans has retained its spot as Ireland's top brand ahead of Avonmore, Tayto, Cadbury's Dairy Milk and Jacob's. The top five are all kitchen staples and four of them have Irish heritage.
Brennans had 75.8% household penetration and sale spend increase 1.3% while consumer reach points declined 1.1%.
Avonmore saw penetration decrease from 65.7% to 63.3% yet CRPs rose 3.2%, frequency climbed from 23.7 to 25.4 and spend increased 10%, meaning fewer homes but those that remained loyal bought more often and spent more.
Tayto holds third in total FMCG with 83.2% penetration, yet CRPs fell 5.5% and frequency softened to 13.7.
Cadbury’s Dairy Milk reaches 76.1% of households, but CRPs fell 7.9%, even as spend rose 11.6%. Yet Ireland’s branded spend rose €5m in December 2025, a reminder that shoppers trade towards brands when the occasion earns it.
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Kerrygold reached 29% household penetration last year as CRPs rose 19.1%, spend per household increased 20.9%, with the brand climbing 21 places in the ranking, showing there is still room to grow for heritage brands.
Meanwhile, Keelings rose six places to 13th overall on the back of a 16.4% increase in CRPS, penetration rising 50% and spend 40.1%. Similarly, Fyffes jumped eight places to 44th helped by surges in frequency (7.4 to 8.6) and spend (19.4%).
Water and energy drinks were founded to be the fastest-moving segment in the beverages sector, with Ballygowan rising 24 places due to bumps of 25.2% in CRPs and 35.8% in spend, thanks to its sponsorships in rugby and GAA.
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 16.1m CRPs and 66.7% penetration. Monster grew CRPs by 32.7% and Innocent by 22.7%.
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The drinks choice is widening: hydration, energy and the "little luxury" occasions are often competing for the same moment, Worldpanel said.
“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," said Emer Healy, business development director for Ireland and Worldpanel by Numerator.
"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.
"Irish shoppers still know what they want, but they are making the brands prove it more often.”
* This article was originally published on BusinessPlus.ie.
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