Brennans has been ranked the most chosen Fast-Moving Consumer Goods (FMCG) brand by shoppers in Ireland, according to Worldpanel by Numerator’s newly published 2025 Brand Footprint report.

Following Brennans is Avonmore at number two, Tayto at number three, Cadbury's Dairy Milk at number four, and Jacob's at number five.

These five brands retain their rankings from the previous year - this year's edition covers shopper behaviour in the 52 weeks to the end of October 2024. 

"Their lead comes from staying connected to everyday life," Emer Healy, business development director at Worldpanel by Numerator, writes in the new report.

"Each plays a reliable role in the Irish kitchen.

"Brennans dominates bread baskets. Avonmore stays visible across breakfast, hot drinks, and cooking. Tayto remains a habitual choice at lunch and on-the-go. Cadbury’s and Jacobs deliver comfort and familiarity, supported by strong seasonal and multipack performance.

"These brands didn’t move in the rankings, but they worked to hold that ground. Their place reflects repeatability and reach — two ingredients central to brand success."

Healy further noted that among the top 50 brands, 24 are Irish.

"That gives the market a distinct shape. Local relevance isn’t a niche advantage — it’s structural."

The most chosen FMCG brands in Ireland:

  1. Brennans
  2. Avonmore
  3. Tayto
  4. Cadbury's Dairy Milk
  5. Jaobs

The most chosen beverage brands in Ireland:

  1. Coca-Cola
  2. Nescafe
  3. 7-Up
  4. Miwadi
  5. Barrys

The most chosen food brands in Ireland:

  1. Brennans
  2. Tayto
  3. Cadbury's Dairy Milk
  4. Jacobs
  5. Dennys

The most chosen homecare brands in Ireland:

  1. Fairy
  2. Lenor
  3. Andrex
  4. Killeen
  5. Comfort

The most chosen health & beauty brands in Ireland:

  1. Colgate
  2. Dove
  3. L'Oreal Paris
  4. Nivea
  5. Sensodyne

The most chosen dairy & dairy alternative brands in Ireland:

  1. Avonmore
  2. Yoplait
  3. Dairygold
  4. Muller
  5. Alpro

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Other highlights from the top performers in the Worldpanel by Numerator’s 2025 Brand Footprint: 

McVitie’s climbed five places with a 19.4% Consumer Reach Points (CRP) boost, thanks to value-led campaigns like The Great Biscuit Break Bonanza, which combined savings with lifestyle rewards to appeal to budget-conscious shoppers. The CRPs are a metric that take into account a brand's presence in Irish households, the frequency with which they are bought by shoppers, and the number of households in the country.

Irish Yoghurts Clonakilty rose 25 spots due to a 5.3 percentage points gain in penetration (presence in Irish households), driven by strong local loyalty, high category relevance and increased in-store visibility. 

Glenilen Farm entered the Top 100 after a 42% jump in purchase frequency, helped by its ethical positioning, growing availability and alignment with health-conscious habits. 

Keelings climbed 12 places following the launch of its Love That Keelings Feeling platform, which refreshed the brand image and reinforced its link to fresh, feel-good produce. 

Pringles moved up three positions, fuelled by the new HOT! range and a gamer-focused promotion that tapped into younger, trend-driven audiences. 

Pepsi gained two spots with a 4.2% CRP increase, following a major rebrand and campaign that reconnected with consumers through a bold, unified identity across formats.