Brennans has again been named the leading fast-moving consumer goods (FMCG) brand chosen by shoppers in Ireland, according to a new report.

Worldpanel by Numerator’s 2026 Brand Footprint report ranks the most chosen FMCG brands in Ireland based on consumer reach points (CRPs), a measure combining household penetration and purchase frequency.

Brennans is followed by Avonmore, Tayto, Cadbury’s Dairy Milk and Jacob’s in the top five FMCG brands.

Brands

Ireland’s branded FMCG market reached €1.8 billion in spend in 2025, up 10.2% year-on-year.

The impact of inflation means that shoppers are buying little and often to manage their budgets, but still turning to names they know.

"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," the report noted.

Brennans retains the top spot with 75.8% household penetration, CRPs down just 1.1% and spend up 1.3% with growth built on bread being needed again tomorrow.

For Avonmore penetration fell from 65.7% to 63.3%, yet CRPs rose 3.2%, frequency climbed from 23.7 to 25.4 and spend grew 10.0%.

While the brand was purchased by fewer homes, those that stayed came back more often and spent more.

"That dynamic is supported by Avonmore’s expansion into protein water, vitamins and high-protein soup – a health role built on top of an everyday dairy one," the report said.

Heritage brands

The report also shows that Kerrygold reached 29% household penetration in Ireland in 2025, with CRPs up 19.1%, spend per household up 20.9%.

This resulted in the brand climbing 21 places in the FMCG ranking.

"A mature brand growing repeat choice and higher spend in a careful market is the harder achievement," the report noted.

Worldpanel by Numerator also 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," the report said.

Drinks

Water and energy are the fastest-moving segment in beverages.

Ballygowan rose 24 places with CRPs up 25.2% and spend up 35.8%, its Irish rugby and GAA partnerships giving 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 16.1m 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 while Ireland’s ranking looks familiar at the top, 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.

"Irish shoppers still know what they want, but they are making the brands prove it more often," she said.