Tayto Crisps have been named the ‘most missed’ food by Irish emigrants, according to the fourth annual ‘Diaspora Decides’ study, undertaken by Behaviour and Attitudes on behalf of Checkout magazine.

In total, 59% of the 342 returned Irish emigrants surveyed said that they missed Tayto while overseas, while 38% said they missed the brand ‘a lot’.

Cadbury chocolate was missed by a total of 59% of respondents, with 35% missing it ‘a lot’, while Kerrygold butter was missed by 57%, with 35% missing it ‘a lot’.

Kerrygold ireland

Editor at Checkout, Jenny Whelan, said that Irish consumers are known to be brand loyal, and emigration doesn’t seem to change this.

“I have no doubt that in the run up to Christmas, plenty of the products featuring in our study will be making their way to loved ones across the globe, so that even those who can’t make it back for the festivities can get a little taste of home.”

The survey also asked which product categories respondents felt were of a higher quality in Ireland, and which categories were of superior quality overseas.

Stout and pre-packed bacon/rashers score highest here, with 68% of respondents feeling each category is of a higher quality in Ireland.


Also scoring highly are meat, butter, and milk, (each with 66% of respondents believing Irish products to be of higher quality).

Pre-packed sausages were considered to be of higher quality by 62% and tea also scored highly with 59% believing Irish products to be of higher quality.