Today the top 100 brands in the Irish grocery sector were announced.
Coca-Cola remains the biggest selling brand in Irish grocery, retaining its position at the top of the annual Checkout Top 100 Brands report, for the ninth year.
The top ten grocery brands are as follows:
1 – Coca Cola
2 – Milk brand Avonmore places 2nd, Brennan’s bread
3 – Brennans Bread
4 – Lucozade
5 – Cadbury Dairy Milk
6 – Tayto
7 – 7Up
8 – Jacobs
9 – Walkers
10 – Danone.
You can listen to my podcast report on SoundCloud here or just click below to play or download the recording.
Note: This podcast recording was made on the Samsung Galaxy S4 Zoom I am testing at the moment, thanks to Samsung Ireland – read about my experience of using this camera here and read my article about how to podcast using your Android phone where I show how to podcast using the Samsung Galay S4 Zoom and syndicate it to Google Plus here.
Save the podcast on Pinterest to listen to it later – just click this link to re-pin it to one of your Pinterest boards.
Maureen Mooney, Commercial Director, Nielsen, commented:
While big brands traditionally rely on advertising to communicate their brand identity, those at the top increasingly need to be savvier with how they engage with consumers. Ad spend is a major part of the success of many brands, but if you look at the overall market, ad spend in traditional media has declined a little bit. “The brands that have been most successful are the ones that have continued to maintain spend, but have also combined that with promotions, new product development and in-store engagement.
What is intresting is that she made no reference to influencer outreach, social media and digital owned media as influencing the success of those brand listed in the top 100 grocery brands in Ireland, which is something many have invested in over the last number of years.
How the rankings for the top 100 grocery brands are calculated
The rankings for the top 100 grocery brands in Ireland are calculate are put together using Nielsen’s Market Track and ScanTrack services which are made up as follows:
Multiples: Census data for Tesco, Supervalu, Superquinn, M&S, and Eurospar
Symbol Groups: Census / EPOS data for the BWG Group (Spar, Spar Express, Eurospar and Mace), Centra, Londis and Costcutter, plus universe projection for the remaining groups (above 50 outlets)
Forecourts: Census / EPOS data for BWG Group (Spar, Spar Express, Eurospar & Mace), Tesco forecourts, Centra, Londis, Costcutter, Topaz and Esso plus universe projection for the remaining forecourt chains
Hard Discounters: Includes cash slip collection from both Aldi and Lidl
Independents: (TSNs) – EAN level data is collected from a sample of representative stores. The universe is updated annually to take account for changes in the market.
Coca Cola Advertising Over The Last 70 Years
Coca Cola is notable for their advertising. Most recently this Summer had a personalised ‘Share a Coke’ campaign, replacing the brand’s script on 500ml bottles with 250 of the most popular names in Ireland and Northern Ireland which was promoted though TV, digital, outdoor advertisments and of course having a prominent place in-store.
Here are some of the Coca Cola vintage adverts from the 1950’s in the US – no matter how our lifestyles change, leading brands like Coca Cola still manage to retain the essence of what makes them great.
Sources for Vintage posters Tom Margie on Flickr: