BRENNANS BREAD IS the most purchased Irish brand in the competitive fast-moving consumer goods (FMCG) market, a new report indicates.

Irish households spent a total of €1.8bn last year on the low-cost everyday items in the FMCG sector – up 10% in a year.

That’s according to consumer data released today from Worldpanel by Numerator, which found that Brennans’ popularity was followed by Avonmore, Tayto, Cadbury Dairy Milk and Jacob’s.

The report looked at branded products – rather than the cheaper supermarket own-brand versions that are increasingly popular with hard-pressed consumers.

Brennans has held the top spot for nine years, with over three-quarters of Irish households buying their loaves in 2025.

Avonmore tells a slightly different story, with the number of households buying the brand dropping just over two percentage points to 63.3%.

However, while spending on Avonmore increased by 10% – which the report attributed to the brand expanding into “protein water”, vitamins and high-protein soup.

Kerrygold was bought by 29% of households last year.

When it comes to drinks, water and energy drinks are doing really well. Consumers bought Ballygowan, Deep River Rock and Monster products quite a bit more frequently last year. However, Coca-Cola still tops the ranks for drinks, with two thirds of people buying it. 

Consumers are buying little and often to manage their budgets in response to inflation, meaning it’s harder for brands to hold their market position, the report’s authors said.

Emer Healy of Worldpanel said: “Irish shoppers still know what they want, but they are making the brands prove it more often.”

Healy said some brands are holding their market share because people who buy them come back more often and spend more, while others are growing because consumers feel they are worth it on an ordinary day for reasons of healthiness or premium quality.