The latest episode of The Irish Marketing Podcast has dropped and this week we look behind the numbers of the most recent annual Checkout Top 100 Brands research which is carried out in association with NIQ Ireland.
Hosted by Daryl in Tinpot Studios, the episode brings together Maev Martin, Editor of Checkout, and Ruth Lloyd Evans, Senior Business Insights Manager at NIQ, for an in-depth discussion on the latest rankings and what they say about changing consumer behaviour, brand loyalty and emerging opportunities for marketers.
While Coca-Cola once again sits at the top of the rankings for the 22nd consecutive year, the conversation goes well beyond the number one spot.
Martin and Lloyd Evans examine the changes taking place throughout the Top 100 and what they say about the categories, formats and consumer needs currently driving the Irish grocery market.
One of the strongest themes is the growth of “better for you” products, including zero-sugar drinks, protein-rich yoghurts and functional waters. The panel discusses how this is being driven from two different ends of the demographic spectrum: younger consumers with a strong focus on health and wellness, and older shoppers looking to maintain healthier lifestyles for longer.
The episode also explores the enduring strength of brands in Ireland. According to NIQ data discussed in the podcast, branded products account for around 70% of grocery value sales and 54% of unit sales, pointing to a comparatively strong attachment to brands among Irish consumers even as retailer own-label products continue to develop and premiumise.
Another area of growth is the so-called “fakeaway” market, as grocery brands compete for spending that might previously have gone to restaurants or takeaways by offering more premium, restaurant-style products for consumption at home.
Similar premiumisation is evident in pet care, where owners are increasingly buying specialist and higher-value products as pets become more closely integrated into family life.
The panel also looks ahead to one of the potentially significant emerging influences on consumer behaviour: the growth in the use of GLP-1 weight-loss medications.
With research cited in the discussion suggesting adoption in Ireland is already at 12%, the episode considers how reduced calorie consumption could reshape grocery baskets, with greater emphasis on nutrient-dense foods, distinctive flavours and new product formats.
The discussion also explores changing taste preferences, including sweet-and-salty combinations and nostalgic flavours, as well as the potential knock-on effects for categories beyond food, including personal care.
Overall, the episode provides a useful snapshot of an Irish grocery market where long-established brands remain extremely powerful, but where changing demographics, health priorities, premiumisation and new consumer behaviours are creating opportunities for brands capable of responding quickly.
The Irish Marketing Podcast is powered by IMJ/Adworld and the team at Tinpot Productions.
