Brennans is the number one fast-moving consumer goods (FMCG) brand chosen by shoppers in Ireland according to a new report.

The Worldpanel by Numerator’s 2025 Brand Footprint report shows that Avonmore is in second place, followed by Tayto, Cadbury’s Dairy Milk, and Jacob’s rounding out the top five.

Worldpanel by Numerator examines shopper behaviour across 65 markets offering brands a comprehensive understanding of how consumers think, shop, and consume.

The report also shows that Irish Yoghurts Clonakilty rose 25 spots due to a 5.3 percentage points gain in penetration (presence in Irish households).

This was driven by strong local loyalty, high category relevance, and increased in-store visibility.

Glenilen Farm entered the Top 100 after a 42% jump in purchase frequency, which was helped by its growing availability and alignment with health-conscious habits.

Keelings climbed 12 places following the launch of its Love That Keelings Feeling platform.

There were also notable gains for McVitie’s, Pringles, and Pepsi.

Global data shows that half of FMCG brands were chosen more often in 2024, marking a rebound from 45% in 2023.

Worldpanel by Numerator said that this pattern, known as the ‘50:50 game’, shows that even the world’s biggest and most recognisable brands cannot take growth for granted.

The organisation said that brands will need to make an extra effort to remain relevant to their shoppers.

Commenting on the report, Emer Healy, business development director at Worldpanel by Numerator, said:

"That does not mean, however, that growth is purely down to chance.

"Even so, brands should anticipate that, next year, the odds of growth will decline from an even split (50:50) to something more like 45:55, which means they will need to work even harder to achieve success," she added.