Brennans Bread Remains Top Irish FMCG Brand for Ninth Year

Brennans Bread is the most purchased Irish brand in the fast-moving consumer goods (FMCG) market, according to a new report from Worldpanel by Numerator. Irish households spent €1.8bn on FMCG items last year, a 10% increase.

Brennans has held the top position for nine years, with over three-quarters of Irish households buying its loaves in 2025. Following Brennans in popularity are Avonmore, Tayto, Cadbury Dairy Milk, and Jacob’s.

Avonmore saw a slight drop in household penetration to 63.3%, but spending on the brand increased by 10% due to expansion into products like protein water, vitamins, and high-protein soup. Kerrygold was purchased by 29% of households. Coca-Cola remains the top drink, bought by two-thirds of consumers, while water and energy drinks like Ballygowan, Deep River Rock, and Monster also saw increased purchases.

Emer Healy of Worldpanel noted that consumers are buying little and often to manage budgets amid inflation, making it challenging for brands to maintain market position. Brands that retain market share do so by encouraging repeat purchases and higher spending, or by offering perceived health or premium quality.