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Everything You Need to Know Matt Clark, Commercial Director, Ireland, at Nielsen Explain S How the to P 100 Brands Issue Comes Togeth Er

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Everything You Need to Know Matt Clark, Commercial Director, Ireland, at Nielsen Explain S How the to P 100 Brands Issue Comes Togeth Er CK 0817 Feat Matt Clarke_SWJ edit.qxp_EMS Template 2012 28/08/2017 13:18 Page 66 CH ECK OUT Top 100 Brands 2017 Everything You Need To Know Matt Clark, Commercial Director, Ireland, at Nielsen explains how the Top 100 Brands issue comes together. Confectionery): The top five brands within survey, the following points should be each category and their cumulative share noted: of that category l A brand is defined as every product l Separate listing of the Top 50 Beers, falling under a brand banner within a Wines and Spirits, featuring a Top 20 specific product category ranking within each l No cross-product category brand l Separate listing of the Top Cigarette combinations are included Brands l The product categories are the Nielsen view of the market. They are made up Market Source of groups of items that satisfy the same needs and are in competition with each The rankings are put together using other (e.g. Milk) Nielsen’s Retail Measurement Services for l No private-label brands are included the most robust read of the Irish FMCG market. Nielsen ScanTrack/MarketTrack is For example, Knorr can be found in a made up as follows: number of product categories including l Multiples: Census data for Tesco Total Sauces as well as Soups, among Multiples, SuperValu, Marks & Spencer others. As Sauces and Soups have and Eurospar. Excludes an y Dunnes fundamentally diff erent product Delivering Data: Matt Clark, estimate characteristics and could not be perceived Commercial Director, Ireland, Nielsen l Symbol Groups: Census EPOS, sample to be in direct competition, Knorr Sauces EPOS and universe projection and Knorr Soups are defined in the survey representing Centra, Tesco Express, Spar, as two distinct brands. ongratulations to all the brands Mace, Londis, Gala, Costcutter, XL, Similarly, a decision has to be made in featured in the Top 100 Brands Checkout, Daybreak and Quik Pick instances where brands share their name 2017. Nielsen has been groups with their manufactu rer. In the case of Cpartnering with Checkout l Forecourts: Census EPOS, sample EPOS Kellogg’s or Jacob’s, for example, the Magazine since 2005 to and universe projection representing business model of the companies together produce this report. The Top 100 is an Topaz, Esso, Centra, Spar, Mace, Londis, with the product classes in which they acknowledged industry barometer for the Gala, Costcutter, XL, Checkout, compete has been taken into consideration Irish-branded FMCG sector, showcasing Daybreak and Quik Pick groups, plus to determine the brand definition. Ireland’s biggest brands and the performance other independents of the biggest players in FMCG. Entering the l Hard Discounters: Cash-sli p collectio n What Th e Top 100 Ranking Top 100 is a real achievement, and staying methodology for both Aldi and Lidl Includes & Excludes there over many tough years, as some brands Specialist Off-Licences: Census EPOS and do, is a real testament to the enduring power universe projection for full off-licence The Top 100 Brands covers product classes of these brands. chains (>10 stores), such as Next Door, that are tracked by Nielsen to brand level, Carry Out, Fine Wines, O’Donovan’s, with over 200 product classes now About The Nielsen Survey O’Brien’s, Molloy’s. For Alcohol product included in this survey. Random weight classes only. and non-barcoded items are excl uded. Over 5,000 brands from over 200 product l Independents (MarketTrack): Audit data Sales channels such as Foodservice and classes are considered for this survey. Big is collected from a sample of Pharmacy are excluded from Nielsen Retail brands in FMCG count, and the importance representative stores. For Measurement services. of the Top 100 Brands to the Irish industry Confectionery/Alcohol/Cigarettes, Enjoy perusing the brand rankings is highlighted all the more when we consider product classes measured only. within this issue of Checkout magazine. that their value represents almost 50% of The data reported is value sales for 12 We hope that it will provide some the total of the brands polled within this months to April 2016. The sales value used to stimulating debate in the FMCG industry. survey. determine the rankings is derived from the price scanned or observed on the day of audit. What The Survey Includes How A Brand Is Defined l Top 100 Brands (Grocery & Confectionery) The brand definition remains the same as in l Top 100 Categories (Grocery & previous years. For the purpose of the 66 CH ECK OUT Top 100 Brands 2017 .
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