NIVEA moves higher in FMCG brands annual report

We are delighted to announce that the Nivea brand has moved up four places in Ireland’s top FMCG brands annual report on Ireland’s top most chosen FMCG brands. The ‘Master brands at home’ research, compiled by Kantar Worldpanel, provides a valuable insight into the brands Irish shoppers are choosing to fill their trolleys with.

The research, conducted across Irish households, uses a metric called ‘Consumer Reach Points’. This measures how many households purchased a brand at least once in 2017 (penetration) and the average number of times households bought the brand (frequency). These two numbers are multiplied to calculate each brand’s Consumer Reach Points score.

The improved position celebrates the increased prominence of the Nivea brand and shows a focus on quality, strong pricing and comprehensive marketing strategies by the Allegro team.