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Tayto Crisps Back In Pole Position As The ‘Most Missed' Food For Irish Emigrants

By Donna Ahern
Tayto Crisps Back In Pole Position As The ‘Most Missed' Food For Irish Emigrants

Tayto Crisps is back in pole position and has reclaimed the number one spot from Kerrygold butter and has been named the ‘most missed’ food by Irish emigrants, according to the sixth annual ‘Diaspora Decides’ study, undertaken by Behaviour & Attitudes on behalf of Checkout magazine.

The popular crisp brand held the top position for four years running until Kerrygold came out on top in 2017.


According to the data, 32% of the returned Irish emigrants surveyed said that they missed the iconic crisp brand ‘a lot’ while overseas, 18% ‘miss it a little’.

Other brands that made the top five most-missed products by Irish people living abroad, or who have lived abroad are: Cadbury chocolate is missed a by 31% of those surveyed, Barry’s tea by 28%, Kerrygold butter by 27%, and Denny rashers and Guinness both by 19%.


Online Editor at Checkout, Donna Ahern, commented: "Tayto crisps, Cadbury chocolate, Barry’s tea, Kerrygold butter, Denny’s rashers, and Guinness are the brands that we miss the most when living abroad, which hardly comes as a surprise. For those of us that have lived overseas or have visited family living abroad, the aforementioned items are always the products that are mentioned the most.”

“Interestingly, Tayto remained in pole position for the first four years that this research was conducted. While Kerrygold pipped the iconic crisp last year to come out on top, this year, Tayto has reclaimed its number one position yet again, so it continues to be at the forefront of expats minds when Irish food nostalgia sets in.”

“However, the big tea brands are this year’s big surprise, with Barry’s edging out Lyons as the most-missed tea brand by quite a significant 11%. This is in sharp contrast to last year, when the two brands were neck and neck.”

Better Quality at Home

Stout (66%) tops the list of products that are considered to be of better quality in Ireland than they are abroad.


This is followed closely by other firm favourites, such as milk (58%), butter (58%), meat (58%), tea bags (54%), prepacked bacon/rashers (52%), prepacked sausages (51%), and dairy spreads/margarine (40%).

This indicates that when it comes to the most-missed meal of the day for Irish expats, the research reveals that the Irish abroad are very loyal to their breakfast-table favourites, as a number of products on the list are vital ingredients in the first meal of the day for many Irish families.

About The Methodology:
An online survey of 282 respondents was carried out among those who have returned to Ireland having lived abroad for at least 6 months. Fieldwork was conducted 22nd – 29th October, 2018.

© 2018 Checkout – your source for the latest Irish retail news.  Click subscribe to sign up for the Checkout print edition. 

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