What drives true brand connection?
According to RED C’s latest ROI Brand Reaction Index, Ireland’s strongest brands are those that have earned a meaningful place in people’s everyday lives through trust, familiarity, consistency and shared experiences.
This year’s findings point to several important shifts in consumer sentiment. As people navigate ongoing economic pressures and an increasingly digital world, brands that feel dependable, human and authentic are being rewarded. At the same time, brands that successfully show up in culture, create moments worth sharing and reinforce a sense of community continue to strengthen their emotional bond with consumers.
Ireland’s most emotionally connected brands
FMCG, supermarket and retail brands dominate the top of this year’s rankings, highlighting the power of brands that are woven into daily routines and traditions. The highest-ranked brands in the 2026 ROI BRI are:
These brands have built trust over time, remain highly relevant in consumers’ lives and create positive emotional shortcuts through familiarity, enjoyment, nostalgia or a sense of belonging. Many have also become embedded in Irish culture, making them feel bigger than the products or services they provide.
Tayto continues to lead
Tayto has successfully retained its position as Ireland’s most emotionally connected brand, reinforcing its status as a true Irish icon.
The brand’s strength comes from its ability to balance heritage with ongoing relevance. For generations, Tayto has been part of everyday Irish life, from lunchboxes and family gatherings to sporting occasions and road trips. At the same time, the brand continues to engage consumers through new product launches, partnerships and culturally relevant campaigns without losing the familiarity that people know and love.
The brands building momentum
While established favourites continue to dominate, several brands have generated significant emotional momentum over the last year.
Among the strongest improvers are:
These brands demonstrate that emotional connection is not fixed. Strong gains can be achieved through delivering value, improving customer experience and reinforcing relevance in consumers’ everyday lives.
Particularly notable are Lidl and Home Store + More, both of which have strengthened their positions near the top of the rankings. Their performance highlights the growing importance of trusted value, quality and reliability at a time when consumers remain cautious about spending.
Emotional connection isn’t equal across categories
The research also shows that some sectors find it easier to create emotional connections than others.
Tourism and destination brands emerge as the strongest-performing sector overall, led by the enduring appeal of the Wild Atlantic Way. These brands offer a sense of escapism, a chance to create memorable experiences and connect in meaningful ways.
Supermarkets continue to perform exceptionally well, reflecting the important role they play in consumers’ daily lives. Brands such as Dunnes Stores and Lidl have become trusted household names through a combination of value, quality and consistency.
Meanwhile, sectors such as utilities, telecoms and sports bodies generally generate lower levels of emotional connection, demonstrating the challenge of building positive emotional associations in categories that are often viewed as more functional.
What can brands learn?
This year’s ROI Brand Reaction Index reinforces a simple but powerful truth: emotional connection is earned over time through actions, not claims.
The most emotionally connected brands are not necessarily the newest, loudest or most innovative. Instead, they are brands that consistently deliver on expectations, create positive experiences and maintain a clear role in consumers’ lives. Trust, familiarity and relevance continue to be the foundations of long-term brand success.
At the same time, the research highlights the growing importance of culture and community. Brands that successfully participate in meaningful moments, create shared experiences and maintain a human connection are more likely to stand out and strengthen emotional bonds.
As consumer expectations continue to evolve, the brands best positioned for future growth will be those that combine trusted heritage with modern relevance, earning a lasting place in people’s everyday lives.
Download the ROI Brand Reaction Index 2026
The 2026 ROI Brand Reaction Index covers 196 brands across sectors including FMCG, Retail, Financial Services, Tourism, Utilities, Technology, Media and more. If you’d like to understand how your brand performed, benchmark against competitors or explore the drivers of emotional connection in your category, we’d love to help.
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