Table of Contents
Overview
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- What you need to know
- Issues covered in this Report
Executive Summary
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- The market
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- Figure 1: Estimated total grocery retail sales, NI and RoI, 2012-17
- Forecast
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- Figure 2: Estimated total supermarket retail sales, NI and RoI, 2012-22
- Market factors
- Four in 10 RoI consumers spending over €101 each week on groceries
- Irish consumers ‘unsure’ of how Brexit will impact their situation
- Discounters’ market share continues to grow
- The ‘online shopping’ experience could go further
- Companies and innovations
- The consumer
- Women more likely to take responsibility for main grocery shopping
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- Figure 3: Who is responsible for the main grocery shop in their household, NI and RoI, September 2017
- Tesco the top retailer in NI with discounters taking control in RoI
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- Figure 4: Usage of retailers for main weekly grocery shopping, NI, September 2017
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- Figure 5: Usage of retailers for main weekly grocery shopping, RoI, September 2017
- Lidl preferred for top-up shopping
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- Figure 6: Stores that consumers do their top-up grocery shopping with (in-store), NI, September 2017
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- Figure 7: Stores that consumers do their top-up grocery shopping with (in-store), RoI, September 2017
- Brands excel in indulgent categories
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- Figure 8: Consumers’ preferences of branded vs own-label groceries, NI and RoI, September 2017
- Irish consumers trust supermarkets but are concerned with food waste
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- Figure 9: Agreement with statements relating to supermarkets, NI and RoI, September 2017
- What we think
The Market – What You Need to Know
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- Supermarkets forecast for 0.4% growth in 2017
- Four in 10 RoI consumers spending over €101 each week on groceries
- Irish consumers ‘unsure’ of how Brexit will impact their situation
- Discounters’ market share continues to grow
- The ‘online shopping’ experience could go further
Market Sizes and Forecast
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- Grocery retailing sales forecast for 0.6% growth in 2017
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- Figure 10: Estimated total grocery retail sales, IoI, NI and RoI, 2012-22
- Supermarkets forecast to see 0.4% growth in 2017
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- Figure 11: Estimated total supermarket retail sales, IoI, NI and RoI, 2012-22
- Figure 12: Estimated grocery retail sales vs supermarket sales, NI and RoI, 2017
Market Drivers
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- RoI consumers spending more on food despite food prices continuously decreasing
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- Figure 13: Consumer price indices vs food and non-alcoholic beverage prices, RoI, September 2016-September 2017
- Figure 14: Consumer price indices vs food and non-alcoholic beverages, UK (including NI), September 2016-September 2017
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- Figure 15: Average amount that consumers spend each week for household groceries, NI, October 2017
- Figure 16: Average amount that consumers spend each week for household groceries, RoI, October 2017
- Brexit concerns NI consumers more
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- Figure 17: How consumers feel Brexit will impact their future personal situation, NI and RoI, September 2017
- Convenience drives cross-border shopping
- Discounters continue to keep multiples on their toes
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- Figure 18: Estimated discounters’ percentage share of the total grocery retail market, NI and RoI, 2016
- Online shopping could drive consumers back towards supermarkets
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- Figure 19: Consumers who have purchased groceries (for home delivery) online using a laptop or desktop computer in the last 12 months, NI and RoI, February 2016 and January 2017
What You Need to Know – Companies and Innovations
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- Musgrave committed on using local suppliers
- Dunnes repositions itself towards more affluent market segments
- Discounters poised for growth in the event of unfavourable Brexit-related conditions
- Discounter operations in Ireland tend not to include online shopping or home delivery
- Marks & Spencer abstains from Black Friday deals
Who’s Innovating?
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- Leading supermarkets gravitating towards a healthier own-label portfolio
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- Figure 20: New own-label product launches by top 10 largest supermarket chains operating in the Irish market, by category, 2013-17*
- Convenience a key driver in supermarket retail
- Supermarkets as a destination
- Biometric payments starting to breach the mainstream
Company Profiles
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- SuperValu (Musgrave)
- Key facts
- Positioning / strategy
- Brand NPD
- Recent developments
- Dunnes Stores
- Key facts
- Positioning / strategy
- Brand NPD
- Recent developments
- Aldi (RoI Only)
- Key facts
- Positioning / strategy
- Brand NPD
- Recent developments
- Lidl
- Key facts
- Positioning / strategy
- Brand NPD
- Recent developments
- Tesco
- Key facts
- Positioning / strategy
- Brand NPD
- Recent developments
- Sainsbury’s (NI Only)
- Key facts
- Positioning / strategy
- Brand NPD
- Recent developments
- Iceland
- Key facts
- Positioning / strategy
- Brand NPD
- Recent developments
- Asda (NI Only)
- Key facts
- Positioning / strategy
- Brand NPD
- Recent developments
- Marks & Spencer
- Key facts
- Positioning / strategy
- Brand NPD
- Recent developments
The Consumer – What You Need to Know
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- Women more likely to take responsibility for main grocery shopping
- Tesco the top retailer in NI with discounters taking control in RoI
- Lidl preferred for top-up shopping
- Brands excel in indulgent categories
- Irish consumers trust supermarkets but are concerned with food waste
The Consumer – Who Shops for Groceries?
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- Over half of Irish consumers are responsible for grocery shopping
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- Figure 21: Who is responsible for the main grocery shop in their household, NI and RoI, September 2017
- Women do the main shop
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- Figure 22: Consumers who said they were mainly/wholly responsible grocery shopping in their household, by gender and age, NI and RoI, September 2017
The Consumer – Where Irish Consumers Do their Main Grocery Shop
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- Tesco is the top retailer in NI but falls behind in RoI
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- Figure 23: Usage of retailers for main weekly grocery shopping, NI, September 2017
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- Figure 24: Usage of retailers for main weekly grocery shopping, RoI, September 2017
- NI men favour Tesco
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- Figure 25: Consumers who have visited Tesco for their main grocery shop, by gender and age, NI and RoI, September 2017
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- Figure 26: Consumers who shop in SuperValu or Dunnes for their main grocery shop, by age, NI and RoI, September 2017
- Discounters outdo supermarkets in RoI
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- Figure 27: Consumers who have visited Aldi for their main grocery shop, by gender and age, RoI, September 2017
The Consumer – Where Irish Consumers Do their Top-up Shopping
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- Discounters preferred for top-up shopping
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- Figure 28: Stores that consumers do their top-up grocery shopping with (in-store), NI, September 2017
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- Figure 29: Stores that consumers do their top-up grocery shopping with (in-store), RoI, September 2017
- Top-up shoppers splash out for premium retailers
- Discounters preferred for top-up shopping
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- Figure 30: Consumers who have used Lidl and Aldi to do their grocery shopping, by top-up and main grocery shop, NI and RoI, September 2017
- Convenience is key for top-up shopping
The Consumer – Preference of Own-label vs Branded
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- Own-label performs well with Irish household staples
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- Figure 31: Consumers’ preferences of branded vs own-label groceries, NI and RoI, September 2017
- Own-label fruit, vegetables and dairy bought by more than a third
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- Figure 32: Consumers who have bought fruit and vegetables, meat, fish or poultry and fresh fruit and vegetables, by own-label (eg Tesco, SuperValu) or branded (eg Smirnoff or Fairy’s), NI and RoI, September 2017
- Brands outdo own-label in most drink categories
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- Figure 33: Consumers who typically buy branded alcohol drinks (eg Smirnoff), by gender and age, NI and RoI, September 2017
- Own-label preferred over branded ready meals
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- Figure 34: Consumers who typically buy own-label ready meals, NI and RoI, September 2017
The Consumer – Attitudes towards Supermarkets
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- Over half say free delivery would encourage online grocery shopping
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- Figure 35: Agreement with statements relating to supermarkets, NI and RoI, September 2017
- Food waste concerns three in four Irish consumers
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- Figure 36: Consumers’ agreement with the statement ‘I think supermarkets need to do more to help reduce food waste’, by gender, NI and RoI, September 2017
- Irish consumers demand more Irish-sourced products
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- Figure 37: Consumers’ agreement with the statement ‘More locally sourced products from NI/ RoI should be available in supermarkets ’, by gender and age, NI and RoI, September 2017
- Parents interested in a grocery scanning app
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- Figure 38: Consumers’ agreement with the statement ‘An app that allows me to scan items as I pick them off the shelves would help me keep track of my spending’, by presence of children in the household, NI and RoI, September 2017
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Generational cohort definitions
- Abbreviations
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