Table of Contents
Introduction
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- Key themes
- Definitions
- Consumer research
- Abbreviations
Insights and Opportunities
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- Easing fears about online grocery shopping
- Entertaining at home helps to boost sales
- Kids staying at home for longer
Market in Brief
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- Irish consumers more likely to plan their shopping
- Groceries market grows
- Tesco most regularly shopped at supermarket
Fast Forwards
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- Trend 1: The Big Issue
- What’s it about?
- What we’ve seen
- What next?
- Trend 2: Men Shopping Badly
- What’s it about?
- What we’ve seen
- What next?
Internal Market Environment
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- Key points
- A higher degree of planning
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- Figure 1: Agreement with the statement ‘I decide what I want before I do the weekly shopping’, RoI and NI, 2006-11
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- Figure 2: Agreement with the statement ‘When doing the household shopping I budget for every penny’, RoI and NI, 2006-11
- Recession frugality is unlikely to disappear
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- Figure 3: Agreement with the statement ‘When the recession ends, I will buy more branded products’, RoI and NI, 2010
- Women still main grocery shoppers in NI and RoI
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- Figure 4: Gender and marital status of main shoppers, RoI and NI, 2011
- RoI men more likely to grocery shop than NI men
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- Figure 5: Agreement with the statement ‘I really enjoy cooking’, by gender, RoI and NI, 2009 and 2011
- High street and town centre supermarkets attract more shoppers
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- Figure 6: Type of shop consumers are most likely to go to for their grocery shopping, RoI and NI, 2009-11
- Distance travelled an important consideration
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- Figure 7: Distance consumers travel for grocery shopping, RoI and NI, 2011
- Fuel price concerns make location all the more important
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- Figure 8: Type of transport used for grocery shopping, RoI and NI, 2011
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- Figure 9: UK and RoI fuel prices (petrol and diesel), 2001-11
- Rental rates may push supermarkets out of town
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- Figure 10: € per annum rental per metre squared, for Belfast and Dublin, 2011
- Supermarket expansion faces resistance
- The importance of local sourcing
- Online channel beginning to gain momentum
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- Figure 11: Internet used in the last 12 months, RoI and NI, 2005-11
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- Figure 12: Daily internet usage, NI and RoI, August 2011
- Free delivery is key to growing the online groceries channel
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- Figure 13: Factors that encourage consumers to try/do more online food shopping, NI and RoI, June 2011
- Obesity rears its ugly head
- Comfort eating contributing to weight problem
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- Figure 14: Agreement with the statement ‘I should do more about my health’, RoI and NI, 2006-11
Broader Market Environment
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- Key points
- Consumer expenditure drops in RoI, and stalls in NI
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- Figure 15: Economic outlook, RoI and NI, 2009-11
- Economy still troubled...
- ...but groceries are seen as a necessary spend
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- Figure 16: Areas consumers have cut back on spending in the last 12 months, NI and RoI, July 2010
- Consumer sentiment wanes
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- Figure 17: Consumer Sentiment/Confidence Index, UK and RoI, September 2008-11
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- Figure 18: Issues concerning consumers, RoI and NI, 2011
- Increase in global food prices will limit consumer spending power
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- Figure 19: Global price of wheat per tonne (€), September 2008-11
- Figure 20: Global price of barley per metric ton (€), September 2010-September 2011
- Prices increase, but wages don’t
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- Figure 21: Median gross weekly pay, NI and RoI, 2006-11
- Unemployment set to worsen
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- Figure 22: Unemployment rates, RoI and NI, July 2009-June 2011
- Ageing of population puts emphasis on quality
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- Figure 23: Agreement with the statement ‘I only shop at supermarkets that sell good-quality fresh food’, by age, RoI and NI, 2011
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Bakery category sees highest NPD
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- Figure 24: New food and drink product launches to UK and Irish market, by top ten categories, 2007-11
- Brand new products most popular type of launch
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- Figure 25: New food and drink product launches to UK and Irish market, by top five launch types, 2007-11
- Health claims dominate new product launches
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- Figure 26: New food and drink product launches to UK and Irish market, by top ten product claims, 2007-11
- Light and diet product development
- Tesco the most prolific company in terms of product launches
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- Figure 27: New food and drink product launches to UK and Irish market, by top ten companies, 2007-11
Market Value and Forecast
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- Key points
- All-Ireland food retailing sales contract to €14.6 billion in 2011
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- Figure 28: All grocery sales, all-Ireland, 2005-15
- NI grocery sales value increases, but due to inflation and higher production costs
- NI food retailing market accounting for bigger percentage of total
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- Figure 29: All grocery sales, by percentage share, NI and RoI, 2008 and 2011
- Supermarket retailers account for highest percentage share of the food retailing market
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- Figure 30: All grocery sales, by segment, all-Ireland, 2011
- Supermarket retailers more dominant in NI
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- Figure 31: Estimated supermarket retailers’ segment market value, all-Ireland, RoI and NI, 2005-15
- Austerity measures and drive for value will slow future growth for RoI
Competitive Context
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- Key points
- Recession has put a dampener on convenience store market
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- Figure 32: Estimated convenience store segment market value, all-Ireland, RoI and NI, 2005-11
- Loss of lunchtime trade takes a bite out of the market
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- Figure 33: Agreement with statements relating to lunch meals, NI and RoI, August 2011
- Convenience aspect still a draw for shoppers
- Discounters segment experiences rapid uplift in NI
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- Figure 34: Estimated discounters’ segment market value, all-Ireland, RoI and NI, 2005-11
- Irish consumers display positive attitude towards discounters
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- Figure 35: Agreement with statements relating to grocery shopping, NI and RoI, May 2010
Companies and Products
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- Figure 36: Retailers profiled, 2010
- Asda
- Co-op
- Dunnes Stores
- Iceland
- Marks & Spencer
- Sainsbury’s
- Superquinn
- SuperValu
- Tesco
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The Consumer – Where do Irish Consumers Shop?
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- Key points
- Tesco is the store of choice for both NI and RoI consumers
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- Figure 37: Retailers consumers have shopped most often at in the last month vs. other retailers shopped at in the last month, NI and RoI, August 2011
- Dunnes more popular among RoI consumers
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- Figure 38: Consumers who have shopped in Dunnes stores in the last month, NI and RoI, August 2011
- Cash-strapped RoI consumers more inclined to visit discounters
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- Figure 39: Consumers who have shopped in Lidl and Aldi in the last month, NI and RoI, August 2011
- Discounters expanding to meet growing consumer need
- Half of RoI consumers shopped in SuperValu in the last month
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- Figure 40: Consumers who have shopped in SuperValu in the last month, NI and RoI, August 2011
- M&S premium standing keeps visitations down
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- Figure 41: Consumers who have shopped in M&S in the last month, NI and RoI, August 2011
- Trend for treats helping to drive monthly visits to M&S
- Superquinn visited by 18% of RoI consumers
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- Figure 42: Consumers who value friendly and helpful staff, by age, NI and RoI, August 2011
- Convenience retailers – NI consumers prefer Spar, RoI consumers prefer Centra
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- Figure 43: Consumers who visit Spar or Centra at least once a month, NI and RoI, August 2011
The Consumer – Attitudes Towards Grocery Shopping
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- Key points
- Mainstream supermarkets are preferred retailers of Irish consumers
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- Figure 44: Agreement with statements relating to grocery shopping habits, NI and RoI, August 2011
- Supermarkets seen as ideal grocery retailer
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- Figure 45: Agreement with the statement ‘I prefer to shop at the main supermarkets’, by location and social class, NI and RoI, August 2011
- Getting all of the shopping out of the way at once
- Full-time workers don’t have time for several shopping trips
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- Figure 46: Agreement with the statement ‘I do one big grocery shop a week’, by working status, NI and RoI, August 2011
- Planning shopping trips helps to cut down on time spent in supermarkets
- Mature consumers shopping at discounters more
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- Figure 47: Agreement with the statement ‘I do a lot of my shopping with discounters’, by age, NI and RoI, August 2011
- RoI consumers more likely to be brand switchers
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- Figure 48: Agreement with the statement ‘I go to whichever shop has the best special offers in a given week’, by gender, NI and RoI, August 2011
- Spreading the cost
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- Figure 49: Agreement with the statement ‘I spread my weekly shopping across a number of shops to get the best value’, by gender and age, NI and RoI, August 2011
- Smaller markets and convenience stores not seen as having good value…
- …but are still key areas for top-up shopping
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- Figure 50: Agreement with the statement ‘I only shop in smaller supermarkets/ convenience stores to top up my shopping during the week’, NI and RoI, August 2011
The Consumer – Important Factors when Grocery Shopping
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- Key points
- Value for money is the most important factor when grocery shopping
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- Figure 51: Most important factors when grocery shopping, NI and RoI, August 2011
- Women and mature consumers more likely to consider value for money
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- Figure 52: Consumers who consider value for money important when grocery shopping, by gender and age, NI and RoI, August 2011
- Consumers with families and those nearing retirement find value for money more vital
- Low prices appeal most to the less affluent
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- Figure 53: Consumers who consider value for money important when grocery shopping, by gender and age, NI and RoI, August 2011
- Special offers will draw consumers into retailers
- Car parking seen as very important
- Shoppers don’t like to travel too far
- Consumers prefer supermarkets well stocked with well-known brands
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- Figure 54: Importance of well-known brands, own-brands and Irish brands, NI and RoI, August 2011
- Own-brand products seen as less important, but consumer attitudes towards them are improving
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- Figure 55: Agreement with the statement ‘On the whole I think well-known brands are better than a shop’s own-brand’, RoI and NI, 2007-11
Consumer Target Groups
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- NI target groups
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- Figure 56: Consumer typologies, NI, August 2011
- Mainstream Shoppers
- Pricers
- Valuers
- Uncaring
- RoI target groups
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- Figure 57: Consumer typologies, RoI, August 2011
- Big Shoppers
- Spreaders
- Offer Seekers
- Not Bothered
Appendix
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- Figure 58: Population, by age, RoI, 2006-41
- Figure 59: Population, by age, NI, 2008-58
- NI consumer tables
- Retailers shopped at the most in the last month
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- Figure 60: Retailers consumers have bought the most groceries from in the last month, by demographics, NI, August 2011
- Figure 61: Retailers consumers have bought the most groceries from in the last month (continued), by demographics, NI, August 2011
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- Figure 62: Retailers consumers have bought the most groceries from in the last month (continued), by demographics, NI, August 2011
- Other retailers shopped at in the last month
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- Figure 63: Other retailers consumers have bought the most groceries from in the last month, by demographics, NI, August 2011
- Figure 64: Other retailers consumers have bought the most groceries from in the last month (continued), by demographics, NI, August 2011
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- Figure 65: Other retailers consumers have bought the most groceries from in the last month (continued), by demographics, NI, August 2011
- Agreement with statements related to grocery shopping
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- Figure 66: Agreement with statements relating to grocery shopping, by demographics, NI, August 2011
- Figure 67: Agreement with statements relating to grocery shopping, by demographics, NI, August 2011
- Important factors when grocery shopping
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- Figure 68: Important factors when grocery shopping, by demographics, NI, August 2011
- Figure 69: Important factors when grocery shopping (continued), by demographics, NI, August 2011
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- Figure 70: Important factors when grocery shopping (continued), by demographics, NI, August 2011
- Consumer typology tables
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- Figure 71: Agreement with statements relating to grocery shopping, by consumer typologies, NI, August 2011
- Figure 72: Important factors when grocery shopping (continued), by consumer typologies, NI, August 2011
- Figure 73: Consumer typologies, by demographics, NI, August 2011
- RoI consumer tables
- Retailers shopped at the most in the last month
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- Figure 74: Retailers consumers have bought the most groceries from in the last month, by demographics, RoI, August 2011
- Figure 75: Retailers consumers have bought the most groceries from in the last month (continued), by demographics, RoI, August 2011
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- Figure 76: Retailers consumers have bought the most groceries from in the last month (continued), by demographics, RoI, August 2011
- Figure 77: Other retailers consumers have bought the most groceries from in the last month, by demographics, RoI, August 2011
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- Figure 78: Other retailers consumers have bought the most groceries from in the last month (continued), by demographics, RoI, August 2011
- Figure 79: Other retailers consumers have bought the most groceries from in the last month (continued), by demographics, RoI, August 2011
- Agreement with statements related to grocery shopping
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- Figure 80: Agreement with statements relating to grocery shopping, by demographics, RoI, August 2011
- Figure 81: Agreement with statements relating to grocery shopping, by demographics, RoI, August 2011
- Important factors when grocery shopping
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- Figure 82: Important factors when grocery shopping, by demographics, RoI, August 2011
- Figure 83: Important factors when grocery shopping (continued), by demographics, RoI, August 2011
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- Figure 84: Important factors when grocery shopping (continued), by demographics, RoI, August 2011
- Consumer typology tables
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- Figure 85: Agreement with statements relating to grocery shopping, by consumer typologies, RoI, August 2011
- Figure 86: Important factors when grocery shopping (continued), by consumer typologies, RoI, August 2011
- Figure 87: Consumer typologies, by demographics, RoI, August 2011
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