Table of Contents
Issues in the Market
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- Key themes within the report
- Definition of artisan food
- Definition of speciality food
- Market size rationale
- Abbreviations
Insights and Opportunities
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- Mixed fortunes for artisan producers
- Development of premium artisan products needs to excite consumers
- Growth in cookery classes and in-home entertaining
- Foodservice market has untapped potential for artisan producers
Market in Brief
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- Interest in artisan foods increases, but there will be casualties
- Mainstream supermarkets are the preferred channel for grocery shopping
- Value for money is consumers’ primary concern
- Consumers lack affinity with farmers’ markets
Fast Forward Trends
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- Trend 1: Carnivore, Herbivore…Locavore
- What is it about?
- What we’ve seen?
- What next?
- Trend 2: Survival Skills
- What is it about?
- What we’ve seen?
- What next?
Internal Market Environment
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- Key points
- Increasing consumer engagement with the artisan ethos
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- Figure 1: Importance of local food to consumers, NI and RoI, 2005 and 2011
- Slow food
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- Figure 2: Consumer agreement with the statement that ‘I pay attention to where the products I purchase are made/grown’, NI and RoI, 2007-11
- Consumers get cooking
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- Figure 3: Agreement with the statement ‘I love cooking’, NI and RoI, 2007 and 2011
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- Figure 4: Agreement with the statement ‘I love cooking’, by gender, NI and RoI, 2011
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- Figure 5: Consumer uptake of cookery classes, NI and RoI, 2009 and 2011
- In-home entertainment helping to drive people to cookery classes
- Growth in farmers’ markets aids artisan sales
- Concern for health and wellbeing increases
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- Figure 6: Non-financial issues concerning consumers, NI and RoI, 2011
- Value for money is the primary concern for Irish consumers
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- Figure 7: The top ten most important factors for consumers when deciding where to complete their grocery shopping, NI and RoI, 2011
- Consumer preoccupation with value hindering artisan sales
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- Figure 8: Consumer agreement with statements regarding price and artisan foods, NI and RoI, February 2012
- NI artisan market is under-marketed and underdeveloped
- Food tourism offers a platform to showcase artisan producers
- Stronger government support called for
- Future growth of the artisan food sector
- Social media has gained importance within the food community
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- Figure 9: Social networking sites that respondents currently access, NI and RoI, August 2011
Broader Market Environment
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- Key points
- Economic position looks shaky in 2012
- Reliance on exports in RoI may not prove as favourable in 2012
- Unemployment – a cause for concern within Ireland
- UK consumer prices continue to increase
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- Figure 10: CPI levels within the UK, February 2010-February 2012
- Figure 11: CPI detailed indices for food products, January 2011 and January 2012
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- Figure 12: Most notable percentage increases in Consumer Price Index categories, RoI, 12-month rate to January 2012
- Figure 13: Annual % change in GNP and its components, RoI, January 2010-13
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- Figure 14: Population, by age, NI 2008-58
- Figure 15: Population, by age, RoI, 2006-41
Strengths and Weaknesses
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- Strengths
- Weaknesses
Market Value and Forecast
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- Key points
- Speciality food sales continue to increase
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- Figure 16: Speciality food sales, by value, IoI, NI and RoI, 2007-16*
- RoI remains the driving force for artisan production
- 2011 artisan sales levels are likely to remain steady throughout 2012
Competitive Context
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- Key points
- Supermarket sales dominate the Irish grocery market
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- Figure 17: Agreement with statements relating to grocery shopping habits, NI and RoI, August 2011
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- Figure 18: Estimated discounters’ segment market value, IoI, RoI and NI, 2005-11
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- Figure 19: Multiple retailers company policy on sourcing local produce, RoI, 2011
Who’s Innovating?
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- Key points
- Growth in ‘suitable for’ sub-category
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- Figure 20: Food product launches in the UK and Ireland, by claim category, 2007-12
- Ethics and the environment
- Driving innovation
- Increased ‘one-pot’ convenience offerings
- Cheaper protein sources dominate within new product offerings
- Premium products focus on uniqueness/novelty
- Artisan product flavours replicate mainstream offerings
- Trend for gift/seasonal products
- Best of the best
- Increased scope for new products through joint artisan products
- Artisan producers should avoid organic offerings
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- Figure 21: Types of food range purchased in the last 12 months, NI and RoI, 2011
Companies and Products
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- NI
- Finnebrogue Venison
- O’Doherty’s Black Bacon
- McCartney’s of Moira
- Hannan Meats
- Ditty’s Home Bakery and Coffee Shop
- Suki Tea
- Arcadia Delicatessen Ltd
- Sawers Ltd
- Greens Food Fare
- K & G McAtamney
- Yellow Door Deli
- St George’s Market
- RoI
- Gubbeen Farmhouse Products
- McCarthy’s of Kanturk
- Bretzel Bakery
- Glenilen Farm
- Burren Smokehouse
- Cuinneog Ltd
- Avoca
- Fallon & Byrne
- Sheridans Cheesemongers
- McCambridge’s of Galway Ltd
- Country Choice Nenagh
- English Market in Cork
- Skibbereen Farmers’ Market
- Wexford Farmers’ Market
The Consumer – Where Consumers Purchase Artisan Foods
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- Key points
- Butchers are the top speciality food outlet
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- Figure 22: Top five speciality food stores consumers visit once a week, NI and RoI, February 2012
- Independent supermarkets see high engagement
- Speciality food stores are popular with C2DEFs
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- Figure 23: Consumers that visit the top five speciality food stores once a week, by socio-economic group, NI, February 2012
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- Figure 24: Consumers that visit the top five speciality food stores once a week, by socio-economic group, RoI, February 2012
- Speciality food stores appeal to urban and rural consumers
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- Figure 25: Consumers that visit the top five speciality food stores once a week, by geographical location, NI, February 2012
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- Figure 26: Consumers that visit the top five speciality food stores once a week, by geographical location, RoI, February 2012
- Speciality food stores appeal to older NI consumers
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- Figure 27: Proclivity to visit the top five specialty food stores once a week, by age, NI, February 2012
- Independent markets/supermarkets are capturing young RoI consumers
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- Figure 28: Proclivity to visit the top five specialty food stores once a week, by age, NI, February 2012
- Low consumer engagement with farmers’ markets
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- Figure 29: Frequency consumers shop at farmers’ markets, NI and RoI, February 2012
- Farmers’ markets are losing their food snob status
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- Figure 30: Frequency of visits to farmers’ markets, by socio-economic group, NI, February 2012
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- Figure 31: Frequency of visits to farmers’ markets, by socio-economic group, RoI, February 2012
The Consumer – Qualities Associated with Artisan Foods
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- Key points
- Premium is the top attribute for artisan foods
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- Figure 32: Consumers’ top five attributes associated with artisan foods, NI and RoI, February 2012
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- Figure 33: Consumers who perceive artisan foods to be overpriced, by socio-economic group, NI and RoI, February 2012
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- Figure 34: Agreement with statements regarding consumers’ price perceptions of artisan foods, NI and RoI, February 2012
- Artisan products must have a strong national and regional identity
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- Figure 35: The top five most important factors for consumers when buying artisan foods, NI and RoI, February 2012
- Females aged 25-44 seek promotions/special offers
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- Figure 36: Consumers who view ‘on promotion/special offer’ an important characteristic when purchasing artisan foods, by age, NI and RoI, February 2012
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- Figure 37: Consumers who view ‘on promotion/special offer’ an important characteristic when purchasing artisan foods, by gender, NI and RoI, February 2012
- Low associations with specific food claims for artisan foods
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- Figure 38: Importance of claims for consumers when buying artisan products, NI and RoI, February 2012
The Consumer – Attitudes towards Artisan Foods
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- Key points
- Irish consumers enjoy new taste experiences
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- Figure 39: Top five statements that consumers agree with relating to artisan foods, NI, February 2012
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- Figure 40: Top five statements that consumers agree with relating to artisan foods, RoI, February 2012
- Opportunities for in-home entertaining
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- Figure 41: Agreement with the statement ‘I would purchase artisan speciality foods if I was entertaining in home’, by gender, age and socio-economic group, NI and RoI, February 2012
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- Figure 42: Agreement with the statement ‘I consider myself interested in gourmet food’, by socio-economic group, NI and RoI, February 2012
Consumer Typologies
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- NI target groups
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- Figure 43: NI target groups according to attitudes towards artisan food, February 2012
- Not Bothered (26%)
- Characteristics of Not Bothered
- Who are Not Bothered?
- Understanding Not Bothered
- Tasters (25%)
- Characteristics of Tasters
- Who are Tasters?
- Understanding Tasters
- Cost Worried (25%)
- Characteristics of Cost Worried
- Who are Cost Worried?
- Understanding Cost Worried
- Experimenters (24%)
- Characteristics of Experimenters
- Who are Experimenters?
- Understanding Experimenters
- RoI target groups
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- Figure 44: RoI target groups according to attitudes towards artisan food, February 2012
- New Tasters (40%)
- Characteristics of New Tasters
- Who are New Tasters?
- Understanding New Tasters
- Quality Seekers (23%)
- Characteristics of Quality Seekers
- Who are Quality Seekers?
- Understanding Quality Seekers
- Seasonal Seekers (20%)
- Characteristics of Seasonal Seekers
- Who are Seasonal Seekers?
- Understanding Seasonal Seekers
- Taste Lovers (16%)
- Characteristics of Taste Lovers
- Who are Taste Lovers?
- Understanding Taste Lovers
Appendix
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- NI Toluna demographic tables
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- Figure 45: Frequency of visits to butcher shops, by demographics, NI, February 2012
- Figure 46: Frequency of visits to bakery, by demographics, NI, February 2012
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- Figure 47: Frequency of visits to fishmongers, by demographics, NI, February 2012
- Figure 48: Frequency of visits to greengrocers, by demographics, NI, February 2012
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- Figure 49: Frequency of visits to cheese shop, by demographics, NI, February 2012
- Figure 50: Frequency of visits to delicatessens, by demographics, NI, February 2012
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- Figure 51: Frequency of visits to independent supermarkets/shops, by demographics, NI, February 2012
- Figure 52: Frequency of visits to farmers’ markets, by demographics, NI, February 2012
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- Figure 53: Frequency of visits to wine merchants, by demographics, NI, February 2012
- Figure 54: Frequency of visits to other artisan food stores, by demographics, NI, February 2012
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- Figure 55: Important factors when buying artisan food, by demographics, NI, February 2012
- Figure 56: Important factors when buying artisan food, by demographics, NI, February 2012 (continued)
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- Figure 57: Important factors when buying artisan food, by demographics, NI, February 2012 (continued
- Figure 58: Qualities associated with artisan food shops, by demographics, NI, February 2012
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- Figure 59: Qualities associated with artisan food shops, by demographics, NI, February 2012 (continued)
- Figure 60: Agreement with statements relating to artisan food, by demographics, NI, February 2012
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- Figure 61: Agreement with statements relating to artisan food (continued), by demographics, NI, February 2012
- RoI Toluna demographic tables
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- Figure 62: Frequency of visits to butcher shops, by demographics, RoI, February 2012
- Figure 63: Frequency of visits to bakery, by demographics, RoI, February 2012
- Figure 64: Frequency of visits to fishmongers, by demographics, RoI, February 2012
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- Figure 65: Frequency of visits to greengrocers, by demographics, RoI, February 2012
- Figure 66: Frequency of visits to cheese shop by demographics, RoI, February 2012
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- Figure 67: Frequency of visits to delicatessens, by demographics, RoI, February 2012
- Figure 68: Frequency of visits to independent supermarkets/shops, by demographics, RoI, February 2012
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- Figure 69: Frequency of visits to farmers’ markets, by demographics, RoI, February 2012
- Figure 70: Frequency of visits to wine merchants, by demographics, RoI, February 2012
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- Figure 71: Frequency of visits to other artisan food stores, by demographics, RoI, February 2012
- Figure 72: Important factors when buying artisan food, by demographics, RoI, February 2012
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- Figure 73: Important factors when buying artisan food, by demographics, RoI, February 2012 (continued)
- Figure 74: Important factors when buying artisan food, by demographics, RoI, February 2012 (continued)
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- Figure 75: Qualities associated with artisan food shops, by demographics, RoI, February 2012
- Figure 76: Qualities associated with artisan food shops (continued), by demographics, RoI, February 2012
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- Figure 77: Agreement with statements relating to artisan food, by demographics, RoI, February 2012
- Figure 78: Agreement with statements relating to artisan food, by demographics, RoI, February 2012 (continued)
- Consumer typologies – Artisan food
- NI Toluna data
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- Figure 79: NI target groups, by demographics, February 2012
- Figure 80: Positive factors looked for in artisan food, by target groups, NI, February 2012
- Figure 81: Factors associated with artisan food, by target groups, NI, February 2012
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- Figure 82: Attitudes towards artisan food, by target groups, NI, February 2012
- Figure 83: RoI target groups, by demographics, February 2012
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- Figure 84: Positive factors looked for in artisan food, by target groups, RoI, February 2012
- Figure 85: Factors associated with artisan food, by target groups, RoI, February 2012
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- Figure 86: Attitudes towards artisan food, by target groups, RoI, February 2012
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