Table of Contents
Issues in the Market
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- Key themes within the report
- Definitions
- Consumer research
- Abbreviations
Insights and Opportunities
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- Value for money isn’t just about price
- Own-label needs to gain credence within the healthy eating market
- Retain customers after the recession with high-end offerings
Market in Brief
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- Value for money is consumers’ main concern
- All-Ireland own-label market to reach €9.5 billion by 2016
- More own-label products on the shelf but Irish consumers are not engaging across all categories
- Standard and value ranges most popular
Fast Forward Trends
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- Trend 1: Brand Review
- What is it about?
- What we’ve seen
- What next?
- Trend 2: Prove it
- What is it about?
- What we’ve seen
- What next?
Internal Market Environment
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- Key points
- Growth of own-label brands
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- Figure 1: Own-label percentage share of the total grocery market within food multiples, RoI, 2011-12
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- Figure 2: Branded versus own-label prices of stable goods, RoI, 2011
- Brand loyalty still exists
- Irish branding matters
- Relaunch of own-label ranges
- Growth in value own-label ranges
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- Figure 3: Type of own-label ranges purchased in the last 12 months, NI and RoI, 2010-12
- Own-label clothing
- High usage of the Tesco Clubcard throughout Ireland
- NI
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- Figure 4: Top five loyalty cards or reward card schemes used, by consumers, NI, February 2012
- RoI
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- Figure 5: Top five loyalty cards or reward card schemes used, by consumers, RoI, February 2012
- Loyalty cards don’t always drive sales
- Use of technology and online sales
- Over 50% of NI consumers shop online
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- Figure 6: Frequency of shopping online, NI and RoI, February 2012
Broader Market Environment
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- Key points
- Increase in the cost of living in Ireland in March 2012
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- Figure 7: CPI levels within NI and RoI, March 2010-12
- Impact of the 2012 Budget on NI
- Rising food prices in NI
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- Figure 8: UK retail price changes, by food group, 2007-11
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- Figure 9: Median* gross weekly earning, by full-/part-time and gender, UK, April 2011
- Food prices within RoI show less fluctuation
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- Figure 10: CPI for food and non-alcoholic beverages, RoI, 2007-11
- Unemployment in RoI still rising
- NI household sizes decrease
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- Figure 11: Projected households, by size, NI, 2006-31
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- Figure 12: Projected households, by type, NI, 2006-31
- RoI sees single parent households increasing too
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- Figure 13: Projected households, by size, RoI, 1981-2006
- Ageing population
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- Figure 14: Population, by age, NI, 2008-24
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- Figure 15: Population, by age, RoI, 2006-26
Strengths and Weaknesses
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- Strengths
- Weaknesses
Market Size and Forecast
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- Key points
- Own-label sales to reach €7.1 billion by 2016
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- Figure 16: Own-label retail sales, all of Ireland, RoI and NI, 2007-16
- All-Ireland growth within the grocery market set for 2012 onwards
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- Figure 17: All grocery sales, all of Ireland, RoI and NI, 2007-16
Competitive Context
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- Key points
- The recession has driven an increase in own-label sales
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- Figure 18: Agreement with statements relating to consumers’ perceptions of own-label goods, NI and RoI, February 2012
- Consumers’ obsession with value poses a threat to brands
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- Figure 19: Agreement with statements relating to consumers’ perceptions of own-label goods, NI and RoI, February 2012
- Men in RoI are looking for value for money
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- Figure 20: Agreement, with the statement ‘branding does not matter to me as long as I get good value for money’, by gender, NI and RoI, February 2012
- Older consumers have yet to fully engage with all own-label products
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- Figure 21: Agreement with the statement ‘I only buy certain types of own-label products’, by gender and age, NI and RoI, February 2012
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- Figure 22: Own-label product categories that have the lowest appeal among older consumers, NI and RoI, February 2012
- ABC1s see own-label as a useful substitute to branded goods
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- Figure 23: Agreement with the statement ‘Own-label products are useful substitutes when my preferred brand is not available’, by social class and age group, NI and RoI, February 2012
Who’s Innovating?
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- Key points
- Bakery category leading the way for branded products
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- Figure 24: Top 10 categories for branded products, 2007-12*
- All top 10 own-label categories increasing their product offerings
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- Figure 25: Top 10 categories for own-label products, 2007-12*
- Branded products are targeting ‘natural’ consumers
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- Figure 26: Claim types for branded products, 2007-12*
- ‘Suitable for Vegetarians’ is the No.1 claim
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- Figure 27: Claim types for own-label products, 2007-12*
- Premium and economy claims important for own-brand
- Value lines are engaging in the health trend
- Premium own-label products entice consumers through their branding
- Own-label organic opportunities lie within staple grocery items
- Own-label extends to venture brands
Companies and Products
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- Asda (NI only)
- Tesco
- Marks & Spencer
- Dunnes
- Iceland
- The Co-operative (NI Only)
- Sainsbury’s (NI only)
- Aldi (RoI only)
- Lidl
- Costcutter
- Centra
- SuperValu
- Superquinn (RoI only)
- Londis (RoI only)
- Mace NI
- Mace RoI
- Spar (RoI)
- Spar NI
The Consumer – Where Irish Consumers Shop
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- Key points
- Tesco remains the retailer of choice
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- Figure 28: Food retailers shopped in the most often in the last month, NI and RoI, February 2012
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- Figure 29: Consumers who have shopped at Tesco within the last month, NI and RoI, 2010 and 2012
- RoI consumers show support for local food retailers
- ABC1s are engaging with discounters
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- Figure 30: Food retailers shopped in most often, by socio-economic group, NI and RoI, February 2012
- ABC1s seek value for money offerings
- Dunnes is popular with RoI ABC1s
The Consumer – Own-label Products Purchased
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- Key points
- Fresh fruit and vegetables are top type of own-label product purchased
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- Figure 31: Top 10 types of own-label products bought in the last 12 months, NI and RoI, February 2012
- Low uptake of own-label meat/fish and poultry
- Own-label fruit and vegetables have broad appeal
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- Figure 32: Demographics of consumers who have purchased own-label fruit and vegetables in the last 12 months, February 2012
- Own-label has yet to penetrate the alcoholic drink market
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- Figure 33: Bottom five own-label product categories, bought in the last 12 months, NI and RoI, February 2012
- Irish own-label category sales show mixed results
- NI
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- Figure 34: Top 10 types of own-label product purchased in 2010 and 2012, NI
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- Figure 35: CPI detailed food price indices, February 2011-12
- RoI
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- Figure 36: Top 10 types of own-label product purchased in 2010 and 2012, RoI
The Consumer – Type of Own-Label Ranges Purchased
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- Key points
- Value ranges increase in popularity with consumers
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- Figure 37: Types of own-label food bought in the last 12 months, NI and RoI, May 2010 and February 2012
- NI consumers increasingly look for indulgence in own-label products
- RoI consumers receptive to own-label fair trade ranges
- Standard own-label ranges appeal to ABC1
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- Figure 38: Types of own-label food bought in the last 12 months, by socio-economic group, NI, February 2012
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- Figure 39: Types of own-label food bought in the last 12 months, by socio-economic group, RoI, February 2012
- Men and women both opt for lower priced own-label product ranges
- NI
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- Figure 40: Types of own-label food bought in the last 12 months, by gender, NI, February 2012
- RoI
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- Figure 41: Types of own-label food bought in the last 12 months, by gender, RoI February 2012
- Non-food own-label products popular within Ireland
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- Figure 42: Type of non-food own-label products purchased, 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 own-label food, February 2012
- Low Users (34%)
- Characteristics of Low Users
- Who are Low Users?
- Understanding Low Users
- Economy Affected (29%)
- Characteristics of Economy Affected
- Who are Economy Affected?
- Understanding Economy Affected
- Legacy Buyers (23%)
- Characteristics of Legacy Buyers
- Who are Legacy Buyers?
- Understanding Legacy Buyers
- Certain Typers (14%)
- Characteristics of Certain Typers
- Who are Certain Typers?
- Understanding Certain Typers
- RoI target groups
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- Figure 44: RoI target groups according to attitudes towards own-label food, February 2012
- Continuous Users (36%)
- Characteristics of Continuous Users
- Who are Continuous Users?
- Understanding Continuous Users
- Unengaged (34%)
- Characteristics of Unengaged
- Who are Unengaged?
- Understanding Unengaged
- Brand Doubters (17%)
- Characteristics of Brand Doubters
- Who are Brand Doubters?
- Understanding Brand Doubters
- Recession Buyers (13%)
- Characteristics of Recession Buyers
- Who are Recession Buyers?
- Understanding Recession Buyers
Appendix
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- NI Toluna demographic tables
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- Figure 45: Food retailers shopped in the most often in the last month, by demographics, NI, February 2012
- Figure 46: Food retailers shopped in the most often in the last month, by demographics, NI, February 2012 (continued)
- Figure 47: Food retailers shopped in the most often in the last month, by demographics, NI, February 2012 (continued)
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- Figure 48: Types of own-label food bought in the last 12 months, by demographics, NI, February 2012
- Figure 49: Types of own-label food bought in the last 12 months, by demographics, NI, February 2012 (continued)
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- Figure 50: Own-label products bought in the last 12 months, by demographics, NI, February 2012
- Figure 51: Own-label products bought in the last 12 months, by demographics, NI, February 2012 (continued)
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- Figure 52: Own-label products bought in the last 12 months, by demographics, NI, February 2012 (continued)
- Figure 53: Agreement with statements relating to own-label goods, by demographics, NI, February 2012
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- Figure 54: Agreement with statements relating to own-label goods, by demographics, NI, February 2012 (continued)
- RoI Toluna demographic tables
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- Figure 55: Food retailers shopped in the most often in the last month, by demographics, RoI, February 2012
- Figure 56: Food retailers shopped in the most often in the last month, by demographics, RoI, February 2012 (continued)
- Figure 57: Food retailers shopped in the most often in the last month, by demographics, RoI, February 2012 (continued)
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- Figure 58: Types of own-label food bought in the last 12 months, by demographics, RoI, February 2012
- Figure 59: Types of own-label food bought in the last 12 months, by demographics, RoI, February 2012 (continued)
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- Figure 60: Own-label products bought in the last 12 months, by demographics, RoI, February 2012
- Figure 61: Own-label products bought in the last 12 months, by demographics, RoI, February 2012 (continued)
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- Figure 62: Own-label products bought in the last 12 months, by demographics, RoI, February 2012 (continued)
- Figure 63: Agreement with statements relating to own-label goods, by demographics, RoI, February 2012
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- Figure 64: Agreement with statements relating to own-label goods, by demographics, RoI, February 2012 (continued)
- NI consumer typologies tables
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- Figure 65: Consumer types, by demographics, NI, February 2012
- Figure 66: Food retailers shopped in the most often in the last month, by consumer type, NI, February 2012
- Figure 67: Types of own-label food bought in the last 12 months, by consumer type, NI, February 2012
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- Figure 68: Own-label products bought in the last 12 months, by consumer type, NI, February 2012
- Figure 69: Agreement with statements relating to own-label goods, by consumer type, NI, February 2012
- RoI consumer typologies tables
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- Figure 70: Consumer types, by demographics, RoI, February 2012
- Figure 71: Food retailers shopped in the most often in the last month, by consumer type, RoI, February 2012
- Figure 72: Types of own-label food bought in the last 12 months, by consumer type, RoI, February 2012
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- Figure 73: Own-label products bought in the last 12 months, by consumer type, RoI, February 2012
- Figure 74: Agreement with statements relating to own-label goods, by consumer type, RoI, February 2012
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