Table of Contents
Executive Summary
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- The market
- Forecast
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- Figure 1: Indexed value of speciality food sales, NI and RoI, 2010-20
- Market factors
- Cost of food dropping in 2015
- Improving confidence seeing consumers spending more
- FSAI guidelines for artisan foods
- Own-brand goods capturing greater share of grocery market
- Companies, brands and innovations
- The consumer
- Butchers and bakers most shopped at types of food specialists
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- Figure 2: Specialist/artisan food and drink retailers that consumers have shopped at in the last 3 months, NI and RoI, March 2015
- Price and local sourcing key factors when shopping for specialist food
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- Figure 3: Important factors to consumers when buying food or drink from food specialists/artisan food stores, NI and RoI, March 2015
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- Figure 4: Factors that would encourage consumers to shop more often with food specialists/ artisans, NI and RoI, March 2015
- Irish consumers see food specialist staff as knowledgeable
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- Figure 5: Agreement with statements relating to artisan food, NI and RoI, March 2015
- What we think
Market Overview
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- Key points
- Consumer prices for food fall between 2014 and 2015
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- Figure 6: Annualised CPI versus food price inflation, RoI, 2010-15
- Figure 7: Annualised CPI versus food price inflation, UK (including NI), 2010-15
- Consumer confidence improving and could see them splash out more
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- Figure 8: Consumer confidence index, NI, September 2008 – March 2015
- RoI consumer confidence doubles since 2013
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- Figure 9: Consumer confidence index, RoI, September 2008 – June 2015
- Spending on groceries
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- Figure 10: Average amount that consumers spend each week for household groceries, NI, October 2014
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- Figure 11: Average amount that consumers spend each week for household groceries, RoI, October 2014
- Consumers increasingly buying own-brand goods
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- Figure 12: Estimated branded grocery retail sales versus own-sales, IoI, 2009-15
- Most bought types of own-brand products very similar to most bought artisan goods
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- Figure 13: Top five types of own-brand goods that consumers have purchased in the last 12 months, NI and RoI, October 2014
- FSAI cracking down on use of the terms ‘artisan’ and ‘traditional’ in marketing
- Bord Bia report a 50% increase in farmers’ markets between 2006 and 2015
Market Size and Forecast
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- Key points
- Slow growth in specialist food category
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- Figure 14: Speciality food sales, by value, IoI, NI and RoI, 2010-20
- Improving economic conditions and consumer spending power will help drive growth
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- Figure 15: Indexed speciality food sales versus all grocery sales, by value, IoI, NI and RoI, 2010-20
- Butchers account for strongest share of food specialist market
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- Figure 16: Estimated share of food and drink specialists’ turnover, IoI, 2014
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key Points
- Growth in ‘suitable for’ category
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- Figure 17: Food product launches in UK and Ireland, by claim category 2010-15
- Ethical and environmental sustainability
- Food provenance and origin – from farm to fork
- Back to basics – out with the new, in with the old.
- Desire for new experiential offerings
- Premium equals quality
- Scope for additional offerings
- Convenience
- Scope for artisan food courses
- Scope for hybrids and company collaboration
Companies and Brands
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- NI
- Ewing’s Seafood
- Key facts
- Product portfolio
- Recent developments
- Finnebrogue Venison NI
- Key facts
- Product portfolio
- Recent developments
- Hannan Meats
- Key facts
- Product portfolio
- Recent developments
- Glastry Farm
- Key facts
- Product portfolio
- Recent developments
- Annaghmore Mushrooms
- Key facts
- Product portfolio
- Recent developments
- Broighter Gold Rapeseed Oil
- Key facts
- Product portfolio
- Recent developments
- Abernethy Butter
- Key facts
- Product portfolio
- Recent developments
- Ditty’s Home Bakery
- Key facts
- Product portfolio
- Recent developments
- RoI
- Gubbeen
- Key facts
- Product portfolio
- Recent developments
- McCarthy’s of Kanturk
- Key facts
- Product portfolio
- Recent developments
- Keogh’s Crisps
- Key facts
- Product portfolio
- Recent developments
- Highbank Organic Orchard
- Key facts
- Product portfolio
- Recent developments
- The Wild Irish Foragers and Preserves
- Key facts
- Product portfolio
- Recent developments
- Mungo Murphy’s seaweed
- Key facts
- Product portfolio
- Recent developments
- Queen of Tarts
- Key facts
- Product portfolio
- Recent developments
The Consumer – Types of Artisan Specialists Used
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- Key points
- Butchers and bakers the most visited food specialist stores
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- Figure 18: Specialist/artisan food and drink retailers that consumers have shopped at in the last 3 months, NI and RoI, March 2015
- Mature consumers more likely to use butchers
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- Figure 19: Consumers who have visited a butchers in the last 3 months, by age group, NI and RoI, March 2015
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- Figure 20: Projected population of RoI, by age group, 2011-36
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- Figure 21: Projected population of NI, by age group, 2011-36
- Bakers appeal more to affluent consumers
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- Figure 22: Consumers who have visited a baker in the last 3 months, by social class, NI and RoI, March 2015
- RoI consumers twice as likely to have used health food shops
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- Figure 23: Consumers who have visited a health food shop in the last 3 months, by gender and social class, NI and RoI, March 2015
- NI consumers more likely to visit a greengrocer
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- Figure 24: Consumers who have visited a greengrocer in the last 3 months, by age, NI and RoI, March 2015
The Consumer – Important Factors When Shopping With Food Specialists
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- Key points
- Low price important factor for consumers when buying artisan food
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- Figure 25: Important factors to consumers when buying food or drink from food specialists/artisan food stores, NI and RoI, March 2015
- Low price more important to younger shoppers
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- Figure 26: Consumers who consider low price to be an important factor when buying food or drink from food specialists/artisan food stores, by age, NI and RoI, March 2015
- NI consumers more likely to consider local sourcing important compared to RoI
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- Figure 27: Consumers who consider being made with locally sourced ingredients to be an important factor when buying food or drink from food specialists/artisan food stores, by age, NI and RoI, March 2015
- Being made in the same country important to four in 10
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- Figure 28: Consumers who consider being made in their own country to be an important factor when buying food or drink from food specialists/artisan food stores, by gender, NI and RoI, March 2015
- RoI consumers more concerned with artisan food being free from additives compared to NI
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- Figure 29: Consumers who consider having no additives/preservatives and organic to be important factors when buying food or drink from food specialists/artisan food stores, by gender, NI and RoI, March 2015
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- Figure 30: New products launched within the food and drink category claim to be organic versus no additives/preservatives, UK and Ireland, 2010-14
- Factors that would encourage consumers to shop more with artisan stores
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- Figure 31: Factors that would encourage consumers to shop more often with food specialists/ artisans, NI and RoI, March 2015
- Longer opening hours would appeal to working consumers
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- Figure 32: Consumers who think longer opening hours would encourage them to shop more often with food specialists/ artisans, by work status, NI and RoI, March 2015
The Consumer – Attitudes towards Artisan Food
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- Key points
- Food specialist staff seen as knowledgeable
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- Figure 33: Agreement with statements relating to artisan food, NI and RoI, March 2015
- Knowledgeable staff important for low-internet users
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- Figure 34: Agreement with the statement ‘Staff at food specialists/artisans are more knowledgeable than those at supermarkets’, by daily internet usage, NI and RoI, March 2015
- Food bought from specialists seen as having superior taste
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- Figure 35: Agreement with the statement ‘Food bought from food specialists/artisans tastes better than what you can get in supermarkets’, by social class, NI and RoI, March 2015
- Artisan stores seen as more trustworthy than supermarkets
- Few see food specialists/artisan stores as cheaper than supermarkets
- Strong demand for more food specialists
- Specialists do not have convenient locations
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- Figure 36: Agreement with the statement ‘Food specialists/artisans are more conveniently located than supermarkets’, NI and RoI, March 2015
Appendix
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- NI Toluna data
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- Figure 37: Specialist/artisan food and drink retailers that consumers have shopped at in the last 3 months, by demographics, NI, March 2015
- Figure 38: Specialist/artisan food and drink retailers that consumers have shopped at in the last 3 months, by demographics, NI, March 2015 (continued)
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- Figure 39: Specialist/artisan food and drink retailers that consumers have shopped at in the last 3 months, by demographics, NI, March 2015 (continued)
- Figure 40: Important factors to consumers when buying food or drink from food specialists/artisan food stores, by demographics, NI, March 2015
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- Figure 41: Important factors to consumers when buying food or drink from food specialists/artisan food stores, by demographics, NI, March 2015 (continued)
- Figure 42: Important factors to consumers when buying food or drink from food specialists/artisan food stores, by demographics, NI, March 2015 (continued)
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- Figure 43: Agreement with the statement ‘Food specialists/artisans are more conveniently located than supermarkets’, by demographics, NI, March 2015
- Figure 44: Agreement with the statement ‘I trust the quality of goods in a food specialist/artisan more than the produce in supermarkets’, by demographics, NI, March 2015
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- Figure 45: Agreement with the statement ‘Food specialists/artisans are cheaper than supermarkets’, by demographics, NI, March 2015
- Figure 46: Agreement with the statement ‘There are not enough food specialists/artisans in my local area’, by demographics, NI, March 2015
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- Figure 47: Agreement with the statement ‘Food specialists/artisans offer a friendlier service than supermarkets’, by demographics, NI, March 2015
- Figure 48: Agreement with the statement ‘I find food specialists/artisans intimidating’, by demographics, NI, March 2015
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- Figure 49: Agreement with the statement ‘Food bought from food specialists/artisans tastes better than what you can get in supermarkets’, by demographics, NI, March 2015
- Figure 50: Agreement with the statement ‘There is a wider range of goods in food specialists/artisans’, by demographics, NI, March 2015
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- Figure 51: Agreement with the statement ‘Food specialists/artisans are never open when I need them’, by demographics, NI, March 2015
- Figure 52: Agreement with the statement ‘Staff at food specialists/artisans are more knowledgeable than those at supermarkets’, by demographics, NI, March 2015
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- Figure 53: Agreement with the statement ‘Food specialists/artisans get more involved with the local community than supermarkets’, by demographics, NI, March 2015
- Figure 54: Factors that would encourage consumers to shop more often with food specialists/ artisans, by demographics, NI, March 2015
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- Figure 55: Factors that would encourage consumers to shop more often with food specialists/ artisans, by demographics, NI, March 2015 (continued)
- Figure 56: Factors that would encourage consumers to shop more often with food specialists/ artisans, by demographics, NI, March 2015 (continued)
- RoI Toluna data
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- Figure 57: Specialist/artisan food and drink retailers that consumers have shopped at in the last 3 months, by demographics, RoI, March 2015
- Figure 58: Specialist/artisan food and drink retailers that consumers have shopped at in the last 3 months, by demographics, RoI, March 2015 (continued)
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- Figure 59: Specialist/artisan food and drink retailers that consumers have shopped at in the last 3 months, by demographics, RoI, March 2015 (continued)
- Figure 60: Important factors to consumers when buying food or drink from food specialists/artisan food stores, by demographics, RoI, March 2015
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- Figure 61: Important factors to consumers when buying food or drink from food specialists/artisan food stores, by demographics, RoI, March 2015 (continued)
- Figure 62: Important factors to consumers when buying food or drink from food specialists/artisan food stores, by demographics, RoI, March 2015 (continued)
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- Figure 63: Agreement with the statement ‘Food specialists/artisans are more conveniently located than supermarkets’, by demographics, RoI, March 2015
- Figure 64: Agreement with the statement ‘I trust the quality of goods in a food specialist/artisan more than the produce in supermarkets’, by demographics, RoI, March 2015
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- Figure 65: Agreement with the statement ‘Food specialists/artisans are cheaper than supermarkets’, by demographics, RoI, March 2015
- Figure 66: Agreement with the statement ‘There are not enough food specialists/artisans in my local area’, by demographics, RoI, March 2015
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- Figure 67: Agreement with the statement ‘Food specialists/artisans offer a friendlier service than supermarkets’, by demographics, RoI, March 2015
- Figure 68: Agreement with the statement ‘I find food specialists/artisans intimidating’, by demographics, RoI, March 2015
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- Figure 69: Agreement with the statement ‘Food bought from food specialists/artisans tastes better than what you can get in supermarkets’, by demographics, RoI, March 2015
- Figure 70: Agreement with the statement ‘There is a wider range of goods in food specialists/artisans’, by demographics, RoI, March 2015
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- Figure 71: Agreement with the statement ‘Food specialists/artisans are never open when I need them’, by demographics, RoI, March 2015
- Figure 72: Agreement with the statement ‘Staff at food specialists/artisans are more knowledgeable than those at supermarkets’, by demographics, RoI, March 2015
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- Figure 73: Agreement with the statement ‘Food specialists/artisans get more involved with the local community than supermarkets’, by demographics, RoI, March 2015
- Figure 74: Factors that would encourage consumers to shop more often with food specialists/ artisans, by demographics, RoI, March 2015
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- Figure 75: Factors that would encourage consumers to shop more often with food specialists/ artisans, by demographics, RoI, March 2015 (continued)
- Figure 76: Factors that would encourage consumers to shop more often with food specialists/ artisans, by demographics, RoI, March 2015 (continued)
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