Table of Contents
Overview
-
- What you need to know
- Issues covered in this Report
Executive Summary
-
- The market
-
- Figure 1: Estimated own-label grocery retail sales vs. branded sales, NI and RoI, 2016
- Forecast
-
- Figure 2: Indexed estimated total grocery retail sales, own-label vs branded, IoI, NI and RoI, 2011-21
- Market factors
- Brexit expected to impact grocery retailing in 2017
- Food inflation persists in 2016
- Scope for growth of established multiples
- Cross-border shopping expected to increase in NI
- New entrants to online retailing
- Companies and brands
- The consumer
- Most consumers in IoI are wholly responsible for grocery shop
-
- Figure 3: Who is responsible for the main grocery shop in their household, NI and RoI, November 2016
- Irish consumers favour in-store grocery shopping
-
- Figure 4: How consumers do their main grocery shop, NI and RoI, November 2016
- Tesco leads grocery retailing in NI
-
- Figure 5: Stores that consumers do their main grocery shopping with (in-store), NI, November 2016
- Tesco dominates RoI market for main grocery shopping, with discounters close behind
-
- Figure 6: Stores that consumers do their main grocery shopping with (in-store), RoI, November 2016
- Lidl and Spar are preferred for top-up shopping
-
- Figure 7: Stores that consumers do their top-up grocery shopping with (in-store), NI, November 2016
- Lidl is also the main top-up store in RoI
-
- Figure 8: Stores that consumers do their top-up grocery shopping with (in-store), RoI, November 2016
- Irish consumers show strong preference for branded tea/coffee and alcohol
-
- Figure 9: Grocery products that consumers would typically buy, branded and own label, NI, November 2016
-
- Figure 10: Grocery products that consumers would typically buy, branded and own label, RoI, November 2016
- Special offers entice Irish consumers to buy own-label
-
- Figure 11: Factors (other than price) that are likely to encourage consumers to buy an own-label product instead of a branded product, NI and RoI, November 2016
- What we think
Issues and Insights
-
- Where are Irish consumers doing their grocery shopping?
- The facts
- The implications
- How much are Irish consumers spending on groceries?
- The facts
- The implications
- How is the own-label and branded market expected to perform in 2017?
- The facts
- The implications
- What are the key factors enticing Irish consumers to buy own-label instead of branded?
- The facts
- The implications
The Market – What You Need to Know
-
- Grocery sales estimated to fall to €14.1 billion in 2016
- Brexit expected to impact grocery retailing in 2017
- Inflation continues in 2016
- Average spend signals a return to ‘the big shop’
- Multiples show signs of recovery
Market Size and Forecast
-
- Grocery sales value improves in RoI, falls by 10.4% in NI
-
- Figure 12: Estimated total grocery retail sales, IoI, NI and RoI, 2011-21
- Own-label sales continue to improve
-
- Figure 13: Estimated own-label grocery retail sales, IoI, NI and RoI, 2011-21
- Figure 14: Estimated own-label grocery retail sales vs. branded sales, NI and RoI, 2016
- Branded grocery sales
-
- Figure 15: Estimated branded grocery retail sales, IoI, NI and RoI, 2011-21
Market Drivers
-
- Food price deflation persists in 2016
-
- Figure 16: Consumer price index vs food inflation, UK (including NI), 2011-16
-
- Figure 17: Consumer price index vs food inflation, RoI, 2011-16
- Brexit expected to impact grocery retailing in 2017
-
- Figure 18: Consumer sentiment index, NI, Q1 2012-Q3 2016
-
- Figure 19: Consumer confidence index, RoI, Oct 2015-Sept 2016
- Figure 20: If consumers feel that the UK/NI leaving the EU will have a positive or negative effect on the cost of living, NI and RoI, August 2016
- Multiples regain growth
- Cross-border shopping expected to increase
-
- Figure 21: exchange rate of sterling (£) vs euro (€), 2011-16
- Aldi’s move into the online channel could boost competition
-
- Figure 22: How consumers do their main grocery shop, NI and RoI, November 2016
- Average spend £61-100 in NI and €90-104 in RoI
-
- Figure 23: Average amount that consumers spend each week for household groceries, NI, November 2016
- Figure 24: Average amount that consumers spend each week for household groceries, RoI, November 2016
- Irish consumers expect to spend more on groceries this Christmas
Companies and Brands – What You Need to Know
-
- Aldi invests in own-label range
- Tesco Farm brands prove popular
- Dunnes set to launch online grocery service
- Prepared meals dominates own-label market
- Retailers tap into growing demand for European Food
- M&S targets health conscious consumers
Who’s Innovating?
-
- Prepared meals category dominates own-label launches
-
- Figure 25: Own-label launches of food and drink, UK and Ireland, December 2011- 2016
- Cakes pastries and sweet goods
- Premium own-label experiences growth
-
- Figure 26: Share of own-label launches, by claim, UK and Ireland, November 2016
- M&S targets health conscious consumers
Competitive Strategies
-
- Asda
- Key facts
- Competitive strategy
- Latest developments
- Aldi
- Key facts
- Competitive strategy
- Latest development
- Lidl
- Key facts
- Competitive strategy
- Latest developments
- Sainsbury’s
- Key facts
- Competitive strategies
- Latest developments
- Marks and Spencer
- Key facts
- Competitive Strategy
- Latest developments
- Tesco
- Key facts
- Competitive strategy
- Latest developments
- Supervalu
- Key facts
- Competitive strategy
- Latest developments
- Dunnes
- Key facts
- Competitive strategy
- Latest developments
The Consumer – What You Need to Know
-
- Irish women are primary grocery shoppers
- Irish consumers favour online shopping
- Tesco dominates RoI market with discounters not far behind
- Lidl is the top-up store of choice
- Special offers entice consumers to buy own-label over branded
- Coupons appeal to parents
Who Shops for Groceries?
-
- Most consumers in IoI are wholly responsible for main grocery shop
-
- Figure 27: Who is responsible for the main grocery shop in in their household, NI and RoI, November 2016
- Irish women are primary grocery shoppers
-
- Figure 28: Who is responsible for the main grocery shop in in their household, by gender, NI and RoI, November 2016
- Younger Millennials less inclined to be in-charge of groceries.
-
- Figure 29: Who is responsible for the main grocery shop in their household, by age, NI and RoI, November 2016
How Do Irish Consumers Shop?
-
- Irish consumers favour in-store grocery shopping
-
- Figure 30: how consumers do their main grocery shop, NI and RoI, November 2016
- NI women more likely to shop online
-
- Figure 31: Consumers who shop for groceries online, by gender and age, UK and Ireland, November 2016
- Convenience of online retailing appeals to parents
-
- Figure 32: Consumers who purchase groceries online, by presence of children, NI and RoI, November 2016
Where Do Irish Consumers Do Their Main Grocery Shop
-
- Tesco leads grocery retailing in NI
-
- Figure 33: Stores that consumers do their main grocery shopping with (in-store), NI, November 2016
- ABC1 consumers favour Tesco
-
- Figure 34: Consumers who have visited Tesco, Asda and Sainsbury’s for their main grocery shop, by gender and social status, NI, November 2016
- Tesco dominates RoI market with discounters not far behind
-
- Figure 35: Stores that consumers do their main grocery shopping with (in-store), RoI, November 2016
- Older Millennials grocery shop at Tesco
-
- Figure 36: Consumers who have visited Tesco, Aldi and Lidl for their main grocery shop, by age, RoI, November 2016
Where Do Irish Consumers Do Their Top-up Shopping
-
- Lidl and Spar are most used for top-up shopping in NI
-
- Figure 37: Stores that consumers do their top-up grocery shopping with (in-store), NI, November 2016
- NI Gen-Xers favour Spar for top-up shopping
-
- Figure 38: Stores that consumers do their top-up shopping with (in-store), by gender, age and social class, NI, November 2016
- Lidl is also main top-up shop in RoI
-
- Figure 39: Stores that consumers do their top-up grocery shopping with (in-store), RoI, November 2016
Usage of Branded and Own-label Grocery Products
-
- Irish consumers favour branded
-
- Figure 40: Grocery products that consumers would typically buy, by branded and own-label, NI and RoI, November 2016
- NI consumers show strong preference for branded treats
- RoI consumers buy own-label dairy products
-
- Figure 41: Consumers who typically buy own-label dairy, RoI, November 2016
- Irish consumers buy own-label fruit and vegetables
-
- Figure 42: Consumers who typically buy own-label fruit and vegetables, by presence of children, NI and RoI, November 2016
- Irish consumers buy branded bread and baked goods
-
- Figure 43: Consumers who typically by branded bread and baked goods, by gender, age and social class, NI and RoI, November 2016
- Consumers in full-time work opt for branded alcohol
-
- Figure 44: Consumers who buy branded beer/cider, by work status and social class, NI and RoI, November 2016
Factors that Encourage Consumers to Buy Own-label Instead of Branded
-
- Special offers entice Irish consumers to buy own-label
-
- Figure 45: Factors (other than price) that are likely to encourage consumers to buy an own-label product instead of a branded product, NI and RoI, November 2016
- Special offers appeal most to students
-
- Figure 46: Consumers who agree that a special offer would encourage them to buy own-label instead of branded, by work status, NI and RoI, November 2016
- Taste encourages Irish women to buy own-label
-
- Figure 47: Consumers who say they would be encouraged to buy own-label if it had a better taste than branded, by gender, NI and RoI, November 2016
- Coupons appeal to parents
-
- Figure 48: Consumers who say they would be encouraged to buy own-label instead of branded if they had a coupon for own-label for own-label products, by presence of children, NI and RoI, November 2016
- Locally sourced bodes well with boomers
-
- Figure 49: consumers who would be encouraged to buy own-label instead of branded if the own-label product was guaranteed to be locally sourced, NI and RoI, November 2016
- Brand familiarity is important to male consumers
-
- Figure 50: Consumers who would be encouraged to buy own-label instead of branded if they have used it for years, by gender, NI and RoI, November 2016
Appendix – Data Sources, Abbreviations and Supporting Information
-
- Data sources
- Generational cohort definitions
- Abbreviations
Appendix
-
- NI Toluna data
-
- Figure 51: Who is responsible for grocery retailing in a household, by demographics, NI, November 2016
- Figure 52: How consumers do their main grocery shop, by demographics, NI, November 2016
-
- Figure 53: Stores that consumers do their main grocery shopping with, by demographics, NI, November 2016
- Figure 54: Stores that consumers do their main grocery shopping with, by demographics, NI, November 2016 (continued)
-
- Figure 55: Stores that consumers do their main grocery shopping with, by demographics, NI, November 2016 (continued)
- Figure 56: Stores that consumers do their top-up shopping with, by demographics, NI, November 2016
-
- Figure 57: Stores that consumers do their top-up shopping with, by demographics, NI, November 2016 (continued)
- Figure 58: Stores that consumers do their top-up shopping with, by demographics, NI, November 2016 (continued)
-
- Figure 59: Average amount that consumers spend each week for household groceries, by demographics, NI, November 2016
- Figure 60: Average amount that consumers spend each week for household groceries, by demographics, NI, November 2016 (continued)
-
- Figure 61: Average amount that consumers spend each week for household groceries, by demographics, NI, November 2016 (continued)
- Figure 62: If consumers prefer branded or own-label variants when buying fresh fruits and vegetables, by demographics, NI, November 2016
-
- Figure 63: If consumers prefer branded or own-label variants when buying bread and baked goods (pre-packaged), by demographics, NI, November 2016
- Figure 64: If consumers prefer branded or own-label variants when buying meat, fish or poultry goods, by demographics, NI, November 2016
-
- Figure 65: If consumers prefer branded or own-label variants when buying dairy (eg milk, butter, cheese, etc), by demographics, NI, November 2016
- Figure 66: If consumers prefer branded or own-label variants when buying frozen foods (eg chips, pizza), by demographics, NI, November 2016
-
- Figure 67: If consumers prefer branded or own-label variants when buying ready meals (chilled or frozen), by demographics, NI, November 2016
- Figure 68: If consumers prefer branded or own-label variants when buying Tinned/jars of goods (eg baked beans), by demographics, NI, November 2016
-
- Figure 69: If consumers prefer branded or own-label variants when buying crisps and nut snacks, by demographics, NI, November 2016
- Figure 70: If consumers prefer branded or own-label variants when buying sweets and confectionary, by demographics, NI, November 2016
-
- Figure 71: If consumers prefer branded or own-label variants when buying cereals, by demographics, NI, November 2016
- Figure 72: If consumers prefer branded or own-label variants when buying biscuits, by demographics, NI, November 2016
-
- Figure 73: If consumers prefer branded or own-label variants when buying cupboard staples (eg sugar, flour), by demographics, NI, November 2016
- Figure 74: If consumers prefer branded or own-label variants when buying soft drinks/juices, by demographics, NI, November 2016
-
- Figure 75: If consumers prefer branded or own-label variants when beer/cider, by demographics, NI, November 2016
- Figure 76: If consumers prefer branded or own-label variants when wine, by demographics, NI, November 2016
-
- Figure 77: If consumers prefer branded or own-label variants when spirits, by demographics, NI, November 2016
- Figure 78: If consumers prefer branded or own-label variants when buying tea/coffee, by demographics, NI, November 2016
-
- Figure 79: If consumers prefer branded or own-label variants when buying bottled water, by demographics, NI, November 2016
- Figure 80: If consumers prefer branded or own-label variants when buying personal care items (eg toilet roll, nappies, etc), by demographics, NI, November 2016
-
- Figure 81: If consumers prefer branded or own-label variants when buying over the counter medicines and vitamins/supplements (eg paracetamol, vitamin C), by demographics, NI, November 2016
- Figure 82: If consumers prefer branded or own-label variants when buying household cleaning (eg washing detergent, surface cleaner, toilet cleaner), by demographics, NI, November 2016
-
- Figure 83: If consumers prefer branded or own-label variants when buying other product(s), by demographics, NI, November 2016
- Figure 84: Excluding price, factors that would make consumers buy an own-label product instead of a branded product, by demographics, NI, November 2016
-
- Figure 85: Excluding price, factors that would make consumers buy an own-label product instead of a branded product, by demographics, NI, November 2016 (continued)
- Figure 86: Excluding price, factors that would make consumers buy an own-label product instead of a branded product, by demographics, NI, November 2016 (continued)
- RoI Toluna data
-
- Figure 87: Who is responsible for grocery retailing in a household, by demographics, RoI, November 2016
- Figure 88: How consumers do their main grocery shop, by demographics, RoI, November 2016
-
- Figure 89: Stores that consumers do their main grocery shopping with, by demographics, RoI, November 2016
- Figure 90: Stores that consumers do their main grocery shopping with, by demographics, RoI, November 2016 (continued)
-
- Figure 91: Stores that consumers do their main grocery shopping with, by demographics, RoI, November 2016 (continued)
- Figure 92: Stores that consumers do their top-up shopping with, by demographics, RoI, November 2016
-
- Figure 93: Stores that consumers do their top-up shopping with, by demographics, RoI, November 2016 (continued)
- Figure 94: Stores that consumers do their top-up shopping with, by demographics, RoI, November 2016 (continued)
-
- Figure 95: Average amount that consumers spend each week for household groceries, by demographics, RoI, November 2016
- Figure 96: Average amount that consumers spend each week for household groceries, by demographics, RoI, November 2016 (continued)
-
- Figure 97: Average amount that consumers spend each week for household groceries, by demographics, RoI, November 2016 (continued)
- Figure 98: If consumers prefer branded or own-label variants when buying fresh fruits and vegetables, by demographics, RoI, November 2016
-
- Figure 99: If consumers prefer branded or own-label variants when buying bread and baked goods (pre-packaged), by demographics, RoI, November 2016
- Figure 100: If consumers prefer branded or own-label variants when buying meat, fish or poultry goods, by demographics, RoI, November 2016
-
- Figure 101: If consumers prefer branded or own-label variants when buying dairy (eg milk, butter, cheese, etc), by demographics, RoI, November 2016
- Figure 102: If consumers prefer branded or own-label variants when buying frozen foods (eg chips, pizza), by demographics, RoI, November 2016
-
- Figure 103: If consumers prefer branded or own-label variants when buying ready meals (chilled or frozen), by demographics, RoI, November 2016
- Figure 104: If consumers prefer branded or own-label variants when buying tinned/jars of goods (eg baked beans), by demographics, RoI, November 2016
-
- Figure 105: If consumers prefer branded or own-label variants when buying crisps and nut snacks, by demographics, RoI, November 2016
- Figure 106: If consumers prefer branded or own-label variants when buying sweets and confectionary, by demographics, RoI, November 2016
-
- Figure 107: If consumers prefer branded or own-label variants when buying cereals, by demographics, RoI, November 2016
- Figure 108: If consumers prefer branded or own-label variants when buying biscuits, by demographics, RoI, November 2016
-
- Figure 109: If consumers prefer branded or own-label variants when buying cupboard staples (eg sugar, flour), by demographics, RoI, November 2016
- Figure 110: If consumers prefer branded or own-label variants when buying soft drinks/juices, by demographics, RoI, November 2016
-
- Figure 111: If consumers prefer branded or own-label variants when beer/cider, by demographics, RoI, November 2016
- Figure 112: If consumers prefer branded or own-label variants when wine, by demographics, RoI, November 2016
-
- Figure 113: If consumers prefer branded or own-label variants when spirits, by demographics, RoI, November 2016
- Figure 114: If consumers prefer branded or own-label variants when buying tea/coffee, by demographics, RoI, November 2016
-
- Figure 115: If consumers prefer branded or own-label variants when buying bottled water, by demographics, RoI, November 2016
- Figure 116: If consumers prefer branded or own-label variants when buying personal care items (eg toilet roll, nappies, etc), by demographics, RoI, November 2016
-
- Figure 117: If consumers prefer branded or own-label variants when buying over the counter medicines and vitamins/supplements (eg paracetamol, vitamin C), by demographics, RoI, November 2016
- Figure 118: If consumers prefer branded or own-label variants when buying household cleaning (eg washing detergent, surface cleaner, toilet cleaner), by demographics, RoI, November 2016
-
- Figure 119: If consumers prefer branded or own-label variants when buying other product(s), by demographics, RoI, November 2016
- Figure 120: Excluding price, factors that would make consumers buy an own-label product instead of a branded product, by demographics, RoI, November 2016
-
- Figure 121: Excluding price, factors that would make consumers buy an own-label product instead of a branded product, by demographics, RoI, November 2016 (continued)
- Figure 122: Excluding price, factors that would make consumers buy an own-label product instead of a branded product, by demographics, RoI, November 2016 (continued)
Back to top