Table of Contents
Issues in the Market
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- Key themes within the report
- Definition of grocery retailing
- Consumer research
- Abbreviations
Future Opportunities
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- 2015 Old Gold
- Patriot Games
- Prove It
Market in Brief
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- Subdued value of grocery market in RoI in 2012
- Tesco is number one for main shops with Irish consumers
- Opportunities for retailers to expand their healthy food offerings
Internal Market Environment
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- Key points
- Less spent on groceries in 2011
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- Figure 1: All grocery sales, RoI and NI, 2007-11
- Discounters seen as a good outlet for cheap groceries
- Own-label becoming increasingly dominant in the Irish marketplace
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- Figure 2: Agreement statements relating to consumers’ perceptions of own-label goods, NI and RoI, February 2012
- Standard and value lines benefit from downturn
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- Figure 3: Type of own-label ranges purchased in the last 12 months, NI and RoI, 2010 and 2012
- Support for Irish produce but only at the right price
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- Figure 4: Consumers who check the country of origin when purchasing foods, NI and RoI, 2005-11
- NI consumers caring less and less about provenance
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- Figure 5: Consumer agreement with the statement that “I pay attention to where the products I purchase are made/grown”, NI and RoI, 2007-11
- Streamlining product offerings is a mixed bag for suppliers
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- Figure 6: Retailer supply chain overview, UK, 2011
- Price matching becoming the norm
- Future of grocery retailing lies in merging technology with convenience
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- Figure 7: Types of telephone service used by consumers (or household bill payers), NI and RoI, July 2012
- Food prices continue to rise
Broader Market Environment
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- Key points
- Poor domestic growth stifling growth in RoI
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- Figure 8: Economic outlook, NI and RoI, 2010-13
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- Figure 9: Selected factors that concern Irish consumers, RoI and NI, September 2012
- Unemployment levels remain high in 2012
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- Figure 10: Unemployment figures, NI and RoI, 2008-12
- Cautious consumer sentiment
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- Figure 11: Consumer Sentiment Index, UK and Roi, September 2008-12
- Savings and debt reduction remain high priorities for Irish consumers
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- Figure 12: RoI consumer spending and saving to 2006-16*
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- Figure 13: Impact of the economic downturn on consumer finances, NI and RoI, September 2012
- Irish household disposable income falls
- Household debts still high
- Consumer price indices show a mixed bag
- Irish household size decreasing
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- Figure 14: Projected households by size, NI, 2008-13
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- Figure 15: Projected households by size, RoI, 1996-2011
- Over 20% of the Irish population will be aged 55+ by 2016
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- Figure 16: Population, by age, NI, 2008-24
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- Figure 17: Population, by age, RoI, 2006-26
Strengths and Weaknesses
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- Strengths
- Weaknesses
Competitive Context
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- Key points
- Convenience stores up their game
- Appeal of discounters to ABC1s
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- Figure 18: Discounters visited for a top-up shop within the last month, NI and RoI, September 2012
- Independent stores
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- Figure 19: Top five speciality food stores consumers visit once a week, NI and RoI, February 2012
- Forecourt retailing
- Relaxation of cap on retail planning guidelines in RoI
- Size of retailer store is decreasing and number of stores increases
- Online grocery sales still to gain momentum in RoI
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- Figure 20: Consumers who bought groceries (for home delivery) online in the last 12 months, NI and RoI, June 2011 and February 2012
- Figure 21: Top ten Items bought online in the last 12 months, NI and RoI, February 2012
Market Value and Forecast
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- Key points
- Grocery retailing remains under pressure in RoI as consumers curb their spending
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- Figure 22: All-Ireland grocery retail sales, 2007-16
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- Figure 23: Detailed briefing of food for Consumer Price Indices, UK (including NI), August 2012
- Lower revenue potential moving forward
- Own-label will continue to increase its presence in grocery retailing
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- Figure 24: Own-label retail sales, All of Ireland, 2007-16
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- Figure 25: Market value of own-label food products vs the total grocery market, all-Ireland, 2007-16
- Supermarkets’ share of the market decreases
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- Figure 26: All grocery sales by segment, All-Ireland, 2011-12*
Who’s Innovating?
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- Key points
- Growth within the claim category ‘environmentally friendly packaging’
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- Figure 27: Top ten food claims, Ireland and the UK, July 2008-12*
- Ethically friendly packaging a must
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- Figure 28: Recovery and Recycling targets for EU Member States set in 2004; Achieved levels in RoI and the UK, 2010
- Figure 29: Consumer agreement with the statement ‘I would recycle items rather than throwing them away; NI and RoI, 2011
- Meal and meal centres are top own-label category for product launches
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- Figure 30: Top ten category launches, by product number, supermarket and convenience store own-label, Ireland and UK, July 2010-12*
- Environmental claim is the top claim within the meal and meal centre category
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- Figure 31: Top ten claims within the meal and meal centre category, by product number, supermarkets and convenience stores, UK and Ireland, 2010-12*
- Bakery category tops branded product launches
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- Figure 32: Top ten category launches, by product number, supermarket and convenience store branded products, Ireland and UK, July 2010-12*
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- Figure 33: Top ten claims within the bakery category, by product number, supermarkets and convenience stores, UK and Ireland, 2010-12*
Companies and Products
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- Asda (NI only)
- Company profile
- Brand strategy
- Brand NPD and marketing
- Tesco
- Company profile
- Brand strategy
- Brand NPD and marketing
- M&S
- Company profile
- Brand strategy
- Brand NPD and marketing
- Dunnes
- Company profile
- Brand strategy
- Brand NPD and marketing
- Iceland
- Company profile
- Brand strategy
- Brand NPD and marketing
- The Co-operative (NI Only)
- Company profile
- Brand strategy
- Brand NPD and marketing
- Sainsbury’s (NI only)
- Company profile
- Brand strategy
- Brand NPD and marketing
- Aldi (RoI only)
- Company profile
- Brand strategy
- Brand NPD and marketing
- Lidl
- Company profile
- Brand strategy
- Brand NPD and marketing
- Costcutter
- Company profile
- Brand strategy
- Brand NPD and marketing
- Centra
- Company profile
- Brand strategy
- Brand NPD and marketing
- SuperValu
- Company profile
- Brand strategy
- Brand NPD and marketing
- Superquinn (RoI only)
- Company profile
- Brand strategy
- Brand NPD and marketing
- Londis (RoI only)
- Company profile
- Brand strategy
- Brand NPD and marketing
- Mace (NI)
- Company profile
- Brand NPD and marketing
- Mace (RoI)
- Company profile
- Recent developments
- Spar (RoI)
- Company profile
- Brand NPD and marketing
- Spar (NI)
- Company profile
- Brand NPD and marketing
The Consumer – Where do Irish Consumers Shop?
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- Key points
- Tesco dominates the main grocery shop
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- Figure 34: Retailers consumers have shopped at most often in the last month for their main grocery shop, NI and RoI, September 2012
- Tesco remains the largest grocery retailer within the UK and Ireland
- Discounters have a strong presence in top-up shop market
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- Figure 35: Retailers consumers have shopped at most often in the last month for their top-up shop, NI and RoI, September 2012
- Convenience stores losing their association with top-up shops
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- Figure 36: Top three outlets consumers have completed a top-up shop in within the last month, NI and RoI, September 2012
- Petrol prices impacting on where consumers shop
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- Figure 37: Agreement with the statement ‘The higher price of petrol is encouraging me to shop locally more often’, by age, NI and RoI, September 2012
- Mature consumers more worried about eco-friendliness in supermarkets
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- Figure 38: Innovations consumers wish to see more of in grocery retailers, ‘Labels that tell me how eco-friendly one product is versus another (including packaging and ingredients)’, NI and RoI, September 2012
- Weekly baskets rather than trollies needed for weekly shopping in NI
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- Figure 39: Average household spend on groceries each week, NI, September 2012
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- Figure 40: Average spend on groceries per week, for £36-50, by age profile, NI, September 2012
- Older RoI consumers spend more on their weekly shop
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- Figure 41: Average household spend on groceries each week, NI and RoI, September 2012
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- Figure 42: Average spend on groceries per week, for £36-50 and €53-74 and £61-£70 and €90-104, by age profile, NI and RoI, September 2012
The Consumer – Attitudes Towards Grocery Shopping
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- Key points
- Irish consumers trade down in effort to reduce their grocery spend
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- Figure 43: Agreement with statements relating to grocery shopping, NI and RoI, September 2012
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- Figure 44: Top 10 types of own-label products bought in the last 12 months, NI and RoI, February 2012
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- Figure 45: Agreement with change/innovation that consumers would like to see more of in grocery retailers ‘Promotions and coupons that are mailed/emailed to me’, NI and RoI, September 2012
- Loyalty cards increase consumer footfall
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- Figure 46: Agreement with the statement ‘I prefer to shop at a store with a loyalty scheme’, NI and RoI, September 2012
- Tesco loyalty card favoured
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- Figure 47: Loyalty cards or reward schemes used by consumers, NI and RoI, February 2012
- Special offers viewed with scepticism
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- Figure 48: Agreement with statements relating to special offers when grocery shopping, NI and RoI, September 2012
- Health and nutrition are at forefront of consumers’ minds
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- Figure 49: Changes/innovations that consumers would like to see more of in grocery retailers, NI and RoI, September 2012
- Health concerns span all age groups in RoI
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- Figure 50: Consumers who want a better selection of healthier foods in grocery retailers, by age, NI and RoI, September 2012
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- Figure 51: Agreement with the statement ‘ I consider my diet to be very healthy, NI and RoI, 2011
- Irish consumers show support for buying local
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- Figure 52: Agreement with the statement ‘I would like to see more local foods grown/produced where I live when grocery shopping’, NI and RoI, September 2012
- RoI consumers show most concern for environmental issues
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- Figure 53: Agreement with the statement ‘Labels that tell me how eco-friendly one product is versus another (including packaging and ingredients)’, by gender and social class, NI and RoI, September 2012
- Mature consumers show greatest environmental concern
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- Figure 54: Agreement to the statement ‘I would be prepared to pay more for environmentally friendly products’, NI and RoI, 2011
- Speedier shopping experience wanted
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- Figure 55: Agreement with the following change/innovation that consumers would like to see more of in grocery retailers, NI and RoI, September 2012
- More parking desirable
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- Figure 56: Agreement with the statement ‘I would like to see more parking’ when grocery shopping, NI and RoI, September 2012
Consumer Typologies
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- NI target groups
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- Figure 57: NI consumer typologies, September 2012
- Mainstream Shoppers (36%)
- Characteristics
- Demographic pattern
- Understanding Mainstream Shoppers
- Unengaged (29%)
- Characteristics
- Demographic pattern
- Understanding Unengaged
- Concerned Foodies (24%)
- Characteristics
- Demographic pattern
- Understanding Concerned Foodies
- Local Value Lovers (11%)
- Characteristics
- Demographic pattern
- Understanding Local Value Lovers
- RoI target groups
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- Figure 58: RoI consumer typologies, September 2012
- Value Conscious (29%)
- Characteristics
- Demographic pattern
- Understanding Value Conscious
- Not Bothered (28%)
- Characteristics
- Demographic pattern
- Understanding Not Bothered
- Lifestyle Concerned (23%)
- Characteristics
- Demographic pattern
- Understanding Lifestyle Concerned
- Healthy Discounters (19%)
- Characteristics
- Demographic pattern
- Understanding Healthy Discounters
Appendix
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- RoI Toluna demographic tables
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- Figure 59: Grocery retailer most visited at in last month, for main shop, by demographics, RoI, September 2012
- Figure 60: Grocery retailer most visited at in last month, for main shop, by demographics, RoI, September 2012 (continued)
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- Figure 61: Grocery retailer most visited at in last month, for top-up shop, by demographics, RoI, September 2012
- Figure 62: Grocery retailer most visited at in last month, for top-up shop, by demographics, RoI, September 2012 (continued)
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- Figure 63: Grocery retailer most visited at in last month, for top-up shop, by demographics, RoI, September 2012 (continued)
- Figure 64: Grocery retailer most visited at in last month, for top-up shop, by demographics, RoI, September 2012 (continued)
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- Figure 65: Average amount spent on household groceries per week, by demographics, RoI, September 2012
- Figure 66: Average amount spent on household groceries per week, by demographics, RoI, September 2012 (continued)
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- Figure 67: Agreement with statements relating to grocery shopping, by demographics, RoI, September 2012
- Figure 68: Agreement with statements relating to grocery shopping, by demographics, RoI, September 2012 (continued)
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- Figure 69: Agreement with statements relating to grocery shopping, by demographics, RoI, September 2012 (continued)
- Figure 70: Innovations consumers wish to see more of in grocery retailers, by demographics, RoI, September 2012
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- Figure 71: Innovations consumers wish to see more of in grocery retailers, by demographics, RoI, September 2012 (continued)
- Figure 72: Innovations consumers wish to see more of in grocery retailers, by demographics, RoI, September 2012 (continued)
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- Figure 73: RoI consumer typologies, by demographics, RoI, September 2012
- Figure 74: Grocery retailer most visited at in last month, for main shop, by consumer typologies, RoI, September 2012, by demographics, RoI, September 2012
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- Figure 75: Grocery retailer most visited at in last month, for top-up shop, by consumer typologies, RoI, September 2012, by demographics, RoI, September 2012
- Figure 76: Average amount spent on household groceries per week, by consumer typologies, RoI, September 2012, by demographics, RoI, September 2012
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- Figure 77: Agreement with statements relating to grocery shopping, by consumer typologies, RoI, September 2012, by demographics, RoI, September 2012
- Figure 78: Innovations consumers wish to see more of in grocery retailers, by consumer typologies, RoI, September 2012, by demographics, RoI, September 2012 (continued)
- NI Toluna demographic tables
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- Figure 79: Grocery retailer most visited at in last month, for main shop , by demographics, NI, September 2012
- Figure 80: Grocery retailer most visited at in last month, for main shop, by demographics, NI, September 2012 (continued)
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- Figure 81: Grocery retailer most visited at in last month, for top-up shop, by demographics, NI, September 2012
- Figure 82: Grocery retailer most visited at in last month, for top-up shop, by demographics, NI, September 2012 (continued)
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- Figure 83: Grocery retailer most visited at in last month, for top-up shop, by demographics, NI, September 2012 (continued)
- Figure 84: Grocery retailer most visited at in last month, for top-up shop, by demographics, NI, September 2012 (continued)
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- Figure 85: Average amount spent on household groceries per week, by demographics, NI, September 2012
- Figure 86: Average amount spent on household groceries per week, by demographics, NI, September 2012 (continued)
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- Figure 87: Agreement with statements relating to grocery shopping, by demographics, NI, September 2012
- Figure 88: Agreement with statements relating to grocery shopping, by demographics, NI, September 2012 (continued)
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- Figure 89: Agreement with statements relating to grocery shopping, by demographics, NI, September 2012 (continued)
- Figure 90: Innovations consumers wish to see more of in grocery retailers, by demographics, NI, September 2012
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- Figure 91: Innovations consumers wish to see more of in grocery retailers, by demographics, NI, September 2012 (continued)
- Figure 92: Innovations consumers wish to see more of in grocery retailers, by demographics, NI, September 2012 (continued)
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- Figure 93: NI consumer typologies, by demographics, NI, September 2012
- Figure 94: Grocery retailer most visited at in last month, for main shop, by consumer typologies, NI, September 2012, by demographics, NI, September 2012
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- Figure 95: Grocery retailer most visited at in last month, for top-up shop, by consumer typologies, NI, September 2012, by demographics, NI, September 2012
- Figure 96: Average amount spent on household groceries per week, by consumer typologies, NI, September 2012, by demographics, NI, September 2012
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- Figure 97: Agreement with statements relating to grocery shopping, by consumer typologies, NI, September 2012, by demographics, NI, September 2012
- Figure 98: Innovations consumers wish to see more of in grocery retailers, by consumer typologies, NI, September 2012, by demographics, NI, September 2012
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