PREMIUM FOOD AND DRINK - WHAT WILL CONSUMERS PAY MORE FOR - IRELAND - AUGUST 2018

PREMIUM FOOD AND DRINK - WHAT WILL CONSUMERS PAY MORE FOR - IRELAND - AUGUST 2018

Aug 2018 Mintel FoodN/A Price :
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When purchasing food and drink, Irish consumers opt mainly for standard branded products across most categories such as snacks, alcohol and soft drinks, yet are drawn to own-label milk, baked sweet goods and prepared foods.

Mintel’s research highlights that Irish consumers are willing to pay more for factors such as freshness as well as food and drink products that are locally sourced, thus emphasising the importance of food traceability and provenance. Consumers are also attracted by premium-priced products that are Fairtrade, adhere to a high animal welfare standard and are environmentally friendly. Nonetheless, Irish consumers believe that it is worth paying extra for quality food and drink products, with a strong level of NI and RoI consumers noting that taste itself is more important to them than branding.

Table of contents
OVERVIEW
What you need to know
Issues covered in this Report
Definition
EXECUTIVE SUMMARY
Market factors
Food prices influencing consumers’ purchasing behaviour
Brexit and its impact on consumers’ spending
Consumers seek locally sourced produce
Healthier food options attract Irish consumers
Environment and animal welfare important to consumers
Innovations
The consumer
Six in 10 Irish consumers are main person responsible for household grocery shopping
Figure 1: Grocery shopping responsibility in the household, NI and RoI, June 2018
Standard branded food and drink products favourited by Irish consumers
Figure 2: Types of products (standard branded vs own-brand) consumers opt for across food and drink items, NI and RoI, June 2018
Local and fresh food and drink products worth the premium price
Figure 3: Factors worth paying more for, NI and RoI, June 2018
Irish consumers rate taste over branding
Figure 4: Agreement with statements related attitudes towards premium food and drink products, NI and RoI, June 2018
THE MARKET – WHAT YOU NEED TO KNOW
Food prices affecting consumers’ food and drink choices
Political and economic uncertainty affecting consumers’ confidence when buying premium products
Locally produced and sourced food and drink products in high demand
Healthy foods appealing to Irish consumers
Irish consumers seeking to protect environment and animal welfare
MARKET DRIVERS
Food prices and their influence on consumers’ spending habits
Figure 5: RoI consumer price index – All goods vs food and non-alcoholic beverages, June 2016-June 2018
Figure 6: NI consumer price index – All goods vs food and non-alcoholic beverages, June 2016-June 2018
Figure 7: Average amount that consumers spend each week for household groceries, NI, September 2017
Figure 8: Average amount that consumers spend each week for household groceries, RoI, September 2017
Brexit and its effect on consumers’ shopping behaviour
Figure 9: Financial health of Irish consumers, NI and RoI, June 2017 and June 2018
Figure 10: Thinking specifically about your own personal financial situation, do you think that it will improve, stay the same or decline over the next 12 months, NI and RoI, June 2018
Figure 11: Consumer confidence index, NI, Q1 2016-Q1 2018
Figure 12: Consumer sentiment index, RoI, June 2017-June 2018
Irish consumers seek out transparency in times of distrust
The appeal of food provenance
Figure 13: Agreement with selected statements relating to provenance, NI and RoI, March 2018 and September 2017
Local food and drink products worth the premium price
Figure 14: Consumers who agree with statements ‘I would be encouraged to buy own-label instead of branded if the own-label product was guaranteed to be locally sourced’ and ‘I would be willing to pay more for locally sourced products’, NI and RoI, November 2016 and June 2018
Consumers’ demand for healthy food on the rise
Figure 15: How consumers describe their typical eating habits and diet, NI and RoI, August 2016
Figure 16: Top Five factors that consumers find to be most important when buying/eating healthy foods, NI and RoI, August 2016
Figure 17: Agreement with statements ‘More care is taken with premium food and drink to ensure it is safe for use’ and ‘Premium-priced food is typically healthier compared to standard food’, by gender, NI and RoI, June 2018
Veganism and vegetarianism leading trends
Figure 18: Consumers who adhere to a specific diet type, NI and RoI, June 2018
Figure 19: Agreement with statement ‘I am eating more fruit and vegetables, and less meat compared to 12 months ago’, NI and RoI, November 2015 and November 2017
Figure 20: Types of free-from food and drink consumers have bought for themselves in the last six months, NI and RoI, April 2017
Irish consumers concerned about the environment and animal welfare
Ethical claims on the rise
Figure 21: Claims analysis in the food and drink category, UK and Ireland, January 2013-June 2018
Figure 22: Consumers who are willing to pay more for food and drink products that are environmentally friendly, ethical/Fairtrade and adhere to a high animal welfare standard, NI and RoI, June 2018
Figure 23: Agreement with statements, NI and RoI, 2017 and 2018
Special certifications make products worth paying more for
Figure 24: Agreement with statement ‘Special certifications (eg Fairtrade, vegan-safe, etc) products are worth paying more for’, by age, NI and RoI, June 2018
INNOVATIONS – WHAT YOU NEED TO KNOW
‘Premiumisation’ trend has swept the food market in recent years
‘Organic’ and ‘natural’ adjectives denote quality and health in consumers’ minds
Consumers want to see less plastic used
Irish consumers have Locavore tendencies and consider sustainability part of a premium product position
WHO’S INNOVATING?
‘Premium’ is the top claim across all new food product launches
Figure 25: Claims analysis of new food products, UK and Ireland, January 2014-June 2018
Food close to its natural state or organic appeals to Millennials and parents
Reduced plastic content in packaging important for the ethical consumer
Locally sourced produce also signifies quality for consumers
Sustainability of food a concern for Irish consumers
Figure 26: New food products launched which claim to be ‘sustainable’, by sub-category, UK and Ireland, 2014-18
THE CONSUMER – WHAT YOU NEED TO KNOW
Most Irish consumers report to be responsible for grocery shopping
Irish consumers opt mainly for standard branded products when shopping for groceries
Freshly prepared and locally sourced food and drink products worth paying extra for
Taste perceived as the most important factor
HOUSEHOLD GROCERY SHOPPING RESPONSIBILITY
Majority of Irish consumers do not share shopping responsibilities
Figure 27: Grocery shopping responsibility in the household, NI and RoI, June 2018
Irish women the primary grocery shoppers
Figure 28: Main and a shared grocery shopping responsibility, by gender, NI and RoI, June 2018
Figure 29: Number of men mainly or jointly responsible for grocery shopping, GB and RoI, 2003-17
Millennials least likely to be mainly responsible for grocery shopping
Figure 30: Consumers who are mainly responsible for grocery shopping in the household, by age, NI and RoI, June 2018
TYPES OF PRODUCTS
Standard branded food and drink products the most popular amongst Irish consumers
Figure 31: Types of products (standard branded vs own-brand) consumers opt for across food and drink items, NI and RoI, June 2018
Branded wines appeal to women, while Irish men opt for premium own-label products
Figure 32: Consumers who opt for standard branded and premium/luxury own-brand products when buying wine, by gender, NI and RoI, June 2018
Figure 33: Consumers who opt for standard branded products when buying beer/cider, by gender, NI and RoI, June 2018
Older generations and ABC1s opt for branded beverages
Figure 34: Consumers who opt for standard branded products when buying beer/cider, wine and soft drinks/juices, by age, NI and RoI, June 2018
Figure 35: Consumers who opt for standard branded products when buying beer/cider, wine and coffee, by socio-economic group, NI and RoI, June 2018
Premium own-label meats most popular amongst Irish consumers
Figure 36: Consumers who opt for premium/luxury own-brand and standard branded products when buying whole cuts of meat, by socio-economic group, NI and RoI, June 2018
Mid-range own-brand prepared foods mostly appealing to Millennials and Gen-Xers
Figure 37: Consumers who opt for mid-range own-brand products when buying prepared foods, by age, NI and RoI, June 2018
Figure 38: Consumers who opt for standard branded products when buying prepared foods, by gender, NI and RoI, June 2018
Irish women more likely to buy special-requirement food
Figure 39: Consumers who buy special-requirement food, by gender, NI and RoI, June 2018
FACTORS INFLUENCING CONSUMERS TO PAY MORE FOR PREMIUM FOOD
Irish consumers willing to pay premium for fresh and locally sourced food and drink products
Figure 40: Factors worth paying more for, NI and RoI, June 2018
Irish women willing to pay premium for ethical and environmentally friendly products
Figure 41: Consumers who are willing to pay more for ethical/Fairtrade, environmentally friendly and adhering to a high animal welfare standard products, by gender, NI and RoI, June 2018
Men tend to spend more on quality brand-name items
Figure 42: Consumers who are willing to pay more for quality brand name, by gender, NI and RoI, June 2018
Figure 43: Consumers who are willing to pay more for quality brand name, by gross annual household income, NI and RoI, June 2018
Locally sourced products encourage higher spend amongst Irish Baby Boomers
Figure 44: Consumers who are willing to pay more for locally sourced products, by age, NI and RoI, June 2018
ATTITUDES TOWARDS PREMIUM FOOD AND DRINK
Taste more important than branding according to Irish consumers
Figure 45: Attitudes towards premium food and drink products, NI and RoI, June 2018
Irish Millennials willing to pay more for quality
Figure 46: Agreement with statement ‘It is worth paying more for quality food and drink’, by age, NI and RoI, June 2018
Men and Baby Boomers most likely to shop at specialist retailers
Figure 47: Agreement with statement ‘Specialist retailers are a good source of premium products’, by gender and age, NI and RoI, June 2018
Women and younger generations most likely to opt for premium food at special events
Figure 48: Agreement with statement ‘Special events will see me more likely to opt for premium food and drink’, by gender and age, NI and RoI, June 2018
Older consumers less concerned with quality packaging
Figure 49: Agreement with statement ‘Quality packaging is important when buying food and drink’, by age, NI and RoI, June 2018
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Consumer research
Data sources
Generational cohort definitions
Abbreviations

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