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Artisan Food - Ireland - June 2015

“The improving economic situation in NI and RoI has helped to see consumers loosen their purse strings a little in 2015 and to the benefit of artisan food products. That being said, moving forward, consumers will increasingly expect goods positioned as being artisan to prove these credentials.”
Brian O’Connor, Senior Consumer Analyst

This report will look at the following:

• What types of food specialists do Irish consumers use?
• Which factors do Irish consumers consider important when shopping for artisan food?
• Compared to supermarkets, what are Irish consumers’ attitudes towards artisan retailers?
• Which factors would encourage consumers to shop more with food specialists/artisan retailers?

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Table of contents

  1. Introduction

      • Key themes of the report
        • Definitions
          • Consumer research
            • Market size rationale
              • Data sources
                • Abbreviations
                • Executive Summary

                    • The market
                      • Forecast
                        • 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
                                      • 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
                                      • Figure 3: Important factors to consumers when buying food or drink from food specialists/artisan food stores, NI and RoI, March 2015
                                      • 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
                                      • Figure 5: Agreement with statements relating to artisan food, NI and RoI, March 2015
                                    • What we think
                                    • Market Overview

                                      • Key points
                                        • Consumer prices for food fall between 2014 and 2015
                                          • 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
                                          • Figure 8: Consumer confidence index, NI, September 2008 – March 2015
                                        • RoI consumer confidence doubles since 2013
                                          • Figure 9: Consumer confidence index, RoI, September 2008 – June 2015
                                        • Spending on groceries
                                          • Figure 10: Average amount that consumers spend each week for household groceries, NI, October 2014
                                          • Figure 11: Average amount that consumers spend each week for household groceries, RoI, October 2014
                                        • Consumers increasingly buying own-brand goods
                                          • 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
                                          • 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

                                            • Key points
                                              • Slow growth in specialist food category
                                                • Figure 14: Speciality food sales, by value, IoI, NI and RoI, 2010-20
                                              • Improving economic conditions and consumer spending power will help drive growth
                                                • 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
                                                • Figure 16: Estimated share of food and drink specialists’ turnover, IoI, 2014
                                            • Strengths and Weaknesses

                                              • Strengths
                                                • Weaknesses
                                                • Who’s Innovating?

                                                  • Key Points
                                                    • Growth in ‘suitable for’ category
                                                      • 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

                                                                        • 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

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Butchers and bakers the most visited food specialist stores
                                                                                                                                                                                                        • 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
                                                                                                                                                                                                        • Figure 19: Consumers who have visited a butchers in the last 3 months, by age group, NI and RoI, March 2015
                                                                                                                                                                                                        • Figure 20: Projected population of RoI, by age group, 2011-36
                                                                                                                                                                                                        • Figure 21: Projected population of NI, by age group, 2011-36
                                                                                                                                                                                                      • Bakers appeal more to affluent consumers
                                                                                                                                                                                                        • 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
                                                                                                                                                                                                          • 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
                                                                                                                                                                                                          • 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

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Low price important factor for consumers when buying artisan food
                                                                                                                                                                                                            • 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
                                                                                                                                                                                                            • 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
                                                                                                                                                                                                            • 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
                                                                                                                                                                                                              • 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
                                                                                                                                                                                                              • 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
                                                                                                                                                                                                              • 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
                                                                                                                                                                                                                • 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
                                                                                                                                                                                                                  • 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

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Food specialist staff seen as knowledgeable
                                                                                                                                                                                                                    • Figure 33: Agreement with statements relating to artisan food, NI and RoI, March 2015
                                                                                                                                                                                                                  • Knowledgeable staff important for low-internet users
                                                                                                                                                                                                                    • 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
                                                                                                                                                                                                                    • 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
                                                                                                                                                                                                                          • Figure 36: Agreement with the statement ‘Food specialists/artisans are more conveniently located than supermarkets’, NI and RoI, March 2015
                                                                                                                                                                                                                      • Appendix

                                                                                                                                                                                                                        • NI Toluna data
                                                                                                                                                                                                                          • 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)
                                                                                                                                                                                                                          • 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
                                                                                                                                                                                                                          • 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)
                                                                                                                                                                                                                          • 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
                                                                                                                                                                                                                          • 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
                                                                                                                                                                                                                          • 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
                                                                                                                                                                                                                          • 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
                                                                                                                                                                                                                          • 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
                                                                                                                                                                                                                          • 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
                                                                                                                                                                                                                          • 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
                                                                                                                                                                                                                          • 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)
                                                                                                                                                                                                                          • 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
                                                                                                                                                                                                                          • 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)
                                                                                                                                                                                                                          • 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
                                                                                                                                                                                                                          • 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
                                                                                                                                                                                                                          • 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
                                                                                                                                                                                                                          • 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
                                                                                                                                                                                                                          • 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
                                                                                                                                                                                                                          • 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
                                                                                                                                                                                                                          • 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)

                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                      To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                                                      Artisan Food - Ireland - June 2015

                                                                                                                                                                                                                      £1,095.00 (Excl.Tax)