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Artisan Foods - Ireland - March 2012

The artisan food market throughout Ireland has the potential to help both NI and RoI recover from the recession. However, increased pressure is being placed on the industry due to an increasingly price-driven consumer who has not got used to heavy discounting within the food retailing sector, along with increased costs for raw materials.

Although consumers are increasingly price-driven, they have also become more concerned with ethical issues such as food miles, traceability, provenance and organic farming, leading to a rise in demand for food and drink produce that meets these criteria.

Key themes in the report include:

  • Economic downturn – How detrimental has the current economic downturn been on the artisan food market? Have consumers become more price-conscious, are they trading down in terms of frequency of buying premium products and have they switched from branded to own-label goods?
  • Consumer values when grocery shopping – Are consumers more concerned with provenance and quality over cost when grocery shopping? And to what extent is this affecting the sale of artisan food products?
  • Consumers’ perceptions of artisan products – What qualities do consumers associate with artisan foods and where are they most likely to purchase them?
  • Key companies within the specialist food retailing in Ireland – Who are the key specialist food retailers in Ireland and what type of products do they offer?
  • Future of artisan foods in Ireland – How can artisan foods in Ireland sustain market share with a view to increasing sales in light of the current culture of discounting within food retailing?

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Table of contents

  1. Issues in the Market

      • Key themes within the report
        • Definition of artisan food
          • Definition of speciality food
            • Market size rationale
              • Abbreviations
              • Insights and Opportunities

                • Mixed fortunes for artisan producers
                  • Development of premium artisan products needs to excite consumers
                    • Growth in cookery classes and in-home entertaining
                      • Foodservice market has untapped potential for artisan producers
                      • Market in Brief

                        • Interest in artisan foods increases, but there will be casualties
                          • Mainstream supermarkets are the preferred channel for grocery shopping
                            • Value for money is consumers’ primary concern
                              • Consumers lack affinity with farmers’ markets
                              • Fast Forward Trends

                                  • Trend 1: Carnivore, Herbivore…Locavore
                                    • What is it about?
                                      • What we’ve seen?
                                        • What next?
                                          • Trend 2: Survival Skills
                                            • What is it about?
                                              • What we’ve seen?
                                                • What next?
                                                • Internal Market Environment

                                                  • Key points
                                                    • Increasing consumer engagement with the artisan ethos
                                                        • Figure 1: Importance of local food to consumers, NI and RoI, 2005 and 2011
                                                      • Slow food
                                                          • Figure 2: Consumer agreement with the statement that ‘I pay attention to where the products I purchase are made/grown’, NI and RoI, 2007-11
                                                        • Consumers get cooking
                                                          • Figure 3: Agreement with the statement ‘I love cooking’, NI and RoI, 2007 and 2011
                                                          • Figure 4: Agreement with the statement ‘I love cooking’, by gender, NI and RoI, 2011
                                                          • Figure 5: Consumer uptake of cookery classes, NI and RoI, 2009 and 2011
                                                        • In-home entertainment helping to drive people to cookery classes
                                                          • Growth in farmers’ markets aids artisan sales
                                                            • Concern for health and wellbeing increases
                                                              • Figure 6: Non-financial issues concerning consumers, NI and RoI, 2011
                                                            • Value for money is the primary concern for Irish consumers
                                                              • Figure 7: The top ten most important factors for consumers when deciding where to complete their grocery shopping, NI and RoI, 2011
                                                            • Consumer preoccupation with value hindering artisan sales
                                                              • Figure 8: Consumer agreement with statements regarding price and artisan foods, NI and RoI, February 2012
                                                            • NI artisan market is under-marketed and underdeveloped
                                                              • Food tourism offers a platform to showcase artisan producers
                                                                • Stronger government support called for
                                                                  • Future growth of the artisan food sector
                                                                    • Social media has gained importance within the food community
                                                                      • Figure 9: Social networking sites that respondents currently access, NI and RoI, August 2011
                                                                  • Broader Market Environment

                                                                    • Key points
                                                                      • Economic position looks shaky in 2012
                                                                        • Reliance on exports in RoI may not prove as favourable in 2012
                                                                          • Unemployment – a cause for concern within Ireland
                                                                            • UK consumer prices continue to increase
                                                                              • Figure 10: CPI levels within the UK, February 2010-February 2012
                                                                              • Figure 11: CPI detailed indices for food products, January 2011 and January 2012
                                                                              • Figure 12: Most notable percentage increases in Consumer Price Index categories, RoI, 12-month rate to January 2012
                                                                              • Figure 13: Annual % change in GNP and its components, RoI, January 2010-13
                                                                              • Figure 14: Population, by age, NI 2008-58
                                                                              • Figure 15: Population, by age, RoI, 2006-41
                                                                          • Strengths and Weaknesses

                                                                            • Strengths
                                                                              • Weaknesses
                                                                              • Market Value and Forecast

                                                                                • Key points
                                                                                  • Speciality food sales continue to increase
                                                                                    • Figure 16: Speciality food sales, by value, IoI, NI and RoI, 2007-16*
                                                                                  • RoI remains the driving force for artisan production
                                                                                    • 2011 artisan sales levels are likely to remain steady throughout 2012
                                                                                    • Competitive Context

                                                                                      • Key points
                                                                                        • Supermarket sales dominate the Irish grocery market
                                                                                          • Figure 17: Agreement with statements relating to grocery shopping habits, NI and RoI, August 2011
                                                                                          • Figure 18: Estimated discounters’ segment market value, IoI, RoI and NI, 2005-11
                                                                                          • Figure 19: Multiple retailers company policy on sourcing local produce, RoI, 2011
                                                                                      • Who’s Innovating?

                                                                                        • Key points
                                                                                          • Growth in ‘suitable for’ sub-category
                                                                                            • Figure 20: Food product launches in the UK and Ireland, by claim category, 2007-12
                                                                                          • Ethics and the environment
                                                                                            • Driving innovation
                                                                                              • Increased ‘one-pot’ convenience offerings
                                                                                                • Cheaper protein sources dominate within new product offerings
                                                                                                  • Premium products focus on uniqueness/novelty
                                                                                                    • Artisan product flavours replicate mainstream offerings
                                                                                                      • Trend for gift/seasonal products
                                                                                                        • Best of the best
                                                                                                          • Increased scope for new products through joint artisan products
                                                                                                            • Artisan producers should avoid organic offerings
                                                                                                              • Figure 21: Types of food range purchased in the last 12 months, NI and RoI, 2011
                                                                                                          • Companies and Products

                                                                                                              • NI
                                                                                                                • Finnebrogue Venison
                                                                                                                  • O’Doherty’s Black Bacon
                                                                                                                    • McCartney’s of Moira
                                                                                                                      • Hannan Meats
                                                                                                                        • Ditty’s Home Bakery and Coffee Shop
                                                                                                                          • Suki Tea
                                                                                                                            • Arcadia Delicatessen Ltd
                                                                                                                              • Sawers Ltd
                                                                                                                                • Greens Food Fare
                                                                                                                                  • K & G McAtamney
                                                                                                                                    • Yellow Door Deli
                                                                                                                                      • St George’s Market
                                                                                                                                        • RoI
                                                                                                                                          • Gubbeen Farmhouse Products
                                                                                                                                            • McCarthy’s of Kanturk
                                                                                                                                              • Bretzel Bakery
                                                                                                                                                • Glenilen Farm
                                                                                                                                                  • Burren Smokehouse
                                                                                                                                                    • Cuinneog Ltd
                                                                                                                                                      • Avoca
                                                                                                                                                        • Fallon & Byrne
                                                                                                                                                          • Sheridans Cheesemongers
                                                                                                                                                            • McCambridge’s of Galway Ltd
                                                                                                                                                              • Country Choice Nenagh
                                                                                                                                                                • English Market in Cork
                                                                                                                                                                  • Skibbereen Farmers’ Market
                                                                                                                                                                    • Wexford Farmers’ Market
                                                                                                                                                                    • The Consumer – Where Consumers Purchase Artisan Foods

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Butchers are the top speciality food outlet
                                                                                                                                                                            • Figure 22: Top five speciality food stores consumers visit once a week, NI and RoI, February 2012
                                                                                                                                                                          • Independent supermarkets see high engagement
                                                                                                                                                                            • Speciality food stores are popular with C2DEFs
                                                                                                                                                                                • Figure 23: Consumers that visit the top five speciality food stores once a week, by socio-economic group, NI, February 2012
                                                                                                                                                                                • Figure 24: Consumers that visit the top five speciality food stores once a week, by socio-economic group, RoI, February 2012
                                                                                                                                                                              • Speciality food stores appeal to urban and rural consumers
                                                                                                                                                                                  • Figure 25: Consumers that visit the top five speciality food stores once a week, by geographical location, NI, February 2012
                                                                                                                                                                                  • Figure 26: Consumers that visit the top five speciality food stores once a week, by geographical location, RoI, February 2012
                                                                                                                                                                                • Speciality food stores appeal to older NI consumers
                                                                                                                                                                                    • Figure 27: Proclivity to visit the top five specialty food stores once a week, by age, NI, February 2012
                                                                                                                                                                                  • Independent markets/supermarkets are capturing young RoI consumers
                                                                                                                                                                                      • Figure 28: Proclivity to visit the top five specialty food stores once a week, by age, NI, February 2012
                                                                                                                                                                                    • Low consumer engagement with farmers’ markets
                                                                                                                                                                                        • Figure 29: Frequency consumers shop at farmers’ markets, NI and RoI, February 2012
                                                                                                                                                                                      • Farmers’ markets are losing their food snob status
                                                                                                                                                                                          • Figure 30: Frequency of visits to farmers’ markets, by socio-economic group, NI, February 2012
                                                                                                                                                                                          • Figure 31: Frequency of visits to farmers’ markets, by socio-economic group, RoI, February 2012
                                                                                                                                                                                      • The Consumer – Qualities Associated with Artisan Foods

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Premium is the top attribute for artisan foods
                                                                                                                                                                                              • Figure 32: Consumers’ top five attributes associated with artisan foods, NI and RoI, February 2012
                                                                                                                                                                                              • Figure 33: Consumers who perceive artisan foods to be overpriced, by socio-economic group, NI and RoI, February 2012
                                                                                                                                                                                              • Figure 34: Agreement with statements regarding consumers’ price perceptions of artisan foods, NI and RoI, February 2012
                                                                                                                                                                                            • Artisan products must have a strong national and regional identity
                                                                                                                                                                                              • Figure 35: The top five most important factors for consumers when buying artisan foods, NI and RoI, February 2012
                                                                                                                                                                                            • Females aged 25-44 seek promotions/special offers
                                                                                                                                                                                                • Figure 36: Consumers who view ‘on promotion/special offer’ an important characteristic when purchasing artisan foods, by age, NI and RoI, February 2012
                                                                                                                                                                                                • Figure 37: Consumers who view ‘on promotion/special offer’ an important characteristic when purchasing artisan foods, by gender, NI and RoI, February 2012
                                                                                                                                                                                              • Low associations with specific food claims for artisan foods
                                                                                                                                                                                                  • Figure 38: Importance of claims for consumers when buying artisan products, NI and RoI, February 2012
                                                                                                                                                                                              • The Consumer – Attitudes towards Artisan Foods

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Irish consumers enjoy new taste experiences
                                                                                                                                                                                                    • Figure 39: Top five statements that consumers agree with relating to artisan foods, NI, February 2012
                                                                                                                                                                                                    • Figure 40: Top five statements that consumers agree with relating to artisan foods, RoI, February 2012
                                                                                                                                                                                                  • Opportunities for in-home entertaining
                                                                                                                                                                                                    • Figure 41: Agreement with the statement ‘I would purchase artisan speciality foods if I was entertaining in home’, by gender, age and socio-economic group, NI and RoI, February 2012
                                                                                                                                                                                                    • Figure 42: Agreement with the statement ‘I consider myself interested in gourmet food’, by socio-economic group, NI and RoI, February 2012
                                                                                                                                                                                                • Consumer Typologies

                                                                                                                                                                                                  • NI target groups
                                                                                                                                                                                                    • Figure 43: NI target groups according to attitudes towards artisan food, February 2012
                                                                                                                                                                                                  • Not Bothered (26%)
                                                                                                                                                                                                    • Characteristics of Not Bothered
                                                                                                                                                                                                      • Who are Not Bothered?
                                                                                                                                                                                                        • Understanding Not Bothered
                                                                                                                                                                                                          • Tasters (25%)
                                                                                                                                                                                                            • Characteristics of Tasters
                                                                                                                                                                                                              • Who are Tasters?
                                                                                                                                                                                                                • Understanding Tasters
                                                                                                                                                                                                                  • Cost Worried (25%)
                                                                                                                                                                                                                    • Characteristics of Cost Worried
                                                                                                                                                                                                                      • Who are Cost Worried?
                                                                                                                                                                                                                        • Understanding Cost Worried
                                                                                                                                                                                                                          • Experimenters (24%)
                                                                                                                                                                                                                            • Characteristics of Experimenters
                                                                                                                                                                                                                              • Who are Experimenters?
                                                                                                                                                                                                                                • Understanding Experimenters
                                                                                                                                                                                                                                  • RoI target groups
                                                                                                                                                                                                                                    • Figure 44: RoI target groups according to attitudes towards artisan food, February 2012
                                                                                                                                                                                                                                  • New Tasters (40%)
                                                                                                                                                                                                                                    • Characteristics of New Tasters
                                                                                                                                                                                                                                      • Who are New Tasters?
                                                                                                                                                                                                                                        • Understanding New Tasters
                                                                                                                                                                                                                                          • Quality Seekers (23%)
                                                                                                                                                                                                                                            • Characteristics of Quality Seekers
                                                                                                                                                                                                                                              • Who are Quality Seekers?
                                                                                                                                                                                                                                                • Understanding Quality Seekers
                                                                                                                                                                                                                                                  • Seasonal Seekers (20%)
                                                                                                                                                                                                                                                    • Characteristics of Seasonal Seekers
                                                                                                                                                                                                                                                      • Who are Seasonal Seekers?
                                                                                                                                                                                                                                                        • Understanding Seasonal Seekers
                                                                                                                                                                                                                                                          • Taste Lovers (16%)
                                                                                                                                                                                                                                                            • Characteristics of Taste Lovers
                                                                                                                                                                                                                                                              • Who are Taste Lovers?
                                                                                                                                                                                                                                                                • Understanding Taste Lovers
                                                                                                                                                                                                                                                                • Appendix

                                                                                                                                                                                                                                                                    • NI Toluna demographic tables
                                                                                                                                                                                                                                                                      • Figure 45: Frequency of visits to butcher shops, by demographics, NI, February 2012
                                                                                                                                                                                                                                                                      • Figure 46: Frequency of visits to bakery, by demographics, NI, February 2012
                                                                                                                                                                                                                                                                      • Figure 47: Frequency of visits to fishmongers, by demographics, NI, February 2012
                                                                                                                                                                                                                                                                      • Figure 48: Frequency of visits to greengrocers, by demographics, NI, February 2012
                                                                                                                                                                                                                                                                      • Figure 49: Frequency of visits to cheese shop, by demographics, NI, February 2012
                                                                                                                                                                                                                                                                      • Figure 50: Frequency of visits to delicatessens, by demographics, NI, February 2012
                                                                                                                                                                                                                                                                      • Figure 51: Frequency of visits to independent supermarkets/shops, by demographics, NI, February 2012
                                                                                                                                                                                                                                                                      • Figure 52: Frequency of visits to farmers’ markets, by demographics, NI, February 2012
                                                                                                                                                                                                                                                                      • Figure 53: Frequency of visits to wine merchants, by demographics, NI, February 2012
                                                                                                                                                                                                                                                                      • Figure 54: Frequency of visits to other artisan food stores, by demographics, NI, February 2012
                                                                                                                                                                                                                                                                      • Figure 55: Important factors when buying artisan food, by demographics, NI, February 2012
                                                                                                                                                                                                                                                                      • Figure 56: Important factors when buying artisan food, by demographics, NI, February 2012 (continued)
                                                                                                                                                                                                                                                                      • Figure 57: Important factors when buying artisan food, by demographics, NI, February 2012 (continued
                                                                                                                                                                                                                                                                      • Figure 58: Qualities associated with artisan food shops, by demographics, NI, February 2012
                                                                                                                                                                                                                                                                      • Figure 59: Qualities associated with artisan food shops, by demographics, NI, February 2012 (continued)
                                                                                                                                                                                                                                                                      • Figure 60: Agreement with statements relating to artisan food, by demographics, NI, February 2012
                                                                                                                                                                                                                                                                      • Figure 61: Agreement with statements relating to artisan food (continued), by demographics, NI, February 2012
                                                                                                                                                                                                                                                                    • RoI Toluna demographic tables
                                                                                                                                                                                                                                                                      • Figure 62: Frequency of visits to butcher shops, by demographics, RoI, February 2012
                                                                                                                                                                                                                                                                      • Figure 63: Frequency of visits to bakery, by demographics, RoI, February 2012
                                                                                                                                                                                                                                                                      • Figure 64: Frequency of visits to fishmongers, by demographics, RoI, February 2012
                                                                                                                                                                                                                                                                      • Figure 65: Frequency of visits to greengrocers, by demographics, RoI, February 2012
                                                                                                                                                                                                                                                                      • Figure 66: Frequency of visits to cheese shop by demographics, RoI, February 2012
                                                                                                                                                                                                                                                                      • Figure 67: Frequency of visits to delicatessens, by demographics, RoI, February 2012
                                                                                                                                                                                                                                                                      • Figure 68: Frequency of visits to independent supermarkets/shops, by demographics, RoI, February 2012
                                                                                                                                                                                                                                                                      • Figure 69: Frequency of visits to farmers’ markets, by demographics, RoI, February 2012
                                                                                                                                                                                                                                                                      • Figure 70: Frequency of visits to wine merchants, by demographics, RoI, February 2012
                                                                                                                                                                                                                                                                      • Figure 71: Frequency of visits to other artisan food stores, by demographics, RoI, February 2012
                                                                                                                                                                                                                                                                      • Figure 72: Important factors when buying artisan food, by demographics, RoI, February 2012
                                                                                                                                                                                                                                                                      • Figure 73: Important factors when buying artisan food, by demographics, RoI, February 2012 (continued)
                                                                                                                                                                                                                                                                      • Figure 74: Important factors when buying artisan food, by demographics, RoI, February 2012 (continued)
                                                                                                                                                                                                                                                                      • Figure 75: Qualities associated with artisan food shops, by demographics, RoI, February 2012
                                                                                                                                                                                                                                                                      • Figure 76: Qualities associated with artisan food shops (continued), by demographics, RoI, February 2012
                                                                                                                                                                                                                                                                      • Figure 77: Agreement with statements relating to artisan food, by demographics, RoI, February 2012
                                                                                                                                                                                                                                                                      • Figure 78: Agreement with statements relating to artisan food, by demographics, RoI, February 2012 (continued)
                                                                                                                                                                                                                                                                    • Consumer typologies – Artisan food
                                                                                                                                                                                                                                                                      • NI Toluna data
                                                                                                                                                                                                                                                                        • Figure 79: NI target groups, by demographics, February 2012
                                                                                                                                                                                                                                                                        • Figure 80: Positive factors looked for in artisan food, by target groups, NI, February 2012
                                                                                                                                                                                                                                                                        • Figure 81: Factors associated with artisan food, by target groups, NI, February 2012
                                                                                                                                                                                                                                                                        • Figure 82: Attitudes towards artisan food, by target groups, NI, February 2012
                                                                                                                                                                                                                                                                        • Figure 83: RoI target groups, by demographics, February 2012
                                                                                                                                                                                                                                                                        • Figure 84: Positive factors looked for in artisan food, by target groups, RoI, February 2012
                                                                                                                                                                                                                                                                        • Figure 85: Factors associated with artisan food, by target groups, RoI, February 2012
                                                                                                                                                                                                                                                                        • Figure 86: Attitudes towards artisan food, by target groups, RoI, February 2012

                                                                                                                                                                                                                                                                    Companies Covered

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                                                                                                                                                                                                                                                                    Artisan Foods - Ireland - March 2012

                                                                                                                                                                                                                                                                    £1,095.00 (Excl.Tax)