Attitudes to Ethical Food and Drink - Ireland - April 2009
Since Mintel last reviewed Ireland’s ethical food and drink market in February 2008, core issues in the sector seem to have remained the same. Food scares, animal welfare and fair trade issues, environmental concern and health and well-being remain clear motivations behind Irish consumers’ shopping behaviour.
Mintel’s research reflects a demand for ethical food and drink produce, however, in these recessionary times, many consumers may have to compromise on ethics due to household budgetary restraints.
This report further investigates if there are confused messages being communicated to consumers regarding ethical produce, such as supporting Third World farmers versus supporting local industry. The report examines consumer reactions to these mixed messages, and assesses whether or not local producers are likely to win the consumer’s pound/euro during these uncertain economic times.
Are Irish consumers compromising cost over ethics when shopping for food and drink during the current economic climate?
Which segments within the ethical food and drink market are proving most popular among Irish consumers?
Hard discounters Aldi and Lidl are proving increasingly popular during the credit crunch, but how ethical are these retailers? Are other retailers such as M&S, Tesco, Sainsbury’s and Asda turning away from their ethical mission statements as they try to win back market share from discounters?
Where does the future lie for organic farmers/producers and is there a compromise to be made?
Is it possible to reduce the mark-up on fair trade produce to make it more competitive to other ethical produce?
How sustainable are farmers’ markets during the recession?
Do animal welfare and environmental concerns become less important in an economic downturn?
Own-label has enabled fair trade/organic produce to become more mainstream. Has it achieved the same with local produce?
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