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Attitudes To Food - Ireland - August 2013

“With the economy showing slow signs of recovery, it is likely that consumers will continue to be driven by price when shopping for groceries. With home cooking and baking enjoying somewhat of a renaissance, and the structure of the population expected to change, opportunities exist for brands to develop and target the scratch cooking and health food markets.”

- Sophie Dorbie, Research Analyst

Some questions answered in this report include:

  • How are consumers responding to food price increases? – With food prices continuing to increase, are consumers turning to discount retailers and switching to own-brand products?
  • Are consumers concerned about their health and diet, and if so, what adjustments are they making? – With a global obesity epidemic and diet-related diseases on the increase, are consumers altering their daily diets?
  • Are consumers engaging with cooking at home? –Living in a time of convenience, are consumers cooking from scratch or turning to meal kits and pre-prepared meals?
  • Are consumers changing their tastes in food? – Are consumers widening their tastes and trying new cuisine styles and flavours? Following the horsemeat scandal, are consumers looking at the provenance of their food?

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Table of contents

  1. Introduction

      • Key themes of the report
        • Definitions of attitudes to food
          • Consumer research
            • Data sources
              • Abbreviations
              • Executive Summary

                  • Market factors
                    • Grocery price inflation putting pressure on consumer spending
                      • Spotlight on healthy eating
                        • Surge in interest in home cooking
                          • Innovations
                            • The consumer
                              • RoI consumers switching to discount stores and own-label brands
                                • Figure 1: How grocery habits have changed in the last 12 months, NI and RoI, July 2013
                              • Consumers enjoying cooking from scratch
                                • Figure 2: Agreement with statements relating to cooking habits, by NI and RoI, July 2013
                              • Majority of consumers aware of requirements of a healthy diet
                                • Figure 3: Agreement with statements relating to healthy eating, NI and RoI, July 2013
                              • What we think
                              • Issues in the Market

                                • How are consumers responding to rising food prices?
                                  • Are consumers concerned about their health and diet, and if so what adjustments are they making?
                                    • Are consumers engaging with cooking at home?
                                      • Are consumers changing their tastes in food?
                                      • Trend Application

                                          • Moral Brands
                                            • Never Say Die
                                              • Mintel Futures: Old Gold
                                              • Market Overview

                                                • Key points
                                                  • RoI consumer spending under pressure
                                                    • Figure 4: How consumers rate their current financial and employment situation, UK and RoI, May 2013
                                                    • Figure 5: Real household net disposable income, annual growth rates, 2007-12
                                                  • Inflation driving food prices
                                                    • Figure 6: Percentage change in food prices compared to the same period of the previous year, RoI and UK, January-July 2013
                                                    • Figure 7: Comparative price level indices, UK and RoI, EU 27 =100, 2012
                                                  • Tesco leading the NI and RoI grocery market
                                                    • Figure 8: Retailers consumers have shopped at most often in the last month for their main grocery shop, NI and RoI, September 2012
                                                  • Discount retailers stealing market share
                                                    • Own-label market growing
                                                      • Figure 9: Agreement with statements relating to consumers’ perceptions of own-label goods, NI and RoI, February 2012
                                                      • Figure 10: Biggest selling brands in Ireland, RoI, 2012 and 2013
                                                    • Supermarkets expanding own-brand ranges in response to consumer demand
                                                      • Figure 11: Type of own-label food bought in the last 12 months, NI and RoI, February 2012
                                                    • Premium own-label brands catering for luxury at-home market
                                                      • Fruit and vegetables most popular own-label products
                                                        • Figure 12: Top 10 types of own-label products bought in the last 12 months, NI and RoI, February 2012
                                                        • Figure 13: Price comparison of branded and own-label goods in Tesco Ireland, August 2013
                                                      • Consumers wary of frozen meat products following horsemeat scandal
                                                          • Figure 14: Top three statements consumers agree with relating to meat, NI and RoI, February 2013
                                                        • Obesity epidemic gripping NI and RoI
                                                          • Figure 15: Percentage of population aged 15+ considered overweight or obese, 2012
                                                        • Childhood obesity levels – growing cause for concern
                                                          • Children influencing buying behaviour
                                                            • Figure 16: Agreement with children having an influence when buying food, NI and RoI, September 2012
                                                          • Consumers cooking at home
                                                            • Figure 17: Consumers’ attitudes towards cooking, RoI, 2003-11
                                                            • Figure 18: Index value of the foodservice market, IoI, 2008-13
                                                          • Ageing population in NI and RoI
                                                            • Figure 19: Population, by age, NI, 2012 and 2024
                                                            • Figure 20: Population, by age, RoI, 2011 and 2026
                                                          • Functional foods suffer from ‘claims crackdown’
                                                            • Over-55s using functional products
                                                              • Figure 21: Top 10 new product launches in the UK functional food and non-alcoholic drink market, by sub-category, 2012
                                                          • Strengths and Weaknesses

                                                            • Strengths
                                                              • Weaknesses
                                                              • Innovations

                                                                • Key points
                                                                  • New varieties leading product launches
                                                                    • Figure 22: Top 5 types of food product launched, UK and Ireland, 2012
                                                                  • Vegetarian proving popular for new product claims
                                                                    • Figure 23: Top ten claims on new food product launches, UK and Ireland, 2012
                                                                  • Weight Watchers dominating low-fat food market
                                                                    • Figure 24: Number of Weight Watchers products launched, UK and Ireland, 2008-13
                                                                  • Supermarket venture brands
                                                                    • Home cooking made easier
                                                                      • Figure 25: Number of meal kits launched, UK and Ireland, 2008-13
                                                                  • The Consumer – How Grocery Habits Have Changed

                                                                    • Key points
                                                                      • Consumers seeking multi-buy deals
                                                                        • Figure 26: How grocery habits have changed in the last 12 months, NI and RoI, July 2013
                                                                        • Figure 27: Agreement with the statement ‘I look out for more bargains (eg buy one get one free), by gender and age, NI and RoI, July 2013
                                                                      • RoI consumers switching to discount retailers
                                                                        • Figure 28: Agreement with the statement I have switched some of my grocery shopping to a cheaper value retailer (eg Lidl, Aldi) in the last 12 months, by gender and age, NI and RoI, July 2012
                                                                      • Own-label thriving in times of austerity
                                                                        • Figure 29: Agreement with the statement I have switched from branded to cheaper own-label groceries in the past 12 months, by gender and age, NI and RoI, July 2013
                                                                        • Figure 30: Agreement with the statement I have switched from branded to cheaper own-label groceries, by social class, NI and RoI, July 2013
                                                                      • RoI consumers shopping for groceries less frequently
                                                                        • Figure 31: Agreement with the statement I shop for groceries less frequently than I did 12 months ago, by gender and age, NI and RoI, July 2013
                                                                      • Consumers cutting back on premium goods
                                                                        • Figure 32: Agreement with the statement I have cut down on the number of premium food products I buy (eg artisan breads, etc), by gender and age, NI and RoI, July 2013
                                                                      • NI consumers more likely to buy groceries online
                                                                        • Figure 33: Daily internet usage, NI and RoI, September 2009, July 2012 and July 2013
                                                                    • The Consumer – Attitudes towards Cooking

                                                                      • Key points
                                                                        • RoI consumers engaging with home cooking
                                                                          • Figure 34: Agreement with statements relating to cooking habits, NI and RoI, July 2013
                                                                          • Figure 35: Agreement with the statement I prefer to cook from scratch so I can control contents, (eg salt/fat/sugar), by gender and age, NI and RoI, July 2013
                                                                        • Single consumers less keen to cook from scratch
                                                                          • Figure 36: Agreement with the statement I prefer to cook from scratch so I can control contents, (eg salt/fat/sugar), by social class and marital status, NI and RoI, July 2013
                                                                          • Figure 37: Consumers who have hosted a dinner party in their home in the past 12 months, by marital status, NI and RoI, May 2013
                                                                        • Young consumers more likely to be keen to try more exciting recipes
                                                                          • Figure 38: Agreement with the statement I'm keen to try more exciting recipes, by gender and age, NI and RoI, July 2013
                                                                        • Women pushed for time when preparing evening meals
                                                                          • Figure 39: Agreement with the statement ‘I choose easy, quick to prepare food for weekday evening meals’ by gender and age, NI and RoI, July 2013
                                                                        • A quarter of consumers prefer to stick to traditional recipes
                                                                          • Figure 40: Agreement with the statement ‘I stick to traditional recipes’, by gender and age, NI and RoI, July 2013
                                                                        • Men enjoying cooking on the barbecue
                                                                          • Figure 41: Agreement with the statement ‘I enjoy cooking on the barbecue’, NI and RoI, July 2013
                                                                          • Figure 42: Annual recorded summer rainfall levels (mm), NI and RoI, 2013
                                                                      • The Consumer – Attitudes towards Healthy Eating

                                                                        • Key points
                                                                          • Consumers engaging with healthy eating
                                                                            • Figure 43: Agreement with statements relating to healthy eating, NI and RoI, July 2013
                                                                            • Figure 44: Agreement with the statement ‘I know what I should and shouldn’t eat to keep healthy’, by gender and age, NI and RoI, July 2013
                                                                            • Figure 45: Agreement with the statement ‘I worry more about my weight/appearance than my overall health’, by gender, NI and RoI, July 2013
                                                                          • Majority of Irish consumers eating fruit and vegetables most days
                                                                            • Figure 46: Agreement with the statement ‘I eat fruit/vegetables most days’, by gender and age, NI and RoI, July 2013
                                                                          • Many cutting down on salt consumption
                                                                            • Figure 47: Agreement with the statement ‘I try to cut down on the level of salt I consume’, by gender and age, NI and RoI, July 2013
                                                                          • NI consumers favour low-fat milk
                                                                            • Figure 48: Agreement with the statement ‘I drink lower-fat milk (eg skimmed or semi-skimmed)’, by gender and age, NI and RoI, July 2013
                                                                            • Figure 49: Agreement with the statement ‘I drink lower-fat milk (eg skimmed or semi-skimmed)’, by number of children in household, NI and RoI, July 2013
                                                                          • Women and over-65s taking supplements to aid a healthy diet
                                                                            • Figure 50: Agreement with the statement ‘I take vitamins and/or supplements (eg multi-vitamins, cod liver oil etc), by gender and age, NI and RoI, July 2013
                                                                          • One quarter of consumers in favour of displaying calories on menus
                                                                            • Figure 51: Agreement with the statement ‘I would like restaurant menus to display the calorie content of each dish’, by gender and age, NI and RoI, July 2013
                                                                          • A fifth use cholesterol lowering products
                                                                            • Figure 52: Agreement with the statement ‘I try to reduce cholesterol by eating special spreads/yogurt (such as Benecol)’, by gender and age, NI and RoI, July 2013
                                                                          • NI 25-34-year-olds favouring ‘bacteria friendly’ products
                                                                            • Figure 53: Agreement with the statement ‘I eat/ drink ‘bacteria friendly’ products (eg Yakult/Actimel), by gender and age, NI and RoI, July 2013
                                                                        • Appendix

                                                                          • RoI Toluna Tables
                                                                            • Figure 54: How grocery habits have changed in the last 12 months, by demographics, RoI, July 2013
                                                                            • Figure 55: How grocery habits have changed in the last 12 months, by demographics, RoI, July 2013 (continued)
                                                                            • Figure 56: How grocery habits have changed in the last 12 months, by demographics, RoI, July 2013 (continued)
                                                                            • Figure 57: Agreement with statements relating to cooking habits, by demographics, RoI, July 2013
                                                                            • Figure 58: Agreement with statements relating to cooking habits, by demographics, RoI, July 2013 (continued)
                                                                            • Figure 59: Agreement with statements relating to cooking habits, by demographics, RoI, July 2013 (continued)
                                                                            • Figure 60: Agreement with statements relating to healthy eating, by demographics, RoI, July 2013
                                                                            • Figure 61: Agreement with statements relating to healthy eating, by demographics, RoI, July 2013 (continued)
                                                                            • Figure 62: Agreement with statements relating to healthy eating, by demographics, RoI, July 2013 (continued)
                                                                          • NI Toluna Tables
                                                                            • Figure 63: How grocery habits have changed in the last 12 months, by demographics, NI, July 2013
                                                                            • Figure 64: How grocery habits have changed in the last 12 months, by demographics, NI, July 2013 (continued)
                                                                            • Figure 65: How grocery habits have changed in the last 12 months, by demographics, NI, July 2013 (continued)
                                                                            • Figure 66: Agreement with statements relating to cooking habits, by demographics, NI, July 2013
                                                                            • Figure 67: Agreement with statements relating to cooking habits, by demographics, NI, July 2013 (continued)
                                                                            • Figure 68: Agreement with statements relating to cooking habits, by demographics, NI, July 2013 (continued)
                                                                            • Figure 69: Agreement with statements relating to healthy eating, by demographics, NI, July 2013
                                                                            • Figure 70: Agreement with statements relating to healthy eating, by demographics, NI, July 2013 (continued)
                                                                            • Figure 71: Agreement with statements relating to healthy eating, by demographics, NI, July 2013 (continued)

                                                                        Companies Covered

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                                                                        Attitudes To Food - Ireland - August 2013

                                                                        £1,095.00 (Excl.Tax)