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Brand Loyalty in Food - Ireland - December 2015

“When looking at the Irish market as a whole, consumers show a slightly stronger preference towards brands when it comes to indulgence items such as chocolate, spreads and alcohol. With staple foods (eg fruit and vegetables) however, consumers appear to have no preference or lean more towards own-label.”
– Emma McGeown, Research Analyst

This report answers the following questions:

  • What are the market challenges for brands and own-label?
  • How is the own-label and branded market expected to perform in 2015?
  • What are the enticements for buying own-label over branded products?
  • What are the enticements for buying branded over own-label products?

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Table of contents

  1. Introduction

      • Issues covered in this report
      • Executive Summary

          • The market
            • Figure 1: Estimated total grocery retail sales vs own-label sales, IoI, 2010-20
          • The market
            • Decreasing food prices could see demand for brands increase
              • Discounters’ expansion in Ireland offers scope for own-label
                • Irish consumers’ financial situation bodes well for brands
                  • Younger consumers show a stronger preference towards own-label
                    • Brands dominate the food market
                      • Companies, brands and innovations
                        • The consumer
                          • Strong preference towards brands in indulgent categories
                            • Figure 2: The food and drink products that consumers would typically purchase, by branded and own-branded food products, NI, November 2015
                            • Figure 3: The food and drink products that consumers would typically purchase, by branded and own-branded food products, RoI, November 2015
                          • Special offers are the key driver for own-label purchases
                            • Figure 4: Factors (other than price) that are likely to encourage consumers to buy an own-label product instead of a branded product, by demographics, NI and RoI, November 2015
                          • Special offers also a key influence in branded products
                            • Figure 5: Factors (other than price) that are likely to encourage consumers to buy a branded product instead of an own-label product, NI and RoI, November 2015
                          • Three quarters happy to try own-label
                            • Figure 6: Agreement with statements relating to brand vs own-label food and drink, NI and RoI, November 2015
                          • What we think
                          • Issues and Insights

                            • What are the market challenges for brands and own-label?
                              • The facts
                                • The implications
                                  • How is the own-label and branded market expected to perform in 2015?
                                    • The facts
                                      • The implications
                                        • What are the enticements for buying own-label over branded products?
                                          • The facts
                                            • The implications
                                              • What are the enticements for buying branded over own-label products?
                                                • The facts
                                                  • The implications
                                                  • The Market – What You Need to Know

                                                    • Own-label sales continue to grow their share of the market
                                                      • Decreasing food prices could see demand for brands increase
                                                        • Discounters’ expansion in Ireland offers scope for own-label
                                                          • Younger consumers show a stronger preference towards own-label
                                                            • Brands dominate the food market
                                                              • The own-label transformation
                                                              • Market Size and Forecast

                                                                  • Own-label sales continue to grow their share of the market
                                                                    • Figure 7: Estimated total grocery retail sales vs own-label sales, IoI, 2010-20
                                                                  • Own-label sales see stronger growth in RoI between 2014 and 2015
                                                                    • Figure 8: Estimated total retail sales of own-label groceries, IoI, NI and RoI, 2010-20
                                                                  • Branded sales growth is better in NI
                                                                    • Figure 9: Estimated total retail sales of branded groceries, IoI, NI and RoI, 2010-20
                                                                • Market Drivers

                                                                  • Decreasing food prices could see demand for brands increase
                                                                    • Figure 10: Consumer price index for all food, RoI, 2010 to 2015*
                                                                    • Figure 11: Consumer price index for all food, alcoholic beverages and tobacco, NI, 2010-15*
                                                                  • Discounters’ expansion in Ireland offers scope for own-label
                                                                    • Figure 12: Consumer agreement that they are shopping in discounters such as Lidl or Aldi more or less often, RoI, October 2015
                                                                  • Irish consumers’ financial situation bodes well for brands
                                                                    • Figure 13: How Irish consumers rated their current financial situation, NI and RoI, November 2015
                                                                  • Younger consumers show a stronger preference towards own-label
                                                                    • Figure 14: Percentage of consumers who have stated that the majority of their shopping is either own-label or branded food products, by age, Ireland, 2015
                                                                  • Brands dominate innovation
                                                                    • Figure 15: Total food launches, by branded and own-label, 2008-15, UK & Ireland
                                                                  • Own-label more popular for meat and prepared meals
                                                                    • Figure 16: Total food launches for prepared meals, meat products, cake, pastries & sweet goods and sweet biscuits/cookies, by branded and own-label, 2015*, UK & Ireland
                                                                  • The own-label transformation
                                                                  • Companies and Innovations – What You Need to Know

                                                                    • Branded food launches dominates the Irish market
                                                                      • M&S take over in NPD
                                                                        • Sweet biscuits take the lead in branded food launches
                                                                          • Mondelēz dominates the branded launches
                                                                          • Who’s Innovating?

                                                                              • Prepared meals continue to dominate own-label launches
                                                                                • Figure 17: Own-label food launches, UK and Ireland, December 2010-15
                                                                              • Cakes and pastries
                                                                                • Premium positioning drives own-label launches
                                                                                  • Figure 18: Premium and economy own-label launches, UK and Ireland, December 2015
                                                                                • M&S take over in NPD
                                                                                  • Figure 19: Share of own-label launches in the UK and Irish food market, December 2010-15
                                                                                • Tesco launches ‘Try before you buy’
                                                                                  • Sweet biscuits take the lead in branded food launches
                                                                                    • Figure 20: Share of branded food launches, UK and Ireland, December 2010-15
                                                                                  • Mondelēz takes over Nestlé in NPD
                                                                                    • Figure 21: Share of branded launches in the UK and Irish food market, December 2010-15
                                                                                  • Branded products turn towards personalisation
                                                                                  • The Consumer – What You Need to Know

                                                                                    • Strong preference towards brands in indulgent categories whereas own-label is preferable for staple goods
                                                                                      • Special offers are the key driver for own-label purchases
                                                                                        • NI consumers more likely to be swayed by taste with brands
                                                                                          • Three quarters happy to try own-label
                                                                                          • The Consumer – Usage of Own-label and Brands

                                                                                              • Branded products are most typically used in IoI
                                                                                                • Figure 22: The food and drink products that consumers would typically purchase, by branded and own-branded food products, NI and RoI, November 2015
                                                                                              • Brands popular when indulging in a treat
                                                                                                • Strong preference towards alcohol brands
                                                                                                    • Figure 23: Consumers who would typically purchase brands when buying alcohol, by occupation, NI and RoI, November 2015
                                                                                                  • Over a quarter prefer own-label fruit and vegetables
                                                                                                    • Figure 24: Consumers who would typically purchase own-label when fruit and vegetables, by age of children, NI and RoI, November 2015
                                                                                                  • Branded cheese important to Irish consumers
                                                                                                    • Figure 25: If consumers prefer branded or own-label when buying cheese, by social class, NI and RoI, November 2015
                                                                                                  • Strong brand loyalty in butters and spreads
                                                                                                    • Irish consumers show a stronger reference towards branded bread
                                                                                                        • Figure 26: Consumers who would typically purchase brands when buying bread, by occupation, NI and RoI, November 2015
                                                                                                      • Cereal brands more popular in NI
                                                                                                        • Figure 27: If consumers prefer branded or own-label when buying cereal, by gender and age, NI and RoI, November 2015
                                                                                                    • The Consumer – Enticements for Buying Own-label Food

                                                                                                        • Special offers are the key driver for own-label purchases
                                                                                                            • Figure 28: Factors (other than price) that are likely to encourage consumers to buy an own-label product instead of a branded product, by demographics, NI and RoI, November 2015
                                                                                                          • BOGOF appeals to younger consumers
                                                                                                            • Figure 29: Consumers stating that on special offer (eg 2-for-1) is a factor (other than price) that is likely to encourage them to buy an own-label product instead of a branded product, by age, NI and RoI, November 2015
                                                                                                          • Younger consumers prefer the taste of own-label
                                                                                                            • Figure 30: Consumers stating that other than price, “if the taste is better than the branded version they are likely to buy an own-label product instead of a branded product”, by gender age, NI and RoI, November 2015
                                                                                                          • Recommendations by friends have Irish women buying own-label
                                                                                                            • Figure 31: Consumers stating that a recommendation from friends for own-label products is a factor (other than price) that is likely to encourage them to buy an own-label product instead of a branded, by gender, NI and RoI, November 2015
                                                                                                        • The Consumer – Enticements for Buying Branded Food

                                                                                                            • Special offers a key influence
                                                                                                              • Figure 32: Factors (other than price) that are likely to encourage consumers to buy a branded product instead of an own-label product, NI and RoI, November 2015
                                                                                                            • Promotional offers encourage branded good use
                                                                                                              • Figure 33: Consumers who claim that being on special offer (eg 2-for-1) is likely to encourage consumers to buy a branded product instead of an own-label product, by age and social class, NI and RoI, November 2015
                                                                                                            • NI consumers more likely to be swayed by taste
                                                                                                                • Figure 34: Consumers who claim preferring the taste of branded over own-label food is likely to encourage consumers to buy a branded product instead of an own-label product, by gender, NI and RoI, November 2015
                                                                                                              • A third of consumers show strong brand loyalty
                                                                                                                • Figure 35: Consumers who claim having used the same brand for years is likely to encourage consumers to buy a branded product instead of an own-label product, by age, NI and RoI, November 2015
                                                                                                            • The Consumer – Attitudes towards Own-label and Brands

                                                                                                                • Three quarters happy to try own-label
                                                                                                                  • Figure 36: Agreement with statements relating to brand vs own-label food and drink, NI and RoI, November 2015
                                                                                                                • Younger consumers more likely to be happy to try own-label variants
                                                                                                                  • Figure 37: Agreement with the statement ‘I'm happy to try an own-label product that looks just like the leading brand’, by age, NI and RoI, November 2015
                                                                                                                • RoI consumers more likely to choose a retailer based on their own-brand offering
                                                                                                                  • Figure 38: Agreement with the statement ‘I choose to shop at specific retailers because of their own-label products’, by gender and age, NI and RoI, November 2015
                                                                                                                • Two thirds want more information on food producers
                                                                                                                  • Consumers apprehensive about giving own-label goods as gifts
                                                                                                                    • Figure 39: Agreement with selected statements relating to brand vs own-label food and drink, NI and RoI, November 2015
                                                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                  • Definition
                                                                                                                    • Data sources
                                                                                                                      • Abbreviations
                                                                                                                      • Appendix – The Consumer

                                                                                                                        • NI Toluna data
                                                                                                                          • Figure 40: If consumers prefer branded or own-label when buying fruit and vegetables, by demographics, NI, November 2015
                                                                                                                          • Figure 41: If consumers prefer branded or own-label when buying bread, by demographics, NI, November 2015
                                                                                                                          • Figure 42: If consumers prefer branded or own-label when buying meat, fish or poultry goods, by demographics, NI, November 2015
                                                                                                                          • Figure 43: If consumers prefer branded or own-label when buying cheese, by demographics, NI, November 2015
                                                                                                                          • Figure 44: If consumers prefer branded or own-label when buying butter or spreads, by demographics, NI, November 2015
                                                                                                                          • Figure 45: If consumers prefer branded or own-label when buying frozen foods (eg chips, pizza), by demographics, NI, November 2015
                                                                                                                          • Figure 46: If consumers prefer branded or own-label when buying chilled or frozen ready meals, by demographics, NI, November 2015
                                                                                                                          • Figure 47: If consumers prefer branded or own-label when buying tinned/jars of goods, by demographics, NI, November 2015
                                                                                                                          • Figure 48: If consumers prefer branded or own-label when buying crisps and nut snacks, by demographics, NI, November 2015
                                                                                                                          • Figure 49: If consumers prefer branded or own-label when buying sweets and confectionary, by demographics, NI, November 2015
                                                                                                                          • Figure 50: If consumers prefer branded or own-label when buying cereals, by demographics, NI, November 2015
                                                                                                                          • Figure 51: If consumers prefer branded or own-label when buying biscuits, by demographics, NI, November 2015
                                                                                                                          • Figure 52: If consumers prefer branded or own-label when buying cakes, buns, pastries, by demographics, NI, November 2015
                                                                                                                          • Figure 53: If consumers prefer branded or own-label when buying cupboard staples (eg sugar, flour), by demographics, NI, November 2015
                                                                                                                          • Figure 54: If consumers prefer branded or own-label when buying soft drinks/juices, by demographics, NI, November 2015
                                                                                                                          • Figure 55: If consumers prefer branded or own-label when buying alcohol, by demographics, NI, November 2015
                                                                                                                          • Figure 56: Factors (other than price) that are likely to encourage consumers to buy an own-label product instead of a branded product, by demographics, NI, November 2015
                                                                                                                          • Figure 57: Factors (other than price) that are likely to encourage consumers to buy an own-label product instead of a branded product, by demographics, NI, November 2015 (continued)
                                                                                                                          • Figure 58: Factors (other than price) that are likely to encourage consumers to buy an own-label product instead of a branded product, by demographics, NI, November 2015 (continued)
                                                                                                                          • Figure 59: Factors (other than price) that are likely to encourage consumers to buy a branded product instead of an own-label product, by demographics, NI, November 2015
                                                                                                                          • Figure 60: Factors (other than price) that are likely to encourage consumers to buy a branded product instead of an own-label product, by demographics, NI, November 2015 (continued)
                                                                                                                          • Figure 61: Factors (other than price) that are likely to encourage consumers to buy a branded product instead of an own-label product, by demographics, NI, November 2015 (continued)
                                                                                                                          • Figure 62: Agreement with the statement ‘I'm happy to try an own-label product that looks just like the leading brand’, by demographics, NI, November 2015
                                                                                                                          • Figure 63: Agreement with the statement ‘If I'm buying something as a treat (eg chocolate, ice cream), I tend to buy brands rather than own-label’, by demographics, NI, November 2015
                                                                                                                          • Figure 64: Agreement with the statement ‘I choose to shop at specific retailers because of their own-label products’, by demographics, NI, November 2015
                                                                                                                          • Figure 65: Agreement with the statement ‘I would not feel comfortable giving an own-label product as a gift (eg chocolate)’, by demographics, NI, November 2015
                                                                                                                          • Figure 66: Agreement with the statement ‘I buy own-label products for essential items (eg flour) so I can afford to buy branded luxury items (eg alcohol, confectionary)’, by demographics, NI, November 2015
                                                                                                                          • Figure 67: Agreement with the statement ‘I usually own-label products when purchasing low-cost items (eg chocolate bars, bread)’, by demographics, NI, November 2015
                                                                                                                          • Figure 68: Agreement with the statement ‘With own-label products you trade quality for a cheaper price’, by demographics, NI, November 2015
                                                                                                                          • Figure 69: Agreement with the statement ‘I would like to see a wider variety of own-label products available at convenience stores (eg Spar, Centra)’, by demographics, NI, November 2015
                                                                                                                          • Figure 70: Agreement with the statement ‘I would switch my supermarket if it stopped stocking my favourite branded food and drink products’, by demographics, NI, November 2015
                                                                                                                          • Figure 71: Agreement with the statement ‘There are not enough own-label products available in smaller on-the-go pack sizes (eg fizzy drinks, chocolate)’, by demographics, NI, November 2015
                                                                                                                          • Figure 72: Agreement with the statement ‘I would not want to be seen eating/drinking own-label products’, by demographics, NI, November 2015
                                                                                                                          • Figure 73: Agreement with the statement ‘I would like more information on the packaging of own-label products about who produced the product’, by demographics, NI, November 2015
                                                                                                                        • RoI Toluna data
                                                                                                                          • Figure 74: If consumers prefer branded or own-label when buying fruit and vegetables, by demographics, RoI, November 2015
                                                                                                                          • Figure 75: If consumers prefer branded or own-label when buying bread, by demographics, RoI, November 2015
                                                                                                                          • Figure 76: If consumers prefer branded or own-label when buying meat, fish or poultry goods, by demographics, RoI, November 2015
                                                                                                                          • Figure 77: If consumers prefer branded or own-label when buying cheese, by demographics, RoI, November 2015
                                                                                                                          • Figure 78: If consumers prefer branded or own-label when buying butter or spreads, by demographics, RoI, November 2015
                                                                                                                          • Figure 79: If consumers prefer branded or own-label when buying frozen foods (eg chips, pizza), by demographics, RoI, November 2015
                                                                                                                          • Figure 80: If consumers prefer branded or own-label when buying chilled or frozen ready meals, by demographics, RoI, November 2015
                                                                                                                          • Figure 81: If consumers prefer branded or own-label when buying tinned/jars of goods, by demographics, RoI, November 2015
                                                                                                                          • Figure 82: If consumers prefer branded or own-label when buying crisps and nut snacks, by demographics, RoI, November 2015
                                                                                                                          • Figure 83: If consumers prefer branded or own-label when buying sweets and confectionary, by demographics, RoI, November 2015
                                                                                                                          • Figure 84: If consumers prefer branded or own-label when buying cereals, by demographics, RoI, November 2015
                                                                                                                          • Figure 85: If consumers prefer branded or own-label when buying biscuits, by demographics, RoI, November 2015
                                                                                                                          • Figure 86: If consumers prefer branded or own-label when buying cakes, buns, pastries, by demographics, RoI, November 2015
                                                                                                                          • Figure 87: If consumers prefer branded or own-label when buying cupboard staples (eg sugar, flour), by demographics, RoI, November 2015
                                                                                                                          • Figure 88: If consumers prefer branded or own-label when buying soft drinks/juices, by demographics, RoI, November 2015
                                                                                                                          • Figure 89: If consumers prefer branded or own-label when buying alcohol, by demographics, RoI, November 2015
                                                                                                                          • Figure 90: Factors (other than price) that are likely to encourage consumers to buy an own-label product instead of a branded product, by demographics, RoI, November 2015
                                                                                                                          • Figure 91: Factors (other than price) that are likely to encourage consumers to buy an own-label product instead of a branded product, by demographics, RoI, November 2015 (continued)
                                                                                                                          • Figure 92: Factors (other than price) that are likely to encourage consumers to buy an own-label product instead of a branded product, by demographics, RoI, November 2015 (continued)
                                                                                                                          • Figure 93: Factors (other than price) that are likely to encourage consumers to buy a branded product instead of an own-label product, by demographics, RoI, November 2015
                                                                                                                          • Figure 94: Factors (other than price) that are likely to encourage consumers to buy a branded product instead of an own-label product, by demographics, RoI, November 2015 (continued)
                                                                                                                          • Figure 95: Factors (other than price) that are likely to encourage consumers to buy a branded product instead of an own-label product, by demographics, RoI, November 2015 (continued)
                                                                                                                          • Figure 96: Agreement with the statement ‘I'm happy to try an own-label product that looks just like the leading brand’, by demographics, RoI, November 2015
                                                                                                                          • Figure 97: Agreement with the statement ‘If I'm buying something as a treat (eg chocolate, ice cream), I tend to buy brands rather than own-label’, by demographics, RoI, November 2015
                                                                                                                          • Figure 98: Agreement with the statement ‘I choose to shop at specific retailers because of their own-label products’, by demographics, RoI, November 2015
                                                                                                                          • Figure 99: Agreement with the statement ‘I would not feel comfortable giving an own-label product as a gift (eg chocolate)’, by demographics, RoI, November 2015
                                                                                                                          • Figure 100: Agreement with the statement ‘I buy own-label products for essential items (eg flour) so I can afford to buy branded luxury items (eg alcohol, confectionary)’, by demographics, RoI, November 2015
                                                                                                                          • Figure 101: Agreement with the statement ‘I usually own-label products when purchasing low-cost items (eg chocolate bars, bread)’, by demographics, RoI, November 2015
                                                                                                                          • Figure 102: Agreement with the statement ‘With own-label products you trade quality for a cheaper price’, by demographics, RoI, November 2015
                                                                                                                          • Figure 103: Agreement with the statement ‘I would like to see a wider variety of own-label products available at convenience stores (eg Spar, Centra)’, by demographics, RoI, November 2015
                                                                                                                          • Figure 104: Agreement with the statement ‘I would switch my supermarket if it stopped stocking my favourite branded food and drink products’, by demographics, RoI, November 2015
                                                                                                                          • Figure 105: Agreement with the statement ‘There are not enough own-label products available in smaller on-the-go pack sizes (eg fizzy drinks, chocolate)’, by demographics, RoI, November 2015
                                                                                                                          • Figure 106: Agreement with the statement ‘I would not want to be seen eating/drinking own-label products’, by demographics, RoI, November 2015
                                                                                                                          • Figure 107: Agreement with the statement ‘I would like more information on the packaging of own-label products about who produced the product’, by demographics, RoI, November 2015

                                                                                                                      Companies Covered

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

                                                                                                                      Brand Loyalty in Food - Ireland - December 2015

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