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Brand vs Own Label Retailing - Ireland - April 2012

The economic downturn has altered consumers’ food shopping habits. Consumers are now more than ever looking for value for money when purchasing food items, and own-label products offer a cheaper alternative to branded goods. However, sales within a number of own-label sub-categories within Ireland have decreased since 2010 as brands have fought back, intensifying their value for money offering through various methods, including price promotions.

As Irish consumers become less brand-loyal, own-label sales will continue to grow provided that food retailers can further build on consumers’ positive perception towards these products. Growth will be dependent on food retailers continuing to diversify their product offering across a number of categories including value, standard, premium, better-for-you and fair trade ranges.

Some questions answered in the report include:

  • Consumers’ uptake of own-label products has increased – What factors are driving the trend for the growth in own-label products and how have consumers’ perceptions of own-label changed during the economic downturn?
  • Growth within own-label sub-categories – In what categories are own-label sales highest and/or showing growth, and in which categories do consumers show more allegiance to branded products?
  • Channels to market – What are the most popular food retailers among Irish consumers and what is the role of discounters within the Irish grocery market?
  • Innovations within food retailing –How is own-label retailing trying to capture branded sales through product development/promotions and technology advancement?

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Table of contents

  1. Issues in the Market

      • Key themes within the report
        • Definitions
          • Consumer research
            • Abbreviations
            • Insights and Opportunities

              • Value for money isn’t just about price
                • Own-label needs to gain credence within the healthy eating market
                  • Retain customers after the recession with high-end offerings
                  • Market in Brief

                    • Value for money is consumers’ main concern
                      • All-Ireland own-label market to reach €9.5 billion by 2016
                        • More own-label products on the shelf but Irish consumers are not engaging across all categories
                          • Standard and value ranges most popular
                          • Fast Forward Trends

                              • Trend 1: Brand Review
                                • What is it about?
                                  • What we’ve seen
                                    • What next?
                                      • Trend 2: Prove it
                                        • What is it about?
                                          • What we’ve seen
                                            • What next?
                                            • Internal Market Environment

                                              • Key points
                                                • Growth of own-label brands
                                                  • Figure 1: Own-label percentage share of the total grocery market within food multiples, RoI, 2011-12
                                                  • Figure 2: Branded versus own-label prices of stable goods, RoI, 2011
                                                • Brand loyalty still exists
                                                  • Irish branding matters
                                                    • Relaunch of own-label ranges
                                                      • Growth in value own-label ranges
                                                        • Figure 3: Type of own-label ranges purchased in the last 12 months, NI and RoI, 2010-12
                                                      • Own-label clothing
                                                        • High usage of the Tesco Clubcard throughout Ireland
                                                          • NI
                                                            • Figure 4: Top five loyalty cards or reward card schemes used, by consumers, NI, February 2012
                                                          • RoI
                                                            • Figure 5: Top five loyalty cards or reward card schemes used, by consumers, RoI, February 2012
                                                          • Loyalty cards don’t always drive sales
                                                            • Use of technology and online sales
                                                              • Over 50% of NI consumers shop online
                                                                • Figure 6: Frequency of shopping online, NI and RoI, February 2012
                                                            • Broader Market Environment

                                                              • Key points
                                                                • Increase in the cost of living in Ireland in March 2012
                                                                  • Figure 7: CPI levels within NI and RoI, March 2010-12
                                                                • Impact of the 2012 Budget on NI
                                                                  • Rising food prices in NI
                                                                    • Figure 8: UK retail price changes, by food group, 2007-11
                                                                    • Figure 9: Median* gross weekly earning, by full-/part-time and gender, UK, April 2011
                                                                  • Food prices within RoI show less fluctuation
                                                                    • Figure 10: CPI for food and non-alcoholic beverages, RoI, 2007-11
                                                                  • Unemployment in RoI still rising
                                                                    • NI household sizes decrease
                                                                      • Figure 11: Projected households, by size, NI, 2006-31
                                                                      • Figure 12: Projected households, by type, NI, 2006-31
                                                                    • RoI sees single parent households increasing too
                                                                      • Figure 13: Projected households, by size, RoI, 1981-2006
                                                                    • Ageing population
                                                                      • Figure 14: Population, by age, NI, 2008-24
                                                                      • Figure 15: Population, by age, RoI, 2006-26
                                                                  • Strengths and Weaknesses

                                                                    • Strengths
                                                                      • Weaknesses
                                                                      • Market Size and Forecast

                                                                        • Key points
                                                                          • Own-label sales to reach €7.1 billion by 2016
                                                                            • Figure 16: Own-label retail sales, all of Ireland, RoI and NI, 2007-16
                                                                          • All-Ireland growth within the grocery market set for 2012 onwards
                                                                            • Figure 17: All grocery sales, all of Ireland, RoI and NI, 2007-16
                                                                        • Competitive Context

                                                                          • Key points
                                                                            • The recession has driven an increase in own-label sales
                                                                              • Figure 18: Agreement with statements relating to consumers’ perceptions of own-label goods, NI and RoI, February 2012
                                                                            • Consumers’ obsession with value poses a threat to brands
                                                                              • Figure 19: Agreement with statements relating to consumers’ perceptions of own-label goods, NI and RoI, February 2012
                                                                            • Men in RoI are looking for value for money
                                                                              • Figure 20: Agreement, with the statement ‘branding does not matter to me as long as I get good value for money’, by gender, NI and RoI, February 2012
                                                                            • Older consumers have yet to fully engage with all own-label products
                                                                              • Figure 21: Agreement with the statement ‘I only buy certain types of own-label products’, by gender and age, NI and RoI, February 2012
                                                                              • Figure 22: Own-label product categories that have the lowest appeal among older consumers, NI and RoI, February 2012
                                                                            • ABC1s see own-label as a useful substitute to branded goods
                                                                              • Figure 23: Agreement with the statement ‘Own-label products are useful substitutes when my preferred brand is not available’, by social class and age group, NI and RoI, February 2012
                                                                          • Who’s Innovating?

                                                                            • Key points
                                                                              • Bakery category leading the way for branded products
                                                                                • Figure 24: Top 10 categories for branded products, 2007-12*
                                                                              • All top 10 own-label categories increasing their product offerings
                                                                                • Figure 25: Top 10 categories for own-label products, 2007-12*
                                                                              • Branded products are targeting ‘natural’ consumers
                                                                                • Figure 26: Claim types for branded products, 2007-12*
                                                                              • ‘Suitable for Vegetarians’ is the No.1 claim
                                                                                • Figure 27: Claim types for own-label products, 2007-12*
                                                                              • Premium and economy claims important for own-brand
                                                                                • Value lines are engaging in the health trend
                                                                                  • Premium own-label products entice consumers through their branding
                                                                                    • Own-label organic opportunities lie within staple grocery items
                                                                                      • Own-label extends to venture brands
                                                                                      • Companies and Products

                                                                                        • Asda (NI only)
                                                                                          • Tesco
                                                                                            • Marks & Spencer
                                                                                              • Dunnes
                                                                                                • Iceland
                                                                                                  • The Co-operative (NI Only)
                                                                                                    • Sainsbury’s (NI only)
                                                                                                      • Aldi (RoI only)
                                                                                                        • Lidl
                                                                                                          • Costcutter
                                                                                                            • Centra
                                                                                                              • SuperValu
                                                                                                                • Superquinn (RoI only)
                                                                                                                  • Londis (RoI only)
                                                                                                                    • Mace NI
                                                                                                                      • Mace RoI
                                                                                                                        • Spar (RoI)
                                                                                                                          • Spar NI
                                                                                                                          • The Consumer – Where Irish Consumers Shop

                                                                                                                            • Key points
                                                                                                                              • Tesco remains the retailer of choice
                                                                                                                                  • Figure 28: Food retailers shopped in the most often in the last month, NI and RoI, February 2012
                                                                                                                                  • Figure 29: Consumers who have shopped at Tesco within the last month, NI and RoI, 2010 and 2012
                                                                                                                                • RoI consumers show support for local food retailers
                                                                                                                                  • ABC1s are engaging with discounters
                                                                                                                                    • Figure 30: Food retailers shopped in most often, by socio-economic group, NI and RoI, February 2012
                                                                                                                                  • ABC1s seek value for money offerings
                                                                                                                                    • Dunnes is popular with RoI ABC1s
                                                                                                                                    • The Consumer – Own-label Products Purchased

                                                                                                                                      • Key points
                                                                                                                                        • Fresh fruit and vegetables are top type of own-label product purchased
                                                                                                                                            • Figure 31: Top 10 types of own-label products bought in the last 12 months, NI and RoI, February 2012
                                                                                                                                          • Low uptake of own-label meat/fish and poultry
                                                                                                                                            • Own-label fruit and vegetables have broad appeal
                                                                                                                                              • Figure 32: Demographics of consumers who have purchased own-label fruit and vegetables in the last 12 months, February 2012
                                                                                                                                            • Own-label has yet to penetrate the alcoholic drink market
                                                                                                                                                • Figure 33: Bottom five own-label product categories, bought in the last 12 months, NI and RoI, February 2012
                                                                                                                                              • Irish own-label category sales show mixed results
                                                                                                                                                • NI
                                                                                                                                                    • Figure 34: Top 10 types of own-label product purchased in 2010 and 2012, NI
                                                                                                                                                    • Figure 35: CPI detailed food price indices, February 2011-12
                                                                                                                                                  • RoI
                                                                                                                                                      • Figure 36: Top 10 types of own-label product purchased in 2010 and 2012, RoI
                                                                                                                                                  • The Consumer – Type of Own-Label Ranges Purchased

                                                                                                                                                    • Key points
                                                                                                                                                      • Value ranges increase in popularity with consumers
                                                                                                                                                          • Figure 37: Types of own-label food bought in the last 12 months, NI and RoI, May 2010 and February 2012
                                                                                                                                                        • NI consumers increasingly look for indulgence in own-label products
                                                                                                                                                          • RoI consumers receptive to own-label fair trade ranges
                                                                                                                                                            • Standard own-label ranges appeal to ABC1
                                                                                                                                                                • Figure 38: Types of own-label food bought in the last 12 months, by socio-economic group, NI, February 2012
                                                                                                                                                                • Figure 39: Types of own-label food bought in the last 12 months, by socio-economic group, RoI, February 2012
                                                                                                                                                              • Men and women both opt for lower priced own-label product ranges
                                                                                                                                                                • NI
                                                                                                                                                                    • Figure 40: Types of own-label food bought in the last 12 months, by gender, NI, February 2012
                                                                                                                                                                  • RoI
                                                                                                                                                                      • Figure 41: Types of own-label food bought in the last 12 months, by gender, RoI February 2012
                                                                                                                                                                    • Non-food own-label products popular within Ireland
                                                                                                                                                                        • Figure 42: Type of non-food own-label products purchased, NI and RoI, February 2012
                                                                                                                                                                    • Consumer Typologies

                                                                                                                                                                      • NI target groups
                                                                                                                                                                        • Figure 43: NI target groups according to attitudes towards own-label food, February 2012
                                                                                                                                                                      • Low Users (34%)
                                                                                                                                                                        • Characteristics of Low Users
                                                                                                                                                                          • Who are Low Users?
                                                                                                                                                                            • Understanding Low Users
                                                                                                                                                                              • Economy Affected (29%)
                                                                                                                                                                                • Characteristics of Economy Affected
                                                                                                                                                                                  • Who are Economy Affected?
                                                                                                                                                                                    • Understanding Economy Affected
                                                                                                                                                                                      • Legacy Buyers (23%)
                                                                                                                                                                                        • Characteristics of Legacy Buyers
                                                                                                                                                                                          • Who are Legacy Buyers?
                                                                                                                                                                                            • Understanding Legacy Buyers
                                                                                                                                                                                              • Certain Typers (14%)
                                                                                                                                                                                                • Characteristics of Certain Typers
                                                                                                                                                                                                  • Who are Certain Typers?
                                                                                                                                                                                                    • Understanding Certain Typers
                                                                                                                                                                                                      • RoI target groups
                                                                                                                                                                                                        • Figure 44: RoI target groups according to attitudes towards own-label food, February 2012
                                                                                                                                                                                                      • Continuous Users (36%)
                                                                                                                                                                                                        • Characteristics of Continuous Users
                                                                                                                                                                                                          • Who are Continuous Users?
                                                                                                                                                                                                            • Understanding Continuous Users
                                                                                                                                                                                                              • Unengaged (34%)
                                                                                                                                                                                                                • Characteristics of Unengaged
                                                                                                                                                                                                                  • Who are Unengaged?
                                                                                                                                                                                                                    • Understanding Unengaged
                                                                                                                                                                                                                      • Brand Doubters (17%)
                                                                                                                                                                                                                        • Characteristics of Brand Doubters
                                                                                                                                                                                                                          • Who are Brand Doubters?
                                                                                                                                                                                                                            • Understanding Brand Doubters
                                                                                                                                                                                                                              • Recession Buyers (13%)
                                                                                                                                                                                                                                • Characteristics of Recession Buyers
                                                                                                                                                                                                                                  • Who are Recession Buyers?
                                                                                                                                                                                                                                    • Understanding Recession Buyers
                                                                                                                                                                                                                                    • Appendix

                                                                                                                                                                                                                                      • NI Toluna demographic tables
                                                                                                                                                                                                                                        • Figure 45: Food retailers shopped in the most often in the last month, by demographics, NI, February 2012
                                                                                                                                                                                                                                        • Figure 46: Food retailers shopped in the most often in the last month, by demographics, NI, February 2012 (continued)
                                                                                                                                                                                                                                        • Figure 47: Food retailers shopped in the most often in the last month, by demographics, NI, February 2012 (continued)
                                                                                                                                                                                                                                        • Figure 48: Types of own-label food bought in the last 12 months, by demographics, NI, February 2012
                                                                                                                                                                                                                                        • Figure 49: Types of own-label food bought in the last 12 months, by demographics, NI, February 2012 (continued)
                                                                                                                                                                                                                                        • Figure 50: Own-label products bought in the last 12 months, by demographics, NI, February 2012
                                                                                                                                                                                                                                        • Figure 51: Own-label products bought in the last 12 months, by demographics, NI, February 2012 (continued)
                                                                                                                                                                                                                                        • Figure 52: Own-label products bought in the last 12 months, by demographics, NI, February 2012 (continued)
                                                                                                                                                                                                                                        • Figure 53: Agreement with statements relating to own-label goods, by demographics, NI, February 2012
                                                                                                                                                                                                                                        • Figure 54: Agreement with statements relating to own-label goods, by demographics, NI, February 2012 (continued)
                                                                                                                                                                                                                                      • RoI Toluna demographic tables
                                                                                                                                                                                                                                        • Figure 55: Food retailers shopped in the most often in the last month, by demographics, RoI, February 2012
                                                                                                                                                                                                                                        • Figure 56: Food retailers shopped in the most often in the last month, by demographics, RoI, February 2012 (continued)
                                                                                                                                                                                                                                        • Figure 57: Food retailers shopped in the most often in the last month, by demographics, RoI, February 2012 (continued)
                                                                                                                                                                                                                                        • Figure 58: Types of own-label food bought in the last 12 months, by demographics, RoI, February 2012
                                                                                                                                                                                                                                        • Figure 59: Types of own-label food bought in the last 12 months, by demographics, RoI, February 2012 (continued)
                                                                                                                                                                                                                                        • Figure 60: Own-label products bought in the last 12 months, by demographics, RoI, February 2012
                                                                                                                                                                                                                                        • Figure 61: Own-label products bought in the last 12 months, by demographics, RoI, February 2012 (continued)
                                                                                                                                                                                                                                        • Figure 62: Own-label products bought in the last 12 months, by demographics, RoI, February 2012 (continued)
                                                                                                                                                                                                                                        • Figure 63: Agreement with statements relating to own-label goods, by demographics, RoI, February 2012
                                                                                                                                                                                                                                        • Figure 64: Agreement with statements relating to own-label goods, by demographics, RoI, February 2012 (continued)
                                                                                                                                                                                                                                      • NI consumer typologies tables
                                                                                                                                                                                                                                        • Figure 65: Consumer types, by demographics, NI, February 2012
                                                                                                                                                                                                                                        • Figure 66: Food retailers shopped in the most often in the last month, by consumer type, NI, February 2012
                                                                                                                                                                                                                                        • Figure 67: Types of own-label food bought in the last 12 months, by consumer type, NI, February 2012
                                                                                                                                                                                                                                        • Figure 68: Own-label products bought in the last 12 months, by consumer type, NI, February 2012
                                                                                                                                                                                                                                        • Figure 69: Agreement with statements relating to own-label goods, by consumer type, NI, February 2012
                                                                                                                                                                                                                                      • RoI consumer typologies tables
                                                                                                                                                                                                                                        • Figure 70: Consumer types, by demographics, RoI, February 2012
                                                                                                                                                                                                                                        • Figure 71: Food retailers shopped in the most often in the last month, by consumer type, RoI, February 2012
                                                                                                                                                                                                                                        • Figure 72: Types of own-label food bought in the last 12 months, by consumer type, RoI, February 2012
                                                                                                                                                                                                                                        • Figure 73: Own-label products bought in the last 12 months, by consumer type, RoI, February 2012
                                                                                                                                                                                                                                        • Figure 74: Agreement with statements relating to own-label goods, by consumer type, RoI, February 2012

                                                                                                                                                                                                                                    Companies Covered

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                                                                                                                                                                                                                                    Brand vs Own Label Retailing - Ireland - April 2012

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