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Discounters - Ireland - April 2016

“Discounters are currently one of the fastest-growing markets in Ireland, with discount retailers forecast to see 7% growth in 2016. However, there are still hurdles to overcome for discounters to effectively compete with their multiple supermarket rivals.”

Emma McGeown, Research Analyst

 

This report answers the following questions:

  • How is the discounters market expected to perform?
  • How do NI and RoI discount shopping habits differ?
  • What are the challenges facing the discounters market?

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Table of contents

  1. Overview

    • What you need to know
      • Issues covered in this Report
      • Executive Summary

          • The market
            • Discounters’ sales estimated for 7% growth in 2016
              • Figure 1: Estimated total retail sales of food and non-food discounters, NI and RoI, 2011-21
            • Market factors
              • A drop in the price level bodes well for discounters
                • Discounters continue expanding across the Irish market
                  • Financial health improves among Irish consumers
                    • Lack of online presence a barrier to discounters
                      • Competitive strategies
                        • The consumer
                          • Food discounters prove most popular among Irish consumers
                            • Figure 2: Stores that consumers have shopped at in the last three months, by frequency, NI, February 2016
                            • Figure 3: Stores that consumers have shopped at in the last three months, by frequency, RoI, February 2016
                          • Household cleaning lines are the most popular discounter products
                            • Figure 4: Types of food products consumers have purchased from discounters in the last three months, NI and RoI, February 2016
                            • Figure 5: Types of non-food products consumers have purchased from discounters in the last three months, NI and RoI, February 2016
                          • Enticements to shop more in discounters differ between the two regions
                            • Figure 6: Factors that would encourage consumers to shop (or shop more often) in discounters, NI and RoI, February 2016
                          • What we think
                          • Issues and Insights

                            • How is the discounters market expected to perform?
                              • The facts
                                • The implications
                                  • How do NI and RoI discount shopping habits differ?
                                    • The facts
                                      • The implications
                                        • What are the challenges facing the discounters market?
                                          • The facts
                                            • The implications
                                            • The Market – What You Need to Know

                                              • Discounters’ sales estimated for 7% growth in 2016
                                                • Prices fall in Ireland boosted by the expansion of discounters
                                                  • Discounters continue expanding across the Irish market
                                                    • Financial health improves among Irish consumers
                                                      • Discounters’ lack presence online acts as a barrier
                                                      • Market Size and Forecast

                                                          • Discounters’ sales estimated for 7% growth in 2016
                                                            • Figure 7: Estimated total retail sales of food and non-food discounters, IoI, NI and RoI, 2011-21
                                                            • Figure 8: Estimated discounters’ percentage share of the total grocery retail market, NI and RoI, 2016
                                                          • NI shoppers show a higher preference towards non-food discounters
                                                            • Figure 9: Consumers who have visited food vs non-food discounters once per week, NI and RoI, February 2016
                                                          • Discounters’ expansion will witness sales increase by 28% by 2021
                                                            • Figure 10: Estimated total retail sales of food and non-food discounters, NI and RoI, 2011-21
                                                        • Market Drivers

                                                          • Prices for key discounter goods fall across IoI
                                                            • Figure 11: Consumer price index for all goods, food and non-alcoholic beverages, clothing and footwear, furnishings and household equipment, RoI, January 2013-January 2016
                                                            • Figure 12: Consumer price index for all goods, food and non-alcoholic beverages, clothing and footwear, furnishings and household equipment, NI, January 2014-January 2016
                                                          • Expansion of discounters market
                                                            • Figure 13: Agreement with the statement ‘I do more of my grocery shopping at discount supermarkets than I did 12 months ago’, NI and RoI, 2014 and 2015
                                                          • Financial health comparison with 2014 and 2015
                                                            • Figure 14: Consumers who have rated their financial health as healthy (I have money left at the end of the month for a few luxuries or to add to my savings) and OK (I get by, but there’s not a lot left by the time the basics are taken care of), NI and RoI. 2014-16
                                                            • Figure 15: Consumers who have rated their financial health as Tight (I’m making ends meet, but only just) and Struggling (I’m in danger of falling behind with bills or loan repayments), NI and RoI. 2014-16
                                                          • Discounters lack presence online
                                                            • Figure 16: Consumers who agreed that the option to shop online would entice them to shop (or shop more) in discounters, by age, NI and RoI, February 2016
                                                        • Competitive Strategies – What You Need to Know

                                                            • Discounters are unstoppable as store expansion continues
                                                              • Aldi expands premium range for shoppers demanding luxury
                                                                • Lidl launches new inaugural store format
                                                                  • Poundland and Poundworld enter online retailing
                                                                    • Discounters extend ranges to tap into consumer demand for variety
                                                                    • Who’s Innovating?

                                                                      • Level of NPD increased by 13% in 2015
                                                                        • Figure 17: Number of new products launched by discounters, UK and Ireland, 2001-16
                                                                      • Food a key area for NPD
                                                                        • Figure 18: New products launched by Aldi and Lidl, by sub-category, UK and Ireland, 2015
                                                                      • Beauty and personal care items prove popular in discounters
                                                                        • Meat products are the most popular for NPD
                                                                          • Figure 19: New products launched by Aldi and Lidl, by sub-category, UK and Ireland, 2010-16
                                                                        • NPD with ethical packaging increases by 25%
                                                                          • Figure 20: New food and drink (non-alcoholic and alcoholic) products launched by Aldi and Lidl, by top claims, UK and Ireland, 2010-16
                                                                      • Companies and Brands

                                                                          • Aldi
                                                                            • Key facts
                                                                              • Growth strategy
                                                                                • Recent developments
                                                                                  • Bargain Buys
                                                                                    • Key facts
                                                                                      • Growth strategy
                                                                                        • B&M
                                                                                          • Key facts
                                                                                            • Growth strategy
                                                                                              • EuroGiant
                                                                                                • Growth strategy
                                                                                                  • Lidl
                                                                                                    • Key facts
                                                                                                      • Growth strategy
                                                                                                        • Mr Price
                                                                                                          • Key facts
                                                                                                            • Growth strategy
                                                                                                              • Home Bargains (TJ Morris Ltd)
                                                                                                                • Key facts
                                                                                                                  • Growth plans
                                                                                                                    • Recent developments
                                                                                                                      • Poundland/Dealz
                                                                                                                        • Key facts
                                                                                                                          • Growth strategy
                                                                                                                            • Poundstretcher
                                                                                                                              • Key facts
                                                                                                                                • Growth plans
                                                                                                                                  • Recent developments
                                                                                                                                    • Poundworld
                                                                                                                                      • Key facts
                                                                                                                                        • Growth strategy
                                                                                                                                          • Recent developments
                                                                                                                                            • Savers
                                                                                                                                              • Key facts
                                                                                                                                                • Growth strategy
                                                                                                                                                • The Consumer – What You Need to Know

                                                                                                                                                  • Food discounters prove most popular among Irish consumers
                                                                                                                                                    • Household cleaning lines are the most popular discounter products
                                                                                                                                                      • Enticements to shop more in discounters differ between the two regions
                                                                                                                                                      • The Consumer – Usage of Discounters

                                                                                                                                                          • Lidl proves popular among NI and RoI shoppers
                                                                                                                                                              • Figure 21: Stores that consumers have stopped at in the last three months, by frequency, NI and RoI, February 2016
                                                                                                                                                            • Frequent shopping at Lidl more popular in RoI
                                                                                                                                                                • Figure 22: Frequency of consumers shopping at Lidl in the last three months, NI and RoI, February 2016
                                                                                                                                                              • A third shop in Aldi
                                                                                                                                                                  • Figure 23: Consumers who shopped in Lidl once per week in the last three months, by residence, RoI, February 2016
                                                                                                                                                                • A quarter visited B&M
                                                                                                                                                                  • Figure 24: Consumers who shopped in B&M two or three times per month in the last three months, by age of children, NI, February 2016
                                                                                                                                                                • Poundland/Dealz visited mostly once per month
                                                                                                                                                                  • Figure 25: Consumers who shopped in Poundland/Dealz at least once per month in the last three months, by age, NI and RoI, February 2016
                                                                                                                                                              • The Consumer – Types of Products Purchased at Discounters

                                                                                                                                                                  • Household cleaning lines are the most popular discounter products
                                                                                                                                                                    • Figure 26: Types of food products consumers have purchased from discounters in the last three months, NI and RoI, February 2016
                                                                                                                                                                    • Figure 27: Types of non-food products consumers have purchased from discounters in the last three months, NI and RoI, February 2016
                                                                                                                                                                  • Household cleaning products appeal most to women
                                                                                                                                                                    • Figure 28: Consumers who have purchased household cleaning products (eg washing detergent, surface cleaner, toilet cleaner) from food or non-food discounters in the last three months, by gender, NI and RoI, February 2016
                                                                                                                                                                    • Figure 29: Responsibility for different cleaning tasks in families, by gender, UK, October 2014
                                                                                                                                                                  • RoI consumers show a higher preference towards food shopping in discounters
                                                                                                                                                                      • Figure 30: Consumers who have purchased fresh food (eg fruit, vegetables), chilled food (eg yogurts), frozen food and canned/packaged food (eg soup, noodles) from food or non-food discounters in the last three months, NI and RoI, February 2016
                                                                                                                                                                    • Shopping for sweet treats at discounters appeals to younger consumers
                                                                                                                                                                        • Figure 31: Consumers who have purchased sweet/confectionery, snacks (eg crisps/nuts) and biscuits from food or non-food discounters in the last three months, by age, NI and RoI, February 2016
                                                                                                                                                                      • Personal care items purchased by six in 10
                                                                                                                                                                        • Figure 32: Consumers who have purchased personal care items (e.g. soap, deodorant, toothpaste) from food or non-food discounters in the last three months, by gender and age, NI and RoI, February 2016
                                                                                                                                                                    • The Consumer – Enticements for Shopping in Discounters

                                                                                                                                                                        • BOGOF the biggest enticement to shop in discounters
                                                                                                                                                                          • Figure 33: Factors that would encourage consumers to shop (or shop more often) in discounters, Ni and RoI, February 2016
                                                                                                                                                                        • More well-known brands a considerable enticement
                                                                                                                                                                          • Multibuy offers appeal to parents
                                                                                                                                                                            • Figure 34: Consumers who agreed that more multibuy promotions (e.g. buy one get one free) would entice them to shop (or shop more often) in discounters, by age of children, NI and RoI, February 2016
                                                                                                                                                                          • Higher-quality products would entice more men
                                                                                                                                                                            • Figure 35: Consumers who agreed that higher-quality products would entice them to shop (or shop more often) in discounters, by gender, NI and RoI, February 2016
                                                                                                                                                                            • Figure 36: Three least bought items in food or non-food discounters in the last three months, NI and RoI, February 2016
                                                                                                                                                                          • Non-food discounters could look to fresh food
                                                                                                                                                                            • Figure 37: Consumers who agreed that an in-store bakery and more fresh food would entice them to shop (or shop more often) in discounters, NI and RoI, February 2016
                                                                                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

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

                                                                                                                                                                                  • NI Toluna data tables
                                                                                                                                                                                    • Figure 38: Frequency with which consumers have shopped in Poundland / Dealz in the last three months, by demographics, NI, February 2016
                                                                                                                                                                                    • Figure 39: Frequency with which consumers have shopped in Lidl in the last three months, by demographics, NI, February 2016
                                                                                                                                                                                    • Figure 40: Frequency with which consumers have shopped in Poundworld in the last three months, by demographics, NI, February 2016
                                                                                                                                                                                    • Figure 41: Frequency with which consumers have shopped in Home Bargains in the last three months, by demographics, NI, February 2016
                                                                                                                                                                                    • Figure 42: Frequency with which consumers have shopped in B&M in the last three months, by demographics, NI, February 2016
                                                                                                                                                                                    • Figure 43: Frequency with which consumers have shopped in Poundstretcher in the last three months, by demographics, NI, February 2016
                                                                                                                                                                                    • Figure 44: Frequency with which consumers have shopped in Savers in the last three months, by demographics, NI, February 2016
                                                                                                                                                                                    • Figure 45: Frequency with which consumers have shopped in Bargain Buys in the last three months, by demographics, NI, February 2016
                                                                                                                                                                                    • Figure 46: Frequency with which consumers have shopped in Around a Pound in the last three months, by demographics, NI, February 2016
                                                                                                                                                                                    • Figure 47: Types of products consumers have purchased from food or non-food discounters in the last three months, by demographics, NI, February 2016
                                                                                                                                                                                    • Figure 48: Types of products consumers have purchased from food or non-food discounters in the last three months, by demographics, NI, February 2016 (continued)
                                                                                                                                                                                    • Figure 49: Types of products consumers have purchased from food or non-food discounters in the last three months, by demographics, NI, February 2016 (continued)
                                                                                                                                                                                    • Figure 50: Types of products consumers have purchased from food or non-food discounters in the last three months, by demographics, NI, February 2016 (continued)
                                                                                                                                                                                    • Figure 51: Factors that would encourage consumers to shop (or shop more often) in discounters, by demographics, NI, February 2016
                                                                                                                                                                                    • Figure 52: Factors that would encourage consumers to shop (or shop more often) in discounters, by demographics, NI, February 2016 (continued)
                                                                                                                                                                                    • Figure 53: Factors that would encourage consumers to shop (or shop more often) in discounters, by demographics, NI, February 2016 (continued)
                                                                                                                                                                                  • RoI Toluna data tables
                                                                                                                                                                                    • Figure 54: Frequency with which consumers have shopped in Poundland / Dealz in the last three months, by demographics, RoI, February 2016
                                                                                                                                                                                    • Figure 55: Frequency with which consumers have shopped in Aldi in the last three months, by demographics, RoI, February 2016
                                                                                                                                                                                    • Figure 56: Frequency with which consumers have shopped in Lidl in the last three months, by demographics, RoI, February 2016
                                                                                                                                                                                    • Figure 57: Frequency with which consumers have shopped in B&M in the last three months, by demographics, RoI, February 2016
                                                                                                                                                                                    • Figure 58: Frequency with which consumers have shopped in Savers in the last three months, by demographics, RoI, February 2016
                                                                                                                                                                                    • Figure 59: Frequency with which consumers have shopped in Bargain Buys in the last three months, by demographics, RoI, February 2016
                                                                                                                                                                                    • Figure 60: Frequency with which consumers have shopped in EuroGiant in the last three months, by demographics, RoI, February 2016
                                                                                                                                                                                    • Figure 61: Frequency with which consumers have shopped in Mr Price in the last three months, by demographics, RoI, February 2016
                                                                                                                                                                                    • Figure 62: Frequency with which consumers have shopped in Euro 2 in the last three months, by demographics, RoI, February 2016
                                                                                                                                                                                    • Figure 63: Types of products consumers have purchased from food or non-food discounters in the last three months, by demographics, RoI, February 2016
                                                                                                                                                                                    • Figure 64: Types of products consumers have purchased from food or non-food discounters in the last three months, by demographics, RoI, February 2016 (continued)
                                                                                                                                                                                    • Figure 65: Types of products consumers have purchased from food or non-food discounters in the last three months, by demographics, RoI, February 2016 (continued)
                                                                                                                                                                                    • Figure 66: Types of products consumers have purchased from food or non-food discounters in the last three months, by demographics, RoI, February 2016 (continued)
                                                                                                                                                                                    • Figure 67: Factors that would encourage consumers to shop (or shop more often) in discounters, by demographics, RoI, February 2016
                                                                                                                                                                                    • Figure 68: Factors that would encourage consumers to shop (or shop more often) in discounters, by demographics, RoI, February 2016 (continued)
                                                                                                                                                                                    • Figure 69: Factors that would encourage consumers to shop (or shop more often) in discounters, by demographics, RoI, February 2016 (continued)
                                                                                                                                                                                    • Figure 70: Consumers who have visited food vs/ non-food discounters once per week, by demographics, NI, February 2016
                                                                                                                                                                                    • Figure 71: Consumers who have visited food vs/ non-food discounters once per week, by demographics, RoI, February 2016

                                                                                                                                                                                Companies Covered

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

                                                                                                                                                                                Discounters - Ireland - April 2016

                                                                                                                                                                                £1,095.00 (Excl.Tax)