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Grocery Retailing: Brand vs. Own-label - Ireland - December 2016

"Volatility of the economy post Brexit coupled with a competitive grocery retailing market will see consumers become more cautious with their spending over 2017. As a result, Mintel expects many consumers to switch their allegiance from branded to own-label food and drink when carrying out their grocery shopping. In order to compete in the own-label segment, retailers would be advised to keep up with evolving consumer needs including demand for better quality and added value".
Aisling Kearney, Research Analyst

This report answers the follwoing questions:

  • Where are Irish consumers doing their grocery shopping?
  • How much are Irish consumers spending on groceries?
  • How is the own-label and branded market expected to perform in 2017?
  • What are the key factors enticing Irish consumers to buy own-label instead of branded?

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Table of contents

  1. Overview

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

          • The market
            • Figure 1: Estimated own-label grocery retail sales vs. branded sales, NI and RoI, 2016
          • Forecast
            • Figure 2: Indexed estimated total grocery retail sales, own-label vs branded, IoI, NI and RoI, 2011-21
          • Market factors
            • Brexit expected to impact grocery retailing in 2017
              • Food inflation persists in 2016
                • Scope for growth of established multiples
                  • Cross-border shopping expected to increase in NI
                    • New entrants to online retailing
                      • Companies and brands
                        • The consumer
                          • Most consumers in IoI are wholly responsible for grocery shop
                            • Figure 3: Who is responsible for the main grocery shop in their household, NI and RoI, November 2016
                          • Irish consumers favour in-store grocery shopping
                            • Figure 4: How consumers do their main grocery shop, NI and RoI, November 2016
                          • Tesco leads grocery retailing in NI
                            • Figure 5: Stores that consumers do their main grocery shopping with (in-store), NI, November 2016
                          • Tesco dominates RoI market for main grocery shopping, with discounters close behind
                            • Figure 6: Stores that consumers do their main grocery shopping with (in-store), RoI, November 2016
                          • Lidl and Spar are preferred for top-up shopping
                            • Figure 7: Stores that consumers do their top-up grocery shopping with (in-store), NI, November 2016
                          • Lidl is also the main top-up store in RoI
                            • Figure 8: Stores that consumers do their top-up grocery shopping with (in-store), RoI, November 2016
                          • Irish consumers show strong preference for branded tea/coffee and alcohol
                            • Figure 9: Grocery products that consumers would typically buy, branded and own label, NI, November 2016
                            • Figure 10: Grocery products that consumers would typically buy, branded and own label, RoI, November 2016
                          • Special offers entice Irish consumers to buy own-label
                            • Figure 11: Factors (other than price) that are likely to encourage consumers to buy an own-label product instead of a branded product, NI and RoI, November 2016
                          • What we think
                          • Issues and Insights

                            • Where are Irish consumers doing their grocery shopping?
                              • The facts
                                • The implications
                                  • How much are Irish consumers spending on groceries?
                                    • The facts
                                      • The implications
                                        • How is the own-label and branded market expected to perform in 2017?
                                          • The facts
                                            • The implications
                                              • What are the key factors enticing Irish consumers to buy own-label instead of branded?
                                                • The facts
                                                  • The implications
                                                  • The Market – What You Need to Know

                                                    • Grocery sales estimated to fall to €14.1 billion in 2016
                                                      • Brexit expected to impact grocery retailing in 2017
                                                        • Inflation continues in 2016
                                                          • Average spend signals a return to ‘the big shop’
                                                            • Multiples show signs of recovery
                                                            • Market Size and Forecast

                                                                • Grocery sales value improves in RoI, falls by 10.4% in NI
                                                                  • Figure 12: Estimated total grocery retail sales, IoI, NI and RoI, 2011-21
                                                                • Own-label sales continue to improve
                                                                  • Figure 13: Estimated own-label grocery retail sales, IoI, NI and RoI, 2011-21
                                                                  • Figure 14: Estimated own-label grocery retail sales vs. branded sales, NI and RoI, 2016
                                                                • Branded grocery sales
                                                                  • Figure 15: Estimated branded grocery retail sales, IoI, NI and RoI, 2011-21
                                                              • Market Drivers

                                                                • Food price deflation persists in 2016
                                                                  • Figure 16: Consumer price index vs food inflation, UK (including NI), 2011-16
                                                                  • Figure 17: Consumer price index vs food inflation, RoI, 2011-16
                                                                • Brexit expected to impact grocery retailing in 2017
                                                                  • Figure 18: Consumer sentiment index, NI, Q1 2012-Q3 2016
                                                                  • Figure 19: Consumer confidence index, RoI, Oct 2015-Sept 2016
                                                                  • Figure 20: If consumers feel that the UK/NI leaving the EU will have a positive or negative effect on the cost of living, NI and RoI, August 2016
                                                                • Multiples regain growth
                                                                  • Cross-border shopping expected to increase
                                                                    • Figure 21: exchange rate of sterling (£) vs euro (€), 2011-16
                                                                  • Aldi’s move into the online channel could boost competition
                                                                    • Figure 22: How consumers do their main grocery shop, NI and RoI, November 2016
                                                                  • Average spend £61-100 in NI and €90-104 in RoI
                                                                    • Figure 23: Average amount that consumers spend each week for household groceries, NI, November 2016
                                                                    • Figure 24: Average amount that consumers spend each week for household groceries, RoI, November 2016
                                                                  • Irish consumers expect to spend more on groceries this Christmas
                                                                  • Companies and Brands – What You Need to Know

                                                                    • Aldi invests in own-label range
                                                                      • Tesco Farm brands prove popular
                                                                        • Dunnes set to launch online grocery service
                                                                          • Prepared meals dominates own-label market
                                                                            • Retailers tap into growing demand for European Food
                                                                              • M&S targets health conscious consumers
                                                                              • Who’s Innovating?

                                                                                  • Prepared meals category dominates own-label launches
                                                                                    • Figure 25: Own-label launches of food and drink, UK and Ireland, December 2011- 2016
                                                                                  • Cakes pastries and sweet goods
                                                                                    • Premium own-label experiences growth
                                                                                      • Figure 26: Share of own-label launches, by claim, UK and Ireland, November 2016
                                                                                    • M&S targets health conscious consumers
                                                                                    • Competitive Strategies

                                                                                        • Asda
                                                                                          • Key facts
                                                                                            • Competitive strategy
                                                                                              • Latest developments
                                                                                                • Aldi
                                                                                                  • Key facts
                                                                                                    • Competitive strategy
                                                                                                      • Latest development
                                                                                                        • Lidl
                                                                                                          • Key facts
                                                                                                            • Competitive strategy
                                                                                                              • Latest developments
                                                                                                                • Sainsbury’s
                                                                                                                  • Key facts
                                                                                                                    • Competitive strategies
                                                                                                                      • Latest developments
                                                                                                                        • Marks and Spencer
                                                                                                                          • Key facts
                                                                                                                            • Competitive Strategy
                                                                                                                              • Latest developments
                                                                                                                                • Tesco
                                                                                                                                  • Key facts
                                                                                                                                    • Competitive strategy
                                                                                                                                      • Latest developments
                                                                                                                                        • Supervalu
                                                                                                                                          • Key facts
                                                                                                                                            • Competitive strategy
                                                                                                                                              • Latest developments
                                                                                                                                                • Dunnes
                                                                                                                                                  • Key facts
                                                                                                                                                    • Competitive strategy
                                                                                                                                                      • Latest developments
                                                                                                                                                      • The Consumer – What You Need to Know

                                                                                                                                                        • Irish women are primary grocery shoppers
                                                                                                                                                          • Irish consumers favour online shopping
                                                                                                                                                            • Tesco dominates RoI market with discounters not far behind
                                                                                                                                                              • Lidl is the top-up store of choice
                                                                                                                                                                • Special offers entice consumers to buy own-label over branded
                                                                                                                                                                  • Coupons appeal to parents
                                                                                                                                                                  • Who Shops for Groceries?

                                                                                                                                                                      • Most consumers in IoI are wholly responsible for main grocery shop
                                                                                                                                                                        • Figure 27: Who is responsible for the main grocery shop in in their household, NI and RoI, November 2016
                                                                                                                                                                      • Irish women are primary grocery shoppers
                                                                                                                                                                        • Figure 28: Who is responsible for the main grocery shop in in their household, by gender, NI and RoI, November 2016
                                                                                                                                                                        • Younger Millennials less inclined to be in-charge of groceries.
                                                                                                                                                                          • Figure 29: Who is responsible for the main grocery shop in their household, by age, NI and RoI, November 2016
                                                                                                                                                                      • How Do Irish Consumers Shop?

                                                                                                                                                                          • Irish consumers favour in-store grocery shopping
                                                                                                                                                                            • Figure 30: how consumers do their main grocery shop, NI and RoI, November 2016
                                                                                                                                                                          • NI women more likely to shop online
                                                                                                                                                                            • Figure 31: Consumers who shop for groceries online, by gender and age, UK and Ireland, November 2016
                                                                                                                                                                          • Convenience of online retailing appeals to parents
                                                                                                                                                                            • Figure 32: Consumers who purchase groceries online, by presence of children, NI and RoI, November 2016
                                                                                                                                                                        • Where Do Irish Consumers Do Their Main Grocery Shop

                                                                                                                                                                            • Tesco leads grocery retailing in NI
                                                                                                                                                                              • Figure 33: Stores that consumers do their main grocery shopping with (in-store), NI, November 2016
                                                                                                                                                                            • ABC1 consumers favour Tesco
                                                                                                                                                                              • Figure 34: Consumers who have visited Tesco, Asda and Sainsbury’s for their main grocery shop, by gender and social status, NI, November 2016
                                                                                                                                                                            • Tesco dominates RoI market with discounters not far behind
                                                                                                                                                                              • Figure 35: Stores that consumers do their main grocery shopping with (in-store), RoI, November 2016
                                                                                                                                                                            • Older Millennials grocery shop at Tesco
                                                                                                                                                                              • Figure 36: Consumers who have visited Tesco, Aldi and Lidl for their main grocery shop, by age, RoI, November 2016
                                                                                                                                                                          • Where Do Irish Consumers Do Their Top-up Shopping

                                                                                                                                                                              • Lidl and Spar are most used for top-up shopping in NI
                                                                                                                                                                                • Figure 37: Stores that consumers do their top-up grocery shopping with (in-store), NI, November 2016
                                                                                                                                                                              • NI Gen-Xers favour Spar for top-up shopping
                                                                                                                                                                                • Figure 38: Stores that consumers do their top-up shopping with (in-store), by gender, age and social class, NI, November 2016
                                                                                                                                                                              • Lidl is also main top-up shop in RoI
                                                                                                                                                                                • Figure 39: Stores that consumers do their top-up grocery shopping with (in-store), RoI, November 2016
                                                                                                                                                                            • Usage of Branded and Own-label Grocery Products

                                                                                                                                                                                • Irish consumers favour branded
                                                                                                                                                                                  • Figure 40: Grocery products that consumers would typically buy, by branded and own-label, NI and RoI, November 2016
                                                                                                                                                                                • NI consumers show strong preference for branded treats
                                                                                                                                                                                  • RoI consumers buy own-label dairy products
                                                                                                                                                                                    • Figure 41: Consumers who typically buy own-label dairy, RoI, November 2016
                                                                                                                                                                                  • Irish consumers buy own-label fruit and vegetables
                                                                                                                                                                                    • Figure 42: Consumers who typically buy own-label fruit and vegetables, by presence of children, NI and RoI, November 2016
                                                                                                                                                                                  • Irish consumers buy branded bread and baked goods
                                                                                                                                                                                    • Figure 43: Consumers who typically by branded bread and baked goods, by gender, age and social class, NI and RoI, November 2016
                                                                                                                                                                                  • Consumers in full-time work opt for branded alcohol
                                                                                                                                                                                    • Figure 44: Consumers who buy branded beer/cider, by work status and social class, NI and RoI, November 2016
                                                                                                                                                                                • Factors that Encourage Consumers to Buy Own-label Instead of Branded

                                                                                                                                                                                    • Special offers entice Irish consumers to buy own-label
                                                                                                                                                                                      • Figure 45: Factors (other than price) that are likely to encourage consumers to buy an own-label product instead of a branded product, NI and RoI, November 2016
                                                                                                                                                                                    • Special offers appeal most to students
                                                                                                                                                                                      • Figure 46: Consumers who agree that a special offer would encourage them to buy own-label instead of branded, by work status, NI and RoI, November 2016
                                                                                                                                                                                    • Taste encourages Irish women to buy own-label
                                                                                                                                                                                      • Figure 47: Consumers who say they would be encouraged to buy own-label if it had a better taste than branded, by gender, NI and RoI, November 2016
                                                                                                                                                                                    • Coupons appeal to parents
                                                                                                                                                                                      • Figure 48: Consumers who say they would be encouraged to buy own-label instead of branded if they had a coupon for own-label for own-label products, by presence of children, NI and RoI, November 2016
                                                                                                                                                                                    • Locally sourced bodes well with boomers
                                                                                                                                                                                      • Figure 49: consumers who would be encouraged to buy own-label instead of branded if the own-label product was guaranteed to be locally sourced, NI and RoI, November 2016
                                                                                                                                                                                    • Brand familiarity is important to male consumers
                                                                                                                                                                                      • Figure 50: Consumers who would be encouraged to buy own-label instead of branded if they have used it for years, by gender, NI and RoI, November 2016
                                                                                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                    • Data sources
                                                                                                                                                                                      • Generational cohort definitions
                                                                                                                                                                                        • Abbreviations
                                                                                                                                                                                        • Appendix

                                                                                                                                                                                          • NI Toluna data
                                                                                                                                                                                            • Figure 51: Who is responsible for grocery retailing in a household, by demographics, NI, November 2016
                                                                                                                                                                                            • Figure 52: How consumers do their main grocery shop, by demographics, NI, November 2016
                                                                                                                                                                                            • Figure 53: Stores that consumers do their main grocery shopping with, by demographics, NI, November 2016
                                                                                                                                                                                            • Figure 54: Stores that consumers do their main grocery shopping with, by demographics, NI, November 2016 (continued)
                                                                                                                                                                                            • Figure 55: Stores that consumers do their main grocery shopping with, by demographics, NI, November 2016 (continued)
                                                                                                                                                                                            • Figure 56: Stores that consumers do their top-up shopping with, by demographics, NI, November 2016
                                                                                                                                                                                            • Figure 57: Stores that consumers do their top-up shopping with, by demographics, NI, November 2016 (continued)
                                                                                                                                                                                            • Figure 58: Stores that consumers do their top-up shopping with, by demographics, NI, November 2016 (continued)
                                                                                                                                                                                            • Figure 59: Average amount that consumers spend each week for household groceries, by demographics, NI, November 2016
                                                                                                                                                                                            • Figure 60: Average amount that consumers spend each week for household groceries, by demographics, NI, November 2016 (continued)
                                                                                                                                                                                            • Figure 61: Average amount that consumers spend each week for household groceries, by demographics, NI, November 2016 (continued)
                                                                                                                                                                                            • Figure 62: If consumers prefer branded or own-label variants when buying fresh fruits and vegetables, by demographics, NI, November 2016
                                                                                                                                                                                            • Figure 63: If consumers prefer branded or own-label variants when buying bread and baked goods (pre-packaged), by demographics, NI, November 2016
                                                                                                                                                                                            • Figure 64: If consumers prefer branded or own-label variants when buying meat, fish or poultry goods, by demographics, NI, November 2016
                                                                                                                                                                                            • Figure 65: If consumers prefer branded or own-label variants when buying dairy (eg milk, butter, cheese, etc), by demographics, NI, November 2016
                                                                                                                                                                                            • Figure 66: If consumers prefer branded or own-label variants when buying frozen foods (eg chips, pizza), by demographics, NI, November 2016
                                                                                                                                                                                            • Figure 67: If consumers prefer branded or own-label variants when buying ready meals (chilled or frozen), by demographics, NI, November 2016
                                                                                                                                                                                            • Figure 68: If consumers prefer branded or own-label variants when buying Tinned/jars of goods (eg baked beans), by demographics, NI, November 2016
                                                                                                                                                                                            • Figure 69: If consumers prefer branded or own-label variants when buying crisps and nut snacks, by demographics, NI, November 2016
                                                                                                                                                                                            • Figure 70: If consumers prefer branded or own-label variants when buying sweets and confectionary, by demographics, NI, November 2016
                                                                                                                                                                                            • Figure 71: If consumers prefer branded or own-label variants when buying cereals, by demographics, NI, November 2016
                                                                                                                                                                                            • Figure 72: If consumers prefer branded or own-label variants when buying biscuits, by demographics, NI, November 2016
                                                                                                                                                                                            • Figure 73: If consumers prefer branded or own-label variants when buying cupboard staples (eg sugar, flour), by demographics, NI, November 2016
                                                                                                                                                                                            • Figure 74: If consumers prefer branded or own-label variants when buying soft drinks/juices, by demographics, NI, November 2016
                                                                                                                                                                                            • Figure 75: If consumers prefer branded or own-label variants when beer/cider, by demographics, NI, November 2016
                                                                                                                                                                                            • Figure 76: If consumers prefer branded or own-label variants when wine, by demographics, NI, November 2016
                                                                                                                                                                                            • Figure 77: If consumers prefer branded or own-label variants when spirits, by demographics, NI, November 2016
                                                                                                                                                                                            • Figure 78: If consumers prefer branded or own-label variants when buying tea/coffee, by demographics, NI, November 2016
                                                                                                                                                                                            • Figure 79: If consumers prefer branded or own-label variants when buying bottled water, by demographics, NI, November 2016
                                                                                                                                                                                            • Figure 80: If consumers prefer branded or own-label variants when buying personal care items (eg toilet roll, nappies, etc), by demographics, NI, November 2016
                                                                                                                                                                                            • Figure 81: If consumers prefer branded or own-label variants when buying over the counter medicines and vitamins/supplements (eg paracetamol, vitamin C), by demographics, NI, November 2016
                                                                                                                                                                                            • Figure 82: If consumers prefer branded or own-label variants when buying household cleaning (eg washing detergent, surface cleaner, toilet cleaner), by demographics, NI, November 2016
                                                                                                                                                                                            • Figure 83: If consumers prefer branded or own-label variants when buying other product(s), by demographics, NI, November 2016
                                                                                                                                                                                            • Figure 84: Excluding price, factors that would make consumers buy an own-label product instead of a branded product, by demographics, NI, November 2016
                                                                                                                                                                                            • Figure 85: Excluding price, factors that would make consumers buy an own-label product instead of a branded product, by demographics, NI, November 2016 (continued)
                                                                                                                                                                                            • Figure 86: Excluding price, factors that would make consumers buy an own-label product instead of a branded product, by demographics, NI, November 2016 (continued)
                                                                                                                                                                                          • RoI Toluna data
                                                                                                                                                                                            • Figure 87: Who is responsible for grocery retailing in a household, by demographics, RoI, November 2016
                                                                                                                                                                                            • Figure 88: How consumers do their main grocery shop, by demographics, RoI, November 2016
                                                                                                                                                                                            • Figure 89: Stores that consumers do their main grocery shopping with, by demographics, RoI, November 2016
                                                                                                                                                                                            • Figure 90: Stores that consumers do their main grocery shopping with, by demographics, RoI, November 2016 (continued)
                                                                                                                                                                                            • Figure 91: Stores that consumers do their main grocery shopping with, by demographics, RoI, November 2016 (continued)
                                                                                                                                                                                            • Figure 92: Stores that consumers do their top-up shopping with, by demographics, RoI, November 2016
                                                                                                                                                                                            • Figure 93: Stores that consumers do their top-up shopping with, by demographics, RoI, November 2016 (continued)
                                                                                                                                                                                            • Figure 94: Stores that consumers do their top-up shopping with, by demographics, RoI, November 2016 (continued)
                                                                                                                                                                                            • Figure 95: Average amount that consumers spend each week for household groceries, by demographics, RoI, November 2016
                                                                                                                                                                                            • Figure 96: Average amount that consumers spend each week for household groceries, by demographics, RoI, November 2016 (continued)
                                                                                                                                                                                            • Figure 97: Average amount that consumers spend each week for household groceries, by demographics, RoI, November 2016 (continued)
                                                                                                                                                                                            • Figure 98: If consumers prefer branded or own-label variants when buying fresh fruits and vegetables, by demographics, RoI, November 2016
                                                                                                                                                                                            • Figure 99: If consumers prefer branded or own-label variants when buying bread and baked goods (pre-packaged), by demographics, RoI, November 2016
                                                                                                                                                                                            • Figure 100: If consumers prefer branded or own-label variants when buying meat, fish or poultry goods, by demographics, RoI, November 2016
                                                                                                                                                                                            • Figure 101: If consumers prefer branded or own-label variants when buying dairy (eg milk, butter, cheese, etc), by demographics, RoI, November 2016
                                                                                                                                                                                            • Figure 102: If consumers prefer branded or own-label variants when buying frozen foods (eg chips, pizza), by demographics, RoI, November 2016
                                                                                                                                                                                            • Figure 103: If consumers prefer branded or own-label variants when buying ready meals (chilled or frozen), by demographics, RoI, November 2016
                                                                                                                                                                                            • Figure 104: If consumers prefer branded or own-label variants when buying tinned/jars of goods (eg baked beans), by demographics, RoI, November 2016
                                                                                                                                                                                            • Figure 105: If consumers prefer branded or own-label variants when buying crisps and nut snacks, by demographics, RoI, November 2016
                                                                                                                                                                                            • Figure 106: If consumers prefer branded or own-label variants when buying sweets and confectionary, by demographics, RoI, November 2016
                                                                                                                                                                                            • Figure 107: If consumers prefer branded or own-label variants when buying cereals, by demographics, RoI, November 2016
                                                                                                                                                                                            • Figure 108: If consumers prefer branded or own-label variants when buying biscuits, by demographics, RoI, November 2016
                                                                                                                                                                                            • Figure 109: If consumers prefer branded or own-label variants when buying cupboard staples (eg sugar, flour), by demographics, RoI, November 2016
                                                                                                                                                                                            • Figure 110: If consumers prefer branded or own-label variants when buying soft drinks/juices, by demographics, RoI, November 2016
                                                                                                                                                                                            • Figure 111: If consumers prefer branded or own-label variants when beer/cider, by demographics, RoI, November 2016
                                                                                                                                                                                            • Figure 112: If consumers prefer branded or own-label variants when wine, by demographics, RoI, November 2016
                                                                                                                                                                                            • Figure 113: If consumers prefer branded or own-label variants when spirits, by demographics, RoI, November 2016
                                                                                                                                                                                            • Figure 114: If consumers prefer branded or own-label variants when buying tea/coffee, by demographics, RoI, November 2016
                                                                                                                                                                                            • Figure 115: If consumers prefer branded or own-label variants when buying bottled water, by demographics, RoI, November 2016
                                                                                                                                                                                            • Figure 116: If consumers prefer branded or own-label variants when buying personal care items (eg toilet roll, nappies, etc), by demographics, RoI, November 2016
                                                                                                                                                                                            • Figure 117: If consumers prefer branded or own-label variants when buying over the counter medicines and vitamins/supplements (eg paracetamol, vitamin C), by demographics, RoI, November 2016
                                                                                                                                                                                            • Figure 118: If consumers prefer branded or own-label variants when buying household cleaning (eg washing detergent, surface cleaner, toilet cleaner), by demographics, RoI, November 2016
                                                                                                                                                                                            • Figure 119: If consumers prefer branded or own-label variants when buying other product(s), by demographics, RoI, November 2016
                                                                                                                                                                                            • Figure 120: Excluding price, factors that would make consumers buy an own-label product instead of a branded product, by demographics, RoI, November 2016
                                                                                                                                                                                            • Figure 121: Excluding price, factors that would make consumers buy an own-label product instead of a branded product, by demographics, RoI, November 2016 (continued)
                                                                                                                                                                                            • Figure 122: Excluding price, factors that would make consumers buy an own-label product instead of a branded product, by demographics, RoI, November 2016 (continued)

                                                                                                                                                                                        Companies Covered

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

                                                                                                                                                                                        Grocery Retailing: Brand vs. Own-label - Ireland - December 2016

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