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Grocery Retailing - Ireland - December 2013

“With the value of own-label grocery products forecast to exceed the value of branded goods from 2015 onwards, manufacturers of branded products will likely begin focusing their efforts on becoming the suppliers of supermarkets’ own-label products to supplement the sales of their core branded goods and increase their overall profitability.”

– James Wilson, Research Analyst

Some questions answered in this report include:

  • What is the value of the grocery retailing market in Ireland?
  • Where are Irish consumers doing their main grocery shopping?
  • How have Irish consumers’ shopping habits changed?
  • What role is online playing in the grocery retailing sector?
  • What types of non-foodservice do Irish consumers purchase from grocery retailers?

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Table of contents

  1. Introduction

      • Key themes of the report
        • Definition
          • Data sources
            • Abbreviations
            • Executive Summary

                • The market
                  • Forecast
                    • Figure 1: Indexed total grocery retail sales, IoI, NI and RoI, 2008-18
                  • Market factors
                    • Growth in Irish consumers buying groceries online
                      • Elderly consumers to become a key, but challenging market
                        • Weak personal finances influencing purchase decision
                          • Food prices rising faster than the rate of CPI inflation
                            • Accusations of misleading consumers could undermine supermarkets’ efforts
                              • Companies, brands and innovations
                                • The consumer
                                  • Tesco the supermarket of choice for grocery shopping
                                    • Figure 2: Which retailers consumers visited in the last month for their main grocery shopping, NI and RoI, November 2013
                                  • Children an influence on household grocery spending
                                    • Figure 3: Average amount spent on groceries per week, NI, November 2013
                                    • Figure 4: Average amount spent on groceries per week, RoI, November 2013
                                  • Supermarket cafés and restaurants popular with Irish consumers
                                    • Figure 5: Services bought from grocery retailers in the last 12 months, NI and RoI, November 2013
                                  • Food wastage a key issue for Irish consumers
                                    • Figure 6: Agreement with statements relating to grocery retailing, NI and RoI, November 2013
                                  • What we think
                                  • Issues in the Market

                                    • What is the value of the grocery retailing market in Ireland?
                                      • Where are Irish consumers doing their main grocery shopping?
                                        • How have Irish consumers’ shopping habits changed?
                                          • What role is online playing in the grocery retailing sector?
                                            • What types of non-foodservice do Irish consumers purchase from grocery retailers?
                                            • Trend Application

                                                • Trend: The Nouveau Poor
                                                  • Trend: Accentuate the Negative
                                                    • Mintel Futures: Old Gold
                                                    • Market Overview

                                                      • Key points
                                                        • Online grocery shopping sees growth in 2013
                                                          • Figure 7: Groceries (for home delivery) bought online in the last 12 months, NI and RoI, 2011-13
                                                          • Figure 8: Average number of actual weekly hours of work in main job, full- and part-time employees, UK (including NI) and RoI, 2012 and 2013
                                                        • Ageing population presents new challenges to grocery retailers
                                                          • Figure 9: Population, by age, RoI, 2011 and 2026
                                                          • Figure 10: Population, by age, NI, 2012 and 2024
                                                        • Weak personal finances contributing to growth of value and own-label ranges
                                                          • Figure 11: How consumers rate their current financial situation, NI and RoI, November 2013
                                                          • Figure 12: Average quarterly disposable income, UK and NI, Q3 2010-13
                                                        • Rising food prices a concern for cash-constrained consumers
                                                          • Figure 13: Average yearly food price inflation vs. overall consumer price index (CPI), RoI, 2010-13
                                                          • Figure 14: Average yearly wage growth and food price inflation vs. overall consumer price index (CPI), UK (including NI), 2010-13
                                                        • Supermarkets accused of misleading consumers over multibuy promotions
                                                        • Competitive Context

                                                          • Key points
                                                            • Mixed picture for independents in Ireland
                                                              • Figure 15: Consumers visiting an independent retailer/greengrocer/butcher etc. in the last month for top-up shopping, NI and RoI, 2012 and 2013
                                                              • Figure 16: Top five speciality food stores consumers visit once a week, NI and RoI, February 2012
                                                            • Irish foodservice sector to grow in 2013
                                                              • Figure 17: Estimated value of the Irish foodservice market (at consumer prices), IoI, NI and RoI, 2008-18
                                                              • Figure 18: Frequency consumers have eaten breakfast, lunch and dinner out of home (eg in cafés, restaurants, sandwich shops) in the last 3 months, RoI and NI, May 2013
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Moderate growth for the Irish grocery market in 2013
                                                                • Figure 19: Estimated total grocery retail sales (excluding non-food items), IoI, NI and RoI, 2008-18
                                                              • Own-label grocery sales to continue increasing in 2013
                                                                • Figure 20: Estimated own-label grocery retail sales (excluding non-food items), IoI, NI and RoI, 2008-18
                                                                • Figure 21: Market value of own-label food products vs. the total grocery market (excluding non-food items), all-Ireland, 2008-18
                                                            • Strengths and Weaknesses

                                                              • Strengths
                                                                • Weaknesses
                                                                • Companies and Innovations

                                                                  • Key points
                                                                    • Examples of innovation
                                                                      • The shop of the future?
                                                                        • iBeacon launched at US grocery retailers
                                                                          • Sam’s Club introduces Freeosk
                                                                            • SuperValu adopts world’s first national DNA TraceBack programme
                                                                              • Company profiles
                                                                                • Aldi (RoI only)
                                                                                  • Asda (NI only)
                                                                                    • Centra
                                                                                      • Costcutter
                                                                                        • Dunnes
                                                                                          • Iceland
                                                                                            • Lidl
                                                                                              • Londis
                                                                                                • Mace (NI)
                                                                                                  • Mace (RoI)
                                                                                                    • Marks & Spencer
                                                                                                      • Sainsbury’s (NI only)
                                                                                                        • Spar (NI only)
                                                                                                          • Spar (RoI only)
                                                                                                            • Superquinn (RoI only)
                                                                                                              • SuperValu
                                                                                                                • Tesco
                                                                                                                  • The Co-operative (NI only)
                                                                                                                  • The Consumer – Where Do Irish Consumers Shop?

                                                                                                                    • Key points
                                                                                                                      • Irish consumers do main grocery shopping in Tesco
                                                                                                                        • Figure 22: Which retailers consumers visited in the last month for their main grocery shopping, NI and RoI, November 2013
                                                                                                                        • Figure 23: Consumers visiting Asda, Sainsbury’s and Tesco in the last month for their main grocery shopping, by social class, NI, November 2013
                                                                                                                      • Cost pressure working to advantage of hard discounters
                                                                                                                        • Fewer Irish consumers doing main grocery shopping at Tesco
                                                                                                                          • Figure 24: Consumers visiting Tesco in the last month for their main grocery shopping, NI and RoI, 2012 and 2013
                                                                                                                        • Irish women a key market for Tesco
                                                                                                                          • Figure 25: Consumers visiting Tesco in the last month for their main grocery shopping, by gender, NI and RoI, 2012 and 2013
                                                                                                                          • Figure 26: Consumers visiting Aldi and Lidl in the last month for their main grocery shopping, by gender, NI and RoI, 2012 and 2013
                                                                                                                        • Consumers topping up at discount and multiple retailers
                                                                                                                          • Figure 27: Which retailers consumers visited in the last month for top-up grocery shopping, NI and RoI, November 2013
                                                                                                                        • Independent retailers and convenience stores also popular for top-up shopping
                                                                                                                          • Rural consumers most likely to top up at SuperValu
                                                                                                                            • Figure 28: Consumers visiting SuperValu in the last month for top-up grocery shopping, by location, NI and RoI, November 2013
                                                                                                                          • NI consumers top-up shopping at Aldi despite retailer not operating in the region
                                                                                                                            • Figure 29: Consumers visiting Aldi in the last month for top-up grocery shopping, by gender and age, NI and RoI, November 2013
                                                                                                                        • The Consumer – Average Weekly Expenditure on Groceries

                                                                                                                          • Key points
                                                                                                                            • NI consumers spending £46-£60 per week on groceries
                                                                                                                              • Figure 30: Average amount spent on groceries per week, NI, November 2013
                                                                                                                              • Figure 31: Average spend on groceries per week, for £46-£50, £51-£60 and £101 or more, by gender and age, NI, November 2013
                                                                                                                            • Average grocery spend €90-€104 in RoI
                                                                                                                              • Figure 32: Average amount spent on groceries per week, RoI, November 2013
                                                                                                                              • Figure 33: Consumers spending €90-€104 on groceries per week, by presence of children in the household, RoI, November 2013
                                                                                                                          • The Consumer – Non-Grocery Services Purchased From Grocery Retailers

                                                                                                                            • Key points
                                                                                                                              • Café/restaurant tops non-grocery services in Ireland
                                                                                                                                • Figure 34: Services bought from grocery retailers in the last 12 months, NI and RoI, November 2013
                                                                                                                              • Supermarket cafés and restaurants appeal to married consumers
                                                                                                                                • Figure 35: Consumers purchasing from a grocery retailer’s café/restaurant in the last 12 months, by marital status, NI and RoI, November 2013
                                                                                                                              • NI students among most likely to purchase mobile phone services
                                                                                                                                • Figure 36: Consumers purchasing mobile phone services from a grocery retailer in the last 12 months, by work status, NI and RoI, November 2013
                                                                                                                              • Consumers would consider buying utility services and broadband from grocery retailers
                                                                                                                                  • Figure 37: Services consumers would consider buying from grocery retailers in the near future, NI and RoI, November 2013
                                                                                                                                • Irish men most likely to consider purchasing utility services
                                                                                                                                  • Figure 38: Consumers that would consider buying utility services (eg gas, electricity) from a grocery retailer in the near future, by gender and age, NI and RoI, November 2013
                                                                                                                                • Employed consumers most likely to consider buying broadband services from grocery retailers
                                                                                                                                  • Figure 39: Consumers that would consider buying broadband from a grocery retailer in the near future, by work status, NI and RoI, November 2013
                                                                                                                              • The Consumer – Attitudes towards Grocery Retailing

                                                                                                                                • Key points
                                                                                                                                  • Irish consumers more aware of food wastage
                                                                                                                                    • Figure 40: Agreement with statements relating to grocery retailing, NI and RoI, November 2013
                                                                                                                                  • RoI women most aware of food wastage
                                                                                                                                    • Figure 41: Agreement with the statement ‘I have become more aware of the food I waste’, by gender and age, NI and RoI, November 2013
                                                                                                                                  • Irish consumers sceptical about special offers
                                                                                                                                    • Figure 42: Agreement with statements relating to special offers when grocery shopping, by gender, NI and RoI, November 2013
                                                                                                                                  • Irish consumers prefer retailers with loyalty cards
                                                                                                                                    • Figure 43: Agreement with the statement ‘I prefer to shop at a store with a loyalty scheme’, by work status, NI and RoI, November 2013
                                                                                                                                    • Figure 44: Grocery retailers’ loyalty cards or reward schemes used by consumers, NI and RoI, February 2012
                                                                                                                                  • Consumers ‘trading down’ to save money
                                                                                                                                    • Figure 45: Agreement with statements relating to grocery shopping, by gender, NI and RoI, November 2013
                                                                                                                                • Appendix

                                                                                                                                  • NI Toluna data
                                                                                                                                    • Figure 46: Which retailers consumers visited in the last month for their main grocery shopping, by demographics, NI, November 2013
                                                                                                                                    • Figure 47: Which retailers consumers visited in the last month for their main grocery shopping, by demographics, NI, November 2013 (continued)
                                                                                                                                    • Figure 48: Which retailers consumers visited in the last month for their main grocery shopping, by demographics, NI, November 2013 (continued)
                                                                                                                                    • Figure 49: Which retailers consumers visited in the last month for their main grocery shopping, by demographics, NI, November 2013 (continued)
                                                                                                                                    • Figure 50: Which retailers consumers visited in the last month for top-up grocery shopping, by demographics, NI, November 2013
                                                                                                                                    • Figure 51: Which retailers consumers visited in the last month for top-up grocery shopping, by demographics, NI, November 2013 (continued)
                                                                                                                                    • Figure 52: Which retailers consumers visited in the last month for top-up grocery shopping, by demographics, NI, November 2013 (continued)
                                                                                                                                    • Figure 53: Which retailers consumers visited in the last month for top-up grocery shopping, by demographics, NI, November 2013 (continued)
                                                                                                                                    • Figure 54: Average amount spent on groceries per week, by demographics, NI, November 2013
                                                                                                                                    • Figure 55: Average amount spent on groceries per week, by demographics, NI, November 2013 (continued)
                                                                                                                                    • Figure 56: Agreement with statements relating to grocery shopping, by demographics, NI, November 2013
                                                                                                                                    • Figure 57: Agreement with statements relating to grocery shopping, by demographics, NI, November 2013 (continued)
                                                                                                                                    • Figure 58: Agreement with statements relating to grocery shopping, by demographics, NI, November 2013 (continued)
                                                                                                                                    • Figure 59: Services bought from grocery retailers in the last 12 months, by demographics, NI, November 2013
                                                                                                                                    • Figure 60: Services bought from grocery retailers in the last 12 months, by demographics, NI, November 2013 (continued)
                                                                                                                                    • Figure 61: Services consumers would consider buying from grocery retailers in the near future, by demographics, NI, November 2013
                                                                                                                                    • Figure 62: Services consumers would consider buying from grocery retailers in the near future, by demographics, NI, November 2013 (continued)
                                                                                                                                    • Figure 63: Services consumers would consider buying from grocery retailers in the near future, by demographics, NI, November 2013 (continued)
                                                                                                                                  • RoI Toluna data
                                                                                                                                    • Figure 64: Which retailers consumers visited in the last month for their main grocery shopping, by demographics, RoI, November 2013
                                                                                                                                    • Figure 65: Which retailers consumers visited in the last month for their main grocery shopping, by demographics, RoI, November 2013 (continued)
                                                                                                                                    • Figure 66: Which retailers consumers visited in the last month for their main grocery shopping, by demographics, RoI, November 2013 (continued)
                                                                                                                                    • Figure 67: Which retailers consumers visited in the last month for their main grocery shopping, by demographics, RoI, November 2013 (continued)
                                                                                                                                    • Figure 68: Which retailers consumers visited in the last month for top-up grocery shopping, by demographics, RoI, November 2013
                                                                                                                                    • Figure 69: Which retailers consumers visited in the last month for top-up grocery shopping, by demographics, RoI, November 2013 (continued)
                                                                                                                                    • Figure 70: Which retailers consumers visited in the last month for top-up grocery shopping, by demographics, RoI, November 2013 (continued)
                                                                                                                                    • Figure 71: Which retailers consumers visited in the last month for top-up grocery shopping, by demographics, RoI, November 2013 (continued)
                                                                                                                                    • Figure 72: Average amount spent on groceries per week, by demographics, RoI, November 2013
                                                                                                                                    • Figure 73: Average amount spent on groceries per week, by demographics, RoI, November 2013 (continued)
                                                                                                                                    • Figure 74: Agreement with statements relating to grocery shopping, by demographics, RoI, November 2013
                                                                                                                                    • Figure 75: Agreement with statements relating to grocery shopping, by demographics, RoI, November 2013 (continued)
                                                                                                                                    • Figure 76: Agreement with statements relating to grocery shopping, by demographics, RoI, November 2013 (continued)
                                                                                                                                    • Figure 77: Services bought from grocery retailers in the last 12 months, by demographics, RoI, November 2013
                                                                                                                                    • Figure 78: Services bought from grocery retailers in the last 12 months, by demographics, RoI, November 2013 (continued)
                                                                                                                                    • Figure 79: Services consumers would consider buying from grocery retailers in the near future, by demographics, RoI, November 2013
                                                                                                                                    • Figure 80: Services consumers would consider buying from grocery retailers in the near future, by demographics, RoI, November 2013 (continued)
                                                                                                                                    • Figure 81: Services consumers would consider buying from grocery retailers in the near future, by demographics, RoI, November 2013 (continued)

                                                                                                                                Companies Covered

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

                                                                                                                                Grocery Retailing - Ireland - December 2013

                                                                                                                                US $1,466.97 (Excl.Tax)