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Grocery Retailing - Ireland - December 2014

“The popularity of own-branded products and discounters is unlikely to wane in the foreseeable future. Indeed going forward Mintel expects the market share of own-label and discounters to continue to grow with many consumers finding own-label goods to be of equal quality to more expensive branded goods”
– David Falls, Research Analyst

Some questions answered in this report include:

  • What impact have changes in consumer prices had on the groceries market?
  • How much do Irish consumers spend on average for groceries?
  • Who are the key retailers consumers use when shopping for groceries? 
  • What share of the market do own-brand goods account for?

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Table of contents

  1. Introduction

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

                • The market
                  • Figure 1: Market segmentation of the supermarket sector, NI and RoI, 2014
                • Forecast
                  • Figure 2: Index total grocery retail sales, IoI, NI and RoI, 2009-19
                • Market factors
                  • Consumer confidence on an upward trend, while food prices continue to fall
                    • Weak personal finances and higher cost of groceries to influence purchases
                      • Figure 3: How consumers rate their current financial situation, NI and RoI, December 2014
                    • Changing household sizes means more main shoppers
                      • Decline in Irish consumers shopping online for home delivery
                        • More seasonal opportunities for retailers
                          • Changing attitudes to the ‘big shop’
                            • Companies, brands and innovations
                              • The consumer
                                • Women are the primary grocery shoppers
                                  • Figure 4: Who is responsible for grocery retailing in a household?, NI and RoI, October 2014
                                • Most grocery shopping conducted in-store
                                  • Figure 5: How consumers do their main grocery shop, NI and RoI, October 2014
                                • Aldi the retailer of choice for the main shop in RoI, Tesco in NI
                                  • Figure 6: Stores that consumers do their main grocery shopping with (in-store), NI and RoI, October 2014
                                • Children an influence on household grocery spending
                                  • Figure 7: Average amount that consumers spend each week for household groceries, NI, October 2014
                                  • Figure 8: Average amount that consumers spend each week for household groceries, RoI, October 2014
                                • Overall strong usage of own-label goods
                                  • Figure 9: Types of own-brand goods that consumers have purchased in the last 12 months, NI and RoI, October 2014
                                • Three quarters notice an improvement in the quality of discounter goods
                                  • Figure 10: Agreement with statements relating to discount retailers, RoI, October 2014
                                  • Figure 11: Agreement with statements relating to discount retailers, NI, October 2014
                                • What we think
                                • Issues and Insights

                                    • What impact have changes in consumer prices had on the groceries market?
                                      • The facts
                                        • The implications
                                          • How much do Irish consumers spend on average for groceries?
                                            • The facts
                                              • The implications
                                                • Who are the key retailers consumers use when shopping for groceries?
                                                  • The facts
                                                    • The implications
                                                      • What share of the market do own-brand goods account for?
                                                        • The facts
                                                          • The implications
                                                            • How have Irish attitudes to discounters changed?
                                                              • The facts
                                                                • The implications
                                                                • Trend Application

                                                                    • Let's Make a Deal
                                                                      • The Nouveau Poor
                                                                        • Patriot Games
                                                                        • Market Overview

                                                                          • Key points
                                                                            • Upward trends in consumer confidence bode well for retailers
                                                                              • Figure 12: Consumer confidence index, NI, September 2011-14
                                                                              • Figure 13: Consumer sentiment index, RoI, November 2011-14
                                                                            • Falling food prices welcome news to grocery shoppers
                                                                              • Figure 14: Consumer price index vs food inflation, UK (including NI), October 2009-14
                                                                              • Figure 15: Consumer price index vs food inflation, RoI, October 2009-14
                                                                            • Consumer finances are still ‘just ok’
                                                                              • Figure 16: How consumers rate their current financial situation, NI and RoI, December 2014
                                                                            • Consumer spending on groceries higher in RoI than NI
                                                                              • Figure 17: Monthly household spend on groceries, RoI, April 2013-November 2014
                                                                            • Changing households likely to mean more primary shoppers
                                                                              • Figure 18: Household size projections (2008 based), NI, 2009-33
                                                                              • Figure 19: Household sizes, RoI, 1991-2011
                                                                            • Online grocery shopping for home delivery declines in 2014
                                                                              • Figure 20: Consumers purchasing groceries (for home delivery) online in the last 12 months, NI and RoI, 2011-14
                                                                            • Retailers can capitalise on seasonal opportunities
                                                                              • Figure 21: Consumers agreement with statements relating to Halloween (October 2014) and Christmas (December 2014), NI and RoI
                                                                            • Innovative Christmas marketing by discounters
                                                                              • NI consumers’ shopping habits moving away from ‘big shop’ mentality
                                                                                • RoI consumers moving back to ‘big shop’ behaviour
                                                                                  • Expansion of top-tier and own-label ranges by the discounters appealing to Irish shoppers
                                                                                  • Market Size and Forecast

                                                                                    • Key points
                                                                                      • Grocery market sees return to growth in 2014
                                                                                        • Figure 22: Estimated total grocery retail sales, IoI, NI and RoI, 2009-19
                                                                                      • Recovery in RoI to be more sedate compared to NI
                                                                                        • Figure 23: Index total grocery retail sales, IoI, NI and RoI, 2009-19
                                                                                      • Own-brand grows its market share from 35% to 46% between 2009 and 2014
                                                                                        • Figure 24: Estimated total retail sales of own-label groceries, IoI, NI and RoI, 2009-19
                                                                                      • Tesco losing market share to discounters
                                                                                        • Figure 25: Market segmentation of the supermarket sector, RoI, 2012 and 2014
                                                                                        • Figure 26: Market segmentation of the supermarket sector, NI, 2012 and 2014
                                                                                    • Strengths and Weaknesses

                                                                                      • Strengths
                                                                                        • Weaknesses
                                                                                        • Companies and Innovations

                                                                                          • Key facts
                                                                                            • Innovations
                                                                                              • The new Morrison’s Match & More card
                                                                                                • Easy recipe ingredient shopping
                                                                                                  • Tesco replenishment development
                                                                                                    • New Sainsbury’s supermarket app aiming to integrate virtual and physical shopping
                                                                                                      • Tesco and BT join forces to offer Tesco customers free Wi-Fi
                                                                                                        • Company profiles
                                                                                                          • Aldi (RoI only)
                                                                                                            • Asda (NI only)
                                                                                                              • Centra
                                                                                                                • Costcutter
                                                                                                                  • Dunnes Stores
                                                                                                                    • Iceland
                                                                                                                      • Lidl
                                                                                                                        • Londis Ireland
                                                                                                                          • Mace (NI)
                                                                                                                            • Mace (RoI)
                                                                                                                              • Marks & Spencer
                                                                                                                                • Sainsbury’s (NI only)
                                                                                                                                  • Spar (NI only)
                                                                                                                                    • Spar (RoI only)
                                                                                                                                      • SuperValu (Superquinn as well)
                                                                                                                                        • Tesco
                                                                                                                                          • The Co-operative (NI only)
                                                                                                                                          • The Consumer – Who Shops for Groceries?

                                                                                                                                            • Key points
                                                                                                                                              • Irish women the primary grocery shoppers
                                                                                                                                                • Figure 27: Who is responsible for grocery retailing in a household, NI and RoI, October 2014
                                                                                                                                              • Significant number of men are grocery shopping
                                                                                                                                                • Figure 28: Consumers with main responsibility for grocery shopping in a household, by gender, NI and RoI, October 2014
                                                                                                                                              • Grocery shopping duties correspond to age in RoI
                                                                                                                                                • Figure 29: Consumers with main responsibility for grocery shopping in a household, by age, NI and RoI, October 2014
                                                                                                                                            • The Consumer – How do Irish Consumers Shop?

                                                                                                                                              • Key points
                                                                                                                                                • In-store the dominant grocery shopping channel
                                                                                                                                                  • Figure 30: How consumers do their main grocery shop, NI and RoI, October 2014
                                                                                                                                                • NI consumers more likely to buy groceries online
                                                                                                                                                  • Figure 31: Consumers who do their main grocery shop online, by age, NI and RoI, October 2014
                                                                                                                                              • The Consumer – Where do Irish Consumers Shop?

                                                                                                                                                • Key points
                                                                                                                                                  • Aldi leads the main in-store shop in RoI, Tesco dominates NI
                                                                                                                                                    • Figure 32: Stores that consumers do their main grocery shopping with (in-store), NI and RoI, October 2014
                                                                                                                                                  • More childless consumers shop at Tesco
                                                                                                                                                    • Figure 33: Consumers who do their main grocery shop with Tesco (in-store), by presence of own children, NI and RoI, October 2014
                                                                                                                                                  • Irish men a key market for Tesco
                                                                                                                                                    • Figure 34: Consumers who do their main grocery shop with Tesco (in-store), by gender, NI and RoI, October 2014
                                                                                                                                                  • Irish multiples more likely to be used by mature consumers in RoI
                                                                                                                                                    • Figure 35: Consumers who conduct their main grocery shop in-store at Dunnes Stores or SuperValu, by age, RoI, October 2014
                                                                                                                                                  • Household income affects patronage, but discounters popular amongst ABC1s
                                                                                                                                                    • Figure 36: Consumers who conduct their main grocery shop in-store at Aldi or Lidl, by social class, RoI, October 2014
                                                                                                                                                    • Figure 37: Consumers who conduct their main grocery shop in-store at Sainsbury’s or Asda, by social class, NI, October 2014
                                                                                                                                                  • Tesco leads online grocery retailing across Ireland
                                                                                                                                                    • Figure 38: Stores that consumers do their main grocery shop with (online), NI and RoI, October 2014
                                                                                                                                                  • Consumers mainly top-up at discounters and multiples
                                                                                                                                                    • Figure 39: Stores that consumers use for top-up grocery shopping, NI and RoI, October 2014
                                                                                                                                                  • Dunnes attracts younger top-up shoppers - more mature consumers use SuperValu
                                                                                                                                                    • Figure 40: Consumers who top-up shop at Dunnes Stores or SuperValu, by age, RoI, October 2014
                                                                                                                                                    • Figure 41: Consumers shop at SuperValu, main shop and top-up shop, by age, RoI, October 2014
                                                                                                                                                  • Convenience store top-ups more likely in NI
                                                                                                                                                    • Figure 42: Convenience stores used by consumers for top-up shopping, NI and RoI, October 2014
                                                                                                                                                  • M&S attracting more affluent top-up shoppers
                                                                                                                                                    • Figure 43: Consumers who have top-up shopped at M&S, by social class, NI and RoI, October 2014
                                                                                                                                                • The Consumer – Average Weekly Grocery Expenditure

                                                                                                                                                  • Key points
                                                                                                                                                    • Average weekly spend in NI higher with children in household
                                                                                                                                                      • Figure 44: Average amount that consumers spend each week for household groceries, NI, October 2014
                                                                                                                                                      • Figure 45: Consumers spending £51-60 and £101 or more on groceries each week, by presence of own children, NI, October 2014
                                                                                                                                                    • Average weekly spend €90-104 in RoI
                                                                                                                                                      • Figure 46: Average amount that consumers spend each week for household groceries, RoI, October 2014
                                                                                                                                                  • The Consumer – Usage of Own-label Products

                                                                                                                                                    • Key points
                                                                                                                                                      • Fresh fruit and vegetables most commonly bought own-label products
                                                                                                                                                        • Figure 47: Types of own-brand goods that consumers have purchased in the last 12 months, NI and RoI, October 2014
                                                                                                                                                      • Few branded options available when buying fruit and vegetables
                                                                                                                                                          • Figure 48: Consumers that have purchased own-label fruit and vegetables in the last 12 months, by age group, NI and RoI, October 2014
                                                                                                                                                        • Two thirds of consumers have bought own-brand bread
                                                                                                                                                          • Figure 49: Consumers that have purchased own-label bread in the last 12 months, by gender, NI and RoI, October 2014
                                                                                                                                                        • RoI consumers more likely to buy cupboard staples than NI consumers
                                                                                                                                                            • Figure 50: Consumers that have purchased own-label Cupboard staples (eg sugar, flour) in the last 12 months, by gender and social class, NI and RoI, October 2014
                                                                                                                                                          • NI consumers more likely to use own-brand soft drinks than RoI
                                                                                                                                                              • Figure 51: Consumer Price Index, UK (including NI), all goods vs soft drinks, January 2013-October 2014
                                                                                                                                                              • Figure 52: Consumer Price Index, RoI, all goods vs soft drinks, January 2013-October 2014
                                                                                                                                                            • Usage of own-label alcohol stronger in NI
                                                                                                                                                              • Figure 53: Consumers that have purchased own-label Cupboard staples (eg sugar, flour) in the last 12 months, by gender and social class, NI and RoI, October 2014
                                                                                                                                                            • Strong usage of non-food own-label products
                                                                                                                                                              • Figure 54: Consumers that have purchased own-label personal care items and cleaning products in the last 12 months, NI and RoI, October 2014
                                                                                                                                                          • The Consumer - Attitudes towards Discount Retailers

                                                                                                                                                            • Key points
                                                                                                                                                              • Two thirds of consumers do more of their shopping at discounters
                                                                                                                                                                • Figure 55: Agreement with statements relating to discount retailers, RoI, October 2014
                                                                                                                                                                • Figure 56: Agreement with statements relating to discount retailers, NI, October 2014
                                                                                                                                                              • Majority of consumers noticing an improvement in the choice of brands available at discounters
                                                                                                                                                                • Figure 57: Agreement with the statement ‘The choice of brands available at discount supermarkets has improved in the last 12 months’, by age group, NI and RoI, October 2014
                                                                                                                                                              • Three quarters noticing an improvement in the quality of fresh produce
                                                                                                                                                                • Figure 58: Agreement with the statement ‘'The quality of fresh fruit and vegetables at discount supermarkets has improved in the last 12 months’, by age group, NI and RoI, October 2014
                                                                                                                                                              • Chilled ready meals deemed to be lacking in variety
                                                                                                                                                                • Figure 59: Agreement with statements relating to discount supermarkets, NI and RoI, October 2014
                                                                                                                                                              • Discounters attracting consumers with non-grocery ranges
                                                                                                                                                                • Figure 60: Agreement with the statement ‘I sometimes visit discount supermarkets specifically to buy non-grocery items I have seen advertised in advance (eg electricals, clothing, homewares)’ by age group, NI and RoI, October 2014
                                                                                                                                                              • Impulse purchases prevalent in discount supermarkets
                                                                                                                                                                • Figure 61: Agreement with the statement ‘I sometimes buy non-grocery items (eg electricals, clothing, homewares)’ I did not plan to buy when shopping at discount supermarkets, by presence of children in household, NI and RoI, October 2014
                                                                                                                                                              • Discounters unable to fulfil shopping needs of Irish consumers
                                                                                                                                                                • Figure 62: Agreement with the statement ‘I cannot buy all the groceries I need at discount supermarkets’ by age group and social class, NI and RoI, October 2014
                                                                                                                                                            • Appendix

                                                                                                                                                              • NI Toluna tables
                                                                                                                                                                • Figure 63: Who is responsible for grocery retailing in a household?, by demographics, NI, October 2014
                                                                                                                                                                • Figure 64: If consumers do their main grocery shop in-store or online, by demographics, NI, October 2014
                                                                                                                                                                • Figure 65: Stores that consumers do their main grocery shopping with (in-store), by demographics, NI, October 2014
                                                                                                                                                                • Figure 66: Stores that consumers do their main grocery shopping with (in-store), by demographics, NI, October 2014 (continued)
                                                                                                                                                                • Figure 67: Stores that consumers do their main grocery shopping with (in-store), by demographics, NI, October 2014 (continued)
                                                                                                                                                                • Figure 68: Stores that consumers do their main grocery shopping with (in-store), by demographics, NI, October 2014 (continued)
                                                                                                                                                                • Figure 69: Stores that consumers do their main grocery shopping with (online), by demographics, NI, October 2014
                                                                                                                                                                • Figure 70: Stores that consumers use for top-up grocery shopping, by demographics, NI, October 2014
                                                                                                                                                                • Figure 71: Stores that consumers use for top-up grocery shopping, by demographics, NI, October 2014 (continued)
                                                                                                                                                                • Figure 72: Stores that consumers use for top-up grocery shopping, by demographics, NI, October 2014 (continued)
                                                                                                                                                                • Figure 73: Stores that consumers use for top-up grocery shopping, by demographics, NI, October 2014 (continued)
                                                                                                                                                                • Figure 74: Average amount that consumers spend each week for household groceries, by demographics, NI, October 2014
                                                                                                                                                                • Figure 75: Average amount that consumers spend each week for household groceries, by demographics, NI, October 2014 (continued)
                                                                                                                                                                • Figure 76: Average amount that consumers spend each week for household groceries, by demographics, NI, October 2014 (continued)
                                                                                                                                                                • Figure 77: Types of own-brand goods that consumers have purchased in the last 12 months, by demographics, NI, October 2014
                                                                                                                                                                • Figure 78: Types of own-brand goods that consumers have purchased in the last 12 months, by demographics, NI, October 2014 (continued)
                                                                                                                                                                • Figure 79: Types of own-brand goods that consumers have purchased in the last 12 months, by demographics, NI, October 2014 (continued)
                                                                                                                                                                • Figure 80: Types of own-brand goods that consumers have purchased in the last 12 months, by demographics, NI, October 2014 (continued)
                                                                                                                                                                • Figure 81: Agreement with the statement ‘The quality of ready meals at discount supermarkets has improved in the last 12 months’, by demographics, NI, October 2014
                                                                                                                                                                • Figure 82: Agreement with the statement ‘The quality of fresh fruit and vegetables at discount supermarkets has improved in the last 12 months’, by demographics, NI, October 2014
                                                                                                                                                                • Figure 83: Agreement with the statement ‘The quality of fresh bakery products at discount supermarkets has improved in the last 12 months’, by demographics, NI, October 2014
                                                                                                                                                                • Figure 84: Agreement with the statement ‘The choice of brands available at discount supermarkets has improved in the last 12 months’, by demographics, NI, October 2014
                                                                                                                                                                • Figure 85: Agreement with the statement ‘I cannot buy all the groceries I need at discount supermarkets’, by demographics, NI, October 2014
                                                                                                                                                                • Figure 86: Agreement with the statement ‘I would like to see a bigger choice of non-grocery items (eg newspapers/magazines, greetings cards, homewares) at discount supermarkets’, by demographics, NI, October 2014
                                                                                                                                                                • Figure 87: Agreement with the statement ‘The choice of items available within certain ranges (eg chilled ready meals) at discount supermarkets is too limited’, by demographics, NI, October 2014
                                                                                                                                                                • Figure 88: Agreement with the statement ‘I would shop less at discount supermarkets if I had more money’, by demographics, NI, October 2014
                                                                                                                                                                • Figure 89: Agreement with the statement ‘I sometimes buy non-grocery items (eg electrical, clothing, homewares) I did not plan to buy when shopping at discount supermarkets’, by demographics, NI, October 2014
                                                                                                                                                                • Figure 90: Agreement with the statement ‘I sometimes visit discount supermarkets specifically to buy non-grocery items I have seen advertised in advance (eg electricals, clothing, homewares)’, by demographics, NI, October 2014
                                                                                                                                                                • Figure 91: Agreement with the statement ‘I do more of my grocery shopping at discount supermarkets than I did 12 months ago’, by demographics, NI, October 2014
                                                                                                                                                                • Figure 92: Agreement with the statement ‘I am less tempted to buy additional grocery items that I do not really need at discount supermarkets’, by demographics, NI, October 2014
                                                                                                                                                              • RoI Toluna tables
                                                                                                                                                                • Figure 93: Who is responsible for grocery retailing in a household, by demographics, RoI, October 2014
                                                                                                                                                                • Figure 94: If consumers do their main grocery shop in-store or online, by demographics, RoI, October 2014
                                                                                                                                                                • Figure 95: Stores that consumers do their main grocery shopping with (in-store), by demographics, RoI, October 2014
                                                                                                                                                                • Figure 96: Stores that consumers do their main grocery shopping with (in-store), by demographics, RoI, October 2014 (continued)
                                                                                                                                                                • Figure 97: Stores that consumers do their main grocery shopping with (in-store), by demographics, RoI, October 2014 (continued)
                                                                                                                                                                • Figure 98: Stores that consumers do their main grocery shopping with (online), by demographics, RoI, October 2014
                                                                                                                                                                • Figure 99: Stores that consumers use for top-up grocery shopping, by demographics, RoI, October 2014
                                                                                                                                                                • Figure 100: Stores that consumers use for top-up grocery shopping, by demographics, RoI, October 2014 (continued)
                                                                                                                                                                • Figure 101: Stores that consumers use for top-up grocery shopping, by demographics, RoI, October 2014 (continued)
                                                                                                                                                                • Figure 102: Stores that consumers use for top-up grocery shopping, by demographics, RoI, October 2014 (continued)
                                                                                                                                                                • Figure 103: Average amount that consumers spend each week for household groceries, by demographics, RoI, October 2014
                                                                                                                                                                • Figure 104: Average amount that consumers spend each week for household groceries, by demographics, RoI, October 2014 (continued)
                                                                                                                                                                • Figure 105: Average amount that consumers spend each week for household groceries, by demographics, RoI, October 2014 (continued)
                                                                                                                                                                • Figure 106: Types of own-brand goods that consumers have purchased in the last 12 months, by demographics, RoI, October 2014
                                                                                                                                                                • Figure 107: Types of own-brand goods that consumers have purchased in the last 12 months, by demographics, RoI, October 2014 (continued)
                                                                                                                                                                • Figure 108: Types of own-brand goods that consumers have purchased in the last 12 months, by demographics, RoI, October 2014 (continued)
                                                                                                                                                                • Figure 109: Types of own-brand goods that consumers have purchased in the last 12 months, by demographics, RoI, October 2014 (continued)
                                                                                                                                                                • Figure 110: Agreement with the statement ‘The quality of ready meals at discount supermarkets has improved in the last 12 months’, by demographics, RoI, October 2014
                                                                                                                                                                • Figure 111: Agreement with the statement ‘The quality of fresh fruit and vegetables at discount supermarkets has improved in the last 12 months’, by demographics, RoI, October 2014
                                                                                                                                                                • Figure 112: Agreement with the statement ‘The quality of fresh bakery products at discount supermarkets has improved in the last 12 months’, by demographics, RoI, October 2014
                                                                                                                                                                • Figure 113: Agreement with the statement ‘The choice of brands available at discount supermarkets has improved in the last 12 months’, by demographics, RoI, October 2014
                                                                                                                                                                • Figure 114: Agreement with the statement ‘I cannot buy all the groceries I need at discount supermarkets’, by demographics, RoI, October 2014
                                                                                                                                                                • Figure 115: Agreement with the statement ‘I would like to see a bigger choice of non-grocery items (eg newspapers/magazines, greetings cards, homewares) at discount supermarkets’, by demographics, RoI, October 2014
                                                                                                                                                                • Figure 116: Agreement with the statement ‘The choice of items available within certain ranges (eg chilled ready meals) at discount supermarkets is too limited’, by demographics, RoI, October 2014
                                                                                                                                                                • Figure 117: Agreement with the statement ‘I would shop less at discount supermarkets if I had more money’, by demographics, RoI, October 2014
                                                                                                                                                                • Figure 118: Agreement with the statement ‘I sometimes buy non-grocery items (eg electrical, clothing, homewares) I did not plan to buy when shopping at discount supermarkets’, by demographics, RoI, October 2014
                                                                                                                                                                • Figure 119: Agreement with the statement ‘I sometimes visit discount supermarkets specifically to buy non-grocery items I have seen advertised in advance (eg electricals, clothing, homewares)’, by demographics, RoI, October 2014
                                                                                                                                                                • Figure 120: Agreement with the statement ‘I do more of my grocery shopping at discount supermarkets than I did 12 months ago’, by demographics, RoI, October 2014
                                                                                                                                                                • Figure 121: Agreement with the statement ‘I am less tempted to buy additional grocery items that I do not really need at discount supermarkets’, by demographics, RoI, October 2014

                                                                                                                                                            Companies Covered

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

                                                                                                                                                            Grocery Retailing - Ireland - December 2014

                                                                                                                                                            £1,095.00 (Excl.Tax)