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Grocery Retailing - Ireland - October 2012

The grocery market within Ireland is increasingly being dominated by UK food multiples and European food discounters. In addition to this, changes to the planning guidelines regarding the cap on the size of supermarkets within RoI have increased, putting even more pressure on convenience and independent stores due to larger store formats now being a viable option for supermarket retailers, which can thus offering a wider variety of products.

The economic downturn has precipitated a trend for consumers to trade down and has strongly influenced the growth in own-brand ranges. Consumers now view own-brand lines as stand-alone brands, resulting in branded goods having to work harder to gain shelf space.

Thus the grocery retailing market is a dynamic and constantly changing one. Retailers that can respond to the changes will succeed. Grocery retailing will increasingly become more technology focused as consumers demand more information about products along with wanting the shopping process made simpler and less time consuming.

Some questions answered in this report include:

  • How has the recession impacted on grocery retailing within Ireland? – How have consumers’ shopping habits changed since the economic downturn and how have grocery retailers reacted to changes in shopping behaviour?
  • How are the latest consumer trends impacting on Ireland’s grocery retailing market? – How have current trends such as technology, wellness and convenience influenced the Irish grocery market?
  • How has the grocery landscape evolved within Ireland? – What impact has the convergence of the Irish and UK retail market along with the increasing role of food discounters and own-brand products had on grocery retailing within Ireland?
  • Where are the future opportunities for grocery retailing? – What different types of store format, technologies and channels to market are important for food retailers going forward?
  • How are grocery retailers differentiating themselves from competitors? – What strategies have the multiples, convenience stores and discounters implemented to set themselves apart from each other?

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Table of contents

  1. Issues in the Market

      • Key themes within the report
        • Definition of grocery retailing
          • Consumer research
            • Abbreviations
            • Future Opportunities

              • 2015 Old Gold
                • Patriot Games
                  • Prove It
                  • Market in Brief

                    • Subdued value of grocery market in RoI in 2012
                      • Tesco is number one for main shops with Irish consumers
                        • Opportunities for retailers to expand their healthy food offerings
                        • Internal Market Environment

                          • Key points
                            • Less spent on groceries in 2011
                              • Figure 1: All grocery sales, RoI and NI, 2007-11
                            • Discounters seen as a good outlet for cheap groceries
                              • Own-label becoming increasingly dominant in the Irish marketplace
                                • Figure 2: Agreement statements relating to consumers’ perceptions of own-label goods, NI and RoI, February 2012
                              • Standard and value lines benefit from downturn
                                • Figure 3: Type of own-label ranges purchased in the last 12 months, NI and RoI, 2010 and 2012
                              • Support for Irish produce but only at the right price
                                • Figure 4: Consumers who check the country of origin when purchasing foods, NI and RoI, 2005-11
                              • NI consumers caring less and less about provenance
                                • Figure 5: Consumer agreement with the statement that “I pay attention to where the products I purchase are made/grown”, NI and RoI, 2007-11
                              • Streamlining product offerings is a mixed bag for suppliers
                                • Figure 6: Retailer supply chain overview, UK, 2011
                              • Price matching becoming the norm
                                • Future of grocery retailing lies in merging technology with convenience
                                    • Figure 7: Types of telephone service used by consumers (or household bill payers), NI and RoI, July 2012
                                  • Food prices continue to rise
                                  • Broader Market Environment

                                    • Key points
                                      • Poor domestic growth stifling growth in RoI
                                        • Figure 8: Economic outlook, NI and RoI, 2010-13
                                        • Figure 9: Selected factors that concern Irish consumers, RoI and NI, September 2012
                                      • Unemployment levels remain high in 2012
                                        • Figure 10: Unemployment figures, NI and RoI, 2008-12
                                      • Cautious consumer sentiment
                                        • Figure 11: Consumer Sentiment Index, UK and Roi, September 2008-12
                                      • Savings and debt reduction remain high priorities for Irish consumers
                                        • Figure 12: RoI consumer spending and saving to 2006-16*
                                        • Figure 13: Impact of the economic downturn on consumer finances, NI and RoI, September 2012
                                      • Irish household disposable income falls
                                        • Household debts still high
                                          • Consumer price indices show a mixed bag
                                            • Irish household size decreasing
                                              • Figure 14: Projected households by size, NI, 2008-13
                                              • Figure 15: Projected households by size, RoI, 1996-2011
                                            • Over 20% of the Irish population will be aged 55+ by 2016
                                              • Figure 16: Population, by age, NI, 2008-24
                                              • Figure 17: Population, by age, RoI, 2006-26
                                          • Strengths and Weaknesses

                                            • Strengths
                                              • Weaknesses
                                              • Competitive Context

                                                • Key points
                                                  • Convenience stores up their game
                                                    • Appeal of discounters to ABC1s
                                                      • Figure 18: Discounters visited for a top-up shop within the last month, NI and RoI, September 2012
                                                    • Independent stores
                                                      • Figure 19: Top five speciality food stores consumers visit once a week, NI and RoI, February 2012
                                                    • Forecourt retailing
                                                      • Relaxation of cap on retail planning guidelines in RoI
                                                        • Size of retailer store is decreasing and number of stores increases
                                                          • Online grocery sales still to gain momentum in RoI
                                                            • Figure 20: Consumers who bought groceries (for home delivery) online in the last 12 months, NI and RoI, June 2011 and February 2012
                                                            • Figure 21: Top ten Items bought online in the last 12 months, NI and RoI, February 2012
                                                        • Market Value and Forecast

                                                          • Key points
                                                            • Grocery retailing remains under pressure in RoI as consumers curb their spending
                                                              • Figure 22: All-Ireland grocery retail sales, 2007-16
                                                              • Figure 23: Detailed briefing of food for Consumer Price Indices, UK (including NI), August 2012
                                                            • Lower revenue potential moving forward
                                                              • Own-label will continue to increase its presence in grocery retailing
                                                                • Figure 24: Own-label retail sales, All of Ireland, 2007-16
                                                                • Figure 25: Market value of own-label food products vs the total grocery market, all-Ireland, 2007-16
                                                              • Supermarkets’ share of the market decreases
                                                                • Figure 26: All grocery sales by segment, All-Ireland, 2011-12*
                                                            • Who’s Innovating?

                                                              • Key points
                                                                • Growth within the claim category ‘environmentally friendly packaging’
                                                                  • Figure 27: Top ten food claims, Ireland and the UK, July 2008-12*
                                                                • Ethically friendly packaging a must
                                                                  • Figure 28: Recovery and Recycling targets for EU Member States set in 2004; Achieved levels in RoI and the UK, 2010
                                                                  • Figure 29: Consumer agreement with the statement ‘I would recycle items rather than throwing them away; NI and RoI, 2011
                                                                • Meal and meal centres are top own-label category for product launches
                                                                  • Figure 30: Top ten category launches, by product number, supermarket and convenience store own-label, Ireland and UK, July 2010-12*
                                                                • Environmental claim is the top claim within the meal and meal centre category
                                                                  • Figure 31: Top ten claims within the meal and meal centre category, by product number, supermarkets and convenience stores, UK and Ireland, 2010-12*
                                                                • Bakery category tops branded product launches
                                                                  • Figure 32: Top ten category launches, by product number, supermarket and convenience store branded products, Ireland and UK, July 2010-12*
                                                                  • Figure 33: Top ten claims within the bakery category, by product number, supermarkets and convenience stores, UK and Ireland, 2010-12*
                                                              • Companies and Products

                                                                  • Asda (NI only)
                                                                    • Company profile
                                                                      • Brand strategy
                                                                        • Brand NPD and marketing
                                                                          • Tesco
                                                                            • Company profile
                                                                              • Brand strategy
                                                                                • Brand NPD and marketing
                                                                                  • M&S
                                                                                    • Company profile
                                                                                      • Brand strategy
                                                                                        • Brand NPD and marketing
                                                                                          • Dunnes
                                                                                            • Company profile
                                                                                              • Brand strategy
                                                                                                • Brand NPD and marketing
                                                                                                  • Iceland
                                                                                                    • Company profile
                                                                                                      • Brand strategy
                                                                                                        • Brand NPD and marketing
                                                                                                          • The Co-operative (NI Only)
                                                                                                            • Company profile
                                                                                                              • Brand strategy
                                                                                                                • Brand NPD and marketing
                                                                                                                  • Sainsbury’s (NI only)
                                                                                                                    • Company profile
                                                                                                                      • Brand strategy
                                                                                                                        • Brand NPD and marketing
                                                                                                                          • Aldi (RoI only)
                                                                                                                            • Company profile
                                                                                                                              • Brand strategy
                                                                                                                                • Brand NPD and marketing
                                                                                                                                  • Lidl
                                                                                                                                    • Company profile
                                                                                                                                      • Brand strategy
                                                                                                                                        • Brand NPD and marketing
                                                                                                                                          • Costcutter
                                                                                                                                            • Company profile
                                                                                                                                              • Brand strategy
                                                                                                                                                • Brand NPD and marketing
                                                                                                                                                  • Centra
                                                                                                                                                    • Company profile
                                                                                                                                                      • Brand strategy
                                                                                                                                                        • Brand NPD and marketing
                                                                                                                                                          • SuperValu
                                                                                                                                                            • Company profile
                                                                                                                                                              • Brand strategy
                                                                                                                                                                • Brand NPD and marketing
                                                                                                                                                                  • Superquinn (RoI only)
                                                                                                                                                                    • Company profile
                                                                                                                                                                      • Brand strategy
                                                                                                                                                                        • Brand NPD and marketing
                                                                                                                                                                          • Londis (RoI only)
                                                                                                                                                                            • Company profile
                                                                                                                                                                              • Brand strategy
                                                                                                                                                                                • Brand NPD and marketing
                                                                                                                                                                                  • Mace (NI)
                                                                                                                                                                                    • Company profile
                                                                                                                                                                                      • Brand NPD and marketing
                                                                                                                                                                                        • Mace (RoI)
                                                                                                                                                                                          • Company profile
                                                                                                                                                                                            • Recent developments
                                                                                                                                                                                              • Spar (RoI)
                                                                                                                                                                                                • Company profile
                                                                                                                                                                                                  • Brand NPD and marketing
                                                                                                                                                                                                    • Spar (NI)
                                                                                                                                                                                                      • Company profile
                                                                                                                                                                                                        • Brand NPD and marketing
                                                                                                                                                                                                        • The Consumer – Where do Irish Consumers Shop?

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Tesco dominates the main grocery shop
                                                                                                                                                                                                                • Figure 34: Retailers consumers have shopped at most often in the last month for their main grocery shop, NI and RoI, September 2012
                                                                                                                                                                                                              • Tesco remains the largest grocery retailer within the UK and Ireland
                                                                                                                                                                                                                • Discounters have a strong presence in top-up shop market
                                                                                                                                                                                                                    • Figure 35: Retailers consumers have shopped at most often in the last month for their top-up shop, NI and RoI, September 2012
                                                                                                                                                                                                                  • Convenience stores losing their association with top-up shops
                                                                                                                                                                                                                      • Figure 36: Top three outlets consumers have completed a top-up shop in within the last month, NI and RoI, September 2012
                                                                                                                                                                                                                    • Petrol prices impacting on where consumers shop
                                                                                                                                                                                                                        • Figure 37: Agreement with the statement ‘The higher price of petrol is encouraging me to shop locally more often’, by age, NI and RoI, September 2012
                                                                                                                                                                                                                      • Mature consumers more worried about eco-friendliness in supermarkets
                                                                                                                                                                                                                        • Figure 38: Innovations consumers wish to see more of in grocery retailers, ‘Labels that tell me how eco-friendly one product is versus another (including packaging and ingredients)’, NI and RoI, September 2012
                                                                                                                                                                                                                      • Weekly baskets rather than trollies needed for weekly shopping in NI
                                                                                                                                                                                                                          • Figure 39: Average household spend on groceries each week, NI, September 2012
                                                                                                                                                                                                                          • Figure 40: Average spend on groceries per week, for £36-50, by age profile, NI, September 2012
                                                                                                                                                                                                                        • Older RoI consumers spend more on their weekly shop
                                                                                                                                                                                                                            • Figure 41: Average household spend on groceries each week, NI and RoI, September 2012
                                                                                                                                                                                                                            • Figure 42: Average spend on groceries per week, for £36-50 and €53-74 and £61-£70 and €90-104, by age profile, NI and RoI, September 2012
                                                                                                                                                                                                                        • The Consumer – Attitudes Towards Grocery Shopping

                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                            • Irish consumers trade down in effort to reduce their grocery spend
                                                                                                                                                                                                                              • Figure 43: Agreement with statements relating to grocery shopping, NI and RoI, September 2012
                                                                                                                                                                                                                              • Figure 44: Top 10 types of own-label products bought in the last 12 months, NI and RoI, February 2012
                                                                                                                                                                                                                              • Figure 45: Agreement with change/innovation that consumers would like to see more of in grocery retailers ‘Promotions and coupons that are mailed/emailed to me’, NI and RoI, September 2012
                                                                                                                                                                                                                            • Loyalty cards increase consumer footfall
                                                                                                                                                                                                                              • Figure 46: Agreement with the statement ‘I prefer to shop at a store with a loyalty scheme’, NI and RoI, September 2012
                                                                                                                                                                                                                            • Tesco loyalty card favoured
                                                                                                                                                                                                                              • Figure 47: Loyalty cards or reward schemes used by consumers, NI and RoI, February 2012
                                                                                                                                                                                                                            • Special offers viewed with scepticism
                                                                                                                                                                                                                                • Figure 48: Agreement with statements relating to special offers when grocery shopping, NI and RoI, September 2012
                                                                                                                                                                                                                              • Health and nutrition are at forefront of consumers’ minds
                                                                                                                                                                                                                                  • Figure 49: Changes/innovations that consumers would like to see more of in grocery retailers, NI and RoI, September 2012
                                                                                                                                                                                                                                • Health concerns span all age groups in RoI
                                                                                                                                                                                                                                  • Figure 50: Consumers who want a better selection of healthier foods in grocery retailers, by age, NI and RoI, September 2012
                                                                                                                                                                                                                                  • Figure 51: Agreement with the statement ‘ I consider my diet to be very healthy, NI and RoI, 2011
                                                                                                                                                                                                                                • Irish consumers show support for buying local
                                                                                                                                                                                                                                    • Figure 52: Agreement with the statement ‘I would like to see more local foods grown/produced where I live when grocery shopping’, NI and RoI, September 2012
                                                                                                                                                                                                                                  • RoI consumers show most concern for environmental issues
                                                                                                                                                                                                                                      • Figure 53: Agreement with the statement ‘Labels that tell me how eco-friendly one product is versus another (including packaging and ingredients)’, by gender and social class, NI and RoI, September 2012
                                                                                                                                                                                                                                    • Mature consumers show greatest environmental concern
                                                                                                                                                                                                                                        • Figure 54: Agreement to the statement ‘I would be prepared to pay more for environmentally friendly products’, NI and RoI, 2011
                                                                                                                                                                                                                                      • Speedier shopping experience wanted
                                                                                                                                                                                                                                          • Figure 55: Agreement with the following change/innovation that consumers would like to see more of in grocery retailers, NI and RoI, September 2012
                                                                                                                                                                                                                                        • More parking desirable
                                                                                                                                                                                                                                            • Figure 56: Agreement with the statement ‘I would like to see more parking’ when grocery shopping, NI and RoI, September 2012
                                                                                                                                                                                                                                        • Consumer Typologies

                                                                                                                                                                                                                                          • NI target groups
                                                                                                                                                                                                                                            • Figure 57: NI consumer typologies, September 2012
                                                                                                                                                                                                                                          • Mainstream Shoppers (36%)
                                                                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                                                                              • Demographic pattern
                                                                                                                                                                                                                                                • Understanding Mainstream Shoppers
                                                                                                                                                                                                                                                  • Unengaged (29%)
                                                                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                                                                      • Demographic pattern
                                                                                                                                                                                                                                                        • Understanding Unengaged
                                                                                                                                                                                                                                                          • Concerned Foodies (24%)
                                                                                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                                                                                              • Demographic pattern
                                                                                                                                                                                                                                                                • Understanding Concerned Foodies
                                                                                                                                                                                                                                                                  • Local Value Lovers (11%)
                                                                                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                                                                                      • Demographic pattern
                                                                                                                                                                                                                                                                        • Understanding Local Value Lovers
                                                                                                                                                                                                                                                                          • RoI target groups
                                                                                                                                                                                                                                                                            • Figure 58: RoI consumer typologies, September 2012
                                                                                                                                                                                                                                                                          • Value Conscious (29%)
                                                                                                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                                                                                                              • Demographic pattern
                                                                                                                                                                                                                                                                                • Understanding Value Conscious
                                                                                                                                                                                                                                                                                  • Not Bothered (28%)
                                                                                                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                                                                                                      • Demographic pattern
                                                                                                                                                                                                                                                                                        • Understanding Not Bothered
                                                                                                                                                                                                                                                                                          • Lifestyle Concerned (23%)
                                                                                                                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                                                                                                                              • Demographic pattern
                                                                                                                                                                                                                                                                                                • Understanding Lifestyle Concerned
                                                                                                                                                                                                                                                                                                  • Healthy Discounters (19%)
                                                                                                                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                                                                                                                      • Demographic pattern
                                                                                                                                                                                                                                                                                                        • Understanding Healthy Discounters
                                                                                                                                                                                                                                                                                                        • Appendix

                                                                                                                                                                                                                                                                                                          • RoI Toluna demographic tables
                                                                                                                                                                                                                                                                                                            • Figure 59: Grocery retailer most visited at in last month, for main shop, by demographics, RoI, September 2012
                                                                                                                                                                                                                                                                                                            • Figure 60: Grocery retailer most visited at in last month, for main shop, by demographics, RoI, September 2012 (continued)
                                                                                                                                                                                                                                                                                                            • Figure 61: Grocery retailer most visited at in last month, for top-up shop, by demographics, RoI, September 2012
                                                                                                                                                                                                                                                                                                            • Figure 62: Grocery retailer most visited at in last month, for top-up shop, by demographics, RoI, September 2012 (continued)
                                                                                                                                                                                                                                                                                                            • Figure 63: Grocery retailer most visited at in last month, for top-up shop, by demographics, RoI, September 2012 (continued)
                                                                                                                                                                                                                                                                                                            • Figure 64: Grocery retailer most visited at in last month, for top-up shop, by demographics, RoI, September 2012 (continued)
                                                                                                                                                                                                                                                                                                            • Figure 65: Average amount spent on household groceries per week, by demographics, RoI, September 2012
                                                                                                                                                                                                                                                                                                            • Figure 66: Average amount spent on household groceries per week, by demographics, RoI, September 2012 (continued)
                                                                                                                                                                                                                                                                                                            • Figure 67: Agreement with statements relating to grocery shopping, by demographics, RoI, September 2012
                                                                                                                                                                                                                                                                                                            • Figure 68: Agreement with statements relating to grocery shopping, by demographics, RoI, September 2012 (continued)
                                                                                                                                                                                                                                                                                                            • Figure 69: Agreement with statements relating to grocery shopping, by demographics, RoI, September 2012 (continued)
                                                                                                                                                                                                                                                                                                            • Figure 70: Innovations consumers wish to see more of in grocery retailers, by demographics, RoI, September 2012
                                                                                                                                                                                                                                                                                                            • Figure 71: Innovations consumers wish to see more of in grocery retailers, by demographics, RoI, September 2012 (continued)
                                                                                                                                                                                                                                                                                                            • Figure 72: Innovations consumers wish to see more of in grocery retailers, by demographics, RoI, September 2012 (continued)
                                                                                                                                                                                                                                                                                                            • Figure 73: RoI consumer typologies, by demographics, RoI, September 2012
                                                                                                                                                                                                                                                                                                            • Figure 74: Grocery retailer most visited at in last month, for main shop, by consumer typologies, RoI, September 2012, by demographics, RoI, September 2012
                                                                                                                                                                                                                                                                                                            • Figure 75: Grocery retailer most visited at in last month, for top-up shop, by consumer typologies, RoI, September 2012, by demographics, RoI, September 2012
                                                                                                                                                                                                                                                                                                            • Figure 76: Average amount spent on household groceries per week, by consumer typologies, RoI, September 2012, by demographics, RoI, September 2012
                                                                                                                                                                                                                                                                                                            • Figure 77: Agreement with statements relating to grocery shopping, by consumer typologies, RoI, September 2012, by demographics, RoI, September 2012
                                                                                                                                                                                                                                                                                                            • Figure 78: Innovations consumers wish to see more of in grocery retailers, by consumer typologies, RoI, September 2012, by demographics, RoI, September 2012 (continued)
                                                                                                                                                                                                                                                                                                          • NI Toluna demographic tables
                                                                                                                                                                                                                                                                                                            • Figure 79: Grocery retailer most visited at in last month, for main shop , by demographics, NI, September 2012
                                                                                                                                                                                                                                                                                                            • Figure 80: Grocery retailer most visited at in last month, for main shop, by demographics, NI, September 2012 (continued)
                                                                                                                                                                                                                                                                                                            • Figure 81: Grocery retailer most visited at in last month, for top-up shop, by demographics, NI, September 2012
                                                                                                                                                                                                                                                                                                            • Figure 82: Grocery retailer most visited at in last month, for top-up shop, by demographics, NI, September 2012 (continued)
                                                                                                                                                                                                                                                                                                            • Figure 83: Grocery retailer most visited at in last month, for top-up shop, by demographics, NI, September 2012 (continued)
                                                                                                                                                                                                                                                                                                            • Figure 84: Grocery retailer most visited at in last month, for top-up shop, by demographics, NI, September 2012 (continued)
                                                                                                                                                                                                                                                                                                            • Figure 85: Average amount spent on household groceries per week, by demographics, NI, September 2012
                                                                                                                                                                                                                                                                                                            • Figure 86: Average amount spent on household groceries per week, by demographics, NI, September 2012 (continued)
                                                                                                                                                                                                                                                                                                            • Figure 87: Agreement with statements relating to grocery shopping, by demographics, NI, September 2012
                                                                                                                                                                                                                                                                                                            • Figure 88: Agreement with statements relating to grocery shopping, by demographics, NI, September 2012 (continued)
                                                                                                                                                                                                                                                                                                            • Figure 89: Agreement with statements relating to grocery shopping, by demographics, NI, September 2012 (continued)
                                                                                                                                                                                                                                                                                                            • Figure 90: Innovations consumers wish to see more of in grocery retailers, by demographics, NI, September 2012
                                                                                                                                                                                                                                                                                                            • Figure 91: Innovations consumers wish to see more of in grocery retailers, by demographics, NI, September 2012 (continued)
                                                                                                                                                                                                                                                                                                            • Figure 92: Innovations consumers wish to see more of in grocery retailers, by demographics, NI, September 2012 (continued)
                                                                                                                                                                                                                                                                                                            • Figure 93: NI consumer typologies, by demographics, NI, September 2012
                                                                                                                                                                                                                                                                                                            • Figure 94: Grocery retailer most visited at in last month, for main shop, by consumer typologies, NI, September 2012, by demographics, NI, September 2012
                                                                                                                                                                                                                                                                                                            • Figure 95: Grocery retailer most visited at in last month, for top-up shop, by consumer typologies, NI, September 2012, by demographics, NI, September 2012
                                                                                                                                                                                                                                                                                                            • Figure 96: Average amount spent on household groceries per week, by consumer typologies, NI, September 2012, by demographics, NI, September 2012
                                                                                                                                                                                                                                                                                                            • Figure 97: Agreement with statements relating to grocery shopping, by consumer typologies, NI, September 2012, by demographics, NI, September 2012
                                                                                                                                                                                                                                                                                                            • Figure 98: Innovations consumers wish to see more of in grocery retailers, by consumer typologies, NI, September 2012, by demographics, NI, September 2012

                                                                                                                                                                                                                                                                                                        Companies Covered

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

                                                                                                                                                                                                                                                                                                        Grocery Retailing - Ireland - October 2012

                                                                                                                                                                                                                                                                                                        £1,095.00 (Excl.Tax)