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Irish Lifestyles - Ireland - July 2009

After a prolonged period of wealth and opportunity, Irish consumers are still coming to terms with the new economic and social reality of recession. Unprecedented levels of employment, rising incomes and buoyant consumer confidence have given way to almost daily announcements of additional job losses, pay freezes (or cuts), ever-bleaker economic forecasts and close to all-time lows in consumer confidence.

Albeit to varying extents, consumers of all ages and socio-economic backgrounds are feeling the effects of recession – personally, professionally and financially. In this new economic and social order, it was inevitable that Irish lifestyles would change. In place of extravagant spending and living for today have emerged price-consciousness, budgeting and saving for a (now expected) rainy day. However, although the recession has caused a sudden halt to some consumer trends and patterns, it has served to accelerate others that were already under way or emerging.

However, Mintel’s research indicates that the Irish experience of the current economic downturn has, so far, been very much a tale of two economies. While RoI consumers appear to be in a state of recession-induced shock, NI consumers are coping much better. Almost a quarter of all RoI consumers claim that the recession will force ‘major changes’ to their lifestyle going forward, while just one in ten NI consumers believe this will be the case.

Key themes in the market

  • What have been the main consumer-related effects of the current economic downturn – in terms of income, spending and confidence?

  • The impact of the recession on individuals and, more generally, society.

  • What effect has the recession had on specific sectors and markets, notably leisure, finance and retail, in general?

  • What are the likely long-term, lasting effects of the recession in terms of consumer attitudes and spending patterns?

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Table of contents

  1. Issues in the Market

      • Key themes in the market
        • Definitions
          • Abbreviations
          • Future Opportunities

            • Boom comes to an end
              • But what now?
                • Recession accelerating existing trends – not creating new ones
                  • The State We're In
                    • First, some evidence
                      • The response
                        • The best of
                          • Sustained ad spend pays off in the long run
                            • Promotional discounting threatens brand value
                            • Lifestyles in Brief

                              • Both economies deep in recession – with no recovery imminent
                                • Consumer confidence close to all-time lows
                                  • Full employment gives way to rampant job losses
                                    • Disposable income under strain, affecting spending
                                      • Extravagant lifestyles during boom years, but prudently financed
                                        • Weakness of Sterling sparks cross-border shopping craze
                                          • Greater price-consciousness on account of recession
                                            • Irish consumers still drinking alcohol – but spending less on it
                                              • Recession-ravaged foodservice sector down by up to 20%
                                                • Growing preference for ‘staying in’ over a ‘night out’
                                                  • Banks’ reputations in the spotlight
                                                    • Savings habit growing stronger among Irish consumers
                                                      • Price-consciousness to be a feature into the future
                                                        • More consumers unaffected than significantly affected by recession
                                                          • Twice as many NI as RoI consumers ‘unaffected’
                                                          • Restoring Confidence: Economic Outlook for NI and RoI

                                                            • Key points
                                                              • Economic downturn: where did it all go wrong?
                                                                • Overview
                                                                  • Figure 1: Economic outlook for NI and RoI, 2008-10
                                                                • RoI
                                                                  • NI
                                                                    • Stability more than recovery at stake?
                                                                      • RoI
                                                                        • UK (incl. NI)
                                                                          • Unemployment
                                                                            • RoI
                                                                              • NI
                                                                                • Spectre of unemployment curbs consumers’ enthusiasm
                                                                                  • What job?
                                                                                    • Disposable income
                                                                                      • RoI
                                                                                        • NI
                                                                                          • Consumer spending
                                                                                            • RoI
                                                                                                • Figure 2: Agreement with ‘I’ve been saving more and spending less’ as a result of the recession, by working status, RoI, May 2009
                                                                                              • NI
                                                                                                • Now is a good time to spend – just not for me
                                                                                                  • Definite change in attitude towards spending
                                                                                                    • Figure 3: Agreement with selected spending-related statements, NI and RoI, May 2009
                                                                                                • Social Impact of Recession

                                                                                                  • Key points
                                                                                                    • Severe cuts in government spending to impact upon consumers
                                                                                                      • RoI
                                                                                                        • NI
                                                                                                          • Certain areas more severely affected than others
                                                                                                            • By-products of a recession: Anxiety, ill health and social disarray
                                                                                                              • Recession causing sleepless nights
                                                                                                                • Personal relationships under strain
                                                                                                                  • Numbers under financial pressure on the rise
                                                                                                                    • Fears over 1980s-esque ‘brain drain’
                                                                                                                      • Risk of increased suicide rate
                                                                                                                        • Homeless services at ‘full capacity’
                                                                                                                          • Increasing crime linked to recession
                                                                                                                            • Growing discontent among public
                                                                                                                              • An era of volunteering to commence
                                                                                                                                • An end to multicultural Ireland?
                                                                                                                                  • Women going blonde, men going tight
                                                                                                                                  • Understanding the Irish Consumer Shopping Psyche

                                                                                                                                    • Key points
                                                                                                                                      • Were we living beyond our means?
                                                                                                                                        • Taste for luxury and extravagance was common…
                                                                                                                                            • Figure 4: Agreement with attitudes towards luxury, NI and RoI, 2008
                                                                                                                                          • …but this extravagance was financed with caution
                                                                                                                                              • Figure 5: Agreement with selected statements relating to finance (positive), NI and RoI, 2008
                                                                                                                                              • Figure 6: Agreement with selected statements relating to finance (negative), NI and RoI, 2008
                                                                                                                                            • Outlook for luxury goods market
                                                                                                                                              • Falling value of Sterling turns retail landscape on its head
                                                                                                                                                • Cross-border grocery trade valued at £450 million in 2008
                                                                                                                                                  • Cross-border shopping to reach €700 million in 2009
                                                                                                                                                    • Consumer footfall: Down in RoI, up in NI
                                                                                                                                                      • Even low-cost retail behemoths suffering
                                                                                                                                                        • Quality over budget when buying clothes during downturn
                                                                                                                                                          • Consumers sticking to what they have – rather than buying again
                                                                                                                                                            • More grey hair and wrinkles on display in downturn
                                                                                                                                                                • Figure 7: Agreement with ‘I spend less on personal appearance’, by age, NI and RoI, May 2009
                                                                                                                                                              • Will ethical concerns recede in line with the economy?
                                                                                                                                                                  • Figure 8: Agreement with statement ‘I buy fair trade products when available’, NI and RoI, 2003-08
                                                                                                                                                                • Downturn increasing price awareness
                                                                                                                                                                    • Figure 9: Agreement with ‘I make more effort to get the best deal’ as a result of the recession, by gender and age, NI and RoI, May 2009
                                                                                                                                                                  • Some evidence of pre-recession price-consciousness
                                                                                                                                                                    • Value for money over premium the priority in 2008
                                                                                                                                                                      • Own-label brands not convincing consumers
                                                                                                                                                                          • Figure 10: Agreement with ‘I buy more own-label brands’ as a result of the recession, by gender, NI and RoI, May 2009
                                                                                                                                                                        • Discount retailers growing share in RoI
                                                                                                                                                                            • Figure 11: Agreement with ‘I shop more at discount retailers’ as a result of the recession, NI and RoI, May 2009
                                                                                                                                                                          • More difficult to counter ‘recession fear’ in internet age
                                                                                                                                                                            • Confidence booster needed
                                                                                                                                                                              • The need for consumers to feel ‘in control’
                                                                                                                                                                                • Brand switching a feature of downturn
                                                                                                                                                                                  • But some resistance to unfamiliar brands
                                                                                                                                                                                  • Sector Focus: Alcohol

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Penetration stable but spending in decline
                                                                                                                                                                                        • Around 80% of Irish consumers are drinkers
                                                                                                                                                                                          • Spending on alcohol in decline
                                                                                                                                                                                            • Increasing unemployment likely to reduce frequency of consumption
                                                                                                                                                                                              • Position of pubs under threat
                                                                                                                                                                                                • Figure 12: Agreement with ‘I go out to the pub less’ as a result of the recession, by gender and age, NI and RoI, May 2009
                                                                                                                                                                                              • Drinking at home growing in popularity
                                                                                                                                                                                                • On-trade sales in decline, while off-trade sales holding their own
                                                                                                                                                                                                  • Off-trade sector the new focus for drinks companies…
                                                                                                                                                                                                    • …but tradition still counts for consumers
                                                                                                                                                                                                    • Sector Focus: Foodservice and Groceries

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Credit crunch and lifestyle trends hitting foodservice sector
                                                                                                                                                                                                          • Restaurants the big losers from credit crunch
                                                                                                                                                                                                            • Home cooking as a cost-cutting measure
                                                                                                                                                                                                              • Increasing health awareness affecting food buying
                                                                                                                                                                                                                • Unemployment rendering consumers time-rich but cash-poor
                                                                                                                                                                                                                  • Growing interest in ‘home growing’
                                                                                                                                                                                                                    • Chocolate consumption the clear ‘recession winner’
                                                                                                                                                                                                                    • Sector Focus: Leisure and Entertainment

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • Staying in is the new going out
                                                                                                                                                                                                                          • Tendency to ‘stay put’ benefiting food delivery sector
                                                                                                                                                                                                                            • Cinema growing in popularity as option for a night out
                                                                                                                                                                                                                              • Spending time with family tops all other options
                                                                                                                                                                                                                                • Craze for multiple holidays loses steam
                                                                                                                                                                                                                                  • Shaper price focus for domestic holidaymakers
                                                                                                                                                                                                                                    • Late bookers hoping to snare bargains
                                                                                                                                                                                                                                    • Restoring Confidence in Financial Services and Products

                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                        • Erosion of wealth to impact on financial services providers
                                                                                                                                                                                                                                          • Consumers taking dim view of banks’ antics
                                                                                                                                                                                                                                            • Evidence of loss of trust in institutions
                                                                                                                                                                                                                                              • Banking on reputation
                                                                                                                                                                                                                                                • Figure 13: Important factors (selected) when choosing a current account provider, NI, 2004-08
                                                                                                                                                                                                                                                • Figure 14: Important factors (selected) when choosing a current account provider, RoI, 2004-08
                                                                                                                                                                                                                                              • Eroded loyalty to lead to ‘bank hopping’?
                                                                                                                                                                                                                                                • Bad reputation
                                                                                                                                                                                                                                                  • Opportunity for credit unions to grow market share
                                                                                                                                                                                                                                                    • Irish consumers not ‘up to speed’ on financial matters…
                                                                                                                                                                                                                                                        • Figure 15: Pension ownership (company and individual), NI and RoI, 2003-08
                                                                                                                                                                                                                                                      • …but savings habit growing stronger in RoI
                                                                                                                                                                                                                                                        • Reluctance to commit suggests uncertainty
                                                                                                                                                                                                                                                          • ‘Rainy day’ the main purpose of saving
                                                                                                                                                                                                                                                            • Security over returns for RoI consumers
                                                                                                                                                                                                                                                              • Little interest in financial services advertising
                                                                                                                                                                                                                                                                • Overdraft facilities as a form of sneaky credit
                                                                                                                                                                                                                                                                  • Cash-strapped consumers may look to credit cards for quick fix
                                                                                                                                                                                                                                                                    • No complacency, despite familiarity
                                                                                                                                                                                                                                                                      • Tendency towards full payment indicates high level of prudence
                                                                                                                                                                                                                                                                        • Danger that downturn will expose ‘cracks’ in consumers’ credit card usage
                                                                                                                                                                                                                                                                          • Insurance products could be first target of consumer cutbacks
                                                                                                                                                                                                                                                                            • Recession having huge impact on mortgage sales
                                                                                                                                                                                                                                                                              • RoI
                                                                                                                                                                                                                                                                                • NI
                                                                                                                                                                                                                                                                                • The Consumer – The Lasting Impact of the Recession

                                                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                                                    • Trust no one
                                                                                                                                                                                                                                                                                        • Figure 16: Lasting impression of recession on consumers, NI and RoI, May 2009
                                                                                                                                                                                                                                                                                      • Changed attitudes towards finances and financial services
                                                                                                                                                                                                                                                                                        • High level of distrust among RoI consumers
                                                                                                                                                                                                                                                                                            • Figure 17: Agreement with ‘I am less trusting of banks/financial institutions’ since the recession/credit crunch, NI and RoI, by gender and age, May 2009
                                                                                                                                                                                                                                                                                          • Consumers intend taking control of own finances
                                                                                                                                                                                                                                                                                              • Figure 18: Agreement with The recession/credit crunch ‘has been a wake-up call to get more involved with my finances’, NI and RoI, by age, May 2009
                                                                                                                                                                                                                                                                                            • Bubble not quite burst on property obsession
                                                                                                                                                                                                                                                                                              • There’s no place like home
                                                                                                                                                                                                                                                                                                  • Figure 19: Agreement with ‘I won’t rely on property for my future financial security’ as a result of the recession/credit crunch, by gender and age, NI and RoI, May 2009
                                                                                                                                                                                                                                                                                                  • Figure 20: Agreement with ‘I want the freedom of renting rather than having a mortgage’ as a result of the recession/credit crunch, by gender and age, NI and RoI, May 2009
                                                                                                                                                                                                                                                                                                • Epidemic of panic has been overstated
                                                                                                                                                                                                                                                                                                    • Figure 21: Agreement with ‘I worry about my children’s financial future’ on account of the recession/credit crunch, by gender and socio-economic background, NI and RoI, May 2009
                                                                                                                                                                                                                                                                                                  • Leisure
                                                                                                                                                                                                                                                                                                    • Holidaying at home not deemed to be worth the savings
                                                                                                                                                                                                                                                                                                        • Figure 22: Agreement with ‘I am more likely to holiday at home to save money’ as a result of the recession/credit crunch, by gender and age, NI and RoI, May 2009
                                                                                                                                                                                                                                                                                                      • Impact of recession on lifestyles
                                                                                                                                                                                                                                                                                                        • More ‘unscathed’ than ‘savaged’
                                                                                                                                                                                                                                                                                                          • Figure 23: Impact of recession/credit crunch on consumers’ lifestyles/standard of living, NI and RoI, May 2009
                                                                                                                                                                                                                                                                                                        • Under-50s, in employment, feeling the brunt
                                                                                                                                                                                                                                                                                                            • Figure 24: Agreement with ‘I will have to make major changes to my lifestyle/standard of living’ as a result of the recession/credit crunch, by age, NI and RoI, May 2009
                                                                                                                                                                                                                                                                                                            • Figure 25: Agreement with ‘I will have to make major changes to my lifestyle/standard of living’ as a result of the recession/credit crunch, by gender and working status, NI and RoI, May 2009
                                                                                                                                                                                                                                                                                                          • Retired and over-65s faring best
                                                                                                                                                                                                                                                                                                              • Figure 26: Agreement with The recession/credit crunch ‘has had little/no impact on my lifestyle’, by age, NI and RoI, May 2009
                                                                                                                                                                                                                                                                                                              • Figure 27: Agreement with The recession/credit crunch ‘has had little/no impact on my lifestyle’, by gender and working status, NI and RoI, May 2009
                                                                                                                                                                                                                                                                                                            • Going after the grey market
                                                                                                                                                                                                                                                                                                              • Retail/Shopping habits
                                                                                                                                                                                                                                                                                                                • Around a third to cut back on premium brands
                                                                                                                                                                                                                                                                                                                    • Figure 28: Agreement with ‘I will think twice about spending more on premium/expensive brands’ as a result of the recession/credit crunch, by gender and socio-economic background, NI and RoI, May 2009
                                                                                                                                                                                                                                                                                                                  • Price to assume greater importance in food shopping
                                                                                                                                                                                                                                                                                                                      • Figure 29: Agreement with ‘Saving money has become my main priority when food shopping’ as a result of the recession/credit crunch, by gender and age, NI and RoI, May 2009
                                                                                                                                                                                                                                                                                                                      • Figure 30: Agreement with ‘I will buy more locally produced goods to protect Irish/NI jobs’ as a result of the recession/credit crunch, full-time worker vs. housewife, NI and RoI, May 2009
                                                                                                                                                                                                                                                                                                                  • Consumer Typologies

                                                                                                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                                                                                                      • NI
                                                                                                                                                                                                                                                                                                                        • Figure 31: NI consumer typologies, May 2009
                                                                                                                                                                                                                                                                                                                      • Not Affected
                                                                                                                                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                                                                                                                                          • Demographic pattern
                                                                                                                                                                                                                                                                                                                            • Understanding the Not Affected
                                                                                                                                                                                                                                                                                                                              • Savers
                                                                                                                                                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                                                                                                                                                  • Demographic pattern
                                                                                                                                                                                                                                                                                                                                    • Understanding the Savers
                                                                                                                                                                                                                                                                                                                                      • Discounters
                                                                                                                                                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                                                                                                                                                          • Demographic pattern
                                                                                                                                                                                                                                                                                                                                            • Understanding the Discounters
                                                                                                                                                                                                                                                                                                                                              • Financially Worried
                                                                                                                                                                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                                                                                                                                                                  • Demographic pattern
                                                                                                                                                                                                                                                                                                                                                    • Understanding the ‘Financially Worried’
                                                                                                                                                                                                                                                                                                                                                      • RoI
                                                                                                                                                                                                                                                                                                                                                        • Figure 32: RoI consumer typologies, May 2009
                                                                                                                                                                                                                                                                                                                                                      • No Trust
                                                                                                                                                                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                                                                                                                                                                          • Demographic pattern
                                                                                                                                                                                                                                                                                                                                                            • Understanding the No Trust
                                                                                                                                                                                                                                                                                                                                                              • Discounters
                                                                                                                                                                                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                                                                                                                                                                                  • Demographic pattern
                                                                                                                                                                                                                                                                                                                                                                    • Understanding the Discounters
                                                                                                                                                                                                                                                                                                                                                                      • Ignoring Problem
                                                                                                                                                                                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                                                                                                                                                                                          • Demographic pattern
                                                                                                                                                                                                                                                                                                                                                                            • Understanding the Ignoring Problem
                                                                                                                                                                                                                                                                                                                                                                              • Not Changed
                                                                                                                                                                                                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                                                                                                                                                                                                  • Demographic pattern
                                                                                                                                                                                                                                                                                                                                                                                    • Understanding the Not Changed
                                                                                                                                                                                                                                                                                                                                                                                      • Bargain Hunters
                                                                                                                                                                                                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                                                                                                                                                                                                          • Demographic pattern
                                                                                                                                                                                                                                                                                                                                                                                            • Understanding the Bargain Hunters
                                                                                                                                                                                                                                                                                                                                                                                            • Appendix

                                                                                                                                                                                                                                                                                                                                                                                              • Economic outlook
                                                                                                                                                                                                                                                                                                                                                                                                • Global downturn
                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 33: Overview of global economic downturn, 2008
                                                                                                                                                                                                                                                                                                                                                                                                • Labour market – NI
                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 34: Key labour market indicators, NI, Q4 2008
                                                                                                                                                                                                                                                                                                                                                                                                • Redundancies – RoI
                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 35: Number of redundancies, by month, RoI, 2008 and 2009
                                                                                                                                                                                                                                                                                                                                                                                                • Disposable income
                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 36: Expectation of household income in six months’ time, UK (incl. NI), 2008 and 2009
                                                                                                                                                                                                                                                                                                                                                                                                • Consumer confidence
                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 37: Consumer confidence index and sub-indices, RoI, 2008-09
                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 38: Consumer sentiment index and sub-indices, RoI, 2005-09
                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 39: Consumer confidence index and sub-indices, UK (incl. NI), 2008-09
                                                                                                                                                                                                                                                                                                                                                                                                • Consumer spending
                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 40: Consumers’ view of whether now is a good time to buy major goods (such as house or car) or household goods (such as white/brown goods), UK (incl. NI), 2008 and 2009
                                                                                                                                                                                                                                                                                                                                                                                                • Social effects
                                                                                                                                                                                                                                                                                                                                                                                                  • Multicultural Ireland
                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 41: Estimated number of inmigrants to RoI, 2000-08
                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 42: Estimated international migration inflows, NI, 2000/01-2000/07
                                                                                                                                                                                                                                                                                                                                                                                                  • Hours worked
                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 43: Average hours worked per week, NI and RoI, 2004-08
                                                                                                                                                                                                                                                                                                                                                                                                  • Issues of concern
                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 44: Issues of most concern to consumers during the current economic situation, NI and RoI, January 2009
                                                                                                                                                                                                                                                                                                                                                                                                  • Retail/Shopping habits
                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 45: Agreement with statements relating to how consumers have been affected by the credit crunch, NI and RoI, May 2009
                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 46: Agreement with statements relating to how consumers have been affected in the long term by the recession, NI and RoI, May 2009
                                                                                                                                                                                                                                                                                                                                                                                                  • Market for luxury goods
                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 47: Global luxury goods, 2005-10
                                                                                                                                                                                                                                                                                                                                                                                                  • Pre-recession price-consciousness
                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 48: Agreement with statement ‘I always look out for special offers’, NI and RoI, 2002-08
                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 49: Agreement with statement ‘I look for the lowest possible price when shopping’, NI and RoI, 2002-08
                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 50: Agreement with statement ‘I decide what I want before I do the weekly shopping’, NI and RoI, 2002-08
                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 51: Most important factors when grocery shopping (incl. alcohol), NI and RoI, January 2009
                                                                                                                                                                                                                                                                                                                                                                                                  • Brand switching and openness to new products
                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 52: Agreement with ‘I like changing brands’, NI and RoI, 2007 and 2008
                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 53: Agreement with ‘I only buy trusted products, ones I know’, NI and RoI, 2007 and 2008
                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 54: Agreement with ‘I’m tempted to buy products I’ve seen advertised’, NI and RoI, 2003-08
                                                                                                                                                                                                                                                                                                                                                                                                  • Internet and shopping
                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 55: Agreement with ‘To do my shopping by internet makes my life easier’, NI and RoI, 2003-08
                                                                                                                                                                                                                                                                                                                                                                                                  • Cross-border shopping: exchange rate changes
                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 56: Sterling to euro exchange rate, 2003-09*
                                                                                                                                                                                                                                                                                                                                                                                                  • Alcohol retailing
                                                                                                                                                                                                                                                                                                                                                                                                    • Alcohol consumption
                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 57: Alcohol consumption, NI and RoI, 2003-08
                                                                                                                                                                                                                                                                                                                                                                                                    • Frequency of consumption
                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 58: Frequency of alcohol consumption, NI and RoI, 2008
                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 59: Proportion of consumers who have consumed (and frequency) alcohol in last 12 months, by working status, NI, 2008
                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 60: Proportion of consumers who have consumed (and frequency) alcohol in last 12 months, by working status, RoI, 2008
                                                                                                                                                                                                                                                                                                                                                                                                    • Consumption: On-trade vs off-trade
                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 61: Agreement with statement: ‘Most of my drinking is done at home’, NI and RoI, 2003-08
                                                                                                                                                                                                                                                                                                                                                                                                    • Alcohol sales
                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 62: Alcohol sales, by indexed value on- and off-trade, all-Ireland, 2003-13
                                                                                                                                                                                                                                                                                                                                                                                                    • Foodservice and groceries
                                                                                                                                                                                                                                                                                                                                                                                                      • Trend towards home cooking
                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 63: Agreement with selected food/lifestyle statements, NI and RoI, 2008
                                                                                                                                                                                                                                                                                                                                                                                                      • Health awareness
                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 64: Consumer agreement with statement ‘I don’t pay sufficient attention to what I eat’, NI and RoI, 2007 and 2008
                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 65: Agreement with ‘I don’t have time to spend preparing and cooking food’, NI and RoI, 2003-08
                                                                                                                                                                                                                                                                                                                                                                                                      • Foodservice sectors
                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 66: Foodservice value of purchases, by sector, IoI, 2008
                                                                                                                                                                                                                                                                                                                                                                                                      • Foodservice as percentage of food retail sales
                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 67: Foodservice as percentage of food retail sales, all Ireland, 2003-08
                                                                                                                                                                                                                                                                                                                                                                                                      • Leisure
                                                                                                                                                                                                                                                                                                                                                                                                        • Eating out in restaurants
                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 68: Agreement with the statement: ‘I enjoy splashing out on a meal in a restaurant’, NI and RoI, 2003-08
                                                                                                                                                                                                                                                                                                                                                                                                        • Visiting the pub
                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 69: Agreement with statement: ‘I really enjoy a night at the pub’, NI and RoI, 2003-08
                                                                                                                                                                                                                                                                                                                                                                                                        • Preference for night at home
                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 70: Agreement with statement ‘I prefer to spend a quiet evening at home than to go out’, NI and RoI, 2003-08
                                                                                                                                                                                                                                                                                                                                                                                                        • Spending time with family
                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 71: Agreement with ‘I enjoy spending time with my family’, NI and RoI, 2004-08
                                                                                                                                                                                                                                                                                                                                                                                                        • Population aged <25 years
                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 72: Percentage of the population under the age of 25, by country/region, 2010
                                                                                                                                                                                                                                                                                                                                                                                                        • Finance
                                                                                                                                                                                                                                                                                                                                                                                                          • Savings intentions – RoI
                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 73: Savings intentions, RoI, 2008 and 2009
                                                                                                                                                                                                                                                                                                                                                                                                          • Savings preferences
                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 74: Desire access to savings/how long prepared to tie up savings, RoI, March 2009
                                                                                                                                                                                                                                                                                                                                                                                                          • Information on banking needs
                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 75: Preferred method of receiving/gathering information on banking needs, RoI, June 2008
                                                                                                                                                                                                                                                                                                                                                                                                          • Issues of concern when saving
                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 76: Main issue of concern when saving, RoI, 2008 and 2009
                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 77: Consumer confidence in security of savings, RoI, 2008 and 2009
                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 78: Main motivation for saving, RoI, 2008 and 2009
                                                                                                                                                                                                                                                                                                                                                                                                          • Credit cards – usage and management
                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 79: Credit cards – average monthly spend, NI and RoI, 2008
                                                                                                                                                                                                                                                                                                                                                                                                          • Frequency of credit card usage
                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 80: Frequency of credit card usage, NI and RoI, 2008
                                                                                                                                                                                                                                                                                                                                                                                                          • Credit card – settling of balance
                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 81: How credit card balance settled, NI and RoI, 2008
                                                                                                                                                                                                                                                                                                                                                                                                          • Use of credit card
                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 82: Reasons (selected) for using a credit card, NI and RoI, 2008
                                                                                                                                                                                                                                                                                                                                                                                                          • The Consumer: The lasting impact of the recession
                                                                                                                                                                                                                                                                                                                                                                                                            • Changed attitudes towards finances and financial services
                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 83: Agreement with The recession/credit crunch ‘has been a wake-up call to get more involved with my finances’, by gender and socio-economic background, NI and RoI, May 2009
                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 84: Agreement with ‘I wont rely on property for my future financial security’ as a result of the recession/credit crunch, by gender and socio-economic background, NI and RoI, May 2009
                                                                                                                                                                                                                                                                                                                                                                                                            • Changed attitudes towards retail/shopping habits
                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 85: Agreement with ‘I will think twice about spending more on premium/expensive brands’ as a result of the recession/credit crunch, by gender and full-time workers vs. housewife, NI, May 2009
                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 86: Agreement with ‘Saving money has become my main priority when food shopping’ as a result of the recession/credit crunch, full-time workers vs. housewife, NI and RoI, May 2009
                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 87: Agreement with ‘I will buy more locally produced goods to protect Irish/NI jobs’ as a result of the recession/credit crunch, by gender and socio-economic background, NI and RoI, May 2009
                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 88: Agreement with ‘I will buy more locally produced goods to protect Irish/NI jobs’ as a result of the recession/credit crunch, by gender and age, NI and RoI, May 2009
                                                                                                                                                                                                                                                                                                                                                                                                            • NI
                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 89: Agreement with statements relating to how the recession has affected consumer lifestyles in the past three months, by detailed demographics, NI, May 2009
                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 90: Agreement with statements relating to how the recession has affected consumer lifestyles in the past three months, by detailed demographics, NI, May 2009
                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 91: Agreement with statements relating to the lasting effect the credit crunch has had, by detailed demographics, NI, May 2009
                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 92: Agreement with statements relating to the lasting effect the credit crunch has had, by detailed demographics, NI, May 2009
                                                                                                                                                                                                                                                                                                                                                                                                            • RoI
                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 93: Agreement with statements relating to how the recession has affected consumer lifestyles in the past three months, by detailed demographics, RoI, May 2009
                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 94: Agreement with statements relating to how the recession has affected consumer lifestyles in the past three months, by detailed demographics, RoI, May 2009
                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 95: Agreement with statements relating to the lasting effect the credit crunch has had, by detailed demographics, RoI, May 2009
                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 96: Agreement with statements relating to the lasting effect the credit crunch has had, by detailed demographics, RoI, May 2009

                                                                                                                                                                                                                                                                                                                                                                                                          Companies Covered

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

                                                                                                                                                                                                                                                                                                                                                                                                          Irish Lifestyles - Ireland - July 2009

                                                                                                                                                                                                                                                                                                                                                                                                          £1,095.00 (Excl.Tax)