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Irish Lifestyles - Ireland - June 2011

This report is a broad examination of a number of Irish markets, including financial services, tourism and leisure, alcohol, grocery retailing and foodservice. This report also focuses heavily on consumers, looking at their personal and financial situation, spending priorities, concerns and their level of confidence in a number of institutions. Both the NI and RoI markets are examined.

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Table of contents

  1. Issues in Market

      • Key themes in the report
        • Consumer data
          • Definition
            • Abbreviations
            • Insights and Opportunities

              • Banks can leverage confidence in other sectors
                • Targeting younger consumers for domestic holidays
                  • Price pressure on grocery retailers
                    • Highlighting providence in the alcohol beverages
                      • Calorie counting in food service
                      • Market in Brief

                        • Irish consumers sticking to a budget
                          • Sector dynamics in the current climate
                            • Consumers focused on finances and holidays for 2011
                              • Health and rising bills worrying Irish consumers
                                • Irish showing confidence in themselves
                                • Fast Forward Trends

                                    • Trend 1: Retired for Hire
                                      • What’s it about?
                                        • What we’ve seen
                                          • What next?
                                            • Trend 2: Why Buy
                                              • What’s it about?
                                                • What we’ve seen
                                                  • What next?
                                                  • Economic Outlook for RoI and NI

                                                    • Key points
                                                      • RoI and NI economies stabilise
                                                        • Figure 1: Economic outlook, RoI and NI, 2008-10
                                                      • RoI
                                                        • NI
                                                          • Unemployment stabilising
                                                            • Figure 2: Unemployment rates, RoI and NI, January 2009-March 2011
                                                          • Consumers worry about increasing prices
                                                            • Figure 3: Consumer Price Index annual % change, RoI and UK, 2000-10
                                                          • NI
                                                            • Increase in price of raw materials will make food bills more expensive
                                                              • Less disposable income
                                                                • Confidence beginning to rise
                                                                  • Figure 4: Consumer Sentiment/Confidence Index, May 2008-11
                                                                • House prices continuing to fall…
                                                                  • Figure 5: Index of house prices, RoI and NI, Q1 2005-Q4 2010
                                                                • … while debt continues to rise
                                                                • Social Trends in RoI and NI

                                                                  • Key points
                                                                    • Aging population
                                                                      • RoI
                                                                        • Figure 6: Population, by age, RoI, 2006-41
                                                                      • NI
                                                                        • Figure 7: Population, by age, NI, 2008-58
                                                                        • Figure 8: Number of births per year, RoI and NI, 1989-2009
                                                                      • Emigration rising for RoI
                                                                        • Figure 9: Net migration, RoI and NI, 2000-10
                                                                      • RoI students at risk
                                                                        • Little net effect for NI population
                                                                          • Recession’s cost to society: Suicides and depression increase
                                                                            • Recession’s cost to society: Crime on the rise
                                                                              • Figure 10: Number of recorded robberies, extortion and hijacking offences, RoI, 2004-10
                                                                          • How are Consumers Coping in the Current Climate?

                                                                            • Key points
                                                                              • Consumers focus on sticking to a budget
                                                                                • Figure 11: Agreement with selected statements about personal situation and finances, NI and RoI, 2011
                                                                              • Housewives take responsibility for household budget
                                                                                • Figure 12: Agreement with “I spend more time looking for special offers and lower prices than I used to”, by employment status, NI and RoI, 2011
                                                                              • Mature consumers do less penny pinching
                                                                                  • Figure 13: Type of pensions that consumers receive or will receive, NI and RoI, 2010
                                                                                • Driving them to the discounters
                                                                                  • Unemployed struggling to make ends meet
                                                                                      • Figure 14: Agreement with “I have no money left after paying my bills”, by working status, NI and RoI, 2011
                                                                                    • Housewives and women struggling to pay bills
                                                                                      • Lesson learnt?
                                                                                          • Figure 15: Agreement with “I am more careful about how I use my credit card”, by age, NI and RoI, 2011
                                                                                        • Men are less stressed
                                                                                          • Figure 16: Agreement with “I like to enjoy life and don’t worry about the future”, by gender, NI and RoI, 2011
                                                                                      • Sector Focus: Grocery Retailing

                                                                                        • Key points
                                                                                          • Tesco the most prominent supermarket retailer in NI and RoI
                                                                                            • Figure 17: Retailers shopped in by consumers on a regular basis (once a month or more), NI and RoI, May 2010
                                                                                          • Own-label products see greater usage in recession
                                                                                            • Figure 18: Types of own-label products bought, NI and RoI, May 2010
                                                                                          • Recession boosting brand power of discounters
                                                                                          • Sector Focus: Alcohol

                                                                                            • Key points
                                                                                              • Alcohol consumption rates drop between 2009 and 2010
                                                                                                • Figure 19: Alcohol consumption in the last 12 months, NI and RoI, 2005-10
                                                                                              • Who drink and how often?
                                                                                                • In-home consumption increases in face of recession and higher prices
                                                                                                  • Figure 20: Indexed value of all Ireland alcohol market, on-trade vs. off-trade, 2004-14
                                                                                                • Wine and beer the preferred types of alcohol
                                                                                                  • Figure 21: Types of alcohol consumers enjoy drinking, NI and RoI, April 2010
                                                                                              • Sector Focus: Foodservice

                                                                                                • Key points
                                                                                                  • Foodservice market value takes a hit as consumers eat out less often
                                                                                                    • Figure 22: Leisure- and entertainment-related areas where consumers have cut back on spending in the last 12 months, NI and RoI, July 2010
                                                                                                    • Figure 23: Estimated foodservice value of purchases (VOP) according to sector, all-Ireland, 2010
                                                                                                  • NI consumers prefer fast food while RoI consumers prefer restaurants
                                                                                                    • Figure 24: Types of foodservice outlet used in the last 12 months, NI and RoI, 2010
                                                                                                  • Alternatives to dining outside the home
                                                                                                  • Sector Focus: Tourism and Leisure

                                                                                                    • Key points
                                                                                                      • Tourism revenue still in decline
                                                                                                        • Figure 25: Visitor numbers and revenue overseas visitors, RoI and NI, 2006-10
                                                                                                        • Figure 26: Visitor numbers and revenue for domestic visitors, RoI and NI, 2006-10
                                                                                                      • How often do we holiday?
                                                                                                        • Figure 27: Holiday taken in the last 12 months, RoI and NI, 2006-10
                                                                                                      • Multiple holidays at home
                                                                                                        • Figure 28: Total number of holidays taken in the last 12 months, in the UK and Ireland vs. abroad, RoI and NI, 2010
                                                                                                      • Irish travel aspirations
                                                                                                        • Figure 29: Agreement with selected statements about travel, RoI and NI, 2010
                                                                                                    • Sector Focus: Financial Services

                                                                                                      • Key points
                                                                                                        • Consumers find it hard to get credit
                                                                                                          • Figure 30: Number of credit cards in issue and value of credit card transactions (Indexed), IoI, 2005-15
                                                                                                        • But more consumers have credit cards
                                                                                                          • Mortgage market is moribund
                                                                                                            • Figure 31: Number and value of mortgage loans approved (indexed), IoI, 2005-15
                                                                                                          • Consumers with mortgages stagnate between 2008 and 2010
                                                                                                            • Desire to save increases, but savings dwindle
                                                                                                              • Figure 32: Agreement with the statement “If there’s something I want I save up for it”, NI and RoI, 2007-10
                                                                                                          • How Will Consumers Spend Their Money?

                                                                                                            • Key points
                                                                                                              • Finances top RoI agenda, while NI focus on escapism
                                                                                                                  • Figure 33: Top five spending priorities over the next 12 months, RoI and NI, 2011
                                                                                                                  • Figure 34: Spending priorities over the next 12 months, RoI and NI, 2011
                                                                                                                • Getting our finances in order
                                                                                                                    • Figure 35: Consumers’ financial plans over the next 12 months, RoI, 2011
                                                                                                                  • Debts less of an issue among NI consumers
                                                                                                                      • Figure 36: Consumers’ financial plans over the next 12 months, NI, 2011
                                                                                                                    • Getting away from it all – home or away?
                                                                                                                        • Figure 37: Consumers taking foreign holidays over the next 12 months, by age, RoI and NI, 2011
                                                                                                                      • Spending abroad declines
                                                                                                                        • Domestic market gains in recession
                                                                                                                            • Figure 38: Consumers taking domestic holidays/short breaks over the next 12 months, by age, RoI and NI, 2011
                                                                                                                          • Focusing on the home
                                                                                                                              • Figure 39: Consumers planning to redecorate over the next 12 months, by age, RoI and NI, 2011
                                                                                                                            • Fewer planning to move
                                                                                                                              • Cars are not a high spending priority
                                                                                                                                • Figure 40: Consumers planning to buy a new or used car in the next 12 months, by age, RoI and NI, 2011
                                                                                                                              • Low spending intentions for electronic devices
                                                                                                                              • What is Concerning Us?

                                                                                                                                • Key points
                                                                                                                                  • Consumers focused on health and rising costs
                                                                                                                                    • Figure 41: Top five issues consumers are concerned about, RoI and NI, 2011
                                                                                                                                    • Figure 42: Issues concerning consumers, RoI and NI, 2011
                                                                                                                                  • Rising costs at the forefront of consumers’ minds
                                                                                                                                    • Middle-aged consumers show most concern with utility costs
                                                                                                                                      • Figure 43: Consumers agreeing “that rising utility bills” most concern them, RoI and NI, 2011
                                                                                                                                    • Rising food costs also a key concern
                                                                                                                                      • Who do grocery prices affect the most?
                                                                                                                                        • Figure 44: Consumers agreeing that “rising grocery bills” most concerns them, RoI and NI, 2011
                                                                                                                                      • Own-brand goods stand to benefit from consumer concerns over grocery prices
                                                                                                                                        • Older consumers continue to worry about health
                                                                                                                                          • Figure 45: Consumers agreeing “health” most concerns them, RoI and NI, 2011
                                                                                                                                        • Cost of healthcare an issue for RoI consumers
                                                                                                                                          • NI consumers worry about their weight
                                                                                                                                            • Unemployed worry about keeping up with expenses
                                                                                                                                              • Figure 46: Consumers agreeing that “Not being able to pay day-to-day bills” most concerns them, RoI and NI, 2011
                                                                                                                                            • Watching the pennies
                                                                                                                                              • Figure 47: Consumer agreement with the statement “Always having to watch every penny” most concerns them, NI and RoI, 2011
                                                                                                                                            • Fears for job security
                                                                                                                                              • Figure 48: Consumer agreeing that “Job Security” most concerns them, RoI and NI, 2011
                                                                                                                                            • RoI consumers aged 16-24 concerned about future job prospects in Ireland
                                                                                                                                              • Figure 49: Consumers agreeing that “having to emigrate to find work/go to college” most concerns them, by age, RoI and NI, 2011
                                                                                                                                            • Third level fees affecting students and parents alike
                                                                                                                                              • Figure 50: Consumers agreeing that “rising college fees” most concerns them, by age, RoI and NI, 2011
                                                                                                                                          • Where Are We Placing Our Confidence?

                                                                                                                                            • Key points
                                                                                                                                              • Self confidence among the Irish population
                                                                                                                                                • Figure 51: Consumers agreeing with selected statements about trust, RoI and NI, 2011
                                                                                                                                              • Is Feidir Linn! (Yes we can!)
                                                                                                                                                • Figure 52: Consumers agreeing with “I have confidence in myself to get through the economic downturn”, by age, RoI and NI, 2011
                                                                                                                                              • Looking to alternatives for financial services
                                                                                                                                                • Figure 53: Consumers agreeing with statements about financial services trust, by age, RoI, 2011
                                                                                                                                                • Figure 54: Consumers agreeing with statements about financial services trust”, by age, NI, 2011
                                                                                                                                              • Positive sentiment for the RoI government
                                                                                                                                                • Figure 55: Consumers agreeing with “I am confident that the new government will help economic recovery”, by age, RoI, 2011
                                                                                                                                              • EU inspires more confidence among RoI consumers
                                                                                                                                                • Over-65s confident in the health system
                                                                                                                                                  • Figure 56: Consumers agreeing with “I trust the healthcare system can provide for me and my family adequately”, by age, RoI and NI, 2011
                                                                                                                                                • Lower opinions of Irish business capability in NI
                                                                                                                                                  • Older consumers place their faith in charities
                                                                                                                                                    • Students put trust in their educators
                                                                                                                                                      • Full-time workers more confident in their employers
                                                                                                                                                        • Figure 57: Consumers agreeing with “I am confident my employer will do everything to possible to keep me in employment”, by work status, RoI and NI, 2011
                                                                                                                                                      • Fraud still a barrier to trusting online companies
                                                                                                                                                      • Consumer Target Groups

                                                                                                                                                        • NI target groups
                                                                                                                                                          • Figure 58: NI consumer typologies, 2010
                                                                                                                                                        • Grocery Concerned
                                                                                                                                                          • Inactives
                                                                                                                                                            • Job Worried
                                                                                                                                                              • Trusting
                                                                                                                                                                • RoI target groups
                                                                                                                                                                  • Figure 59: RoI consumer typologies, 2010
                                                                                                                                                                • Optimists
                                                                                                                                                                  • Unengaged
                                                                                                                                                                    • Pricers
                                                                                                                                                                      • Cash-strapped
                                                                                                                                                                      • Appendix

                                                                                                                                                                          • Figure 60: Pound to euro exchange rate used (annual average), 2004-13
                                                                                                                                                                        • NI lifestyle tables
                                                                                                                                                                          • Agreement with statements relating to personal situation and finance
                                                                                                                                                                            • Figure 61: Agreement with statements regarding personal situation and finances, by all demographics, NI, June 2011
                                                                                                                                                                            • Figure 62: Agreement with statements regarding personal situation and finances, by all demographics, NI, June 2011
                                                                                                                                                                          • Agreement with statements relating to spending priorities for the next 12 months
                                                                                                                                                                            • Figure 63: What consumers intend to spend money on in the next 12 months, by all demographics, NI, June 2011
                                                                                                                                                                            • Figure 64: What consumers intend to spend money on in the next 12 months, by all demographics, NI, June 2011
                                                                                                                                                                            • Figure 65: What consumers intend to spend money on in the next 12 months, by all demographics, NI, June 2011
                                                                                                                                                                          • Agreement with statements relating to trust and confidence
                                                                                                                                                                            • Figure 66: Agreement with statements relating to trust and confidence in institutions, by all demographics, NI, June 2011
                                                                                                                                                                            • Figure 67: Agreement with statements relating to trust and confidence in institutions, by all demographics, NI, June 2011
                                                                                                                                                                          • Issues that concern consumers
                                                                                                                                                                            • Figure 68: Issues consumers are concerned about, by all demographics, NI, June 2011
                                                                                                                                                                            • Figure 69: Issues consumers are concerned about, by all demographics, NI, June 2011
                                                                                                                                                                            • Figure 70: Issues consumers are concerned about, by all demographics, NI, June 2011
                                                                                                                                                                          • Consumer typology tables
                                                                                                                                                                            • Figure 71: Consumer typology, by demographics, NI, June 2011
                                                                                                                                                                            • Figure 72: Agreement with statements regarding personal situation and finances, by consumer typology, NI, June 2011
                                                                                                                                                                            • Figure 73: What consumers intend to spend money on in the next 12 months, by consumer typology, NI, June 2011
                                                                                                                                                                            • Figure 74: Agreement with statements relating to trust and confidence in institutions, by consumer typology, NI, June 2011
                                                                                                                                                                            • Figure 75: Issues consumers are concerned about, by consumer typology, NI, June 2011
                                                                                                                                                                          • RoI lifestyle tables
                                                                                                                                                                            • Agreement with statements relating to personal situation and finance
                                                                                                                                                                              • Figure 76: Agreement with statements regarding personal situation and finances, by all demographics, RoI, June 2011
                                                                                                                                                                              • Figure 77: Agreement with statements regarding personal situation and finances, by all demographics, RoI, June 2011
                                                                                                                                                                            • Agreement with statements relating to spending priorities for the next 12 months
                                                                                                                                                                              • Figure 78: What consumers intend to spend money on in the next 12 months, by all demographics, RoI, June 2011
                                                                                                                                                                              • Figure 79: What consumers intend to spend money on in the next 12 months, by all demographics, RoI, June 2011
                                                                                                                                                                              • Figure 80: What consumers intend to spend money on in the next 12 months, by all demographics, RoI, June 2011
                                                                                                                                                                            • Agreement with statements relating to trust and confidence
                                                                                                                                                                              • Figure 81: Agreement with statements relating to trust and confidence in institutions, by all demographics, RoI, June 2011
                                                                                                                                                                              • Figure 82: Agreement with statements relating to trust and confidence in institutions, by all demographics, RoI, June 2011
                                                                                                                                                                            • Issues that concern consumers
                                                                                                                                                                              • Figure 83: Issues consumers are concerned about, by all demographics, RoI, June 2011
                                                                                                                                                                              • Figure 84: Issues consumers are concerned about, by all demographics, RoI, June 2011
                                                                                                                                                                              • Figure 85: Issues consumers are concerned about, by all demographics, RoI, June 2011
                                                                                                                                                                            • Consumer typology tables
                                                                                                                                                                              • Figure 86: Consumer typology, by demographics, RoI, June 2011
                                                                                                                                                                              • Figure 87: Agreement with statements regarding personal situation and finances, by consumer typology, RoI, June 2011
                                                                                                                                                                              • Figure 88: What consumers intend to spend money on in the next 12 months, by consumer typology, RoI, June 2011
                                                                                                                                                                              • Figure 89: Agreement with statements relating to trust and confidence in institutions, by consumer typology, RoI, June 2011
                                                                                                                                                                              • Figure 90: Issues consumers are concerned about, by consumer typology, RoI, June 2011

                                                                                                                                                                          Companies Covered

                                                                                                                                                                          • Zipcar, Inc.

                                                                                                                                                                          Irish Lifestyles - Ireland - June 2011

                                                                                                                                                                          £1,095.00 (Excl.Tax)