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Premium Food and Drink Trends - Ireland - August 2009

Faced with economic uncertainty, Irish consumers are thinking twice about all purchasing decisions, including the food and drink choices they make.

This is having a detrimental impact on the premium sector in particular, as consumers are now more inclined to fill up their shopping basket with bargain buys as opposed to luxury food items.

Nevertheless, all is not lost for premium foods as Mintel’s consumer research shows that value for money in terms of quality and ethical credentials are still an important factor when grocery shopping in 2009.

Key themes of the report

  • Has the recession put a halt to consumers’ uptake of premium items?

  • How have developments in the own-label premium category impacted upon the sector as a whole?

  • Are food retailers neglecting their premium offerings in favour of promoting their value ranges?

  • Is premium still an attractive proposition for new product development?

  • Is the status and price gap between premium and non-premium food and drink items narrowing, and if so is this tarnishing the sector’s image?

  • What are the key trends (packaging, ingredients) within Ireland’s premium food and drink market?

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Table of contents

  1. Issues in the Market

      • Key themes of the report
        • Definition
          • Premium definition
            • GNPD definition of premium and economy products
              • Abbreviations
              • Insights and Opportunities

                • Entertaining at home
                  • Ensuring price isn’t the bottom line
                    • Distribution – exploring all avenues
                    • Market in Brief

                      • Has the recession put a halt to consumer demand for premium foods?
                        • What are the key trends within Ireland’s premium food and drink market?
                          • Ethical and health aspirations
                            • Need to indulge in times of hardship
                              • Are food retailers neglecting their premium offerings in favour of promoting their value ranges?
                                • Is premium still an attractive proposition for new product development?
                                  • Premium innovation in prepared meals
                                    • Premium innovation in dairy
                                      • Premium innovation in confectionery
                                        • Premium innovation in beverages
                                        • Fast Forward Trends

                                            • Trend 1: Tracking our location
                                              • What's it about?
                                                • What we've seen
                                                  • What next?
                                                    • Trend 2: Trust from Testing
                                                      • What's it about?
                                                        • What we've seen
                                                          • What next?
                                                          • Internal Market Environment

                                                            • Key points
                                                              • Figure 1: Factors driving demand for premium food
                                                            • Strong consumer demand for premium quality food
                                                              • Figure 2: Most important factors when grocery shopping, RoI and NI, January 2009
                                                            • Trading up
                                                              • Figure 3: Consumer agreement with a range of lifestyle statements, RoI and NI, 2003-08
                                                            • Success beyond the bank balance
                                                              • Figure 4: Consumer response to a range of lifestyle statements, RoI and NI, 2003 and 2008
                                                            • Beyond price
                                                              • Easing food scares concerns
                                                                • Local produce in the spotlight
                                                                  • Figure 5: Consumer response to range of ethical statements, NI and RoI, 2008
                                                                • Investing in local produce
                                                                • Broader Market Environment

                                                                  • Key points
                                                                    • Bleak outlook for RoI and NI economies
                                                                      • Figure 6: Economic outlook, NI and RoI, 2008-10
                                                                    • Short arms, deep pockets
                                                                      • Ageing population
                                                                        • Population on the rise
                                                                          • Figure 7: Population projections, by age group, RoI and NI, 2006-26
                                                                        • Smaller households should benefit premium sector
                                                                          • Figure 8: Average size of households, NI and RoI, 1971-2007
                                                                        • Key family setup and marriage statistics
                                                                          • Targeting Ireland’s smaller households
                                                                          • Strengths and Weaknesses

                                                                            • Strengths
                                                                              • Weaknesses
                                                                              • Spotlight on Prepared Meals Market

                                                                                • Key trends in the market
                                                                                  • Role of premium in meals sector
                                                                                    • Figure 9: Percentage of premium prepared meals NPD launches compared to total meals NPD launches, UK and Ireland, 2003-09*
                                                                                  • Most popular sub-category
                                                                                    • Figure 10: Premium meals NPD launches, by most popular sub-category, UK and Ireland, 2003-09*
                                                                                  • Own-label vs branded
                                                                                    • Figure 11: Premium meals NPD launches, by type of label, UK and Ireland, 2003-09*
                                                                                    • Figure 12: Premium meals NPD launches, by company, UK and Ireland, 2003-09*
                                                                                  • Key product claims
                                                                                    • Figure 13: Meals market NPD launches, by most popular claim, UK and Ireland, 2003-09*
                                                                                  • The local link
                                                                                    • Future outlook
                                                                                    • Spotlight on Dairy

                                                                                      • Key trends in the market
                                                                                        • Role of premium in dairy market
                                                                                          • Figure 14: Percentage of premium dairy NPD launches compared to total dairy NPD launches, UK and Ireland, 2003-09
                                                                                        • Off-putting price premium
                                                                                          • Figure 15: Price difference between premium positioned products and standard or value alternatives, UK, 10 July 2009
                                                                                          • Figure 16: Premium dairy NPD launches, by most popular sub-category, UK and Ireland, 2003-09*
                                                                                        • Own-label vs branded
                                                                                          • Figure 17: Premium dairy NPD launches, by type of label, UK and Ireland, 2003-09
                                                                                          • Figure 18: Premium dairy NPD launches, by company, UK and Ireland, 2003-09
                                                                                        • Is the recession affecting premium sales?
                                                                                          • Key product claims
                                                                                            • Figure 19: Dairy market NPD launches, by most popular claim, UK and Ireland, 2003-09
                                                                                          • Health focus by dairy suppliers
                                                                                            • Beyond health
                                                                                              • Local flavour
                                                                                                • Indulgence
                                                                                                  • Convenience costs more
                                                                                                    • Future outlook
                                                                                                    • Spotlight on Confectionery

                                                                                                      • Key trends in the market
                                                                                                        • Role of premium in confectionery market
                                                                                                          • Figure 20: Percentage of premium confectionery NPD launches compared to total confectionery NPD launches, UK and Ireland, 2003-09*
                                                                                                        • Most popular sub-category
                                                                                                          • Figure 21: Premium confectionery NPD launches, by most popular sub-category, UK and Ireland, 2003-09*
                                                                                                        • Own-label vs branded
                                                                                                          • Figure 22: Premium confectionery NPD launches, by type of label, UK and Ireland, 2003-09*
                                                                                                        • Retailer focus
                                                                                                          • Figure 23: Premium confectionery NPD launches, by company, UK and Ireland, 2003-09*
                                                                                                        • Key product claims
                                                                                                          • Figure 24: Confectionery market NPD launches, by most popular claim, UK and Ireland, 2003-09*
                                                                                                        • Future outlook
                                                                                                        • Spotlight on Beverages Market

                                                                                                          • Key trends in the market
                                                                                                            • Role of premium in beverages market
                                                                                                              • Figure 25: Percentage of premium drink NPD launches compared to total drinks NPD launches and alcoholic and non-alcoholic NPD launches, UK and Ireland, 2003-09*
                                                                                                              • Figure 26: Alcoholic and non-alcoholic drinks NPD launches, by top claims, UK and Ireland, 2003-09*
                                                                                                            • You’re worth it
                                                                                                              • Figure 27: Alcohol sales, by indexed value, on- and off-trade, all-Ireland, 2003-13
                                                                                                            • Most popular sub-category
                                                                                                              • Figure 28: Premium beverages NPD launches, by most popular sub-category, UK and Ireland, 2003-09*
                                                                                                            • Own-label vs branded
                                                                                                              • Figure 29: Premium drinks NPD launches, by type of label, UK and Ireland, 2003-09*
                                                                                                              • Figure 30: Premium drinks NPD launches, by company, UK and Ireland, 2003-09*
                                                                                                            • Key product claims
                                                                                                              • Figure 31: Alcohol and non-alcohol drinks market NPD launches, by most popular claim, UK and Ireland, 2003-09*
                                                                                                            • Future outlook
                                                                                                            • Competitive Context

                                                                                                              • Key points
                                                                                                                • The discount era
                                                                                                                  • The smart shopper
                                                                                                                    • Premium launches overshadow economy launches
                                                                                                                      • Figure 32: Number of premium and economy new product launches, UK and Ireland, January 2003-June 2009
                                                                                                                    • Are the good times coming to an end?
                                                                                                                    • Companies and Brands

                                                                                                                        • Food retailers
                                                                                                                          • Aldi (RoI only)
                                                                                                                              • Figure 33: Selection of Aldi product ranges, 2009
                                                                                                                            • Asda
                                                                                                                                • Figure 34: Selection of Asda own-label product ranges, 2009
                                                                                                                              • Marks & Spencer (NI & RoI)
                                                                                                                                • Sainsbury’s (NI only)
                                                                                                                                    • Figure 35: Selection of Sainsbury’s own-label products ranges, 2009
                                                                                                                                  • Tesco
                                                                                                                                      • Figure 36: Tesco’s own-label premium alternatives
                                                                                                                                    • Premium suppliers
                                                                                                                                      • Kinvara Smoked Salmon Ltd
                                                                                                                                        • Lily O’Brien’s
                                                                                                                                          • Irish Gourmet
                                                                                                                                            • Mr Crumb
                                                                                                                                            • Is There a Market for Premium Foods?

                                                                                                                                              • Key points
                                                                                                                                                • Who buys premium?
                                                                                                                                                  • Figure 37: Most important factors when shopping for food and drink, according to above average results and demographics, NI, January 2009
                                                                                                                                                  • Figure 38: Most important factors when shopping for food and drink, according to above average results and demographics, RoI, January 2009
                                                                                                                                                • What will consumers pay more for?
                                                                                                                                                  • Figure 39: Consumer agreement with range of lifestyle statements, RoI and NI, 2003-08
                                                                                                                                                • RoI consumers more willing to trade-up
                                                                                                                                                  • Figure 40: Factors which consumers are prepared to pay more for, RoI, 2003-08
                                                                                                                                                • Reluctance to trade-up in NI
                                                                                                                                                  • Figure 41: Factors which consumers are prepared to pay more for, NI, 2003-08
                                                                                                                                                • Natural attributes are key to premium market
                                                                                                                                                  • Quality is key
                                                                                                                                                    • Who is prepared to pay more and why?
                                                                                                                                                      • Freshness
                                                                                                                                                        • Figure 42: Consumer agreement to statement, I only shop at supermarkets that sell good quality fresh food, by gender, age and social grade, RoI and NI, 2008
                                                                                                                                                      • Older consumers favour health alternatives
                                                                                                                                                        • Figure 43: Consumer response to statement, ‘I am prepared to pay more for foods that don’t contain artificial additives’, by age, NI and RoI, 2008
                                                                                                                                                      • Ethical and green issues
                                                                                                                                                        • Green and ethical consumer?
                                                                                                                                                          • Figure 44: Consumer response to ethical and green statements, by household size, NI and RoI, 2008
                                                                                                                                                        • Popularity of own-label – friend or foe?
                                                                                                                                                          • Figure 45: Consumer agreement with statement, ‘On the whole I think well known brands are better than shops’ own brands’, RoI and NI, 2003-08
                                                                                                                                                      • Consumer Typologies

                                                                                                                                                        • Key points
                                                                                                                                                          • RoI target groups
                                                                                                                                                            • Figure 46: RoI Consumer typologies, 2008
                                                                                                                                                          • Quality-seekers
                                                                                                                                                            • Value-seekers
                                                                                                                                                              • Non-ethical
                                                                                                                                                                • NI target groups
                                                                                                                                                                  • Figure 47: NI Consumer typologies, 2008
                                                                                                                                                                • Cheap-skates
                                                                                                                                                                  • Eco-Warriors
                                                                                                                                                                    • Treaters
                                                                                                                                                                    • Appendix

                                                                                                                                                                        • Figure 48: Consumer agreement with range of lifestyle statements, RoI and NI, 2003-08
                                                                                                                                                                        • Figure 49: Consumer agreement with a range of lifestyle statements, NI, 2003-08
                                                                                                                                                                        • Figure 50: Consumers’ choice of retailer, by food preference, RoI, January 2009
                                                                                                                                                                        • Figure 51: Consumers’ choice of retailer, by food preference, NI, January 2009
                                                                                                                                                                      • Consumer target groups
                                                                                                                                                                        • Figure 52: RoI consumer typologies, 2008
                                                                                                                                                                        • Figure 53: RoI consumer typologies, by all demographics, 2008
                                                                                                                                                                        • Figure 54: NI consumer typologies, 2008
                                                                                                                                                                        • Figure 55: NI consumer typologies, by all demographics, 2008

                                                                                                                                                                    Companies Covered

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

                                                                                                                                                                    Premium Food and Drink Trends - Ireland - August 2009

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