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Snack Foods and Confectionery - Ireland - October 2012

The advertising of snack foods and confectionery is a key issue that engenders plenty of lively debate in Ireland, particularly where children are concerned. Critics of such advertising, such as the Irish Heart Foundation and Royal College of Paediatrics and Child Health, have called for a complete ban on the advertising of snack foods and confectionery to children before the 9pm watershed on TV. Further, the Irish Heart Foundation finds that some 75% of Irish parents would support such a ban, while 20% would support a total ban on advertising unhealthy foods to children.

Key Themes in this report include:

  • Size of the snack foods and confectionery sectors – How have changing economic and social trends impacted upon these markets, and what sectors have been most affected?
  • How are the governments of both regions affecting these sectors? – An outline of the key legislation surrounding the advertising of snack foods and confectionery, particularly at children. How will it impact the industry?
  • What are the key health issues associated with the snack food and confectionery industries? – Obesity in Ireland has reached epidemic levels, particularly among children. What is being done to remedy this situation?
  • Who are the key players in these markets in Ireland? – An overview of the main companies serving the snack food and confectionery market in NI and RoI will be presented. What are these companies offering the Irish consumer?
  • What are the potential areas for growth within these sectors in Ireland? – What impact will the changing tastes of Irish consumers mean for snack food and confectionery companies, and where are the new opportunities in this industry?

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Table of contents

  1. Issues in the Market

      • Key themes in the report
        • Definition
          • Data sources
            • Abbreviations
            • Future Opportunities

              • Fauxthenticity
                • Transumers
                  • Old Gold 2015
                  • Market in Brief

                    • Advertising of snacks and confectionery a concern for parents
                      • High food prices and low disposable income threaten consumption
                        • Irish snack food and confectionery market to grow
                          • Innovation a source of competitive advantage
                            • Ireland’s snacking culture
                            • Internal Market Environment

                              • Key points
                                • Snack food and confectionery advertising expenditure increases
                                    • Figure 1: Top ten UK advertisers of food and confectionery, 2010
                                  • Debate on further ban to UK snack food and confectionery advertising
                                    • Figure 2: Agreement with statements relating to advertising, NI and RoI, June 2012
                                  • Similar ban called for in RoI
                                    • The child ambassadors
                                      • The advergaming loophole
                                        • Snack foods, confectionery and health
                                          • Figure 3: Irish consumers’ concern regarding their weight, by gender, NI and RoI, September 2012
                                        • Obesity a concern
                                          • Figure 4: Consumer agreement with selected statements relating to health and diet, NI and RoI, 2011
                                        • Is a fat tax the answer?
                                          • How Ireland is tackling obesity
                                            • Consumer appetite for healthier products beginning to fade
                                              • Figure 5: Agreement with selected statements related to diet and health, NI and RoI, 2007-11
                                            • Irish consumers see themselves as more time-poor
                                              • Figure 6: Average time spent working on a weekday (Monday-Friday), NI and RoI, 2007-11
                                            • Convenience a driving force in snack and confectionery purchasing
                                            • Broader Market Environment

                                              • Key points
                                                • The green shoots of recovery
                                                  • Figure 7: Economic outlook, NI and RoI, 2010-13
                                                • Disposable income nosedives
                                                  • Unemployment a concern for Irish consumers
                                                    • Figure 8: Unemployment rate (% of labour force), actual and projected, NI and RoI, 2008-15
                                                  • Higher food costs lead to rising consumer prices
                                                    • Mature consumers set to become an increasingly important target
                                                      • Figure 9: NI population, by age, 2010-56
                                                      • Figure 10: RoI population, by age, 2006-41
                                                  • Strengths and Weaknesses

                                                    • Strengths
                                                      • Weaknesses
                                                      • Competitive Context

                                                        • Key points
                                                          • Pricing the basis of competition
                                                            • Figure 11: Agreement with the statement ‘I look for the lowest possible prices when I go shopping’, by gender, NI and RoI, 2011
                                                          • Convenience stores offer deli counters
                                                            • Express menus offered by restaurants
                                                              • Cereal producers move into snacks market with healthy alternatives
                                                                • Figure 12: Cereal bars eaten in the last 12 months, by gender, NI and RoI, 2011
                                                              • Yogurts and fromage frais seen as a healthy snack by Irish consumers
                                                                • Figure 13: Yogurt and fromage frais eaten in the last 12 months, by gender, NI and RoI, 2011
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • In-home occasions driving consumption of snack foods and confectionery
                                                                  • Figure 14: Estimated snack food and confectionery sales, by value, RoI, NI and IoI, 2007-17
                                                                • Growing production costs inflating market value
                                                                  • In-home consumption driving market growth
                                                                    • Chocolate confectionery sales to reach €874 million by 2017
                                                                      • Figure 15: Estimated chocolate confectionery sales, by value, RoI, NI and IoI, 2007-17
                                                                    • Irish snack foods market driven by RoI sales
                                                                      • Figure 16: Estimated snack food sales*, by value, RoI, NI and IoI, 2007-17
                                                                  • Who’s Innovating?

                                                                    • Key points
                                                                      • Nestlé relaunches white KitKat
                                                                        • Cadbury launches new products via social media
                                                                          • Special K ‘sells’ crisps over Twitter
                                                                            • Soft drink and chocolate fuse
                                                                              • Cadbury to introduce shelf-ready packaging
                                                                                • Ohso shows chocolate can be healthy
                                                                                  • New product innovation high in snacks and confectionery market
                                                                                    • Figure 17: New product launches in the snacks and confectionery market, UK and Ireland, 2007-12
                                                                                  • Snack and cereal bar category sees most new product launches
                                                                                    • Figure 18: New product launches in the snacks and confectionery market, by top ten sub-categories, UK and Ireland, 2007-12
                                                                                  • Vegetarian is the top specified claim in UK and Ireland
                                                                                    • Figure 19: New product launches in the snacks and confectionery market, by top ten claims, UK and Ireland, 2007-12
                                                                                  • Plain flavours a firm favourite with Irish consumers
                                                                                    • Figure 20: New product launches in the snacks and confectionery market, by top ten flavours, UK and Ireland, 2007-12
                                                                                • Companies and Products

                                                                                  • Key points
                                                                                    • Around Noon
                                                                                      • Company background
                                                                                        • Product portfolio
                                                                                          • Recent developments
                                                                                            • Bite Group
                                                                                              • Company background
                                                                                                • Product portfolio
                                                                                                  • Recent development
                                                                                                    • Butlers Chocolates
                                                                                                      • Company background
                                                                                                        • Product portfolio
                                                                                                          • Recent developments
                                                                                                            • Cadbury Ireland
                                                                                                              • Company background
                                                                                                                • Product portfolio
                                                                                                                  • Recent developments
                                                                                                                    • Ferrero UK and Ireland
                                                                                                                      • Company background
                                                                                                                        • Product portfolio
                                                                                                                          • Recent developments
                                                                                                                            • Kellogg’s
                                                                                                                              • Company background
                                                                                                                                • Product portfolio
                                                                                                                                  • Recent developments
                                                                                                                                    • Largo Foods
                                                                                                                                      • Company background
                                                                                                                                        • Product portfolio
                                                                                                                                          • Recent developments
                                                                                                                                            • Mars Ireland
                                                                                                                                              • Company background
                                                                                                                                                • Product portfolio
                                                                                                                                                  • Recent developments
                                                                                                                                                    • Nestlé UK and Ireland
                                                                                                                                                      • Company background
                                                                                                                                                        • Product portfolio
                                                                                                                                                          • Recent developments
                                                                                                                                                            • PepsiCo UK and Ireland
                                                                                                                                                              • Company background
                                                                                                                                                                • Product portfolio
                                                                                                                                                                  • Recent developments
                                                                                                                                                                    • The Brunch Box
                                                                                                                                                                      • Company background
                                                                                                                                                                        • Product portfolio
                                                                                                                                                                          • Recent developments
                                                                                                                                                                          • The Consumer – Consumption of Snack Foods and Confectionery

                                                                                                                                                                            • Key points
                                                                                                                                                                              • The chocolate love affair
                                                                                                                                                                                  • Figure 21: Chocolate bars eaten in the last 12 months, NI and RoI, 2007-11
                                                                                                                                                                                • Women more likely to eat chocolate
                                                                                                                                                                                  • Figure 22: Chocolate bars eaten in the last 12 months, by gender, NI and RoI, 2011
                                                                                                                                                                                • Irish consumers are chocoholics
                                                                                                                                                                                  • Figure 23: Frequency of chocolate eaten in the last 12 months, NI and RoI, 2011
                                                                                                                                                                                  • Figure 24: Chocolate eaten in the last 12 months, by age, NI and RoI, 2011
                                                                                                                                                                                • Milk chocolate the overwhelming favourite
                                                                                                                                                                                  • Figure 25: Type of chocolate eaten in the last 12 months, NI and RoI, 2011
                                                                                                                                                                                  • Figure 26: Milk chocolate eaten in the last 12 months, by age, NI and RoI, 2011
                                                                                                                                                                                  • Figure 27: Types of chocolate eaten in the last 12 months, by gender, NI and RoI, 2011
                                                                                                                                                                                • Women also show strong usage of savoury snacks
                                                                                                                                                                                  • Figure 28: Potato and tortilla snacks eaten in the last 12 months, by gender, NI and RoI, 2011
                                                                                                                                                                                  • Figure 29: Frequency of potato crisps and tortilla snacks eaten, NI and RoI, 2011
                                                                                                                                                                                • Crisp usage peaks among the 35-44s
                                                                                                                                                                                  • Figure 30: Potato crisps and tortilla snacks eaten in the last 12 months, by age, NI and RoI, 2011
                                                                                                                                                                                  • Figure 31: Potato crisps and tortilla snacks eaten in the last 12 months, by age, NI and RoI, 2011
                                                                                                                                                                                • Women most likely to consume nuts and dried fruit
                                                                                                                                                                                    • Figure 32: Nuts and dried fruit eaten in the last 12 months, by gender, NI and RoI, 2011
                                                                                                                                                                                    • Figure 33: Nuts and dried fruit eaten in the last 12 months, by age, NI and RoI, 2011
                                                                                                                                                                                  • Salted nuts favoured
                                                                                                                                                                                    • Figure 34: Types of nuts and dried fruit eaten in the last 12 months, NI and RoI, 2011
                                                                                                                                                                                    • Figure 35: Frequency of nuts and dried fruit eaten in the last 12 months, NI and RoI, 2011
                                                                                                                                                                                  • Irish men spending greater amounts on snacks
                                                                                                                                                                                    • Figure 36: Amount spent on snacks per week in the last 12 months, by gender, NI and RoI, 2011
                                                                                                                                                                                    • Figure 37: Amount spent on snacks per week in the last 12 months, by age, NI and RoI, 2011
                                                                                                                                                                                • The Consumer – How Snack Foods and Confectionery are Consumed

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Snacking culture prevalent throughout Ireland
                                                                                                                                                                                        • Figure 38: Tendency to snack in the last 12 months, by gender, NI and RoI, 2011
                                                                                                                                                                                        • Figure 39: Tendency to snack in the last 12 months, by age, NI and RoI, 2011
                                                                                                                                                                                      • Irish consumers snacking often
                                                                                                                                                                                          • Figure 40: Frequency of snacking at home in the last 12 months, NI and RoI, 2011
                                                                                                                                                                                        • Women more frequent snackers
                                                                                                                                                                                          • Figure 41: Frequency of snacking at home in the last 12 months, by gender, NI and RoI, 2011
                                                                                                                                                                                        • Hunger the primary reason for snacking
                                                                                                                                                                                          • Figure 42: Reasons for snacking on a weekday in the last 12 months, NI and RoI, 2011
                                                                                                                                                                                          • Figure 43: Reasons for snacking on a weekday in the last 12 months, by gender, NI and RoI, 2011
                                                                                                                                                                                        • Young more driven by hunger
                                                                                                                                                                                            • Figure 44: Tendency to snack because of hunger in the last 12 months, by age, NI and RoI, 2011
                                                                                                                                                                                          • Irish consumers like treating themselves
                                                                                                                                                                                              • Figure 45: Tendency to snack as a treat or reward in the last 12 months, by age, NI and RoI, 2011
                                                                                                                                                                                          • The Consumer – Attitudes towards Snack Foods and Confectionery

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Irish consumers concerned about the content of food
                                                                                                                                                                                                  • Figure 46: Agreement with the statement ‘I read the labels on food to see what additives are in it’, NI and RoI, 2007-11
                                                                                                                                                                                                • Women pay more attention to food labels
                                                                                                                                                                                                  • Figure 47: Agreement with the statement ‘I read the labels on food to see what additives are in it’, by gender, NI and RoI, 2011
                                                                                                                                                                                                  • Figure 48: Agreement with the statement ‘I am prepared to pay more for foods that don’t contain additives’, by gender, NI and RoI, 2011
                                                                                                                                                                                                • Half of Irish consumers snacking between meals
                                                                                                                                                                                                    • Figure 49: Agreement with the statement ‘I often eat between meals’, NI and RoI, 2007-11
                                                                                                                                                                                                    • Figure 50: Agreement with the statement ‘I often eat between meals’, by gender, NI and RoI, 2011
                                                                                                                                                                                                    • Figure 51: Agreement with the statement ‘I often eat between meals’, by age, NI and RoI, 2011
                                                                                                                                                                                                  • Declining concern over children’s consumption of junk food
                                                                                                                                                                                                    • Figure 52: Agreement with the statement ‘I wouldn’t let my children eat junk food’, NI and RoI, 2008-11
                                                                                                                                                                                                • Appendix

                                                                                                                                                                                                  • NI TGI data
                                                                                                                                                                                                    • Figure 53: Chocolate bars eaten in the last 12 months, by demographics, NI, 2011
                                                                                                                                                                                                    • Figure 54: Frequency of chocolate eaten in the last 12 months, by demographics, NI, 2011
                                                                                                                                                                                                    • Figure 55: Frequency of chocolate bars eaten in the last 12 months, by demographics, NI, 2011
                                                                                                                                                                                                    • Figure 56: Types of chocolate eaten in the last 12 months, by demographics, NI, 2011
                                                                                                                                                                                                    • Figure 57: Types of chocolate eaten most often in the last 12 months, by demographics, NI, 2011
                                                                                                                                                                                                    • Figure 58: Cereal bars eaten in the last 12 months, by demographics, NI, 2011
                                                                                                                                                                                                    • Figure 59: Nuts and dried fruit eaten in the last 12 months, by demographics, NI, 2011
                                                                                                                                                                                                    • Figure 60: Frequency of nuts and dried fruit eaten in the last 12 months, by demographics, NI, 2011
                                                                                                                                                                                                    • Figure 61: Frequency of nuts and dried fruit eaten in the last 12 months, by demographics, NI, 2011 (continued)
                                                                                                                                                                                                    • Figure 62: Types of nuts and dried fruit eaten in the last 12 months, by demographics, NI, 2011
                                                                                                                                                                                                    • Figure 63: Types of nuts and dried fruit eaten in the last 12 months, by demographics, NI, 2011 (continued)
                                                                                                                                                                                                    • Figure 64: Types of nuts and dried fruit eaten most often in the last 12 months, by demographics, NI, 2011
                                                                                                                                                                                                    • Figure 65: Types of nuts and dried fruit eaten most often in the last 12 months, by demographics, NI, 2011 (continued)
                                                                                                                                                                                                    • Figure 66: Potato crisps and tortilla snacks eaten in the last 12 months, by demographics, NI, 2011
                                                                                                                                                                                                    • Figure 67: Frequency of potato crisps and tortilla snacks eaten in the last 12 months, by demographics, NI, 2011
                                                                                                                                                                                                    • Figure 68: Frequency of potato crisps and tortilla snacks eaten in the last 12 months, by demographics, NI, 2011 (continued)
                                                                                                                                                                                                    • Figure 69: Types of potato crisps and tortilla snacks eaten in the last 12 months, by demographics, NI, 2011
                                                                                                                                                                                                    • Figure 70: Agreement with statements relating to shopping, by demographics, NI, 2011
                                                                                                                                                                                                    • Figure 71: Agreement with statements relating to eating, by demographics, NI, 2011
                                                                                                                                                                                                    • Figure 72: Agreement with statements relating to food, by demographics, NI, 2011
                                                                                                                                                                                                    • Figure 73: Agreement with statements relating to diet and health, by demographics, NI, 2011
                                                                                                                                                                                                    • Figure 74: Agreement with statements relating to diet and health, by demographics, NI, 2011 (continued)
                                                                                                                                                                                                    • Figure 75: Tendency to snack in the last 12 months, by demographics, NI, 2011
                                                                                                                                                                                                    • Figure 76: Reasons for snacking on a weekday in the last 12 months, by demographics, NI, 2011
                                                                                                                                                                                                    • Figure 77: Reasons for snacking on a weekday in the last 12 months, by demographics, NI, 2011 (continued)
                                                                                                                                                                                                    • Figure 78: Frequency of snacking in the home in the last 12 months, by demographics, NI, 2011
                                                                                                                                                                                                    • Figure 79: Amount spent on snacks each week in the last 12 months, by demographics, NI, 2011
                                                                                                                                                                                                  • RoI TGI data
                                                                                                                                                                                                    • Figure 80: Chocolate bars eaten in the last 12 months, by demographics, RoI, 2011
                                                                                                                                                                                                    • Figure 81: Frequency of chocolate bars eaten in the last 12 months, by demographics, RoI, 2011
                                                                                                                                                                                                    • Figure 82: Frequency of chocolate bars eaten in the last 12 months, by demographics, RoI, 2011 (continued)
                                                                                                                                                                                                    • Figure 83: Types of chocolate bars eaten in the last 12 months, by demographics, RoI, 2011
                                                                                                                                                                                                    • Figure 84: Types of chocolate bars eaten most often in the last 12 months, by demographics, RoI, 2011
                                                                                                                                                                                                    • Figure 85: Cereal bars eaten in the last 12 months, by demographics, RoI, 2011
                                                                                                                                                                                                    • Figure 86: Nuts and dried fruit eaten in the last 12 months, by demographics, RoI, 2011
                                                                                                                                                                                                    • Figure 87: Frequency of nuts and dried fruit eaten in the last 12 months, by demographics, RoI, 2011
                                                                                                                                                                                                    • Figure 88: Frequency of nuts and dried fruit eaten in the last 12 months, by demographics, RoI, 2011 (continued)
                                                                                                                                                                                                    • Figure 89: Types of nuts and dried fruit eaten in the last 12 months, by demographics, RoI, 2011
                                                                                                                                                                                                    • Figure 90: Types of nuts and dried fruit eaten in the last 12 months, by demographics, RoI, 2011 (continued)
                                                                                                                                                                                                    • Figure 91: Potato crisps and tortilla snacks eaten in the last 12 months, by demographics, RoI, 2011
                                                                                                                                                                                                    • Figure 92: Frequency of potato crisps and tortilla snacks eaten in the last 12 months, by demographics, RoI, 2011
                                                                                                                                                                                                    • Figure 93: Frequency of potato crisps and tortilla snacks eaten in the last 12 months, by demographics, RoI, 2011 (continued)
                                                                                                                                                                                                    • Figure 94: Types of potato crisps and tortilla snacks eaten in the last 12 months, by demographics, RoI, 2011
                                                                                                                                                                                                    • Figure 95: Agreement with statements relating to shopping, by demographics, RoI, 2011
                                                                                                                                                                                                    • Figure 96: Agreement with statements relating to eating, by demographics, RoI, 2011
                                                                                                                                                                                                    • Figure 97: Agreement with statements relating to food, by demographics, RoI, 2011
                                                                                                                                                                                                    • Figure 98: Agreement with statements relating to dieting and health, by demographics, RoI, 2011
                                                                                                                                                                                                    • Figure 99: Agreement with statements relating to dieting and health, by demographics, RoI, 2011
                                                                                                                                                                                                    • Figure 100: Tendency to snack in the last 12 months, by demographics, RoI, 2011
                                                                                                                                                                                                    • Figure 101: Reasons for snacking on weekdays in the last 12 months, by demographics, RoI, 2011
                                                                                                                                                                                                    • Figure 102: Reasons for snacking on weekdays in the last 12 months, by demographics, RoI, 2011 (continued)
                                                                                                                                                                                                    • Figure 103: Frequency of snacking at home in the last 12 months, by demographics, RoI, 2011
                                                                                                                                                                                                    • Figure 104: Amount spent on snacks per week in the last 12 months, by demographics, RoI, 2011

                                                                                                                                                                                                Companies Covered

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                                                                                                                                                                                                Snack Foods and Confectionery - Ireland - October 2012

                                                                                                                                                                                                £1,095.00 (Excl.Tax)