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Artisan Food – Attitudes to Provenance - Ireland - November 2017

“Provenance remains important for Irish consumers when it comes to food.  Indeed, ‘Made in’, ‘Made by’ and ‘Made since’ all matter to consumers as they tell the story behind the product.  In short, provenance signals all the things that consumers care about – quality, animal welfare and environmental concerns.  Highlighting community roots and links to other local suppliers of their ingredients will help artisan producers to demonstrate the positive role that they play in supporting local communities.”

– James Wilson, Research Analyst

This report looks at the following areas:

  • Awareness of artisan and local food grows
  • Scepticism of food industry creates opportunities for artisan producers
  • Food prices continue to rise in the UK/NI
  • RoI consumers' personal finances improve

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Table of contents

  1. Overview

    • What you need to know
      • Issues covered in the Report
      • Executive Summary

          • The market
            • Figure 1: Estimated speciality food sales, by value, NI and RoI, 2012-17
          • Forecast
            • Figure 2: Indexed estimated speciality food sales, NI and RoI, 2012-22
          • Market factors
            • Awareness of artisan and local food grows
              • Scepticism of food industry creates opportunities for artisan producers
                • Food prices continue to rise in the UK/NI
                  • RoI consumers’ personal finances improve
                    • Companies, brands and innovations
                      • The consumer
                        • Butchers are the most visited speciality food store
                          • Figure 3: Types of food specialists/artisan retailers visited in the last three months, NI and RoI, September 2017
                        • Freshness a high priority for artisan shoppers
                          • Figure 4: Factors that are important to consumers when shopping for food and drink in specialist/artisan food stores, NI and RoI, September 2017
                        • Special occasions key for artisan food purchases
                          • Figure 5: Agreement with statements relating to usage of artisan food, NI and RoI, September 2017
                        • Consumers discovering new products at artisan food shops
                          • Figure 6: Agreement with statements relating to artisan food, NI and RoI, September 2017
                        • What we think
                        • The Market – What You Need to Know

                          • Artisan foods a growing market
                            • Irish consumers more aware of artisanal products
                              • Consumers expect to pay more for artisan food
                                • RoI consumers see personal finances improve
                                • Market Size and Forecast

                                    • Sales of speciality foods to grow in 2017
                                      • Figure 7: Estimated speciality food sales, by value, IoI, NI and RoI, 2012-22
                                    • Artisan food sales to continue growing through to 2022
                                      • Figure 8: Indexed estimated speciality food sales, NI and RoI, 2012-22
                                  • Market Drivers

                                    • Awareness of artisan grew between 2010 and 2016
                                      • Figure 9: Awareness of the terms 'artisan food' and 'local food', RoI, 2010 and 2016
                                    • Local food and drink important post-Brexit
                                      • Figure 10: Agreement with statements relating to Brexit, NI and RoI, September 2017
                                    • Farmers’ markets see strong growth
                                      • Figure 11: Number of farmers’ markets, RoI, 2006 and 2015
                                    • Food fraud rises
                                      • Figure 12: Number of food fraud cases, EU and RoI, 2014-16
                                    • UK food prices continue to rise…
                                      • Figure 13: Consumer price index vs food and non-alcoholic beverage prices, UK (including NI), January 2016-October 2017
                                      • Figure 14: Exchange rates involving Sterling and the euro, January 2016-October 2017
                                    • …but fall in RoI
                                      • Figure 15: Consumer price index vs food and non-alcoholic beverage prices, RoI, January 2016-October 2017
                                    • RoI consumers spending more on groceries
                                      • Figure 16: Average amount that consumers spend each week for household groceries, NI and RoI, September 2017
                                    • Irish consumers expect to pay more for speciality foods
                                      • Figure 17: Top three locations consumers expect to pay more for artisan food, RoI, May 2017
                                    • RoI consumers confident, NI consumers pessimistic
                                      • Figure 18: How consumers think the general economic condition of the country will change over the next 12 months, NI and RoI, November 2017
                                    • RoI consumers see personal finances improve
                                      • Figure 19: Financial health of Irish consumers, RoI, August 2016 and November 2017
                                      • Figure 20: Financial health of Irish consumers, NI, August 2016 and November 2017
                                  • Companies and Brands – What You Need to Know

                                    • St. George’s Market banks on Twilight success
                                      • Avoca considering expansion plans due to strong performance last year
                                        • Rising cost of butter – A potential threat to artisan bakers
                                          • English Market in Cork looking for new tenants
                                          • Who’s Innovating?

                                            • Artisan NPD sees growth in UK and Ireland
                                              • Figure 21: Food and drink product launches making the artisan claim as a percentage of total new food and drink product launches, UK and Ireland, 2012-17
                                            • Bakery driving artisan NPD
                                              • Figure 22: Food and drink product launches making the artisan claim, UK and Ireland, by category, 2017*
                                            • Lack of preservatives and production methods key in differentiating artisan food
                                              • Hot beverages tapping into artisanal trend
                                              • Competitive Strategies – Key Players

                                                  • Abernethy Butter
                                                    • Key facts
                                                      • Product portfolio
                                                        • Recent developments
                                                          • Avoca
                                                            • Key facts
                                                              • Product portfolio
                                                                • Brand NPD
                                                                  • Recent developments
                                                                    • Finnebrogue Artisan
                                                                      • Key facts
                                                                        • Product portfolio
                                                                          • Brand NPD
                                                                            • Recent developments
                                                                              • Gubbeen Farmhouse
                                                                                • Key facts
                                                                                  • Product portfolio
                                                                                    • Keogh’s Crisps
                                                                                      • Key facts
                                                                                        • Product portfolio
                                                                                          • Brand NPD
                                                                                            • Recent developments
                                                                                              • K&G McAtamney
                                                                                                • Key facts
                                                                                                  • Product portfolio
                                                                                                    • McCarthy’s of Kanturk
                                                                                                      • Key facts
                                                                                                        • Product portfolio
                                                                                                          • Sawers Ltd (NI only)
                                                                                                            • Key facts
                                                                                                              • Product portfolio
                                                                                                                • Markets
                                                                                                                  • English Market in Cork
                                                                                                                    • Key facts
                                                                                                                      • Product portfolio
                                                                                                                        • Recent developments
                                                                                                                          • St George’s Market (NI only)
                                                                                                                            • Key facts
                                                                                                                              • Product portfolio
                                                                                                                                • Recent developments
                                                                                                                                  • Skibbereen Farmers’ Markets
                                                                                                                                    • Key facts
                                                                                                                                      • Product portfolio
                                                                                                                                      • The Consumer – What You Need to Know

                                                                                                                                        • Butchers are the speciality retailer of choice
                                                                                                                                          • Food safety important for Irish consumers
                                                                                                                                            • Consumers visiting artisan retailers for special occasions
                                                                                                                                              • Consumers want more artisan stores in their local area
                                                                                                                                              • The Consumer – Types of Artisan Specialists Used

                                                                                                                                                  • Butchers the specialist food shop of choice
                                                                                                                                                    • Figure 23: Types of food specialists/artisan retailers visited in the last three months, NI and RoI, September 2017
                                                                                                                                                  • Mature consumers most likely to visit a butcher shop
                                                                                                                                                    • Figure 24: Consumers who have visited a butcher in the last three months, by age, NI and RoI, September 2017
                                                                                                                                                  • Health food shops favoured by RoI consumers
                                                                                                                                                    • Figure 25: Consumers who have visited a health food shop in the last three months, by gender, NI and RoI, September 2017
                                                                                                                                                  • Affluent consumers visiting artisan bakeries
                                                                                                                                                    • Figure 26: Consumers who have visited a bakery in the last three months, by social class, NI and RoI, September 2017
                                                                                                                                                • The Consumer – Important Factors When Shopping for Artisan Food

                                                                                                                                                    • Fresh the most important factor for consumers
                                                                                                                                                      • Figure 27: Factors that are important to consumers when shopping for food and drink in specialist/artisan food stores, NI and RoI, September 2017
                                                                                                                                                    • Older consumers looking for freshness in speciality food and drinks
                                                                                                                                                      • Figure 28: Consumers who consider ‘fresh’ important when shopping for food and drink in specialist/artisan food stores, by age, NI and RoI, September 2017
                                                                                                                                                    • Food safety highly important
                                                                                                                                                      • Figure 29: Consumers who consider ‘High food safety standards’ important when shopping for food and drink in specialist/artisan food stores, by gender, NI and RoI, September 2017
                                                                                                                                                    • Locally made and sourced important to older consumers
                                                                                                                                                      • Figure 30: Consumers who consider ‘Made in NI/RoI’ important when shopping for food and drink in specialist/artisan food stores, by age, NI and RoI, September 2017
                                                                                                                                                      • Figure 31: Consumers who consider ‘Ingredients sourced from my local area’ important when shopping for food and drink in specialist/artisan food stores, by age, NI and RoI, September 2017
                                                                                                                                                  • The Consumer – How Consumers Use Artisan Food

                                                                                                                                                      • Special occasions key for artisan retailers
                                                                                                                                                        • Figure 32: Agreement with statements relating to usage of artisan food, NI and RoI, September 2017
                                                                                                                                                      • Affluent consumers shopping at artisan stores for special occasions
                                                                                                                                                        • Figure 33: Agreement with the statement ‘I am more likely to shop in food specialists for special meal occasions (eg dinner party, Christmas)’, by social class, NI and RoI, September 2017
                                                                                                                                                      • Rural consumers not wasting artisan food
                                                                                                                                                        • Figure 34: Agreement with the statement ‘I am less likely to allow food bought from artisan stores to go to waste’, by location, NI and RoI, September 2017
                                                                                                                                                      • Older consumers enjoy interacting with artisan retailers
                                                                                                                                                        • Figure 35: Agreement with the statement ‘I enjoy asking staff in food specialists for details on food products (eg source, production technique)’, by age, NI and RoI, September 2017
                                                                                                                                                    • The Consumer – Attitudes towards Artisan Food

                                                                                                                                                        • Artisan food shops a good place to discover new products
                                                                                                                                                          • Figure 36: Agreement with statements relating to artisan food, NI and RoI, September 2017
                                                                                                                                                        • Discovery drawing Irish consumers to artisan stores
                                                                                                                                                          • Figure 37: Agreement with the statement ‘Specialist retailers are a good place to discover new products’, by gender, NI and RoI, September 2017
                                                                                                                                                        • Eating in artisan stores appeals to parents of young children
                                                                                                                                                          • Figure 38: Agreement with the statement ‘I would like to see more food specialists/artisan retailers where it is possible to sit in and eat’, by presence of children in the household, NI and RoI, September 2017
                                                                                                                                                        • Early Gen-Xers want more artisan foods in supermarkets
                                                                                                                                                          • Figure 39: Agreement with the statement ‘I would like to see more artisan foods available in supermarkets’, by age and social class, NI and RoI, September 2017
                                                                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                        • Data sources
                                                                                                                                                          • Market size rationale
                                                                                                                                                            • Generational cohort definitions
                                                                                                                                                              • Abbreviations

                                                                                                                                                              Artisan Food – Attitudes to Provenance - Ireland - November 2017

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