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Ireland Premium Food and Drink Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Premium Food and Drink market, its consumers and the major players who make up that market.

Mintel has the answers you’re looking for

  • What are the key challenges facing the industry?
  • Who is the consumer and what do they want?
  • Where are the opportunities, where are the risks and what lies ahead?

Market

Market sizing

Our market size data shows you what consumers are spending their money on over time

Forecast

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Expert analysis from a specialist in the field

Written by Joanna Kempiak, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

When purchasing food and drink, Irish consumers opt mainly for standard branded products across most categories such as snacks, alcohol and soft drinks, yet are drawn to own-label milk, baked sweet goods and prepared foods.Joanna Kempiak
Food & Drink Analyst

Issues covered in this Report

This Report examines opinion on premium food and drink products amongst consumers on the island of Ireland (IoI). It evaluates the main drivers and trends affecting the market and influencing consumers’ decision-making and purchasing behaviour.

This Report draws on consumer research and covers household grocery shopping responsibilities and types of products consumers opt for. Moreover, it investigates the factors influencing consumers to pay more for selected items and attitudes towards luxury food and drink produce.

Please note that this Report excludes food and drink sold via restaurants, cafés, etc and focuses on food and drink bought via supermarkets and other food retailers.

Please note that there is no Market Size and Forecast section for this Report. This is because it is not feasible to accurately measure and quantify.

What you need to know

When purchasing food and drink, Irish consumers opt mainly for standard branded products across most categories such as snacks, alcohol and soft drinks, yet are drawn to own-label milk, baked sweet goods and prepared foods.

Mintel’s research highlights that Irish consumers are willing to pay more for factors such as freshness as well as food and drink products that are locally sourced, thus emphasising the importance of food traceability and provenance. Consumers are also attracted by premium-priced products that are Fairtrade, adhere to a high animal welfare standard and are environmentally friendly. Nonetheless, Irish consumers believe that it is worth paying extra for quality food and drink products, with a strong level of NI and RoI consumers noting that taste itself is more important to them than branding.

What you get

What's included

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Table of contents

  1. Overview

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

            • Market factors
              • Food prices influencing consumers’ purchasing behaviour
                • Brexit and its impact on consumers’ spending
                  • Consumers seek locally sourced produce
                    • Healthier food options attract Irish consumers
                      • Environment and animal welfare important to consumers
                        • Innovations
                          • The consumer
                            • Six in 10 Irish consumers are main person responsible for household grocery shopping
                              • Figure 1: Grocery shopping responsibility in the household, NI and RoI, June 2018
                            • Standard branded food and drink products favourited by Irish consumers
                              • Figure 2: Types of products (standard branded vs own-brand) consumers opt for across food and drink items, NI and RoI, June 2018
                            • Local and fresh food and drink products worth the premium price
                              • Figure 3: Factors worth paying more for, NI and RoI, June 2018
                            • Irish consumers rate taste over branding
                              • Figure 4: Agreement with statements related attitudes towards premium food and drink products, NI and RoI, June 2018
                          • The Market – What You Need to Know

                            • Food prices affecting consumers’ food and drink choices
                              • Political and economic uncertainty affecting consumers’ confidence when buying premium products
                                • Locally produced and sourced food and drink products in high demand
                                  • Healthy foods appealing to Irish consumers
                                    • Irish consumers seeking to protect environment and animal welfare
                                    • Market Drivers

                                      • Food prices and their influence on consumers’ spending habits
                                        • Figure 5: RoI consumer price index – All goods vs food and non-alcoholic beverages, June 2016-June 2018
                                        • Figure 6: NI consumer price index – All goods vs food and non-alcoholic beverages, June 2016-June 2018
                                        • Figure 7: Average amount that consumers spend each week for household groceries, NI, September 2017
                                        • Figure 8: Average amount that consumers spend each week for household groceries, RoI, September 2017
                                      • Brexit and its effect on consumers’ shopping behaviour
                                        • Figure 9: Financial health of Irish consumers, NI and RoI, June 2017 and June 2018
                                        • Figure 10: Thinking specifically about your own personal financial situation, do you think that it will improve, stay the same or decline over the next 12 months, NI and RoI, June 2018
                                        • Figure 11: Consumer confidence index, NI, Q1 2016-Q1 2018
                                        • Figure 12: Consumer sentiment index, RoI, June 2017-June 2018
                                      • Irish consumers seek out transparency in times of distrust
                                        • The appeal of food provenance
                                          • Figure 13: Agreement with selected statements relating to provenance, NI and RoI, March 2018 and September 2017
                                        • Local food and drink products worth the premium price
                                          • Figure 14: Consumers who agree with statements ‘I would be encouraged to buy own-label instead of branded if the own-label product was guaranteed to be locally sourced’ and ‘I would be willing to pay more for locally sourced products’, NI and RoI, November 2016 and June 2018
                                        • Consumers’ demand for healthy food on the rise
                                          • Figure 15: How consumers describe their typical eating habits and diet, NI and RoI, August 2016
                                          • Figure 16: Top Five factors that consumers find to be most important when buying/eating healthy foods, NI and RoI, August 2016
                                          • Figure 17: Agreement with statements ‘More care is taken with premium food and drink to ensure it is safe for use’ and ‘Premium-priced food is typically healthier compared to standard food’, by gender, NI and RoI, June 2018
                                        • Veganism and vegetarianism leading trends
                                          • Figure 18: Consumers who adhere to a specific diet type, NI and RoI, June 2018
                                          • Figure 19: Agreement with statement ‘I am eating more fruit and vegetables, and less meat compared to 12 months ago’, NI and RoI, November 2015 and November 2017
                                          • Figure 20: Types of free-from food and drink consumers have bought for themselves in the last six months, NI and RoI, April 2017
                                        • Irish consumers concerned about the environment and animal welfare
                                          • Ethical claims on the rise
                                            • Figure 21: Claims analysis in the food and drink category, UK and Ireland, January 2013-June 2018
                                            • Figure 22: Consumers who are willing to pay more for food and drink products that are environmentally friendly, ethical/Fairtrade and adhere to a high animal welfare standard, NI and RoI, June 2018
                                            • Figure 23: Agreement with statements, NI and RoI, 2017 and 2018
                                          • Special certifications make products worth paying more for
                                            • Figure 24: Agreement with statement ‘Special certifications (eg Fairtrade, vegan-safe, etc) products are worth paying more for’, by age, NI and RoI, June 2018
                                        • Innovations – What You Need to Know

                                          • ‘Premiumisation’ trend has swept the food market in recent years
                                            • ‘Organic’ and ‘natural’ adjectives denote quality and health in consumers’ minds
                                              • Consumers want to see less plastic used
                                                • Irish consumers have Locavore tendencies and consider sustainability part of a premium product position
                                                • Who’s Innovating?

                                                  • ‘Premium’ is the top claim across all new food product launches
                                                    • Figure 25: Claims analysis of new food products, UK and Ireland, January 2014-June 2018
                                                  • Food close to its natural state or organic appeals to Millennials and parents
                                                    • Reduced plastic content in packaging important for the ethical consumer
                                                      • Locally sourced produce also signifies quality for consumers
                                                        • Sustainability of food a concern for Irish consumers
                                                          • Figure 26: New food products launched which claim to be ‘sustainable’, by sub-category, UK and Ireland, 2014-18
                                                      • The Consumer – What You Need to Know

                                                        • Most Irish consumers report to be responsible for grocery shopping
                                                          • Irish consumers opt mainly for standard branded products when shopping for groceries
                                                            • Freshly prepared and locally sourced food and drink products worth paying extra for
                                                              • Taste perceived as the most important factor
                                                              • Household Grocery Shopping Responsibility

                                                                  • Majority of Irish consumers do not share shopping responsibilities
                                                                    • Figure 27: Grocery shopping responsibility in the household, NI and RoI, June 2018
                                                                  • Irish women the primary grocery shoppers
                                                                    • Figure 28: Main and a shared grocery shopping responsibility, by gender, NI and RoI, June 2018
                                                                    • Figure 29: Number of men mainly or jointly responsible for grocery shopping, GB and RoI, 2003-17
                                                                  • Millennials least likely to be mainly responsible for grocery shopping
                                                                    • Figure 30: Consumers who are mainly responsible for grocery shopping in the household, by age, NI and RoI, June 2018
                                                                • Types of Products

                                                                    • Standard branded food and drink products the most popular amongst Irish consumers
                                                                      • Figure 31: Types of products (standard branded vs own-brand) consumers opt for across food and drink items, NI and RoI, June 2018
                                                                    • Branded wines appeal to women, while Irish men opt for premium own-label products
                                                                      • Figure 32: Consumers who opt for standard branded and premium/luxury own-brand products when buying wine, by gender, NI and RoI, June 2018
                                                                      • Figure 33: Consumers who opt for standard branded products when buying beer/cider, by gender, NI and RoI, June 2018
                                                                    • Older generations and ABC1s opt for branded beverages
                                                                      • Figure 34: Consumers who opt for standard branded products when buying beer/cider, wine and soft drinks/juices, by age, NI and RoI, June 2018
                                                                      • Figure 35: Consumers who opt for standard branded products when buying beer/cider, wine and coffee, by socio-economic group, NI and RoI, June 2018
                                                                    • Premium own-label meats most popular amongst Irish consumers
                                                                      • Figure 36: Consumers who opt for premium/luxury own-brand and standard branded products when buying whole cuts of meat, by socio-economic group, NI and RoI, June 2018
                                                                    • Mid-range own-brand prepared foods mostly appealing to Millennials and Gen-Xers
                                                                      • Figure 37: Consumers who opt for mid-range own-brand products when buying prepared foods, by age, NI and RoI, June 2018
                                                                      • Figure 38: Consumers who opt for standard branded products when buying prepared foods, by gender, NI and RoI, June 2018
                                                                    • Irish women more likely to buy special-requirement food
                                                                      • Figure 39: Consumers who buy special-requirement food, by gender, NI and RoI, June 2018
                                                                  • Factors Influencing Consumers to Pay More for Premium Food

                                                                      • Irish consumers willing to pay premium for fresh and locally sourced food and drink products
                                                                        • Figure 40: Factors worth paying more for, NI and RoI, June 2018
                                                                      • Irish women willing to pay premium for ethical and environmentally friendly products
                                                                        • Figure 41: Consumers who are willing to pay more for ethical/Fairtrade, environmentally friendly and adhering to a high animal welfare standard products, by gender, NI and RoI, June 2018
                                                                      • Men tend to spend more on quality brand-name items
                                                                        • Figure 42: Consumers who are willing to pay more for quality brand name, by gender, NI and RoI, June 2018
                                                                        • Figure 43: Consumers who are willing to pay more for quality brand name, by gross annual household income, NI and RoI, June 2018
                                                                      • Locally sourced products encourage higher spend amongst Irish Baby Boomers
                                                                        • Figure 44: Consumers who are willing to pay more for locally sourced products, by age, NI and RoI, June 2018
                                                                    • Attitudes towards Premium Food and Drink

                                                                        • Taste more important than branding according to Irish consumers
                                                                          • Figure 45: Attitudes towards premium food and drink products, NI and RoI, June 2018
                                                                        • Irish Millennials willing to pay more for quality
                                                                          • Figure 46: Agreement with statement ‘It is worth paying more for quality food and drink’, by age, NI and RoI, June 2018
                                                                        • Men and Baby Boomers most likely to shop at specialist retailers
                                                                          • Figure 47: Agreement with statement ‘Specialist retailers are a good source of premium products’, by gender and age, NI and RoI, June 2018
                                                                        • Women and younger generations most likely to opt for premium food at special events
                                                                          • Figure 48: Agreement with statement ‘Special events will see me more likely to opt for premium food and drink’, by gender and age, NI and RoI, June 2018
                                                                        • Older consumers less concerned with quality packaging
                                                                          • Figure 49: Agreement with statement ‘Quality packaging is important when buying food and drink’, by age, NI and RoI, June 2018
                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                        • Consumer research
                                                                          • Data sources
                                                                            • Generational cohort definitions
                                                                              • Abbreviations