2020
0
Ireland Supermarket Retailing Market Report 2020
2021-01-22T03:02:07+00:00
OX988144
1495
132933
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Report
en_GB
“COVID-19 has helped to uplift grocery sales value in 2020 as consumers stockpiled and spent more time at home, driving the need for groceries. However, moving forward with increased unemployment…

Ireland Supermarket Retailing Market Report 2020

£ 1,495 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the UK Supermarket industry including the behaviors, preferences and habits of the consumer.

COVID-19 has seen spending by Irish consumers on grocery increase strongly, as initial stockpiling of grocery items helped to drive the market forward, while the lockdown and more time spent at home drove the need for more food shopping. Moving forward, as more consumers struggle to make ends meet due to the economic impact of COVID-19, this will drive purchasing of own-label items and increase the usage of discounters such as Lidl and Aldi. Four in ten Irish shoppers expect that COVID19 will create future food shortages, compounding the impact that Brexit has had on moving food between GB and NI/ RoI.

Quickly understand

  • The impact of COVID-19 on consumer grocery habits and spending.
  • Impact of economic impact of COVID-19 on consumer spending priorities.
  • Preferences in own-label vs branded goods.
  • The threat posed to supermarkets by hard discounters.

Covered in this report

Brands featured: Tesco, Lidl, Aldi, Dunnes Stores, Asda, Sainsbury’s, SuperValu, Centra, Spar/Eurospar, Marks & Spencer, Londis, Iceland, Coop, Mace, Costcutter and many others.

Expert analysis from a specialist in the field

Written by Brian O’Connor, a leading analyst in the Retail sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

COVID-19 has helped to uplift grocery sales value in 2020 as consumers stockpiled and spent more time at home, driving the need for groceries. However, moving forward with increased unemployment and more financial strife, it is likely that consumers will turn more towards value own-label and discounter products to make ends meet.

Brian O’Connor
Senior Consumer Analyst

Table of Contents

  1. Overview

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

            • The market
              • COVID-19 boosts sales in 2020
                • Figure 1: Estimated total grocery retail sales, NI and RoI, 2015-20
                • Figure 2: Estimated total supermarket retail sales, NI and RoI, 2015-20
              • COVID-19 driving sales, but boosting economic uncertainty
                • Figure 3: Expected impact of COVID-19 on supermarket retail sales, short, medium and long term, 3 December 2020
              • Food prices falling in RoI, rising in NI
                • Figure 4: Agreement with the statement ‘I am cutting back on non-essential spending’, IoI, May-November 2020
              • RoI consumers spending more on groceries
                • Figure 5: Average amount that consumers spend each week for household groceries, RoI, November 2020
                • Figure 6: Average amount that consumers spend each week for household groceries, NI, November 2020
              • Brexit leading to stock issues
                • Fear regarding COVID-19 remains high
                  • COVID-19 won’t stop Christmas spending
                    • Figure 7: Agreement with statements relating to COVID-19 and Christmas, IoI, November 2020
                  • Companies, innovations and brands
                    • The consumer
                      • Women continue to be more likely to assume sole responsibility for groceries
                        • Figure 8: Who is responsible for the main grocery shop in their household, NI and RoI, November 2020
                      • Tesco key main grocery shopping location, discounters strongly used for top-up
                        • Figure 9: Usage of retailers for main weekly grocery shopping, NI and RoI, November 2020
                        • Figure 10: Usage of retailers for top-up grocery shopping, NI and RoI, November 2020
                      • Strong preference for own-label products
                        • Figure 11: Consumers’ preferences for branded vs own-label groceries, NI and RoI, November 2020
                      • Waste remains high on Irish consumers’ agenda
                        • Figure 12: Agreement with statements relating to supermarkets, NI and RoI, November 2020
                    • The Market – Key Takeaways

                      • COVID-19 boosts sales in 2020
                        • Food prices falling in RoI, rising in NI
                          • Brexit leading to stock issues
                            • RoI consumers spending more on groceries
                              • Fear regarding COVID-19 remains high
                                • COVID-19 won’t stop Christmas spending
                                • Market Size and Forecast

                                    • Short-, medium- and long-term impact on the industry
                                      • Figure 13: Expected impact of COVID-19 on supermarket retail sales, short, medium and long term, 3 December 2020
                                    • COVID-19 helps boost sales in 2020
                                      • Figure 14: Estimated total grocery retail sales, IoI, NI and RoI, 2015-25
                                      • Figure 15: Agreement with the statement ‘I am stocking up on groceries/other supplies’, IoI, May-November 2020
                                    • Supermarkets likewise benefit from COVID-19 and lockdown
                                      • Figure 16: Estimated total supermarket retail sales, IoI, NI and RoI, 2015-25
                                    • Economic fallout of COVID-19 could further boost discounter usage
                                      • Figure 17: How consumers’ financial situation has changed since the start of the COVID-19 outbreak, IoI, July-August 2020
                                    • COVID-19 drives more online grocery spending
                                      • Figure 18: Agreement with statements relating to how COVID-19 has changed shopping habits, IoI, May-November 2020
                                      • Figure 19: Consumers who bought groceries online in the last three months, NI and RoI, 2018 and 2019
                                  • Market Drivers

                                    • NI food prices increase – but fall in RoI
                                      • Figure 20: Consumer price index for all food and non-alcoholic beverages, January 2017-October 2020
                                      • Figure 21: Agreement with the statement ‘I am cutting back on non-essential spending’, IoI, 6 May-18 November 2020
                                      • Figure 22: Agreement with the statement ‘I’m finding it harder to make ends meet’, IoI, September-November 2020
                                      • Figure 23: Consumer price index for all food and non-alcoholic beverages, RoI, January 2017-October 2020
                                    • Brexit issues could lead to scarcity and further price increases on both sides of the border
                                      • Increases in unemployment may cause spending cut for groceries
                                        • Figure 24: COVID-19-adjusted unemployment rate (%), RoI, March-September 2020
                                        • Figure 25: Unemployment claimant count (%), NI, January 2016-July 2020
                                      • Average grocery spend £41-60 in NI and €101+ in RoI
                                        • Figure 26: Average amount that consumers spend each week for household groceries, NI and RoI, November 2020
                                        • Figure 27: Sterling to euro exchange rate, 2015-December 2020
                                      • Fear regarding COVID-19 remains high
                                        • Figure 28: How worried consumers are about the risk of being exposed to COVID-19, IoI, March-November 2020
                                      • Over two thirds of shoppers confident supermarkets keep them safe from the virus
                                        • Figure 29: How confident consumers are that supermarkets are taking appropriate steps to keep them safe from COVID-19 while in-store, NI and RoI, November 2020
                                      • Majority plan to make Christmas 2020 as good as it can be
                                        • Figure 30: Agreement with statements relating to COVID-19 and Christmas, IoI, November 2020
                                      • Six in 10 planning Christmas shopping more
                                      • Companies and Innovations – Key Takeaways

                                        • Marks & Spencer leading with innovative products
                                          • Changing packaging in support of the environment
                                            • Supermarkets announce collaboration in response to COVID-19
                                            • Who’s Innovating?

                                              • Prepared meals leading category within own-label
                                                • Figure 31: New food product launches in own-label products, by sub-category, UK and Ireland, 2015-20
                                              • Marks & Spencer leading in innovative product releases
                                                • Figure 32: New food product launches, by company, UK and Ireland, 2015-20
                                              • Branded products on the rise within supermarkets
                                                • Figure 33: New food product launches, by private label vs branded, UK and Ireland, 2015-20
                                            • Company Profiles

                                              • Aldi (RoI only)
                                                • Key facts
                                                  • Positioning and strategy
                                                    • Brand NPD
                                                      • Recent developments
                                                        • Asda
                                                          • Key facts
                                                            • Positioning and strategy
                                                              • Brand NPD
                                                                • Recent developments
                                                                  • Dunnes Stores
                                                                    • Key facts
                                                                      • Positioning and strategy
                                                                        • Brand NPD
                                                                          • Recent developments
                                                                            • Iceland
                                                                              • Key facts
                                                                                • Positioning and strategy
                                                                                  • Brand NPD
                                                                                    • Recent developments
                                                                                      • Lidl
                                                                                        • Key facts
                                                                                          • Positioning and strategy
                                                                                            • Brand NPD
                                                                                              • Recent developments
                                                                                                • Marks & Spencer
                                                                                                  • Key facts
                                                                                                    • Positioning and strategy
                                                                                                      • Brand NPD
                                                                                                        • Recent developments
                                                                                                          • Sainsbury’s (NI only)
                                                                                                            • Key facts
                                                                                                              • Positioning and strategy
                                                                                                                • Brand NPD
                                                                                                                  • Recent developments
                                                                                                                    • SuperValu
                                                                                                                      • Key facts
                                                                                                                        • Positioning and strategy
                                                                                                                          • Brand NPD
                                                                                                                            • Recent developments
                                                                                                                              • Tesco
                                                                                                                                • Key facts
                                                                                                                                  • Positioning and strategy
                                                                                                                                    • Brand NPD
                                                                                                                                      • Recent developments
                                                                                                                                      • The Consumer – Key Takeaways

                                                                                                                                        • Women continue to be more likely to assume sole responsibility for groceries
                                                                                                                                          • Tesco key main grocery shopping location, discounters strongly used for top-up
                                                                                                                                            • Strong preference for own-label products
                                                                                                                                              • Waste remains high on Irish consumers’ agenda
                                                                                                                                              • Responsibility for Grocery Shopping

                                                                                                                                                  • Strong engagement with grocery responsibilities
                                                                                                                                                    • Figure 34: Who is responsible for the main grocery shop in their household, NI and RoI, November 2020
                                                                                                                                                  • Irish women main grocery shoppers
                                                                                                                                                    • Figure 35: Consumers who are mainly/wholly responsible or share responsibility for grocery retailing in a household, by gender, NI and RoI, November 2020
                                                                                                                                                • Locations for Grocery Shopping

                                                                                                                                                    • Tesco continues to be the top choice for main grocery shopping
                                                                                                                                                      • Figure 36: Usage of retailers for main weekly grocery shopping, NI and RoI, November 2020
                                                                                                                                                    • Tesco sees strong use across all demographics
                                                                                                                                                      • Figure 37: Usage of Tesco for main weekly grocery shopping, by age, NI and RoI, November 2020
                                                                                                                                                    • Wider array of retailers used for top-up shopping
                                                                                                                                                      • Figure 38: Usage of retailers for top-up grocery shopping, NI and RoI, November 2020
                                                                                                                                                      • Figure 39: Usage of selected retailers for top-up grocery shopping, by work status, NI and RoI, November 2020
                                                                                                                                                  • Branded vs Own-label Preferences

                                                                                                                                                      • Fresh produce most preferred own-label
                                                                                                                                                        • Figure 40: Consumers’ preferences for branded vs own-label groceries, NI and RoI, November 2020
                                                                                                                                                      • Men more likely to buy branded goods
                                                                                                                                                        • Figure 41: Consumers who buy branded groceries, by gender, NI and RoI, November 2020
                                                                                                                                                        • Figure 42: Agreement with the statement ‘Own-label goods offer better value for money during COVID-19/coronavirus’, by gender, NI and RoI, November 2020
                                                                                                                                                    • Attitudes towards Supermarkets

                                                                                                                                                        • Food safety chief concern of Irish shoppers
                                                                                                                                                          • Figure 43: Agreement with statements relating to supermarkets, NI and RoI, November 2020
                                                                                                                                                        • Safety first
                                                                                                                                                          • Figure 44: Number of food complaints received, RoI, 2016-19
                                                                                                                                                        • Packaging concerns high, but COVID-19 concerns trump this
                                                                                                                                                          • Figure 45: Agreement with the statement ‘Supermarkets should do more to reduce packaging waste’, NI and RoI, 2019 and 2020
                                                                                                                                                        • Women more likely to view supermarket and discounter own-label as equal
                                                                                                                                                          • Figure 46: Agreement with the statement ‘There is little difference in the quality of products between supermarket and discount retailers’, by gender and age, NI and RoI, November 2020
                                                                                                                                                        • Brexit likely to spur on demand for locally sourced products
                                                                                                                                                          • Figure 47: Agreement with the statement ‘More locally sourced products from N. Ireland/Ireland should be available in supermarkets’, by gender, NI and RoI, November 2020
                                                                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

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

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