2022
0
Ireland Supermarket Retailing – Brand vs Own-label Market Report 2022
2022-12-20T03:10:16+00:00
OX1101675
1495
158756
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Report
en_GB
“Irish shoppers have felt the impact of increased grocery prices in 2022, and have shifted their shopping behaviour accordingly, with a greater level of consumers reporting that they are avoiding…

Ireland Supermarket Retailing – Brand vs Own-label Market Report 2022

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Report Summary

“Irish shoppers have felt the impact of increased grocery prices in 2022, and have shifted their shopping behaviour accordingly, with a greater level of consumers reporting that they are avoiding premium brands and many using more own-label brands and discounter retailers.”
– Brian O’Connor, Senior Consumer Analyst

This Report looks at the following areas:

  • The impact of the current cost-of-living crisis on consumer grocery habits and spending.
  • What items are consumers more likely to buy branded or own-branded goods?
  • What factors in relation to grocery shopping have become more important to consumers in the last 12 months?
  • The threat posed to supermarkets by hard discounters.
  • What impact have supply chain issues had on Irish grocery retailers?

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
              • Figure 1: Expected impact of COVID-19 on supermarket retail sales, short, medium and long term, 2022-27
            • Just shy of €17 billion spent on groceries in 2022
              • Figure 2: Estimated total grocery retail sales, IoI, NI and RoI, 2017-22
              • Figure 3: Average amount that consumers spend each week for household groceries, NI and RoI, 2021 and 2022
              • Figure 4: Estimated total supermarket retail sales, IoI, NI and RoI, 2017-22
              • Figure 5: Estimated own-label grocery retail sales (excluding non-food items), IoI, NI and RoI, 2017-22
            • Market factors
              • Grocery prices up in 2022
                • Figure 6: Consumer Price Index for food and non-alcoholic beverages, 2017-22
              • Decline in financial health
                • Figure 7: How consumers describe their current financial situation, IoI, 2022
              • Facing price increases across the board will drive the need for value
                • Figure 8: Issues consumers claim to have been affected by in the last 2 months, IoI, 2022
              • Irish shoppers will need more encouragement for Christmas 2022
                • Figure 9: How consumers expect their spending for Christmas 2022 will compare to typical Christmas spending habits, IoI, 2022
              • Retailers will need to continue to make efforts to be more sustainable
                • Fuel prices could see fewer visits to supermarkets
                  • Figure 10: Consumer Price Index for unleaded petrol and diesel, RoI, 2017-22
                • Innovations
                  • The consumer
                    • Women still main shoppers in Ireland
                      • Figure 11: Who is responsible for the main grocery shop in their household, NI and RoI, 2022
                    • Tesco continues to be the market leader
                      • Figure 12: Usage of retailers for main weekly grocery shopping, NI and RoI, 2022
                      • Figure 13: Usage of retailers for top-up grocery shopping, NI and RoI, 2022
                    • COVID-19 has boosted online grocery shopping
                      • Figure 14: Engagement with online grocery shopping, NI and RoI, 2022
                      • Figure 15: Consumers who have shopped online for groceries in the last three months, NI and RoI, 2020-22
                    • Branded preferred format for drinks and snacks
                      • Figure 16: Brand vs own-label preferences, NI and RoI, 2022
                    • Supermarkets viewed as being responsible for food safety
                      • Figure 17: Agreement with statements relating to supermarkets, NI and RoI, 2022
                    • Cost of living making premium brands less viable for many
                      • Figure 18: Agreement with statements relating to supermarkets, NI and RoI, 2022
                  • The Market – Key Takeaways

                    • Increased value sales in 2022, but inflation is the driver
                      • Grocery prices up in 2022
                        • Decline in financial health
                          • Price increases across the board will drive the need for value
                            • Irish shoppers will need more encouragement for Christmas 2022
                              • Retailers will need to continue to make efforts to be more sustainable
                                • Fuel prices could see fewer visits to supermarkets
                                • Market Size and Forecast

                                    • Short-, medium- and long-term impact on the industry
                                      • Figure 19: Expected impact of COVID-19 on supermarket retail sales, short, medium and long term, 2022-27
                                    • 2022 sees strong boost to spending
                                      • Figure 20: Estimated total grocery retail sales, IoI, NI and RoI, 2017-27
                                      • Figure 21: Agreement with statements relating to changes in own-label/discounter usage, NI and RoI, 2022
                                      • Figure 22: Average amount that consumers spend each week for household groceries, NI and RoI, 2021 and 2022
                                    • Supermarkets’ share of total grocery spending declining
                                      • Figure 23: Estimated total supermarket retail sales, IoI, NI and RoI, 2017-27
                                    • Own-label capturing more spending in 2022
                                      • Figure 24: Estimated own-label grocery retail sales (excluding non-food items), IoI, NI and RoI, 2017-27
                                  • Market Drivers

                                    • Grocery prices up in 2022
                                      • Figure 25: Consumer Price Index for food and non-alcoholic beverages, 2017-22
                                      • Figure 26: Average weekly disposable income, NI, 2021 and 2022
                                    • Fewer consumers reporting healthy finances
                                      • Figure 27: How consumers describe their current financial situation, IoI, 2022
                                      • Figure 28: How consumers rate their financial situation compared to 12 months previously, IoI, 2022
                                    • Food, fuel and energy costs
                                      • Figure 29: Issues consumers claim to have been affected by in the last 2 months, IoI, 2022
                                    • Ukraine conflict causing supply chain issues
                                      • Figure 30: Expected impact of the conflict in Ukraine on household finances, IoI, 2022
                                    • Consumers planning a more restrained Christmas in 2022
                                      • Figure 31: How consumers expect their spending for Christmas 2022 will compare to typical Christmas spending habits, IoI, 2022
                                    • Sustainability is an increasingly important factor for Irish consumers
                                      • Figure 32: How frequently consumers engage in sustainable practices related to retailing, NI and RoI, 2022
                                    • COVID-19 less of an issue for in-store visits in 2022
                                      • Figure 33: How concerned consumers are with being exposed to COVID-19, IoI, 2020-22
                                    • Increasing fuel prices could affect grocery trips
                                      • Figure 34: Consumer Price Index for unleaded petrol and diesel, UK (including NI), 2017-22
                                      • Figure 35: Consumer Price Index for unleaded petrol and diesel, RoI, 2017-22
                                  • Companies and Innovations – Key Takeaways

                                    • Aldi leading with innovative launches
                                      • Expansion of sweet snack ranges provides consumers with little luxuries
                                        • Supermarkets increasing use of ethical packaging
                                          • Private-label goods lead new product launches
                                            • Supermarkets modernise the in-store shopping experience
                                            • Who’s Innovating?

                                                • Aldi leading the way for new releases in the market
                                                  • Figure 36: New supermarket product launches in own-label and branded products, by company, UK and Ireland, 2017-22
                                                  • Figure 37: Product launches under Aldi, UK and Ireland, 2021-22
                                                • Sweet snacks top supermarket product releases this year
                                                  • Figure 38: New supermarket product launches in own-label and branded products, by sub-category, UK and Ireland, 2017-22
                                                  • Figure 39: Selected sweet foods eaten as a snack in the last 2 weeks, NI and RoI, 2022
                                                  • Figure 40: Cakes, pastries and sweet goods supermarket launches, UK and Ireland, 2021-22
                                                • Ethical packaging on the rise with supermarket retailers
                                                  • Figure 41: New supermarket product launches in own-label and branded products, by claims, UK and Ireland, 2017-22
                                                • Private label surpassed branded launches in supermarkets
                                                  • Figure 42: New supermarket product launches, by private label and branded, UK and Ireland, 2017-22
                                                • Supermarkets modernise the in-store shopping experience
                                                • Companies and Brands

                                                  • Aldi (RoI only)
                                                    • Key facts
                                                      • Positioning and strategy
                                                        • Brand NPD
                                                          • Figure 43: Product releases under Aldi, UK and Ireland, 2021-22
                                                        • Recent developments
                                                          • Asda (NI only)
                                                            • Key facts
                                                              • Positioning and strategy
                                                                • Brand NPD
                                                                  • Figure 44: Product releases under Asda, UK and Ireland, 2021-22
                                                                • Recent developments
                                                                  • Dunnes Stores
                                                                    • Key facts
                                                                      • Positioning and strategy
                                                                        • Brand NPD
                                                                          • Figure 45: Product releases under Dunnes Stores, UK and Ireland, 2021-22
                                                                        • Recent developments
                                                                          • Iceland
                                                                            • Key facts
                                                                              • Positioning and strategy
                                                                                • Brand NPD
                                                                                  • Figure 46: Product releases under Iceland, UK and Ireland, 2021-22
                                                                                • Recent developments
                                                                                  • Lidl
                                                                                    • Key facts
                                                                                      • Positioning and strategy
                                                                                        • Brand NPD
                                                                                          • Figure 47: Product releases under Lidl, UK and Ireland, 2021-22
                                                                                        • Recent developments
                                                                                          • Marks & Spencer
                                                                                            • Key facts
                                                                                              • Positioning and strategy
                                                                                                • Brand NPD
                                                                                                  • Figure 48: Product releases under Marks & Spencer, UK and Ireland, 2021-22
                                                                                                • Recent developments
                                                                                                  • Sainsbury’s (NI only)
                                                                                                    • Key facts
                                                                                                      • Positioning and strategy
                                                                                                        • Brand NPD
                                                                                                          • Figure 49: Product releases under Sainsbury’s, UK and Ireland, 2021-22
                                                                                                        • Recent developments
                                                                                                          • SuperValu
                                                                                                            • Key facts
                                                                                                              • Positioning and strategy
                                                                                                                • Brand NPD
                                                                                                                  • Figure 50: Product releases under SuperValu, UK and Ireland, 2021-22
                                                                                                                • Recent developments
                                                                                                                  • Tesco
                                                                                                                    • Key facts
                                                                                                                      • Positioning and strategy
                                                                                                                        • Brand NPD
                                                                                                                          • Figure 51: Product releases under Tesco, UK and Ireland, 2021-22
                                                                                                                        • Recent developments
                                                                                                                        • The Consumer – Key Takeaways

                                                                                                                          • Women still key grocery shoppers
                                                                                                                            • Tesco continues to be the market leader
                                                                                                                              • COVID-19 has boosted online grocery shopping
                                                                                                                                • Branded preferred format for drinks and snacks
                                                                                                                                  • Supermarkets viewed as being responsible for food safety
                                                                                                                                    • Cost of living making premium brands less viable for many
                                                                                                                                    • Responsibility for Grocery Shopping

                                                                                                                                        • Six in 10 claim main responsibility for grocery shopping
                                                                                                                                          • Figure 52: Who is responsible for the main grocery shop in their household, NI and RoI, 2022
                                                                                                                                        • Irish women remain key grocery buyers
                                                                                                                                          • Figure 53: Consumers who are mainly/wholly responsible for grocery retailing in a household, by gender, NI and RoI, 2021 and 2022
                                                                                                                                          • Figure 54: Consumers who are mainly/wholly responsible for grocery retailing in a household, by lifestage, NI and RoI, 2022
                                                                                                                                      • Locations for Grocery Shopping

                                                                                                                                          • Tesco continues to be the market leader
                                                                                                                                            • Figure 55: Usage of retailers for main weekly grocery shopping, NI and RoI, 2022
                                                                                                                                          • Tesco sees more ABC1 shoppers
                                                                                                                                            • Figure 56: Usage of Tesco for main weekly grocery shopping, by gender and socio-economic group, NI and RoI, 2022
                                                                                                                                            • Figure 57: Usage of Lidl and Aldi for main weekly grocery shopping, by socio-economic group, NI and RoI, 2022
                                                                                                                                          • Discounters benefit from cost of living, though Tesco still hot for top-up shopping
                                                                                                                                            • Figure 58: Usage of retailers for top-up grocery shopping, NI and RoI, 2022
                                                                                                                                          • RoI consumers have preference for Centra, NI for Spar
                                                                                                                                            • Figure 59: Usage of convenience store brands for top-up grocery shopping, NI and RoI, 2022
                                                                                                                                        • Online Grocery Shopping Habits

                                                                                                                                            • Over half of NI and a third of RoI consumers do at least some grocery shopping online
                                                                                                                                              • Figure 60: Engagement with online grocery shopping, NI and RoI, 2022
                                                                                                                                              • Figure 61: Consumers who have shopped online for groceries in the last three months, NI and RoI, 2020-22
                                                                                                                                              • Figure 62: Agreement with statements relating to how COVID-19 has changed consumers’ retailing habits, IoI, 2020-22
                                                                                                                                          • Brand vs Own-label Preferences

                                                                                                                                              • Hot drinks, snacks and alcohol key branded items
                                                                                                                                                • Figure 63: Brand vs own-label preferences, NI and RoI, 2022
                                                                                                                                              • Alcohol buoyed by successful premiumisation
                                                                                                                                                • Figure 64: Consumers who typically prefer to buy branded alcohol, NI and RoI, 2022
                                                                                                                                                • Figure 65: Agreement with the statement ‘Supermarket own-label alcoholic drinks cannot be ‘craft’’, NI and RoI, 2022
                                                                                                                                              • Price a strong attractor for own-label dairy
                                                                                                                                                • Figure 66: Consumers who typically prefer to buy branded vs, own-label dairy, by age, NI and RoI, 2022
                                                                                                                                                • Figure 67: Attitudes towards eco and ethical issues in milk, NI and RoI, 2021
                                                                                                                                                • Figure 68: Agreement with the statement ‘The price of milk/milk alternatives affects where I do my grocery shopping’, NI and RoI, 2021
                                                                                                                                            • Attitudes towards Supermarkets

                                                                                                                                                • Nine in 10 view food safety as a key issue
                                                                                                                                                  • Figure 69: Agreement with statements relating to supermarkets, NI and RoI, 2022
                                                                                                                                                • Food safety important to all
                                                                                                                                                  • Figure 70: Agreement with statements relating to groceries and COVID-19, IoI, 2020
                                                                                                                                                • RoI consumers have higher opinion of discounter brands
                                                                                                                                                  • Figure 71: Agreement with the statement ‘There is little difference in the quality of products between supermarket and discount retailers’, by age, NI and RoI, 2022
                                                                                                                                                  • Figure 72: Agreement with the statement ‘Having more money would make me less likely to shop at discounters‘, RoI and NI, 2021
                                                                                                                                                • Food waste a growing concern
                                                                                                                                                  • Figure 73: Agreement with statements relating to supermarkets, NI and RoI, 2022
                                                                                                                                                  • Figure 74: “Compared to a year ago, would you say your lifestyle now is more, about the same or less environmentally friendly?”, NI and RoI, 2022
                                                                                                                                                  • Figure 75: Consumer concerns relating to packaging, NI and RoI, 2022
                                                                                                                                              • Supermarket Behaviours

                                                                                                                                                  • Premium brands suffer during cost-of-living crisis
                                                                                                                                                    • Figure 76: Agreement with statements relating to supermarkets, NI and RoI, 2022
                                                                                                                                                  • Younger shoppers more likely to avoid premium items
                                                                                                                                                    • Figure 77: Agreement the statement ‘The cost-of-living crisis has seen me avoid buying premium branded products‘, by gender and age, NI and RoI, 2022
                                                                                                                                                  • Millennials buying more own-label fare in 2022
                                                                                                                                                    • Figure 78: Agreement the statement ‘I have been buying more own-label food and drink in the last 12 months compared to the previous 12 months ‘, by generational group, NI and RoI, 2022
                                                                                                                                                  • RoI consumers more likely to view own-label varieties as improved
                                                                                                                                                    • Figure 79: Agreement the statement ‘I think the variety of own-label products has improved in the last 12 months‘, by age, NI and RoI, 2022
                                                                                                                                                    • Figure 80: Agreement with the statement ‘I love trying new experiences’, NI, 2022
                                                                                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

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

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