Ireland’s brown sauce sales buck UK trend 

Sales of brown sauce have risen by 32% across Dealz stores in Ireland

Irish sales of brown sauce up 32% at Dealz stores nationwide, contradicting UK trends



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8 January 2015 | 0

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Irish consumers’ love affair with brown sauce is bucking UK trends and sales of the sauce have seen a 32% increase for discount retailer Dealz.

Recent UK figures from market research company Mintel show that sales of brown sauce have dropped by 19% in the last year.  However, Irish consumers purchased more of the condiment in 2014 than previous years at Dealz and are still enjoying brown sauce on foods such as full Irish breakfasts, bacon sandwiches or chips and baked beans.

Figures have also shown that brown sauce is proving more popular with Irish shoppers than ketchup, possibly answering the age old question of brown versus red sauce.

Sales figures show the top three counties in Ireland that purchased the largest quantities of brown sauce in the past 12 months are Dublin, followed by Limerick and Cork. Dealz sells both the HP and Daddies brown sauce brands, priced at €1.49.

Dealz CEO Jim McCarthy said: “It’s no surprise to me that Brown Sauce still ranks high on Irish shopper’s grocery lists. It’s a household staple in many homes in Ireland and the UK and a delicious addition to many meals.”




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