Ireland’s love affair with branded food and drink continues

Retailers will face renewed pressure if a further wage increase is implemented, Retail Ireland says
Retailers will face renewed pressure if a further wage increase is implemented, Retail Ireland says

A survey conducted by Love Irish Food has revealed Irish shoppers' habits when it comes to buying branded items, as well as what some of those preferred Irish brands are.



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2 December 2015

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Love Irish Food’s annual Food Barometer survey offers insight in to the most up-to-date habits of Irish shoppers when it comes to food and drink. Conducted in conjunction with Amarach Research, the Food Barometer surveyed 1,000 adults across Ireland as to their household’s grocery shopping.

The report revealed that branded goods are still immensely popular among shoppers, with 43% of respondents saying that they only buy or mostly buy brands. Conversely, only 8% of those surveyed said that they ‘seldom’ buy brands. Dublin respondents were most active in this category, with 50% of them stating that they ‘only buy well-known brands’.  This number compares to 21% in Leinster, 21% in Munster and 8% in both Connaught and Ulster.

Further to these results, the survey revealed that price is not the key determinant in the decision to buy a branded product. The primary motivation is a composite of trust in the brand, country of origin and local provenence, followed by product quality, and then price. 10% of respondents said they make decisions based on family appeal, while 6% said they products out of habit alone.

Also in the survey, respondents were asked what well-known Irish brands they believe will stand the test of time and remain on shelves in twenty years’ time. The results were:

  1. Barry’s Tea
  2. Cadbury’s
  3. Tayto
  4. Lyons
  5. Dairygold
  6. Kerrygold
  7. HB
  8. Denny
  9. Flahavans
  10. Avonmore

Responding to the research findings, Love Irish Food executive director Kieran Rumley said that while the grocery market’s year-on-year growth is slow, there is still enormous value in Irish brands for shoppers. “Our research findings clearly demonstrate that what people are looking for is no longer just price,” he said. “Rather their choices are driven by trust in brands, their origin, quality and now, to a lesser extent, price.”




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