Irish customers’ preferences and concerns, research shows
Financial concerns continue to dominate the Irish consumer mindset, with 96% concerned with the cost of living
Print5 May 2025
The 15th edition of EY Future Consumer Index has recently been released with some interest key findings from 26 countries, including Ireland.
The EY Future Consumer Index tracks changing consumer sentiment and behaviours across time horizons and global markets, identifying new consumer segments that are emerging.
In Ireland, the rising cost of living has led to a shift in consumer behaviour, with private labels and discount shops becoming popular among those who prioritise price when making purchases.
As global economic uncertainty persists and prices do not return to pre-pandemic levels, consumers’ priorities are likely to shift permanently, which means that Irish businesses must act now to adapt to these changes.
Irish retailers benefit from the fact that in-store purchasing for daily necessities is still strong and that consumers continue to place a high value on sustainability and health, which are becoming crucial differentiators for companies looking to attract customers and stand out from the competition.
However, financial concerns continue to dominate the Irish consumer mindset, with 96% worried about the cost of living and 92% about their own personal finances.
It should come as no surprise that price has become the main factor influencing consumer purchases in Ireland, both generally (53%) and in a variety of sectors, such as fresh food (46%), clothing, and footwear (58%).
In order to extend their budgets, nearly half of Irish consumers (47%) stated they are going to bargain stores, and a comparable percentage (45%) declared they want to wait for sales or sign up for loyalty programs in order to get better deals.
“With food price inflation continuing to remain elevated – up 3% in the last year according to the latest CSO data – some shoppers are cutting back on non-essentials like clothing, cosmetics and alcohol,” Colette Devey, EY Ireland consumer sector lead, said.
She added: “for businesses this landscape is complex, and they need to ensure they are price competitive for key brands and commodity items whilst appealing to consumers on other characteristics such as quality, health benefits and sustainability aspects.”
Cost-conscious consumers have become more wary of ‘shrinkflation’, where products are reduced in size but prices stay the same, and sceptical of overly generous promotions.
Almost half of respondents (48%) believe that new product improvements are often the result of cost-cutting rather than genuine enhancements for the customer.
Interestingly, a large majority of Irish consumers still prefer in-person shopping for essentials: 83% favour physical stores for fresh food, while 74% prefer them for personal care items.
“For many across Ireland the local shop or pharmacy remains a cornerstone of daily life: a place for trusted advice, social interaction and connection to community and this is not changing anytime soon,” Devey, said.
While price is definitely the dominant force in purchase decisions, health and sustainability remain high on the agenda for Irish shoppers.
A significant 81% say they are moderately or extremely concerned about their mental wellbeing, while an even greater 88% express concern for their physical health.
Irish customers are actively looking for ways to enhance their well-being, but they expect that businesses will provide them with accessible, appealing, and reasonably priced options without sacrificing flavour, affordability, or practicality.
Moreover, while three-quarters (72%) of respondents said they wanted healthier, more sustainable products to be more affordable, there are not willing to pay more for goods that meet these criteria.
Some people argue that brand owners should take responsibility for making their products more sustainable without passing on additional expenses to customers.
“Irish consumers are sending a clear message – they’re ready to invest in their wellbeing, but only if companies and brands meet them halfway. It’s not enough to just offer healthier options, they must be accessible, appealing, and affordable,” Dr Ronan Glynn, EY Ireland health sector leader, said.
In a nutshell:
– Over half (53%) of Irish consumers say that price is a key purchase driver across everyday categories.
– Almost eight in ten (78%) say private labels are just as good as branded products.
– Seven in ten (70%) prefer physical stores across everyday categories underscoring the resilience of bricks-and-mortar retail.
– Nearly three-quarters (72%) want healthier, more sustainable products to be more affordable.
Read more: Cost of living crisis remains top concern – EY Future Consumer Index
© 2025, ShelfLife by Patryk Goron
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