Stress levels rising for three in ten Irish consumers
With financial pressures taking their toll on Irish consumers, Mintel's annual Irish Lifestyles report highlights a rise in Ireland's stress levels.
Print29 November 2013
Mintel’s Irish lifestyles report 2013 shows that 35% of consumers in the Republic of Ireland report a rise in stress levels
Mintel’s Irish lifestyles report 2013 has highlighted that due to financial pressures on consumers, Ireland’s stress levels have increased. The report shows that 35% of consumers in the Republic of Ireland report a rise in stress levels compared with only 28% in Northern Ireland.
The report has also shown that stress is driving consumers to food for comfort and relief. It states that one in seven Irish consumers admit that stress is making them eat more than they normally would.
Brian O’Connor, senior consumer analyst at Mintel, commented on the report’s findings saying: "The economy may be improving, but the tight costs of living are still adding to Irish consumer pressure and are taking their toll on Irish mental health."
He also added: "This increased pressure is seeing consumers turn to comfort foods to cope, adversely affecting their health. Time pressure is leaving consumers with less time to cook and exercise, and as a result driving consumers towards convenience food which is often rich in salt and fat and a sedentary lifestyle."
Two thirds of those surveyed say they would like to be in better physical health. However 33% of those in the Republic admitted that worry more about their weight and physical appearance than actual health.
While 31% of consumers realise that junk food is detrimental to their overall health over 11% of those surveyed in the Republic of Ireland admitted to eating junk food at least once a day. The survey also showed 28% of consumers in the Republic and 27% of those north of the border feel confused about what is healthy for them due to conflicting information on health foods and diets.
The report also highlights that four in ten consumers drink alcohol on a weekly basis with 5% saying they drink daily. Over half of consumers note that they feel not smoking is a key factor in leading a healthy lifestyle, pointing to a high level of consumers recognising the dangers of tobacco products. Despite this, around a fifth of Irish consumers smoked at least once per day in 2013.
Mintel’s research has shown that relationships outweigh money in making people happy, with over half saying that friends and family are key to happiness while only three in ten stated money as a key factor.
Commenting on this finding, O’Connor said: "Consumers see their family and friends as important to their happiness, which should see demand for the likes of family holidays, and other family oriented leisure activities remain constant moving forward."
Financial issues continue to plague Irish consumers this year with 17% of consumers in the Republic stating their finances are healthy. while in Northern Ireland 25% of consumers believe they are in a good financial position this year. Attitudes both sides of the border towards debts and finances are shown to have ‘matured’, with 50% consumers saying they are trying to minimise their usage of debt.
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