Food Tourism - Ireland

Published by: Mintel International Group Ltd.

Published: May. 1, 2009 - 73 Pages

Table of Contents

ISSUES IN THE MARKET

Key themes

Definition

Abbreviations

MARKET IN BRIEF

Food tourism market worth €2.2 billion

Food tourism faces strong competition from home and abroad

Local independent restaurants are the top choice

Standards rise with income

Demographic patterns suit food tourism

Economic conditions show mixed signals

Internet is the key channel to market

INTERNAL MARKET ENVIRONMENT

Key points

Measuring diner satisfaction

Figure 1: Satisfaction rating with selected food service establishments in RoI, 2007

B&Bs challenge hotels

Quality restaurants are worth the extra spend

Pub grub finds favour

Entertaining at home shows potential for cookery schools

Figure 2: Agreement with selected statements, 2003-08

Festivals a big hit

It’s not just the Irish with a fascination for drink

We can’t help the weather, but what about the price?

Figure 3: Most cited disadvantages of holidaying in RoI, 2003-07

Céad Míle Fáilte! (One Hundred Thousand Welcomes!)

Figure 4: Very satisfied response on selected tourist issues in RoI, 2003-07

Public spending on marketing Ireland proves effective

Figure 5: Expenditure on marketing, by Irish tourism authorities, 2006-07

Taxation reduces competitiveness

Environmental concern

BROADER MARKET ENVIRONMENT

Key points

Economic environment

Figure 6: Economic outlook for NI and RoI, 2008-10

RoI

NI

CONSUMER CONFIDENCE HITS A LOW

Figure 7: Consumer Sentiment/Confidence Index for 12 months ended February 2009

Mixed signals for Irish tourism in the recession

Figure 8: Consumer responses to statement ‘When feeling the pinch, which of these are you most likely to do when trying to cut back your personal spending?’, NI and RoI, January 2008

Exchange rates a boost for NI

Figure 9: Euro/US Dollar and Euro/Sterling exchange rates, Jan 2007-Apr 2009

Internet usage

Figure 10: Internet and broadband penetration, RoI and NI, 2005-08

An aging population

Figure 11: Population projections, by age group, NI, 2006-26

Figure 12: Population projections, by age group, RoI, 2006-26

Two for tea

Figure 13: Household size, NI and RoI, 2000-05

MARKET VALUE AND FORECAST

Key points

Rapid growth for NI tourism

Figure 14: Index of tourist market value, 2003-09

Irish tourism revenues exceed €7 billion

Figure 15: Tourism market value, Ireland, 2003-09

RoI attracts long haul visitors

Figure 16: Tourists by region of origin, RoI, 2007

NI still heavily reliant on UK market

Figure 17: Tourist by region of origin, NI, 2007

NI food tourism exceeds all-island pace

Figure 18: Index of market value of tourist spending on food, Ireland, 2003-09

Food becoming a bigger priority for tourists

Figure 19: Tourist spending on food, Ireland, 2003-09

Poor signals for Irish tourism in the recession…

…but stability to come from the NI market

CHANNELS TO MARKET

Key points

INTERNET VS TRAVEL AGENT

Figure 20: Agreement with statement, ‘When I need information, the first place I look is the internet’, NI and RoI, 2003-08

Food festivals

COMPANIES AND BRANDS

Key points

Fáilte Ireland

ITIC (Irish Tourist Industry Confederation)

NITB (Northern Ireland Tourist Board)

Tourism Ireland

Figure 21: Tourism Ireland offices and market agent locations, 2009

Good Food Ireland

Food Promotion Northern Ireland

Restaurant Patrick Guilbaud

Ballymaloe House and Cookery School

Michael Deane

CONSUMER DINING PREFERENCES WHILE ON HOLIDAY IN IRELAND

Key points

Local independent restaurants are the tourist’s top choice

Figure 22: Most likely place to eat a main meal while holidaying in Ireland, NI and RoI, 2009

Quality increases with age

Figure 23: Most likely place to eat while holidaying in Ireland, by age, RoI, 2009

Figure 24: Most likely place to eat while holidaying in Ireland, by age, NI, 2009

High earners avoid the chip shop

Figure 25: Most likely place to eat while holidaying in Ireland, by socio-economic group, RoI, 2009

Figure 26: Most likely place to eat while holidaying in Ireland, by socio-economic group, NI, 2009

ROLE OF FOOD IN THE TOURIST EXPERIENCE

Key points

It’s quality, not quantity

Figure 27: Agreement with selected statements about food eaten on holidays in Ireland, RoI and NI, 2009

Younger adults remain uninterested

Figure 28: Agreement with selected statements about food eaten on holidays in Ireland, by age, RoI, 2009

Figure 29: Agreement with selected statements about food eaten on holidays in Ireland, by age, NI, 2009

The more affluent can afford to be more choosy

APPENDIX

Figure 30: Agreement with selected statements about food eaten on holidays, by socio-economic group, RoI, 2009

Figure 31: Agreement with selected statements about food eaten on holidays, RoI and NI, 2009

Figure 32: Statements that apply to food when on a short break in Ireland, by all demographics, NI, 2009

Figure 33: Statements that apply to food when on a short break in Ireland, by all demographics, RoI, 2009

Consumer typologies

Figure 34: Agreement with statements relating to food eaten while on holiday in Ireland, RoI, 2009

Figure 35: Agreement with statements relating to types of food eaten while on holiday in Ireland, RoI, 2009

Figure 36: Factors that motivate consumers to take a holiday/short break in Ireland, RoI, 2009

Figure 37: NI typologies, by all demographics, RoI, 2009

Figure 38: Agreement with statements relating to food eaten while on holiday in Ireland, NI, 2009

Figure 39: Agreement with statements relating to types of food eaten while on holiday in Ireland, NI, 2009

Figure 40: Factors that motivate consumers to take a holiday/short break in Ireland, NI, 2009

Figure 41: NI typologies, by all demographics, NI, 2009

APPENDIX: RESEARCH METHODOLOGY

Abstract

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