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Published by: Mintel International Group Ltd.
Published: Jun. 1, 2009 - 113 Pages
Table of Contents
- Issues in the Market
- Key themes of the report
- Definition
- Abbreviations
- Market in Brief
- Discounters tighten their grip on Ireland’s food retailing sector
- Times of hardship ultimately mean changing shopping patterns
- The era of the bargain hunter
- Easing the threat of hard discounters
- Internal Market Environment
- Key points
- Rise to fame
- Figure 1: The rise to fame of the hard discounters, 2009
- The birth of the bargain hunter
- High degree of price-consciousness in RoI
- Figure 2: Consumer agreement to range of shopping statements, RoI and NI, 2003-08
- The strategic approach
- Figure 3: Consumer response to statement ‘I decide what I want before doing the weekly shop’, by gender, age and social grade, RoI and NI, 2008
- Coming up trumps
- The knock-on effect from price-comparison statistics
- Importance of fresh local produce
- Figure 4: Consumer response with statements relating to shopping, RoI and NI, 2003-08
- Meeting consumers’ health and nutrition expectations
- Figure 5: NPD food & drink launches, UK and Ireland, 2003-09
- Benefits of leading a healthier lifestyle
- Fresh food revolution
- Figure 6: Consumer response with statements relating to their lifestyle, RoI and NI, 2003-08
- Own-label substitutes gain ground
- Figure 7: Consumer agreement to a range of food statements, RoI and NI, 2003-08
- Broader Market Environment
- Key points
- Ireland’s recession plays to the advantage of discounters
- Figure 8: Economic outlook for NI and RoI, 2008-10
- How confident are we?
- Possible market opportunity by helping consumers cut back
- Figure 9: 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
- Rise of the ‘euro tourist’
- Easing the threat of ‘euro tourists’
- Adapting to an ageing market
- Figure 10: RoI and NI projected population, by age group, 2000-20
- Technology developments may be vital for growth of hard discounters
- Figure 11: Number of respondents with a broadband internet connection at home, NI and RoI, 2004-08
- Innovation in Value Brands
- Key points
- Sizeable rise in the number of value ranges launched in 2008
- Figure 12: Number of economy and premium food and drink launches in the meals and meal centres and bakery categories, UK/RoI, 2003-09
- The recession boosts demand for condiments, bakery and convenience items
- Findings documented in the Bottled water hit by the crunch article
- Tesco leads the way in value NPD launches
- Figure 13: Number of economy food and drink launches, by company, UK and RoI, 2003-09
- Growth of the Hard Discounters
- Key points
- Ireland’s changing food retailing environment
- Hard discounters tighten their grip on RoI grocery market
- Figure 14: Market share of RoI grocery market, by retailer, 2006 and 2008
- Aldi and Lidl increase their market presence
- Tesco dominates the UK food retailing sector
- Figure 15: Market share of the UK grocery market, by retailer, 2006-08
- Comparison to NI grocery market
- Profile of Ireland’s hard discounters
- Aldi
- Figure 16: Aldi business model, 2009
- Figure 17: Aldi product range, 2009
- Lidl
- Figure 18: Lidl business model, 2009
- Competitor Reaction
- Key points
- More competitive retail arena
- Figure 19: Advertising expenditure, by retailer, RoI, 2004 and 2008
- Asda
- Impact of the credit crunch
- How is Asda targeting the discount shopper?
- Pricing and promotion
- Asda lower price promise goes live
- Back with the old - the return of the pocket tap
- Expansion of distribution
- Communications - message to consumers
- Budget ranges
- Figure 20: Asda own-label range, 2009
- Dunnes Stores
- Impact of the credit crunch
- How is Dunnes targeting the discount shopper?
- Communications - message to consumers
- Budget ranges
- Marks & Spencer (RoI and NI)
- Impact of the credit crunch
- How is M&S targeting the discount shopper?
- Jumping on the promotions bandwagon
- Latest seasonal features
- Move to incorporate branded items
- Communications - message to consumers
- Creating a night-out ambience at home
- Budget ranges
- Food baskets
- Sainsbury’s (NI only)
- Impact of the credit crunch
- How is Sainsbury’s targeting the discount shopper?
- Basic food and drink lines boost sales at Sainsbury’s checkouts
- Targeting the stay-at-home consumer
- Communications - message to consumers
- Encouraging consumers to become smarter shoppers
- Budget ranges
- Figure 21: Sainsbury’s economy range, 2009
- SuperValu
- Impact of credit crunch
- How is SuperValu targeting the discount shopper?
- The price promise
- Meal for the family
- Aligning closely with suppliers
- Communications - message to consumers
- Striving to stand out
- SuperValu real rewards
- Budget ranges
- Tesco Ireland
- Impact of the credit crunch
- The one to beat
- Job generation despite the recession
- How is Tesco Ireland targeting the discount shopper?
- Every little helps
- Targeting consumers at their richest?
- Clubcard and online shopping service helps maintain customer footfall
- Communications - message to consumers
- Real baskets
- Budget ranges
- Figure 22: Tesco value ranges, 2009
- Shopping Priorities
- Key points
- Competing with other grocers’ offerings
- Figure 23: Deciding factors when shopping for food, drink and household products, by most important factor, RoI and NI, 2003 and 2008
- Making the shopping trip more convenient
- Bringing in the shoppers
- Figure 24: Type of shop consumers prefer to shop when doing the regular main shopping for food, drink and household products, RoI and NI, 2003-08
- Top-up shopping opportunities
- Figure 25: Type of shop consumers prefer to shop in when topping up their food, drink and household products, RoI and NI, 2003-08
- Where do Consumers Shop?
- Key points
- An increasingly fickle shopper?
- Figure 26: Food and drink retailers regularly shopped in, RoI and NI, January 2009
- One in three Irish consumers regularly shop in convenience stores
- Targeting the Irish consumer
- Recessional guilt
- Does loyalty come at a price?
- The consequences for the market
- Important Factors When Shopping
- Key points
- Hard discounters to capitalise on changing retail environment
- The rise of the bargain hunter
- Figure 27: Most important factors when grocery shopping, RoI and NI, January 2009
- Premium aspects are important to a third of Irish consumers
- Varied shopping basket in RoI
- It’s not all about price - today’s discounter is multidimensional
- Figure 28: Important factors when grocery shopping, according to Aldi/Lidl shoppers, RoI, January 2009
- Figure 29: Important factors when grocery shopping, according to Aldi/Lidl shoppers, NI, January 2009
- APPENDIX
- GNPD appendix
- Figure 30: Number of economy food and drink launches, by category, UK and RoI, 2003-09
- TGI appendix
- Figure 31: Agreement with the statement ‘I buy goods produced by my own country whenever I can’, by demographic breakdown, NI and RoI, 2008
- Figure 32: Agreement with the statement- ‘I tend to spend money without thinking’, by demographic breakdown, NI and RoI, 2008
- Figure 33: Agreement with the statement- ‘I like to try out new food products’, by demographic breakdown, NI and RoI, 2008
- Figure 34: Agreement with the statement- ‘I buy free-range products whenever I can’, by demographic breakdown, NI and RoI, 2008
- Figure 35: Agreement with the statement- ‘I am eating more healthy food than I have in the past’, by demographic breakdown, NI and RoI, 2008
- Figure 36: Agreement with the statement- ‘I always use money-off coupons and vouchers’, by demographic breakdown, NI and RoI, 2008
- Figure 37: Agreement with the statement- ‘It's worth paying more for organic food’, by demographic breakdown, NI and RoI, 2008
- Figure 38: Agreement with the statement- ‘I always look out for special offers’, by demographic breakdown, NI and RoI, 2008
- Figure 39: Agreement with statement- ‘I buy fair trade products when available’, by demographic breakdown, NI and RoI, 2008
- Figure 40: Agreement with the statement- ‘I pay attention to where the products I purchase are made/grown’, by demographic breakdown, NI and RoI, 2008
- Figure 41: Agreement with the statement- ‘I am prepared to pay more for foods that don't contain artificial additives’, by demographic breakdown, NI and RoI, 2008
- Figure 42: Agreement with the statement- ‘I always think of the calories in what I eat’, by demographic breakdown, NI and RoI, 2008
- Figure 43: Agreement with the statement- ‘I try to include plenty of fibre in my diet these days’, by demographic breakdown, NI and RoI, 2008
- Figure 44: Agreement with the statement- ‘I should do more about my health’, by demographic breakdown, NI and RoI, 2008
- Figure 45: Agreement with the statement- ‘I consider my diet to be very healthy’, by demographic breakdown, NI and RoI, 2008
- Figure 46: Agreement with the statement- ‘I always check the nutritional content of food’, by demographic breakdown, NI and RoI, 2008
- Figure 47: Agreement with the statement- ‘I always look for the light/diet versions of food & drink’, by demographic breakdown, NI and RoI, 2008
- Millward Brown appendix
- Figure 48: Food and drink retailers regularly shopped in, by demographics, NI, January 2009
- Figure 49: Food and drink retailers regularly shopped in, by demographics, RoI, January 2009
- Figure 50: Most important factors when shopping for food and drink, by demographics, NI, January 2009
- Figure 51: Most important factors when shopping for food and drink, by demographics, RoI, January 2009
- Figure 52: Most important factors when shopping for food and drink, by demographics, RoI, January 2009
- Figure 53: Consumers’ choice of retailers, by ethical preferences, RoI, January 2009
- Figure 54: Consumers’ choice of retailers, by ethical preferences, NI, January 2009
- Consumer typologies appendix
- Figure 55: Consumer response with statements on most concerning factors regarding current economic situation, retailer regularly shopped in and most important factors when shopping, by cluster groups, NI, January 2009
- Figure 56: Demographic profile of NI cluster groups, January 2009
- Figure 57: Consumer response with statements on most concerning factors regarding current economic situation, retailer regularly shopped in and most important factors when shopping, by cluster groups, RoI, January 2009
- Figure 58: Demographic profile of RoI cluster groups, January 2009
- APPENDIX: RESEARCH METHODOLOGY
AbstractHard discounters have limited communications in-store, online or via telephone. Unlike other retailers, Aldi and Lidl shoppers currently have to email both retailers before receiving a response; a method which may infuriate impatient consumers.
While discounters’ communications strategy may result in short-term gains (lower costs) this approach may risk dissatisfaction in the longer term. It may send the message that Aldi and Lidl do not care about their customer opinions.
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