A recently released Mintel report on Retailing in Ireland shows that traditional supermarkets are facing a challenging time when competing with convenience stores and discounters. Consumers are still very much driven by getting good value for money, and attitudes towards discounter ranges are improving.
As consumer confidence improves it will see Irish shoppers more willing to spend when shopping, according to the report – but this may not translate to switching from own-brand ranges to branded ranges, with many consumers happy with the value for money offered to them. Overall, branded products will need to work harder to convey that they are worth paying more for.
The following chart shows the level of penetration for own brand. It is highest in the fruit and vegetables category, where there are few brands.
Source: BordBia – Challenging Environment for Traditional Retailers
