American consumers give the thumbs-up to Irish food products

AMERICAN consumers would like to have greater access to Irish food products, according to a new survey by Dublin-based Amárach Research.

Food topped the list of most sought after Irish goods. Some 59% of Americans would like to have easier access to buying Irish food. This compares with 35% who want easier access to confectionery, 33% to jewellery and books, 30% to Irish art, and 25% to antiques. The validity of the result is reinforced by the fact that food was not the core focus of this survey.

Amárach and US-based Irishcentral.com surveyed 2,400 internet users, the overwhelming majority American-born. The full findings will be unveiled at Showcase 2011, a creative craft and design trade fair to be attended by 5,500 retail buyers from Ireland, US, EU, Japan at the RDS Dublin from Sunday to Wednesday, January 23 to 26.

Amárach Research chief executive, Michael McLoughlin, said: “This represents a huge opportunity for the Irish agri-food sector. The depth of the connection is very strong. The level of awareness of Irish brands was far higher than expected.

“There is an overwhelming goodwill towards Irish goods. The survey also found an openness among people to having their children educated in Ireland, and an interest in investing in an Irish investment product such as a national solidarity bond.”

Food also figured prominently among the most familiar brands with the US respondents. When asked which Irish brands most quickly came to mind, 67%% said Waterford Crystal, 64% Aer Lingus, 51% Bailey’s Irish Cream, 40% Jameson Irish Whiskey, 24% Kerry Gold, 22% Barry’s Tea, 9% Bewley’s of Ireland, 6% Jacobs biscuits, 5% Tayto crisps, and 2% Paddy Power and Siopa.com.

While many respondents to this online poll have links with Ireland, around 90% of those surveyed were born in the US.

Food producers, as well as exporters of jewellery, books, and producers of craft and design goods, art and antiques will all be encouraged by the goodwill towards Irish goods.

The survey also clearly cites a weakness in Irish companies’ use of the internet.

Only 15% of respondents say they purchase gifts for family or friends in Ireland using home-grown websites, flagging a gap that is calling to be filled.

The survey shows that 36% of purchases are made online via non-Irish websites. 31% buy directly and then post, 8% call shops directly in Ireland and give credit card details while 7% get friends or family in Ireland to do the shopping for them; 69% buy books online as gifts for family or friends living in Ireland at times such as Christmas, 61% CDs or DVDs, 23% gift baskets, 19% flowers, 10% gift ware or crystal, and 10% vouchers.

The survey was undertaken in December and is part of a new Amárach Research and Irishcentral.com joint programme to take place every month from now on.

Some 350 of the country’s leading designers, manufacturers and craftspeople will exhibit their goods in Showcase 2011 at the RDS, starting this Sunday.