Consumers 'more likely to visit shops with wide range of Irish products'

Two-thirds of consumers would be more likely to visit a store that stocked a wide range of Irish products, according to new research.

Consumers 'more likely to visit shops with wide range of Irish products'

Two-thirds of consumers would be more likely to visit a store that stocked a wide range of Irish products, according to new research.

The online survey of 1,011 consumers also found that just over half (56%) of Irish consumers are happy with the selection of Irish products available in supermarkets and convenience stores in Ireland.

Some 86% of respondents believe that grocery items produced in Ireland should be clearly identifiable as being ‘Irish’, according to a survey for Checkout Magazine by Empathy Research.

Slightly more female consumers (87%) were of this opinion compared to males (83%), while there was also a stronger preference for clear Irish labelling among older consumers [18-24 (83%), 25-34 (78%), 35-44 (85%) and 45+ (89%)].

In the wake of the recent horse meat scandal, the survey also found that a sizable majority (92%) also say it is important for them to know where their food is coming from.

“The recent horse meat scandal has put food provenance at the forefront of the consumer mindset,” said Stephen Wynne-Jones, editor, Checkout.

“Brands with strong Irish credentials should invest more in communicating this to the consumer, to seek differentiation in a highly competitive marketplace.”

When it comes to the range of Irish products available, Angela Healy, director of Empathy Research said: “While Irish shoppers want to support Irish businesses, they are also very sensitive to price.

“In these tightened times, they seek the best value for their budget so if Irish products represent good value, they are likely to be their first preference.”

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