Food spend online dwarfs in-store receipts as quality trumps price
Ms Binchy said the average spend per shop online is €62, compared to €22 in store.
And while the financial crisis has influenced food trends, she said that people are still willing to put quality and nutrition above price.
“By 2015, nine out of 10 people will own a smartphone and one in four a tablet, with very fast internet speeds,” she told a gathering of food experts at an industry seminar in Kilkenny.
“This will have huge implications on food buying,” she said.
Speaking at the third annual Savour Kilkenny Foodcamp over the long weekend, Ms Binchy said consumers’ use of online resources in making their food choices was seriously challenging the traditional norms.
Her presentation was based on statistics gleaned from a global monitor study conducted by the Futures Company on behalf of Bord Bia. She said that technology is helping companies to be more transparent.
“Trends show a return to shopping locally, as well as a desire for transparency and traceability and wanting to know the people behind brands and products,” she said.
She cited one app, called Shroomies, which provides nutritional information for up to 92,000 products and over 41,000 restaurant menus.
“There is greater emphasis now on cooking from scratch and people are more conscious of the food they eat and the ingredients they use.
“People are eating out less and eating in more,” said Ms Binchy, adding that shopping has become much more complex because consumers are more risk-aware and determined to get value for money.
“Research shows that while convenience has to be affordable it is not all about price,” she said.
“Food has to deliver on quality, nutrition, and has to be simple to use and access. Convenience foods have to deliver a more quality proposition, with a greater awareness around fuller and sustained energy.”
She predicted that, in the future, there will be a stronger demand for food that offers health benefits and even disease prevention and food that delivers physical and mental health benefits while we sleep.
Research also shows that mothers will spend a lot more on food to ensure their children’s health.
The overall theme of this year’s Foodcamp, held in the Ormonde Hotel in Kilkenny, was ‘You are what you eat — fact or fiction?’. Topics under discussion ranged from the breakfast toll to amuse bouche, and Omega 3 to 7UP.
The Foodcamp was part of the Savour Kilkenny Food Festival, which attracted thousands of visitors from all over Ireland.
The city and county celebrated its strong food culture with a food market on The Parade, demos from celebrity chefs including Kevin Dundon, and a series of dining events.
The FoodCamp was chaired by food critic John McKenna of the Bridgestone Guide.
