Price-savvy shoppers turn to stores’ own-brand products
Research carried out by Rabobank’s food and agri research division has found the share of own-brand products in the Irish market is expected to grow to 40% by 2015 — up from 33% in 2010 and just 16% in 2001.
According to consumer rights expert Tina Leonard however, it is difficult for the consumer to know they are buying Irish produce unless the country of origin is indicated on the product.
Posting on the RTÉ Radio 1 website, Ms Leonard said most people would consider an Irish product to be one that is manufactured here and made from Irish ingredients, but as labelling laws require only a small number of products to display their country of origin, it isn’t always as easy as simply reading the label.
According to supermarket giants Tesco, some 100 Irish companies produce 2,000 own-brand Tesco products, with 98% of customers purchasing at least one own-brand as part of weekly shop.
Over 75% of Dunnes Stores’ fresh own label is sourced in Ireland. Its 100% fresh beef, chicken, lamb and pork is Irish while 97% of its bakery lines are Irish made. A further 91% of all potatoes are Irish and 100% fresh fish comes from Irish suppliers/waters.
At Superquinn, more than 2,000 own-brand products are available to buy. Some 95% of their fresh own-label products are Irish, while over 75% of grocery own-label products are sourced from Irish suppliers/ producers. Only 100% Irish chicken is used in their ready meals. The chain said there was a 20% hike in sales on own-label products in 2010 compared to 2009.
SuperValu has 1,700 own-brand products, of which over 30% are Irish.
Centra has about 700 own-brand products available, 35% of which are Irish made. According to Centra all meat is 100% Irish, while 67% of fruit and vegetables and 75% of dairy products are.
At Aldi, more than 45% of grocery sales are generated from products bought from Irish suppliers, producers and manufacturers, while Lidl state they are “committed to using as many indigenous suppliers as possible in the production of its own-brand products”.
Ms Leonard advised that irrespective of brand, the label on meat and dairy products will have an EU approval number identifying the final stage processing plant, with a list of approved plants for Ireland available to view on the Department of Agriculture website.
