Penny pinchers: Dublin tops the poll as the most ‘value-conscious’ county

Cavan people’s reputation for being overly frugal has been challenged by a survey that reveals Dublin is the most "value-conscious" county in the Republic.

The survey of 1,000 adults by Proctor & Gamble also discovered that 57% of women would prefer a clean home to a romantic night-in with their partner, compared to just 35% of men.

The P&G research reveals that meal times are the most valued moment Irish adults spend with their family (48%).

Family holidays came second (33%), followed by playtime (13%), and bedtime stories (3%).

When asked about value consciousness, Dublin topped the poll with over (28%) of the vote, with Cavan in second place followed by Cork, Kerry, and Donegal.

When it comes to value for money and brand expectations, seven out of 10 people believe brands are important when shopping for household items (70%).

The survey also revealed that one-third of Irish adults find the cost per use of a product and household energy savings to be ‘very important’ when shopping for household items.

The research was unveiled by P&G Ireland as Aoibhinn Ní Shúilleabháin launched the P&G Effect campaign, which will run in participating stores until December. P&G says it spends €2bn per year on research and development and the campaign aims to highlight the science behind P&G’s brands.

“P&G invests €2bn annually in research and development and has more PhDs than Harvard, Stanford, and MIT combined,” said P&G’s David Cotter&.