5 Key Insights From Women About Buying Irish
This month’s insights are all about the topic of buying Irish. We asked women from our trusted panel of women to tell us their views on Irish products, where and why they buy them. Read on to find out more about 5 Key Insights From Women About Buying Irish and to download our free insights report.
Would you like these types of insights for your business? Use our panels of engaged women and our dedicated private platform to gather critical insights to help influence women to deliver long term profitability. Contact us now to find how we can help.
This month’s Insights report gives feedback from women and insights into their views on Irish products and buying Irish. To gather this, we partnered with Innovate Solutions who carried out an online survey, then ParentsandBrands ran an online focus group with our trusted panel on our private platform.
5 Key Buying Irish Stats
A 25 question survey was distributed to a select group of Irish female consumers directly via email. The survey was live for 3 days and generated 207 complete responses.
Key stats for Buying Irish:
- While SuperValu, Dunnes, Lidl and Aldi tie in terms of where Irish female consumers buy Irish food products, SuperValu is voted the place to buy the best Irish food products (34%)
- The top reason for purchasing Irish food products is the desire to support Irish producers (42%)
- More than half (52%) respondents feel Irish products are the same price as international food products
- 41% say that seasonality and lack of availability of Irish products prevent them from buying more
- Tayto topped the poll as the most instantly recognisable Irish food brand (43%)
Online Focus Group Insights
An Online Focus Group was carried out on the ParentsandBrands private platform in June 2020 with 30 women from our trusted panel from across Ireland.
Here are some of the key insights and feedback:
Where Women Buy Irish
“I find I really have to search for Irish fruit and vegetables in Tesco, easier to find in SuperValu. I usually get Keeling’s berries and Irish apples when available. I get my fish from a local fish shop. I find Irish meat easy to buy in the supermarkets or butchers.”
Why Women Buy Irish
“When it comes to meat and dairy, we have some of the best in the entire world, so support of these is an easy choice. As long as we support home grown and produced, the more jobs and security and independence our country has. With what has happened recently it hits home even more the fact that we need to be reliant on ourselves in many ways.”
Pricing of Irish Food Products
“I would perceive Irish produce to be slightly more expensive however I am willing to pay for Irish products for local jobs and the good quality.”
What Would Encourage Women To Purchase Irish Food
“Definitely knowing it is truly Irish (from farm to fork). I think more marketing and product placement and labelling for Irish products – sometimes in store it’s not obvious products are in fact Irish.”
Labelling of Irish Provenance
“The Guaranteed Irish and the Bord Bia approved logos are ones I see most often. If there are 2 products beside each other and one is obviously Irish I will pick that one. I look at the receipt too to see what proportion of my shop was Irish products.”
Key Recommendations for Brands
- People will tolerate slightly higher cost for Irish provenance so don’t be afraid of your product cost being competitive. It’s all about perception!
- Ensure your Irish provenance stands out, put being Irish front and centre on your packaging and online presence. Irish scheme membership is also an extra plus for consumers.
- How can you maximise your opportunity to reach Irish consumers? Are your products where they shop?
Download This Month’s Free Insights Report
For more stats and insights into what influences women when it comes to Irish products, download this month’s free Insights report on 5 Key Insights From Women About Buying Irish
In the report you’ll get in-depth survey stats, drill-down insights and recommendations.
Would you like these types of insights for your business? Use our panels of engaged women and our dedicated private platform to gather critical insights to help influence women to deliver long term profitability. Contact us now to find how we can help.
