Love Irish Food Find Out from Parents What Matters When It Comes to Buying Irish [Insights Case Study]

We ran a tailored insights project for Love Irish Food to get them feedback from parents about grocery shopping and how they shop for Irish products.

Insights Case Study Love Irish Food
Kieran Rumley love irish food

“When we shared highlights of these insights from parents, members came back looking for even more information about this key shopper demographic. The ParentsandBrands team delivered a clear presentation, they responded quickly to follow up queries and we were really pleased with the outcome of this project. I would recommend ParentsandBrands to anyone looking to target this key audience for useful, actionable insights”

Kieran Rumley, Executive Director, Love Irish Food

The Challenge

Love Irish Food wanted to get some consumer feedback from parents who were the principal grocery shoppers for their families.

In particular, to get feedback on the Love Irish Food brand as well as how they find Irish products when they are doing their food shop.

The client needed to find out what parents thought, and to drill into consumer opinion on various aspects of Irish food products.

What We Did

We ran a 2 day panel of 20 parents around Ireland with children aged over 8.

We asked them to answer questions, share their opinions and give detailed commentary around food shopping, identifying Irish food products and more.

We then ran an online survey targeting parents to further validate the key findings, with over 800 parents responding.

At the end of the project we delivered actionable insights and recommendations along with anonymised verbatim data that Love Irish Food could use to show their members and retailers.

healthy food insights

What Parents Said

“Supporting Irish made brands keeps people in jobs. This issue was highlighted during the pandemic. I think shoppers are becoming more conscious of the link between air miles, climate change and buying in season foods that are produced sustainably. The challenge is to keep prices affordable and maintain a living for Irish producers.”

“As long as it’s competitively priced, I will always support buying Irish. I do think, that companies should flag their origin in very eye catching detail on their product to ensure time strapped consumers know at a glance that they are buying Irish.”

“In today’s shopping all prices are displayed on the shelf rather than on the product itself. If it would be possible to have the Love Irish food logo stand out where the price is displayed it would make it more noticeable”


As with all our insights projects, this tailored group of parents were happy and willing to give feedback and their opinion. As well as feedback on the service and communications, the project also delivered key learnings about:

  • What matters to parents when they are buying food products for their family
  • What key messages will resonate for marketing
  • Insight into parents’ views on Irish brands and supermarkets
  • What this key group of consumers and household shoppers want

Would you like these kinds of insights from parents?

Would you like insights from parents for your business? Talk to our panels of engaged mums and dads, using our dedicated private platform to gather critical insights to help influence and activate them. Contact us now to find how we can help.