All about value, bricks and mortar for Irish shoppers
Price remains the number one purchase consideration for Irish shoppers, the vast majority of whom still prefer bricks-and-mortar retail.
That’s according to 15th edition of the EY Future Consumer Index, which surveyed more than 20,000 consumers across 26 countries, including more than 500 here in Ireland.
The EY Future Consumer Index tracks changing consumer sentiment and behaviours across global markets, identifying emerging consumer segments.
The survey found that 53% of Irish consumers feel price is a key purchase driver across everyday categories.
Almost half of Irish shoppers (47%) said they are heading to discount shops to make their budgets go further, and a similar number (45%) said they plan to hold out for sales or join loyalty programmes to secure better value.
The survey’s findings also suggest that budget sensitivity has shifted the perception of 'own brand' products in Ireland. Once seen as the second choice on the shelves, Irish consumers are now more likely (78%) than the average global shopper (67%) to say that private label goods meet their needs just as well as branded products.
Colette Devey, EY Ireland Consumer Sector Lead, said: “Consumer behaviour has traditionally shifted during economic uncertainty and periods of acute price inflation, but today’s changes appear to be more fundamental. Unlike past cycles – where consumers returned to familiar brands post-crisis – prolonged inflation, supply chain disruptions, and geopolitical instability would seem to be reshaping habits permanently.”
EY found that financial concerns continue to dominate the Irish consumer mindset, with 96% concerned with the cost of living and 92% with their own personal finances. Amid the anxiety, however, there is some optimism. Over half (54%) of consumers believe they’ll be better off in 12 months, compared to just 19% who think they’ll be worse off.
The resilience of physical retail
Another positive uncovered by the survey is that across Ireland, physical retail continues to hold strong, not just in convenience or habit, but in real emotional and practical value. A large majority of Irish consumers still prefer in-person shopping for essentials: 83% favour physical stores for fresh food, while 74% prefer them for personal care items.
Ms Davey said: “Reports of the demise of bricks-and-mortar retailing here in Ireland have been greatly exaggerated. For many across Ireland the local shop or pharmacy remains a cornerstone of daily life: a place for trusted advice, social interaction, and connection to community and this is not changing anytime soon.”
Making healthy and sustainable choices
While price is the dominant force in purchase decisions, health and sustainability remain high on the agenda for Irish shoppers according to EY.
A significant 81% of those surveyed said they are moderately or extremely concerned about their mental wellbeing, while an even greater 88% expressed concern for their physical health. This anxiety is driving action: over the past two years, 60% said they’ve made healthier food choices, 61% have exercised more, and 49% said they have prioritised sleep.
Dr Ronan Glynn, EY Ireland Health Sector Leader, said: “Irish consumers are sending a clear message – they’re ready to invest in their wellbeing, but only if companies and brands meet them halfway. It’s not enough to offer healthier options; they must be accessible, appealing, and affordable.”