Buying Irish matters when grocery shopping
Irish consumers increasing wish to buy Irish as nearly half (47%) of people associate Irish food produce with high quality.
According to new research, Irish consumers are placing increasing importance on supporting local food producers, with 84% saying buying Irish matters when doing their grocery shopping. The findings from research conducted by Amarach Research on behalf of SuperValu.
SuperValu and Centra have announced the continuation of their sponsorship of Guaranteed Irish Food & Drink Month this June, celebrating the quality, innovation and community impact of Ireland’s food and drink sector.
While 84% of consumers said buying Irish matters when doing their grocery shopping, almost two thirds (63%) said doing so has become a routine part of their weekly shop, reflecting growing consumer awareness around provenance, quality and supporting local communities.
Consumers also identified a range of reasons that encourage them to buy Irish products, with supporting Irish farmers and producers (55%) ranking highest, followed by quality (50%), better food standards (38%) and environmental considerations (25%).
Musgrave, in partnership with Guaranteed Irish and Elevate Media will offer one Irish food or drink business a digital advertising package worth €25,000 across the SuperValu and Centra store network. The campaign will be tailored to the needs of the winning business, providing a flexible platform to help increase brand visibility, connect with new audiences and support future growth. For more info and to submit an entry visit https://hubs.li/Q04jTdxd0.
Tara Clifford, Director of Product Brands at Musgrave, said: “Our research shows that Irish consumers are placing growing importance on the provenance of the food they buy, with strong appreciation for the quality associated with Irish produce. SuperValu and Centra are proud to support Guaranteed Irish Food & Drink Month and to champion the innovation, quality and contribution of Ireland’s food and drink sector. We want to make it easier for customers to choose great-quality Irish produce across our stores every day.”
Bríd O’Connell, CEO of Guaranteed Irish said: “As consumers become more conscious about where their food comes from and the impact their purchasing decisions have, accredited marks have never been more important. The Guaranteed Irish symbol gives people confidence that they are supporting businesses committed to quality, trust, jobs and positive community impact here in Ireland.
“Food & Drink Month is a celebration of the producers, brands and retailers who continue to innovate while delivering on the values Irish consumers care deeply about. Thanks to our sponsors SuperValu & Centra who support us throughout the month,” she added.
Guaranteed Irish will run its annual Food & Drink Month nationwide throughout June. The campaign will showcase the businesses, producers and brands driving Ireland’s food industry forward, highlighting the importance of supporting businesses that invest in local jobs, communities and supply chains, while responding to evolving consumer demand around trust, sustainability and local sourcing.