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Overview of the Irish Market

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Brand View Insights provides analysis on the impact of key market changes to price and promotion trends for your category, your customers and your competitors. This analysis takes a closer look at the Total Irish FMCG Market by category – i.e. Grocery, BWS, Health & Beauty and Homecare.

Total Market Index by Category

Brand View has run an analysis to measure the rate of inflation amongst the Grocery, Beers, Wines & Spirits (BWS), Health & Beauty and Homecare categories. This is measured by looking at prices among 21,000 products which were stocked on 1 August 2011 and have remained in stock across Superquinn, Supervalu and Tesco Ireland.

Price Movement Across the Categories

Price movements have varied widely amongst the main categories. The increase in prices in the Homecare category has accelerated markedly since Spring 2012 – to a level now 7.2% above where it was in August 2011. Grocery has shown a steady increase over the period to 3.5% above August 2011 levels.

In contrast, BWS and Health & Beauty are currently close to their August 2011 levels, with BWS coming back down after a peak 4% higher in early 2012.

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Promotional Activity by Category

Multibuy offers account for almost 40% of promotions in the Grocery category, while they only account for 25% of promotions in Health & Beauty and BWS, and 20% in Homecare. The latter three categories rely more heavily on Price Reduction promotions on a single pack purchase, with these mechanics accounting for between two-thirds and three-quarters of all promotions.

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Promotional Intensity by Category

Frozen had the highest percentage of products on promotion during the 12 month period, with 96% of all lines being on promotion at least once. Homecare was lowest on this measure, with only 59% of products being on promotion during the same period.

While the Price Index groups the Grocery categories together, we have broken this down further into sub-categories (Ambient, Chilled and Frozen) to see a more detailed picture.

Deepest Discounts in Health & Beauty

The Health & Beauty category saw the deepest discounts with an average Depth of Cut of 37% – the next highest being the Frozen category offering 32%.

Frozen had the highest percentage of products on promotion during the 12 month period, with 96% of all lines being on promotion at least once. Homecare was lowest on this measure, with only 59% of products being on promotion during the same period.

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