Insight Reports

Brands, Own Brands and Discounter Brands in Irish Grocery

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Brands, Own Brands and Discounter Brands in Irish Grocery

Report on Insight's 2005 qualitative research programme. The object of our research was to determine the nature and strength of continuing brand loyalties and to investigate the psychology of shopper attitude change in relation to own brands.

Brands have traditionally been strong in the Irish market. The traditional attitude "I don't buy shop brands, I stick to the brands I've always bought" is still very commonly heard. Nevertheless, in recent questionnaire research, 50% of Irish grocery shoppers said that they disagreed with this statement, and the percentage disagreeing was 68% among shoppers under 35.

This year's Insight qualitative research programme has therefore been devoted to changing attitudes to own brands and has concentrated on younger shoppers. 12 focus groups have been carried out in Dublin, Cork and Carlow among shoppers of both genders (mainly female) aged 50 or younger and regularly shopping for at least one other person apart from themselves.

The object of our research was to determine the nature and strength of continuing brand loyalties and to investigate the psychology of attitude change. What has caused the change in attitudes? What are the factors which cause a shopper to make an own brand choice and what factors may still hold her loyalty to the brand? What is the role of own brand in different categories? Why is own brand penetration developing more rapidly in some categories than in others?

This research has involved detailed investigation of the influence of many factors on the shopper's decision at the point of sale. To what extent has all brand loyalty been eroded by value promotions? The initial enthusiasm for the discounters has now past, but to what extent has it left permanent effects in a new open-mindedness in brand choice? What are the shopper's thoughts on the provenance of own brand packs? To what extent does a similar pack indicate a similar product from the same manufacturer? What influences do other members of the shopper's family have on her decisions in the store?

Our research looks in detail at the own brand ranges of the leading retailers. Is Tesco's Value range now regarded as an acceptable choice for products where price is the determining factor? To what extent has Tesco's Finest range established itself at the top of the market? How important are health factors and to what extent does Tesco's Healthy Living range answer this need? How effective is Dunnes' increasing own label segmentation policy? Do shoppers distinguish clearly between the Dunnes Stores and the St Bernard ranges? Does the St Bernard range effectively convey the low price signal? What are shoppers's attitudes to Dunnes' newer premium and healthy ranges, closely modelled on Tesco? Attitudes to own brands in SuperValu, Superquinn and Marks and Spencer are also covered. In Lidl and Aldi, we examine the perceived provenance of their "brands"? Are they own brands or simply continental brands?

In the development of own brand loyalties, changing eating habits and the growth of chilled ready meal solutions are a central factor. Attitudes to these are sharply polarised; they are explored in detail. Butchers remain strong in Ireland; why?

The later part of each of our focus groups was devoted to an examination of attitudes to own brand packaging. A series of categories were each covered separately. In each category, respondents were shown a range of packs, as far as possible consisting of directly competing packs, including the leading brands and own brand packs from Tesco, Dunnes, SuperValu, Lidl and Aldi. Respondents were asked to rank them in order of preference and general attitudes were elicited. Products covered were cereals, coffee, tomato ketchup, bottled pasta sauces, yellow spreads, baked beans and yoghurt. Our report contains detailed responses for each of these categories and general conclusions on own brand packaging policy.

Purchasers of this presentation will also receive (for an inclusive price of €995/£649/US$1215) the Powerpoint Presentation with sound "Own Brands in Irish Grocery," a Powerpoint Presentation presented by Arabella Lacarta. Slides and sound commentary are based on Insight's programme of 2005 qualitative and quantitative consumer research, seen against the background of our previous Irish studies and Insight's 20+ years' experience of consumer attitudes to own brands in the UK.

Published: December 2005

Price: € 995, £ 649, US$ 1215

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