Research by Bord Bia shows changes in shopping behaviour due to cost-of-living crisis

By Fiona Frawley

January 13, 2023 at 4:52pm


Consumer research shared by Bord Bia indicates a number of Irish people have made changes to their shopping habits.

The research shows that shoppers are opting for own-brand products, making shopping lists and cutting out meat products other than chicken.

Bord Bia has been tracking the food habits in Ireland since the beginning of the pandemic back in 2020, as well as in the likes of the UK, US and Germany, all of which are key markets for Irish food producers. Their most recent research focuses on the impact of the cost-of-living crisis.

The research was carried out in the final quarter of 2022 across five markets – Ireland, UK, Germany, France and the US, and involved 10,000 consumers.

The survey indicates that 44% of people view their current financial position as either poor or very poor, while just 7% believe it to be excellent. 35% believe they are just about surviving financially while 69% say they are worse-off than 12 months ago. 64% think things will worsen further.

The research by Bord Bia indicates that shoppers are buying less meat and seafood products. 

All this considered, the survey found a renewed emphasis on only buying essentials, with some shoppers also reassessing what they actually deem as essential.

The survey also indicates that more Irish shoppers are making lists before shopping, with 54% of people saying that lists have become more important in the wake of the cost-of-living crisis.

Red meat and seafood purchases have also depleted, but people are buying 15% more chicken, as it is considered to be more versatile and better value for money.

The survey also shows that shoppers are buying less treats for their households, and the majority of people admitted they're going out to restaurants and cafés less.

Header image via Shutterstock 


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