Abstract
Since Mintel last reviewed Ireland' s ethical food and drink market in February 2008, core issues in the sector seem to have remained the same. Food scares, animal welfare and fair trade issues, environmental concern and health and well-being remain clear motivations behind Irish consumers' shopping behaviour.
Mintel' s research reflects a demand for ethical food and drink produce, however, in these recessionary times, many consumers may have to compromise on ethics due to household budgetary restraints.
This report further investigates if there are confused messages being communicated to consumers regarding ethical produce, such as supporting Third World farmers versus supporting local industry. The report examines consumer reactions to these mixed messages, and assesses whether or not local producers are likely to win the consumer' s pound/euro during these uncertain economic times.
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