Abstract
Food scares, animal welfare issues, environmental concern and health and wellbeing are the clear motivations behind Irish consumers growing tendency to think before they eat. To date the organic sector is experiencing healthy growth, with an all-Ireland market value in 2007 of € 136 million.
Nonetheless, the growing appreciation for ethical products is not without its problems, particularly in relation to availability issues (demand outstretching supply), which have seen Irish consumers paying up to 20-30% more for ethical produce; a major deterrent for broadening the consumer base when you consider that almost half of Irish consumers look for the lowest possible price when grocery shopping.
Key themes of the report:
Will choosing the ethical route be a profitable one for Irish food and drink companies?
What does being ethical really mean to Irish consumers?
What micro and macro factors will influence Ireland' s ethical market in the future?
What proportion of the consumer base does the ethical consumer represent? And will this grow over the coming years?
How does Ireland' s ethical market compare to other EU countries? Is Ireland lagging behind?
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