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Table of Contents
- Issues in the Market
- Key themes in the report
- Definitions
- Organic
- Fair trade
- Farmers' markets
- Definition of farmers and growers in RoI
- Abbreviations
- Market in Brief
- Key drivers in the market
- Organic market size estimates
- Positive impact from farmers' markets
- Benefits and cost of going organic
- Slowdown in Ireland' s economy
- The impact of the price tag
- RoI consumers pay higher price compared to EU counterparts
- Struggling to supply domestic demand
- NPD shapes the market
- What will the future bring for Ireland' s ethical market?
- Internal Market Environment
- Key points:
- What is classed ethical?
- The true meaning of organic
- Understanding the law behind organic farming
- Award and costs of becoming an organic farmer
- Benefits
- Costs
- Think before you eat
- Changing consumer attitudes
- Caring for consumers' health and wellness
- Retailers seek to improve ethical status
- Figure 1: Packaging launched with type of product claims in food, UK and
RoI, 2002-07
- Attracting consumers through promoting health benefits
- Figure 2: Packaging launched with type of product claims in drink, UK
and RoI, 2002-07
- Impact of food scares
- Demand vs supply
- Growing NI organic sector
- Growing RoI organic sector
- Packaging plays key role in ethical market
- Waste disposal
- Labelling and materials
- Driving NI food to the next level
- Broader Market Environment
- Key points:
- Future rewards of organic farming
- UK organic farming employment trends
- Has Ireland' s rainy day arrived?
- Figure 3: Health of the economy, NI and RoI, 2006-08
- Making an informed choice to be ethical
- Retailers have a fundamental role to play in ethical market expansion
- Figure 4: Comparison of ethical and non-ethical rsps, 2008
- Limited supply results in organic price hike
- Figure 5: Relevant statements regarding the environment and food and
drink, NI and RoI, November 2007
- Price plays a key role in younger consumers' purchasing decisions
- Rising food costs
- Figure 6: Irish weather data -- annual average figures, 2007
- Older consumers show more ethical traits than younger counterparts
- Figure 7: Population change, by age group, NI, 2000-20
- Figure 8: Population change, by age group, RoI, 2000-20
- Widening the ethical target market
- Mixed messages on health claims
- Conflicting scientific evidence
- Market Insight
- Key points:
- Organic market size and insight
- Organic market is heavily dependent on imports
- Positive signs ahead for Ireland' s organic market
- Figure 9: All-Ireland organic market size, 2004-12
- Growing awareness of Fairtrade Mark
- Figure 10: Estimated fair trade retail value, by country, 2004-06
- Distribution networks assists fair trade growth in Ireland
- The farm to fork debate
- Free-range market insight
- Figure 11: Agreement with statement ' I buy free-range products whenever
I can' , NI and RoI, 2001-07
- Influences in Ireland' s free-range market
- Slower growth for free-range, perchery and organic eggs
- Figure 12: Sales of NI graded eggs, by destination, May 2007 (average
cases per week)
- Figure 13: Sales of NI graded eggs, by destination, May 2006 (average
cases per week)
- Growing popularity of farmers' markets
- Back to basics: expanding Ireland' s ethical distribution network
- Company Insight
- Key points:
- Figure 21: Consumers who only buy products from companies whose ethics
they agree with, 2004-07
- The ethical war replaces the price war
- Food and drink suppliers
- Bernard Matthews
- Country Crest
- Ecoshop
- Feelgood Organic Hampers
- Glenisk
- Green & Black' s
- Johnsons Coffee
- Moy Park
- O' Briens
- O' Kane Poultry
- Organic Market 2U
- Figure 22: Organic Market 2U variety of boxes including price, 2008
- Roma
- Supermarkets
- Asda
- Goals for the future
- Curley Supermarket Ltd
- Dunnes Stores
- Musgrave Group
- M&S
- Sainsbury' s
- Superquinn
- Tesco
- Other
- Munster Wholefoods Ltd
- Redcoral Catering Limited
- Absolutely Organic
- The Burgeoning Ethical Consumer
- Key points:
- Value of organic food
- Figure 23: ' It is worth paying more for organic food' , NI and RoI,
2001-07
- Figure 24: ' It is worth paying more for organic food' , by age, NI and
RoI, 2007
- Ethics vs cost
- Figure 25: ' It is worth paying more for organic food' , and consumer that
agree ' I look for the lowest possible price when shopping' , NI and RoI,
2001-07
- Free-range food
- Figure 26: ' I buy free-range products whenever I can' , RoI and NI,
2001-07
- Free-range produce has greater appeal to grey market
- Less consumers ruling out GM food
- Figure 27: ' I would never buy genetically modified food' , NI and RoI,
2001-07
- Fair trade product sales increasing
- Figure 28: ' I buy fair trade products when available' , NI and RoI,
2001-07
- Appendix
- Geographical, national and regional definitions
- Conversion factors
- Exchange rates
- Who' s Innovating?
- Figure 37: Top five brands in terms of ethical food and drink launches,
UK and Ireland, 2007
- TGI data
- Figure 38: Attitudes towards food and drink, RoI, 2001-07
- Figure 39: Attitudes towards food and drink, NI, 2001-07
- Figure 40: Attitudes towards food and drink, by gender, age, marital
status, working status, socio-economic group, household size and lifestage,
NI, 2007
- Figure 41: Attitudes towards food and drink, by gender, age, marital
status, working status, socio-economic group, household size and lifestage,
NI, 2007
- Figure 42: Attitudes towards food and drink, by gender, age, marital
status, working status, socio-economic group, household size and lifestage,
NI, 2007
- Figure 43: Attitudes towards food and drink, by gender, age, marital
status, working status, socio-economic group, household size and lifestage,
NI, 2007
- Figure 44: Attitudes towards food and drink, by gender, age, marital
status, working status, socio-economic group, household size and lifestage,
NI, 2007
- Figure 45: Attitudes towards ethical food and drink, by gender, age,
marital status, working status, socio-economic group, household size and
lifestage, NI, 2007
- Figure 46: Attitudes towards ethical food and drink, by gender, age,
marital status, working status, socio-economic group, household size and
lifestage, RoI, 2007
- Figure 47: Attitudes towards ethical food and drink, by gender, age,
maritalstatus, working status, socio-economic group, household size and
lifestage, RoI, 2007
- Figure 48: Attitudes towards ethical food and drink, by gender, age,
marital status, working status, socio-economic group, household size and
lifestage, RoI, 2007
- Figure 49: Attitudes towards ethical food and drink, by gender, age,
marital status, working status, socio-economic group, household size and
lifestage, RoI, 2007
- Figure 50: Attitudes towards ethical food and drink, by gender, age,
marital status, working status, socio-economic group, household size and
lifestage, RoI, 2007
- Figure 51: Attitudes towards ethical food and drink, by gender, age,
marital status, working status, socio-economic group, household size and
lifestage, RoI, 2007MORI data
- Figure 52: Important aspects when grocery shopping for food and/or
drink, NI and RoI, November 2007
- Figure 53: Relevant statements regarding the environment and food and
drink, NI and RoI, November 2007
- NI demographics
- Figure 54: Important aspects when grocery shopping for food and/or
drink, by gender, age, socio-economic group, marital status, working
status, urban/rural, presence of children under 16, Internet access and
digital TV access, NI, November 2007
- RoI demographics
- Figure 55: Important aspects when grocery shopping for food and/or
drink, by gender, age, socio-economic group, presence of children, shopping
status, urban/rural, working status, presence of children under 16,
Internet access and digital TV access, RoI, November 2007
- Figure 56: Important aspects when grocery shopping for food and/or
drink, by gender, age, socio-economic group, presence of children, shopping
status, urban/rural, working status, presence of children under 16,
Internet access and digital TV access, RoI, November 2007
- Figure 57: Relevant statements regarding the environment and food and
drink, by gender, age, marital status, working status, socio-economic
group, urban/rural, presence of children under 16, Internet access and
digital TV access, NI November 2007
- Figure 58: Relevant statements regarding the environment and food and
drink, by gender, age, socio-economic group, presence of children, shopping
status, urban/rural, working status, presence of children under 16,
Internet access and digital TV access, RoI, November 2007
- Figure 59: Relevant statements regarding the environment and food and
drink, by gender, age, socio-economic group, presence of children, shopping
status, urban/rural, working status, presence of children under 16,
Internet access and digital TV access, RoI November 2007
- Consumer target groups
- NI
- Figure 60: Consumer typologies, by food and drink shopping attitudes,
NI, 2007
- Figure 61: Consumer typologies, by gender, age, socio-economic group,
marital status, working status, presence of children, region and digital TV
access,
- RoI
- Figure 62: Consumer typologies, by food and drink shopping attitudes,
RoI, 2007
- Figure 63: Consumer typologies, by gender, age, socio-economic group,
marital status, working status, presence of children, household income,
region, Internet use at home and work, brtoadband access and digital TV
access, RoI, 2007
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