Clémence Jamet
Head of Operations & Sustainability, Guaranteed Irish
This June, Food and Drink Month showcases a variety of food-focused activities — including events, podcasts and promotions — to spotlight the diverse offerings of Irish food and drink producers.
Recent research conducted by SuperValu in collaboration with Guaranteed Irish revealed compelling insights into consumer preferences.
Supporting locally made products
An overwhelming 99% of shoppers actively seek out Irish-made products, with 83% more likely to purchase items displaying the distinctive Guaranteed Irish ‘G’ symbol. Participants cited numerous benefits of buying Irish, ranging from supporting the national economy and local jobs to enjoying fresher produce and reducing carbon emissions associated with transportation.
Platforms such as GuaranteedIrishGifts.ie play a vital role in promoting locally-based businesses, providing consumers with an ‘All Together Better’ choice that supports sustainable economies and communities.
Transparency through clear labelling
With 71% of Irish consumers saying that buying more sustainably-produced products will become more important in the next three years (Bord Bia), there’s a clear demand for transparency in product labelling. Consumers seek detailed information, including the exact production location and the sourcing origins of ingredients. Clearer labelling not only empowers consumers to make informed choices but also encourages support for Irish products.
An overwhelming 99% of shoppers
actively seek out Irish-made products.
Towards sustainable packaging
Ireland’s recent introduction of a deposit return scheme for drinks containers signals a significant step towards circularity in packaging. The scheme incentivises consumers to return used containers for recycling, with initial uptake indicating a shift towards more environmentally conscious behaviours even if it will take time to change attitudes. As consumer awareness of sustainability grows, businesses offering sustainable packaging alternatives stand to gain a competitive edge.
Balancing cost and sustainability
Amidst ongoing concerns about the cost of living, price remains a key influencer for consumers. While sustainability is increasingly valued, communicating the value proposition effectively is essential for driving behavioural change. Emphasising the long-term benefits of sustainable practices can help shift consumer perceptions and encourage support for environmentally friendly options.
As Food and Drink Month unfolds, it’s an opportune time to reflect on the evolving trends shaping Irish consumer behaviour. By embracing local initiatives, promoting transparency and prioritising sustainability, businesses can futureproof their offering, align with consumer preferences and contribute to a more resilient and vibrant economy.
