Irish local and artisan foods: Multiples make space!

Len Tiu Wright,Angela Wright,Michelle Dunne

doi:10.1080/23311975.2017.1324242

Len Tiu Wright, Angela Wright + Show 1 more

Open Access

https://doi.org/10.1080/23311975.2017.1324242

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Abstract

AbstractConsumers are increasingly discerning about food choices. This research explores the attitudes of Irish consumers to local and artisan food products, and, in particular, if they would consider the supermarket environment as a location of choice for the purchase of these foods. This research applied a quantitative methodology to address the research question. 126,110 supermarket customers were contacted through an Irish supermarket loyalty data base, which resulted in 14,646 completed responses. This rich data allowed the researchers access to the attitude of Ireland’s consumers to speciality local food products, normally absent from the supermarket shelf. 98.8% of respondents would like to be able to purchase local food products in a supermarket, and 76% of respondents expect to pay either less than, or the same price for local food products, as they do for other similar standard foods. This research will be of direct benefit to parties involved with the grocery retail sector in Ireland.

Highlights

Introduction and research contextThis empirical research examines the concept of “local” and “artisan food” and the case for supermarket space through the lens of the consumer
This study identifies that the majority of respondents expect to pay either the same price or between 5 and 10% more for “artisan” as opposed to “local” products in an Irish-owned supermarket
The conclusions of this research study confirm that a case for supermarket space does exist for both local and artisan food

Summary

Introduction

Introduction and research contextThis empirical research examines the concept of “local” and “artisan food” and the case for supermarket space through the lens of the consumer. The identifiable characteristics of consumer behaviour in relation to local and artisan food are researched and analysed. This research explores the ABOUT THE AUTHORS. Michelle Dunne is a CRM Supplier Engagement Executive with Musgrave Partners Ireland and has 12 years of experience working in the food retail sector. Together with her co-author, Angela Wright she engaged in this study for over two years. Angela Wright is a senior lecturer, researcher and postgraduate supervisor at CIT, Cork Ireland. Her main areas of interest are Marketing and Food and Tourism Marketing and she has published extensively and continuously over the past 14 years

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