Irish consumers chose to spend €1.8 billion on imported branded products rather than Irish alternatives, according to a study by Love Irish Food.
The study, jointly undertaken by Jim Power, Economist and Chairman of Love Irish Food and market research experts Kantar Worldpanel for the 52 weeks ending 18th August 2013, showed that branded products represent 46%, or €3.3 billion, of the estimated €7.3 billion food grocery market.
Love Irish Food estimates that at least €1.8bn of this €3.3bn worth of products sold are imported.
The study also revealed the economic benefits of choosing Irish brands over imported brand and imported private label alternatives. When looking at the 110 Love Irish Food member brands, the figures indicate that these brand member companies account for 17,043 direct jobs in the Irish economy.
“We have long been aware of the economic benefits of buying Irish manufactured branded goods over imported alternatives," said Kieran Rumley Executive Director of Love Irish Food. "These new figures confirm these benefits and once again point to the important role of the agri-food sector in Ireland’s economic recovery. It is clear that this high value added indigenous sector, contributes greatly to the creation of jobs and to our economic future."
Love Irish Food launched the study to coincide with a €200,000 investment in a heavyweight advertising campaign in the run up to Christmas, which will include national radio, digital and TV.
© 2013 - Checkout Magazine by Stephen Wynne-Jones