Consumer Outlook
2010
Introduction
Confidence
Behaviour
Strategies & Tactics
Introduction
Confidence
Behaviour
Strategies & Tactics
2008
JULY
2009
FEBRUARY
2009
DECEMBER
500
2000
Introduction
Confidence
Behaviour
Strategies & Tactics
Do you know anyone who
has been made redundant
in the past 12 months?
Yes
No
Ireland
13
24
47
75
86
52
1
1
1
Aug 08
Feb 09
Dec 09
Yes
No
Ireland
GB
13
24
46
47
40
72
75
86
52
52
57
27
1
1
1
1
2
2
Aug 08
Feb 09
Dec 09
Jul 08
Feb 09
Dec 09
Less deep pockets for 2010
“How worried are you about
the following issues?”
Ireland
%
70
60
50
60
40
30
41
48
45
41
32
20
10
0
The cost of petrol
Aug 08
The cost of food
Feb 09
Dec 09
“How do you expect to fare
in the next 12 months?”
Worse off
About the same
Ireland
41
50
67
43
40
24
14
3
Aug 08
8
5
Feb 09
Dec 09
1
4
Better off
Don't know
Worse off
About the same
Better off
Ireland
41
Don't know
GB
50
67
56
43
40
31
46
42
40
49
24
14
3
Aug 08
8
5
9
9
9
4
4
3
3
Feb 09
Dec 09
Jul 08
Feb 09
Dec 09
1
“In the next 12 months,
how do you think your
spending will compare with
the last 12 months?”
Consumers anticipate spending less
35
75%
Decrease a lot
40
Decrease a little
Stay about the same
Increase a little
19
4
IRELAND
Increase a lot
Consumers anticipate spending less
35
15
28
75%
43%
Decrease a lot
40
41
Decrease a little
Stay about the same
Increase a little
Increase a lot
19
13
4
IRELAND
GB
Implications
• Restricted budgets will remain
• Caution in the marketplace:
 Pursuit of value / good deals likely to continue
 Consumers likely to spend within their means
 New debt will be avoided
• 2009 survival strategies likely to
remain in place in 2010
Introduction
Confidence
Behaviour
Strategies & Tactics
Shop for fun and pleasure
63%
66%
51%
Aug 08
Feb 09
Dec 09
Less likely to do in the next 12 months
Purchase indulgences
61%
60%
Feb 09
Dec 09
51%
Aug 08
Less likely to do in the next 12 months
Give money to charities
40%
Aug 08
46%
46%
Feb 09
Dec 09
Less likely to do in the next 12 months
Choose special offers & deals
85%
85%
Feb 09
Dec 09
77%
Aug 08
More likely to …
Pay attention to grocery prices
86%
76%
Aug 08
Feb 09
More likely to …
84%
Dec 09
Put off buying until the sales
74%
82%
66%
Aug 08
Feb 09
More likely to …
Dec 09
SHOPPING
AROUND
I shop at several shops to get the best
prices, rather than doing one big shop …
Ireland
GB
55%
36%
34%
22%
Feb 09
Dec 09
Feb 09
Dec 09
I shop at discount retailers
more than I used to
Ireland
GB
52%
37%
22%
Feb 09
Dec 09
Feb 09
29%
Dec 09
Discount retailers sell
good quality products
Ireland
63%
GB
68%
46%
Feb 09
Dec 09
Feb 09
50%
Dec 09
The changing use of leisure time
Look for cheaper eat-out options
Ireland
81%
64%
Aug 08
71%
Feb 09
More likely to …
Dec 09
New ways to spend leisure time
Ireland
62%
Aug 08
70%
Feb 09
More likely to …
73%
Dec 09
Introduction
Confidence
Behaviour
Strategies & Tactics
Cope
Getting the best value
from the marketplace
Cope
Getting the best value
from the marketplace
Retreat
The comfort of the
home and the known
and familiar
Cope
Getting the best value
from the marketplace
Retreat
The comfort of the
home and the known
and familiar
Fun
Finding new ways to
bring fun & indulgence
back into life
Cope
Reduce the barriers
to purchase
Cope
Reduce the barriers
to purchase
Cope
Reduce the barriers
to purchase
Cope
Reduce the barriers
to purchase
Cope
Reach out to your
customers
Cope
Reach out to your
customers
Cope
Offer better value that
enhances your brand
Cope
Offer better value that
enhances your brand
Cope
Help consumers be
resourceful
Cope
Reward loyalty
Cope
Make your money go further
through smart choices
Cope
Make the repurchase
process fun
Cope
Getting the best value
from the marketplace
Retreat
The comfort of the
home and the known
and familiar
Fun
Finding new ways to
bring fun & indulgence
back into life
Retreat
Help energise the home for
social activities
Retreat
Make fine dining at home
accessible
Retreat
Highlight the rewards of
family life
Retreat
The comfort of the known
and familiar
Retreat
The comfort of the known
and familiar
Retreat
The comfort of the known
and familiar
Retreat
The comfort of the known
and familiar
Cope
Getting the best value
from the marketplace
Retreat
The comfort of the
home and the known
and familiar
Fun
Finding new ways to
bring fun & indulgence
back into life
Fun
Finding new ways to bring
fun & indulgence back
Fun
Finding new ways to bring
fun & indulgence back
Fun
Finding new ways to bring
fun & indulgence back
Fun
Encourage a moment of joy
Fun
Finding new ways to bring
fun & indulgence back
Fun
Finding new ways to bring
fun & indulgence back
The game combines wine
tasting & tryvertising
Fun
Finding new ways to bring
fun & indulgence back
The game combines wine
tasting & tryvertising
Fun
Provide an unexpected
reward
Introduction
Confidence
Behaviour
Strategies & Tactics
Introduction
Confidence
Behaviour
Strategies & Tactics
BIOLOGICAL
IMPERATIVE
If I see the world through
John Smith’s eyes, I can
sell John Smith what
John Smith buys …
If you wish to
persuade me,
you must think
my thoughts,
feel my feelings,
and speak my
words.
Marcus Tullius Cicero
BIOLOGICAL
IMPERATIVE
Cope
Getting the best value
from the marketplace
Retreat
The comfort of the
home and the known
and familiar
Fun
Finding new ways to
bring fun & indulgence
back into life
Consumer Outlook
2010