Feeling the Pinch:
The Consumer Outlook – January 2012
A strategic report on the challenges for
the Irish Food and Drinks industry
Contents
Introduction
Page 4
Executive summary
Page 5
The market outlook
Page 8
The consumer perspective
Page 14
Three key consumer groups
Page 19
Key challenges and opportunities
Page 24
Technical appendix
Page 36
© 2012 Bord Bia, The Futures Company
© 2010 The Futures Company
2
Introduction
Introduction
Introduction
Volatility and uncertainty made an
unwelcome comeback in 2011 just as
the prospects for the economy started
to look like they might return to an even
keel. Both the Irish (ROI) and British
(GB) economies showed glimpses of
growth before again tipping into decline.
A pattern that we all hoped would be
avoided, but one even the most ardent
optimist could not have expected.
The recovery in economies such as the
US and Europe slowed as the effects of
earlier significant monetary and fiscal
stimulus began to fade away.
Government spending came under
tighter control, taxes rose and with the
fallout of further austerity measures, a
downward pattern on spending and
output seemed inevitable.
People were squeezed in 2011: whilst
price inflation eased, any increase was
hard to take in light of stagnating
wages. Rising and even new taxes have
only added to the challenges faced by
people by further dwindling the
disposable income in their pockets.
Patterns which are likely to be repeated
in 2012.
© 2012 Bord Bia, The Futures Company
4
With rising unemployment and a major
debt crisis unfolding on our door step, it
is unsurprising that the consumer
outlook for the year ahead is one of
rising pessimism. People are anticipating
a tough financial year; many expect to
make hard choices in 2012 around what
they will have to do without. For some
the smart management of money and
shopping around seen in previous years
may no longer be enough to sustain
their lifestyles.
However, it is not just the economic
challenges that are weighing heavily on
peoples‟ minds; 2011 was a year in
which many trusted institutions and
pillars of society were found wanting.
As people became less trusting of the
wider world around them, they
retrenched into a smaller group of family
and friends for comfort and support.
Although, we should note that the
levels to which people have pulled back
have had a stark impact on their
happiness and emotional wellbeing.
In this report, we build on learning from
the previous five waves of research. For
this 2012 wave we have carried out a
qualitative online forum with both Irish
and British consumers spanning
different economic situations. This
insight has enriched the findings from an
online quantitative survey. Both parts of
the research were conducted in the first
and second week of January 2012.
This report provides an insight into the
challenging consumer context that is
emerging for 2012 and the opportunities
for brands. It is very clear that as people
have retrenched into their own personal
realities, life has lost much of its
meaning. Whilst the pursuit of good
value in the marketplace will remain,
room now exists for brands to fill some
of the void in people‟s lives. Something
that if brands can do is likely to be
rewarded with loyalty and advocacy.
For more information on this report
or help in applying the findings to
your business please contact:
Information Services
Tel: +353 1 6685155
Email: info@bordbia.ie
Executive Summary
Executive Summary
Executive Summary
Large scale financial challenges give
little hope for growth prospects in
ROI and GB in 2012: The pace of
economic recovery has slowed around
the world, with Europe and the US hit
hardest in third quarter of 2011. The
European sovereign debt crisis and
weak growth are fuelling a crisis of
confidence, holding back consumption
and investment in the major advanced
economies of the world.
In ROI, a twin economy was evident
with domestic demand suppressed
and growth coming from exports:
With initial estimates for the third
quarter of 2011 showing seasonally
adjusted decreases to -1.9 % in GDP
and sluggish growth predicted in 2012
for the main export markets for ROI,
slower growth for 2012 appears
inevitable.
Britain has moved closer to its
second recession in three years: A
severe drop in manufacturing output in
the last quarter of 2012 dented hopes
that GB could avoid joining much of
Europe in a slump. With many of the
Government's austerity measures yet to
come into full force and a weak housing
© 2012 Bord Bia, The Futures Company
6
market, the GB economy faces
considerable headwinds in the year
ahead.
A highly pessimistic view is
returning: Generally consumers have
remained pessimistic about the
performance of their domestic
economies: 89% of consumers in ROI
think that the economy is going very
badly or badly in Jan-12, with
comparative levels of 86% in GB for the
same period.
Price inflation is placing greater
pressure on household budgets and
real wages are contracting: Pressures
are clearly building on household
budgets, and the smart management of
money and shopping around seen in
previous years may no longer be
enough to sustain spending. Many more
people will need to make harder choices
in 2012 around what they will have to
do without.
The events of the past 12 months
have shaken people’s trust in
institutions in all aspects of their
lives: Uncertainty and volatility have
been the context for consumers‟ lives
more broadly. Trust in institutions that
have historically been seen as key
pillars of society has waned: the cover
up of abuse within the Catholic Church,
riots in England, and News International
phone hacking scandal have been some
of the many events that have eroded
people‟s trust. Further afield, the Arab
Spring and the aftermath of natural
disasters such as the tsunami in Japan
further exacerbated a sense that we
currently live in volatile and unsettled
times. Consumers increasingly feel that
they have no one else to trust but
themselves.
Consumers are pulling back from
the connections that often provided
richness and meaning in their lives.
As people have become less trusting of
the wider world around them, they
retrench into a smaller group of family
and friends for comfort and support. But
the levels to which people have pulled
back appears stark – losing connection
with once close friends and relatives as
their situations change and the patterns
of their lives adjust to different
economic realities
Executive Summary
Executive Summary
Happiness is in short supply and
Emotional wellbeing is in decline:
We should note that humans are
inherently social beings: we define
ourselves and relate to the world around
us through our relationships and
connections. Loosing these connections
can lead to loss of purpose and a sense
of meaning in life.
Emotional wellbeing appears to be
universally in decline across recession
struck Europe. Information from The
Futures Company‟s Global MONITOR
show declines in satisfaction with
emotional wellbeing from 2009 to 2011:
in ROI it has fallen from 57% of
consumers rating their wellbeing in the
top 3 boxes on a 10 point scale in 2009
to 46% in 2011.
The shape of the consumer
landscape is changing as more
consumers are struggling to get by:
In the ROI the „All hands on deck‟ group
have become more prominent and now
make up the largest segment in the
country. The notable shift in size from
2011 highlights the growing pressure
that is building on many households in
ROI. Notably, the „Plain sailing‟ group
remains largely unchanged over the
same time period, highlighting that a
© 2012 Bord Bia, The Futures Company
7
stable and relatively wealthy group still
remain in ROI.
In GB the „All hands on deck‟ group
continues to grow but remains at almost
half the size of the group in the ROI.
Whilst, the „Choppy waters‟ group is
larger in GB than ROI, the most notable
difference between the countries
remains the size of the „Plain sailing‟
segment.
The pursuit of value is now an
established consumer behaviour:
What is notable is the extent which
behaviours span across the segments.
The pursuit of the best deal is evident in
everyone‟s lives whether or not it is
driven by necessity, or out of the need
to feel you are being a savvy consumer.
A larger, less affected and affluent
pool of consumers exists in GB than
in ROI: Britain remains an attractive
export market due to the size and
relative stability of the „Plain sailing‟
segment. With a devaluing Euro against
the Pound the attractiveness of Irish
imports is likely to grow
Implications
P
Protection: Protecting
consumers from
uncertainty and risk
P
Practical: Helping
consumers to plan and be
more self-reliant
P
Permission: Encouraging
consumers to make
connections and see the
positives of a life with less
P
Purpose: Giving
consumers new meaning
and purpose to their lives
P
Pride: Re-building a sense
of pride and achievement
The market outlook
The market outlook
A challenging global outlook for 2012 is dampening the
effects of improvements seen in 2011 in ROI and GB
Large scale financial challenges give
little hope for growth prospects in
ROI and GB in 2012
The pace of economic recovery has
slowed around the world, with Europe
and the US hit hardest in third quarter
of 2011. The European sovereign debt
crisis and weak growth are fuelling a
crisis of confidence, holding back
consumption and investment in the
major advanced economies of the world.
The recovery in economies such as the
US and Europe is now progressing much
more slowly as the effects of earlier
significant monetary and fiscal stimulus
have begun to fade away. The financial
crisis has left large structural budget
deficits in many countries, which are
likely to require a lengthy period of
fiscal consolidation through tax rises
and / or public spending cuts in the
medium term.
In ROI, GDP growth in the first half of
2011 was encouraging with growth in
Q1 and Q2 of 1.9% and 1.6%
respectively, the first consecutive
quarters of positive GDP growth since
2006 according to the Central Statistics
Office (CSO). But a twin economy was
evident with domestic demand
© 2012 Bord Bia, The Futures Company
9
suppressed and growth coming from
exports. With initial estimates for the
third quarter of 2011 showing
seasonally adjusted decreases to
-1.9 % in GDP and sluggish growth
predicted in 2012 for the main export
markets for ROI, slower growth for 2012
appears inevitable.
Britain has moved closer to its second
recession in three years after official
figures from the Office for National
Statistics (ONS) showed the UK
economy contracted by 0.2% in the last
three months of 2011. This reversed the
previous quarters‟ figures that showed
growth of 0.6%, revised up from a
previous estimate of 0.5%. A severe
drop in manufacturing output in the last
quarter dented hopes that GB could
avoid joining much of Europe in a
slump. With many of the Government's
austerity measures yet to come into full
force and a weak housing market, the
GB economy faces considerable
headwinds in the year ahead.
A slow recovery is likely and is reflected
in many independent forecasts: the
latest forecasts by Ernst & Young‟s ITEM
club in January 2012 have down graded
GDP growth for the GB to just 0.25%
for 2012 followed by 1.75% in 2013.
A major contributing factor to the low
expectations around growth are the
continuing fears about the sustainability
of sovereign debt with the Eurozone
region. The cost of borrowing for many
European countries is rising,
undermining consumer and business
confidence. Unprecedented levels of
uncertainty have now emerged in the
Eurozone. As market pressures grow
and significant tranches of sovereign
debt require refinancing in the first half
of 2012, managing the crisis in a similar
way to the past year may no longer be a
policy option. Leaders are likely to be
forced to act in the face of escalating
events and to address the underlying
causes of the crisis not just the
symptoms.
Many options exist, some more
palatable than others when considering
the growth prospects of the Eurozone as
a whole and ROI and GB individually.
Whatever the outcome, the trend of a
declining pace of recovery witnessed in
2011 is likely to continue to into 2012.
The real questions are will ROI and GB
plunge back into recession or not? And,
how much will consumer spending be
impacted?
The market outlook
A negative perception of the economy is dampening
consumer expectations for the year ahead
A highly pessimistic view is
returning
Generally consumers have remained
pessimistic about the performance of
their domestic economies: 89% of
consumers in ROI think that the
economy is going very badly or badly in
Jan-12, with comparative levels of 86%
in GB for the same period. Where the
countries differ is the levels feeling the
Irish economy is going very badly at
39% in Jan-12 versus GB at 26% (See
chart 1).
It is not too surprising given this view of
the economy that consumers feel their
own financial situation may be
challenging in 2012: 45% of ROI
consumers and 49% of GB consumers
feel they will have just enough money
to make ends meet in year ahead and
21% and 19% of consumers in the
respective countries feel they will have
financial difficulties.
With around three in every five
consumers in the respective countries
expecting some level of financial
pressure; lower levels of consumer
spending appear inevitable.
CHART 1
How well do you think things are going for
the Irish/British economy these days?
Don„t Know
Very Well
Republic of Ireland
100%
Fairly Well
Badly
Very Badly
Great Britain
100%
18
21
38
80%
52
43
39
80%
10
25
55
65
60%
60%
59
54
61
40%
40%
49
50
50
29
25
0%
4
4
6
7
9
Jul-08 Jan-09 Nov-09 Sep-10 Mar-11 Jan-12
0%
60
40
20%
10
57
54
44
20%
26
36
15
24
14
11
3
Jul-08 Jan-09 Nov-09 Sep-10 Mar-11 Jan-12
Source: The Futures Company, Feeling The Pinch 2012 (see appendix for base sample sizes)
© 2012 Bord Bia, The Futures Company
15
The market outlook
Disposable incomes are being squeezed by rising taxes and
low wage inflation
Price inflation is placing greater
pressure on household budgets
In the ROI, consumer prices in
November (as measured by the
Consumer Price Index (CPI) remained
unchanged in the month. As a result,
the annual rate of inflation reported by
the CSO increased to 2.9%, up from
2.8% in October 2011. The most
notable changes in the year were
increases in Housing, Water,
Electricity, Gas & Other Fuels rising
+10.6% highlighting the growing
pressure of costs on items which are
largely essentials. With a higher rate of
VAT (rising to 23%) on some goods and
services in 2012, inflationary pressures
are likely to continue.
In GB the latest statistics from the ONS
show that inflation rose sharply to 5.2%
on the CPI in September last year. CPI
inflation has been driven by upward
pressure from energy, petrol and food
bills as well as the earlier VAT rise to
20% in January. Inflation rates remain
well above the Bank of England‟s target
rate of 2%.
Underpinning these rises is producer
input price inflation in GB which reached
its highest rate since September 2008 in
July last year at 18.2%. These
underlying patterns highlight the cost
pressure that many producers are under
and the ability to absorb these rises are
likely to wane in the coming years.
Equally, whilst some inflationary
pressure is easing in the short-term and
consumers are adjusting to higher
prices, low levels of inflation are still
presenting a challenge for consumers as
wage inflation continues to remain low
at a time of rising taxes.
Real wages are contracting
In ROI, three years of tax hikes and
spending cuts imposed since the
economic crisis in 2008 have cost hardpressed families up to €613 each.
Household incomes are set to be hit
even further following Budget 2012 as
the Government grapples to make
savings of €3.8billion - to hit targets
set under the conditions of the EU/IMF
bailout.
The new Universal Social Charge (USC)
was introduced in January 2011. Many
lower paid workers would have
previously been exempt from the
Income Levy and the Health Levy – but
they now have USC deductions from
payslips. Also, some workers who don‟t
pay Income Tax will be liable for USC as
soon as they earn €77 a week.
In GB, average earnings growth was
1.9% including bonuses in the year to
November 2011 – well below inflation. A
survey conducted by the Bank of
England, via NMG Consulting in
September 2011, highlights that the
average household reports that their
income had fallen over the past year by
around £46 per month; continuing a
trend seen in the last four annual
surveys.
Pressures are clearly building on
household budgets, and the smart
management of money and shopping
around seen in previous years may no
longer be enough to sustain spending.
Many more people will need to make
harder choices in 2012 around what
they will have to do without.
“My biggest financial concern is
the fact that for the last few years
our income and savings are going
the wrong direction, and then
there are taxes, taxes, taxes...”
Male, 18-40 years old, ROI
© 2012 Bord Bia, The Futures Company
11
The market outlook
Unemployment continues to dampen confidence
Unemployment remains a strong
negative influence on the consumer
outlook
In ROI, the latest statistics from the
CSO show unemployment rate increased
from 14.2% to 14.4% in Q3, with longterm unemployment accounting or
56.3% of total unemployment in Q3
2011 up from 47% a year ago.
According to Ernst & Young‟s Winter
2011 Economic Eye, the ROI economy is
only predicted to get back to prerecession peak employment levels by
2030.
CHART 2
Do you know anyone else who has been made redundant from their job in
the last 12 months
Yes
Don't Know
Republic of100%
Ireland
Great Britain
100%
100%
80%
46
80%
52
60%
Latest figure from the ONS show that
the unemployment rate rose to 8.4%
from 8.3% in November 2011 in GB, the
highest since January 1996. The number
of young people looking for work hit a
new record of 1.043m, taking the rate
of16-24 year-old job-seekers to 22.3%.
No
75
60%
86
82
40
80%
27
50
52
72
81
49
75
57
© 2012 Bord Bia, The Futures Company
12
50
47
50
49
51
60%
40%
40%
52
40%
57
72
48
50
20%
In both countries the effects of
unemployment remain widespread,
touching the lives of many consumers.
Whilst dropping slightly from previous
waves, the proportion of people in ROI
who know someone who has been made
redundant from their job in the last 12
months stands at 75%, the comparative
figure in GB is 47% (see Chart 2).
48
47
46
27
20%
24
13
0%
17
17
20%
40
23
Aug 08 Jan 09 Nov 09 Sep 10 Jan 09
0%
Jul-08 Jan-09 Nov-09Sep-10 Mar-11 Jan-12
0%
Jul-08 Jan-09 Nov-09Sep-10 Mar-11 Jan-12
Source: The Futures Company, Feeling The Pinch 2012 (see appendix for base sample sizes)
The market outlook
Summary and implications
 Consumer expect a tough year ahead
The consumers outlook is not positive and we are starting to see signs of
rising concern and a pessimistic outlook for the year ahead in both ROI and
GB.
With high levels of uncertainty over the Eurozone and prospects for their
own domestic economies looking depressed, consumers are likely to be
approaching the year with caution and trepidation.
“Realistically, [I hope to]
make the best of the
situation. This is our lot
and we have to work
with it...”
Male, 18-40 year old, ROI
 Disposable income will continue to be squeezed
Whilst inflationary pressures are showing signs of easing in the short-term,
disposable incomes remain under pressure and are likely to continue to
decline in the short to medium term.
In ROI, rising taxes and low wage inflation mean any improvement in the
prices of goods and services is not being felt in the pockets of the
consumers. In GB, inflation remains far higher than the Bank or England‟s
target rate of 2% and is outstripping wage inflation.
With the spectre of unemployment hanging over many workers‟ heads,
pressure on wages are likely to remain for many years. The notion of
managing until times improve is beginning to pass, consumers are beginning
to accept that today‟s reality is likely to be the reality they will face in the
coming years. Readjustment and compromise are likely to be features of
purchasing behaviour in the year ahead; a large proportion of consumers
will need to make some tough choices about what they will need to do
without.
© 2012 Bord Bia, The Futures Company
13
“I think it will be more
hard work with some
difficult decisions ahead
financially and work wise
an upward struggle.”
Female, 40+ year old,
GB South West
The consumer perspective
The consumer perspective
Consumers are living through a crisis of trust, not just a
financial crisis
Trust in the banks and the
government remains low
Financial concerns remain top of mind
for consumers in ROI and GB and trust
in the institutions that have lead to the
financial crisis remain at low levels. 87%
of consumers in ROI agree that they
have less trust in banks and feel they
serve their own interests, not the
interests of their customers. The
comparative figure for GB is also high
with 75% of British consumers also
agreeing.
Faith in the government to be able to
bring about an improvement in the
economy is also low in both countries.
Whilst debates rage in both parliaments
around the best policies and approach,
consumers are increasingly recognising
that much of the current situation is
dependent on the fortune of the external
world and, in particular the current debt
crisis in Europe.
The events of the past 12 months
have shaken people’s trust in
institutions in all aspects of their
lives
However, it is important to recognise
that uncertainty and volatility have been
the context for consumers‟ lives more
broadly. Trust in institutions that have
historically been seen as key pillars of
society has waned: the cover up of
abuse within the Catholic Church, riots
in England, and News International
phone hacking scandal have been some
of the many events that have eroded
people‟s trust. Further afield, the Arab
Spring and the aftermath of natural
disasters such as the tsunami in Japan
further exacerbated a sense that we
currently live in volatile and unsettled
times. Consumers increasingly feel that
they have no one else to trust but
themselves.
“How confident are you
that the current
government can bring
about an improvement in
the economy?”
“I rely on nobody as I can only
trust myself.”
Female, 18-40 year old,
GB South West
“At the moment it’s difficult to trust
anyone...Governments are screwing us
on Taxes...Bankers are screwing us on
interest rates...Church is screwing us
and covering it up and still thinking it’s
acceptable... So I’m afraid and
shocked at myself for saying it but at
the moment...
I TRUST NOBODY.”
71%
of Irish consumers
not confident
Source: The Futures Company, Feeling The Pinch 2012 (see appendix for base sample sizes)
© 2012 Bord Bia, The Futures Company
15
Male, 18-40 year old, ROI
68%
of British consumers
not confident
The consumer perspective
Consumers are retrenching, often losing connection with
friends and the community in which they live
Consumers are pulling back from the
connections that often provided
richness and meaning in their lives
It is no surprise that as people have
become less trusting of the wider world
around them, they retrench into a
smaller group of family and friends for
comfort and support. But the levels to
which people have pulled back appears
stark – losing connection with once close
friends and relatives as their situations
change and the patterns of their lives
adjust to different economic realities.
More people in both ROI and GB
disagree with the statement „I am more
involved in my local community than I
was before the recession‟ than agree. In
ROI 35% disagree with the statement
versus 20% agree, in GB the differences
are more marked with 48% disagree and
12% agree.
statement „I talk to my neighbours more
now than I did before the recession‟,
with more consumers now disagreeing
with the statement than agreeing in
both ROI and GB.
The consequences of this rising
disconnection may have repercussions
on multiple levels. Notably, in GB a
recent study by the University of Essex
has highlighted that Britain has become
more tolerant of dishonesty. According
to researchers, Britain is experiencing a
major increase in dishonesty with many
of us willing to lie and cheat. Having an
affair, lying to further one‟s interests,
buying stolen goods and having
underage sex are all seen as more
acceptable than they were a decade ago.
“You get let down by some
people...the real people in your
life and if it happens often
enough...my natural reaction is
to pull back or totally pull out...”
Male, 18-40 year old, ROI
“I rely mainly on my husband,
my parents, sister and my inlaws for everything from advice,
babysitting, socialising and
support.”
Female, 18-40 years old, GB North
East
Similar patterns are evident for the
GB
ROI
“I talk to my
neighbours more now
than I did before the
recession”
21%
agree
34%
disagree
Source: The Futures Company, Feeling The Pinch 2012 (see appendix for base sample sizes)
© 2012 Bord Bia, The Futures Company
16
11%
agree
46%
disagree
The consumer perspective
Whilst consumers feel a little more secure and less
exposed as a result, it certainly has not made them happier
It is not too surprising to see happiness
in short supply with all that is happening
in the world today and the major issues
affecting both economies. In both ROI
and GB more people agree, than
disagree, that they were happier before
the recession : 53% agree and 20%
disagree in ROI and 39% agree and 23%
disagree in GB respectively.
But we should note that humans are
inherently social beings: we define
ourselves and relate to the world around
us through our relationships and
connections. Loosing these connections
can lead to loss of purpose and a sense
of meaning in life.
often find themselves in financially
desperate situations, and lack any
meaningful support network, the
situation is feeling desperate. Longerterm issues of mental health may
emerge as broader social issues.
For the majority of consumers it is more
a case of finding new connections and
meaning in life to lift the sense of gloom.
Consumers clearly want more from their
lives and to find new meaning and
purpose; a territory that offers rich
opportunities for brand owners seeking
to establish brands on deeper platforms
than just a good price.
Emotional wellbeing is in decline
Emotional wellbeing appears to be
universally in decline across recession
struck Europe. Information from The
Futures Company‟s Global MONITOR
show declines in satisfaction with
emotional wellbeing from 2009 to 2011:
in ROI it has fallen from 57% of
consumers rating their wellbeing in the
top 3 boxes on a 10 point scale in 2009
to 46% in 2011.
For the worst affected consumers who
have been hit hard by the recession and
© 2012 Bord Bia, The Futures Company
17
“I live on my own and have to say
that sometimes I get a bit lonely
and depressed these days, I
suppose mainly because I am so
short of money all the time and
can't see an end to the situation... I
don't have anyone to rely on.”
TABLE 1
Satisfaction with emotional
wellbeing: summary of top 3 boxes
on a 10 point scale
Country
2009
2011
ROI
57%
46%
GB
52%
43%
France
48%
39%
Spain
53%
45%
Germany
51%
44%
Italy
48%
35%
Female, 18-40 year old, GB Midlands
Source: The Futures Company, Global MONITOR
\
Happiness is in short supply
The consumer perspective
Summary and implications
 Consumers are struggling with the wider pressure in their lives
2011 provided a year of volatility and with many institutions being found
wanting in addition to the banks and governments. With few people to
trust, consumers have retrenched into a few close knit relationships for
comfort and support.
Like-for-like sales at Tesco were
down by 2.3% over Christmas.
Britain's largest retailer said the
results, for the six weeks to
January 7, were "below
expectations and disappointing.”
These patterns have lead to greater disconnection with the communities
in which consumers live and the loss of friendships valued before the
recession. Consumers are now weighed down by life more, and generally
less happy and less optimistic than they were two years ago. Life, for
many, is lacking meaning and purpose.
 The opportunity for brands is clearly to help consumers reach
out; go beyond their close connections and reach back out into
their communities
Whilst an emphasis of cutting back on spending, staying in control and
getting a deal will remain mantra for the year ahead, consumers will be
looking for more from the marketplace than just a good deal. Tesco‟s
performance in the market over the Christmas period in GB highlighted
that good prices alone was not the most effective strategy; retailers like
Morrison‟s and Waitrose out performed the no.1 retailer with better value
propositions and marketing aimed at building their brands.
Brands can be great facilitators of connection, inspire some purpose back
into consumers‟ lives and lift a little of the gloom. Brands have a great
opportunity to make stronger and more meaningful connections in the
marketplace in the year ahead.
© 2011 Bord Bia, The Futures Company
18
“Our price inflation was half that
of the market over Christmas.”
Philip Clark, Tesco CEO, 12th January 2012
talking about the lack of success of Tesco’s
low price strategy
Three key consumer groups
Three key consumer groups
Consumers’ experience of the current situation varies
We first introduced the three consumer
groups in the 2010 Feeling the Pinch
Report. In 2012, these consumer groups
continue to illustrate the different
degrees to which consumers have been
affected by the financial crisis.
Chart 3 illustrates two factors which pull
these groups apart namely, financial
vulnerability and exposure to debt.
All Hands on Deck: This group is least
equipped to withstand financial shocks.
The vast majority of people are in debt
and struggling to make repayments. As
a result many have had to significantly
adjust their lifestyles and spending
behaviours.
Choppy Waters: These consumers have
had to become more careful with their
money and manage it on a weekly and
even daily basis. The majority of this
group say they will never spend money
as freely as they did before the
recession, with 65% agreeing in ROI and
53% in GB.
Plain Sailing: This group is less directly
affected by the financial crisis, being less
financially exposed by having lower
levels of debt and with good financial
planning in place. These consumers are
more likely to be older families with no
children or the children have left home.
© 2012 Bord Bia, The Futures Company
20
CHART 3
How long could you cover living
expenses if you or someone in your
household suddenly became jobless?
(% of total ROI with debt)
More than 9 months
My level of debt is ruining the
quality of my life
(% of total ROI with debt)
48%
Disagree strongly
22%
14%
14%
4%
2%
2%
7%
29%
27%
35%
44%
Less than 1 month
Agree strongly
Source: The Futures Company, Feeling The Pinch 2012 (Unweighted base sample sizes ROI, PS n=40, CW n=114, AHOD n=169)
Three key consumer groups
Changing size dynamics across ROI and GB
The shape of the consumer
landscape is changing as more
consumers are struggling to get by
It is now three years since we first
identified these groups, and we have
seen changes in the make up of both the
Irish and British marketplace (see Chart
4).
In the ROI the „All hands on deck‟ group
have become more prominent and now
make up the largest segment in the
country. The notable shift in size from
2011 highlights the growing pressure
that is building on many households in
ROI. Notably, the „Plain sailing‟ group
remains largely unchanged over the
same time period, highlighting that a
stable and relatively wealthy group still
remain in ROI.
In GB the „All hands on deck‟ group
continues to grow but remains at almost
half the size of the group in the ROI.
Whilst, the „Choppy waters‟ group is
larger in GB than ROI, the most notable
difference between the countries
remains the size of the „Plain sailing‟
segment. Clearly, in terms of the market
opportunity, the size and the wealth of
the consumer base in GB means that it
is an attractive export market: a factor
that may also be helped by the
weakening of the Euro against the
Pound.
© 2012 Bord Bia, The Futures Company 21
Note, the segment sizes have changed since the last report due to a change in the way the segments are calculated
CHART 4
% total
Republic of Ireland
Great Britain
100%
100%
18
80%
34
36
40
60%
40%
48
39
20%
18
48
47
42
31
34
Mar 11
Jan 12
40%
20%
23
24
80%
60%
42
22
35
21
0%
0%
Sept 10
Mar 11
Jan 12
Sept 10
Source: The Futures Company Feeling The Pinch 2012 (see appendix for base sample sizes)
Three key consumer groups
Cutting back on spending, staying in control and getting a
deal will remain the mantra for the year ahead
The pursuit of value is now an
established consumer behaviour
TABLE 2
As shown in Table 2, the majority of
people in each consumer group are
looking for ways to save money and
make their money go further.
PS
% saying I am more likely to do this if my
finances stay the same or get worse* in the next 12 months
What is notable is the extent which all
these value seeking behaviours span
across the segments. The pursuit of the
best deal is evident in everyone‟s lives
whether or not it is driven by necessity,
or out of the need to feel you are being
a savvy consumer.
The consumer‟s preference to purchase
during promotions will remain strong
across all consumer segments in to
2012. A difficulty for retailers and brand
owners will be achieving differentiation
in a market where promotions are an
everyday feature. Equally, many
consumers are beginning to question the
motivations and value of some
promotions and are becoming more
attuned to how they are used to mask
price increases.
Key challenges in the year ahead will be
how to differentiate between brands in
this landscape, and working out how to
use promotions in a way that creates
standout and enhances consumers
connection with the brand.
© 2012 Bord Bia, The Futures Company
22
Action
ROI
CW
GB
PS CW AH PS CW AH
Put off buying something until the sales
67
76
79
66
78
76
Settle for less than exactly what you want in order
to save money
77
81
80
58
75
75
Buy supermarket own label products where I
would have bought branded products in the past
76
79
89
75
85
85
Spend time shopping around for good deals
88
86
84
84
87
78
Go to a cheaper retailer
89
89
91
66
73
80
Search the internet for cheaper prices
80
83
87
79
85
87
Write out shopping lists
76
78
81
75
81
82
Buy grocery products in bulk
57
64
61
53
58
55
Use coupons and vouchers that offer money off
the grocery products I buy
94
92
91
88
91
88
* 88% of ROI and 87% of GB consumers expect their personal financial
situation to be the same or worse in 2012
Source: The Futures Company, Feeling The Pinch 2012 (see appendix for base sample sizes)
AH
Three key consumer groups
Summary and implications
 Not all consumers have been affected by the financial crisis in the
same way.
Those businesses that are able to target the less affected consumers may
still have room to build more premium offers or ensure that margins can
be better protected by minimising promotional spend.
 A ‘good deal’ mindset resonates with all the consumer segments.
It is unlikely that that the hunger of a good deal will disappear. As
promotional activity has become an everyday event, it is harder to
standout. Smart promotions that build engagement and offer a truly good
deal for the consumer (rather than hide price rises) are likely to be
appreciated by all consumers.
 A larger, less affected and affluent pool of consumers exists in GB
than in ROI.
Britain remains an attractive export market due to the size and relative
stability of the „Plain sailing‟ segment. With a devaluing Euro against the
Pound the attractiveness of Irish imports is likely to grow.
It will be important to recognise that greater geographical variation in the
financial situation of British consumers is likely to emerge in 2012. Many
of the expected public sector job cuts are likely to impact the devolved
regions of Northern Ireland, Wales and Scotland, and the Northeast of
England the hardest. This will contrast the Southeast and East of England
and are expected to be the least affected regions. Given the size of the
markets, focusing on key regions or retailers with more advantageous
regional footprints may improve the chances of success.
“I’ve had to look for
lesser paid, part-time
work. Learning to live
with a smaller budget
causes stress”
Female, 18-40 year old,
GB North East
“Since the recession I have
certainly learned to
appreciate money more and
save money also”
Male, 18-40 year old, ROI
“I’m lucky to have a job at this hard
economic time, but I do worry about
losing my job and having no money to
pay the mortgage and the bills”
Male, 18-40 year old, ROI
© 2012 Bord Bia, The Futures Company
23
Key challenges and opportunities
Key challenges and opportunities
Consumers need help finding new connections and meaning
in life to lift the sense of gloom
Despite the pressures on price,
brands have a great opportunity to
connect more deeply with
consumers in today’s environment
As consumers have retrenched into their
own personal realities, life has lost much
of its meaning. Disconnection is leading
to a loss of purpose, leaving consumers
feeling unhappy and unfulfilled.
Brands at their best have always been
great sources of inspiration, facilitators
of change, and routes for connection.
Room now exists for brands to fill some
of the void in consumers‟ lives,
something that if they can, is likely to be
rewarded with loyalty and advocacy.
Under this broader umbrella of
connection we have also identified five
„P‟s that outline how brands can help
consumers in today‟s environment. They
are not designed to replace the other
„P‟s of marketing but add to them to help
companies build better positioning and
create better brand plans.
Equally, it is not necessary for each
brand to consider or embrace all five
„P‟s; albeit it may be unwise to ignore
them all.
© 2012 Bord Bia, The Futures Company
25
New ‘P’s of marketing
P
P
P
P
P
PROTECTION:
Protecting consumers from
uncertainty and risk
PRACTICAL:
Helping consumers to plan and be
more self-reliant
PERMISSION:
Encouraging consumers to make connections
and see the positives of a life with less
PURPOSE:
Giving consumers new meaning
and purpose to their lives
PRIDE:
Re-building a sense of pride and
achievement
Key challenges and opportunities
Protection: Protecting consumers from uncertainty
and risk
The need to remove the risks of
purchase or help consumers to
manage risk in other parts of their
lives.
The financial crisis has lead to a more
considered consumer. Consumers now
approach life with more caution and
trepidation, fearing that their
circumstances may change or the
potential for hidden financial risks in all
aspects of their lives.
As financial pressures continue to build,
consumers have had to think twice
before making even the smallest day-today purchases: Too many good deals
seem to be misleading in order to hide
price rises or lock the consumer in
(meaning they ultimately part with more
money).
Companies and brands can help
consumers by removing the risks of
purchase, and being more clear about
the nature of the deal on offer - its true
benefits and downsides.
Equally, there is scope to help more
broadly by helping consumers be more
flexible or by offering them advice in
other aspects of their lives.
Evidence
“I find myself thinking twice before
making even the smallest day-to-day
purchases.”
72%
63%
“If I buy something that is not on sale
I feel like I have over-paid.”
61%
52%
of Irish consumers agree
of British consumers agree
of Irish consumers agree
of British consumers agree
“I don’t trust large supermarkets
Tesco, Asda, etc... because you
think they are giving you good
deals but they’re not as we all
know e.g. A BOGOF last week in
Tesco’s glade candles were 3for2
free but it cost £4.00 whereas a
couple of weeks ago their
original price was £2.00...
Naughty, naughty.“
Female, 18-40 year old, GB
Source: The Futures Company Feeling The Pinch 2012 (see appendix for base sample sizes)
© 2012 Bord Bia, The Futures Company
26
P
Key challenges and opportunities
Protection: Protecting consumers from uncertainty
and risk
P
Examples of companies removing risk and helping consumers manage uncertainty
Create a resale value for
everything
Extend the range of advice you
offer
Take the risk out of trial
Lockboxer is an online service which
allows people to assess and track the
value of their household possessions, so
that they can decide if and when to sell or
give away different elements of their
household inventory.
Next Door is a new Chicago-based café
from insurers State Farm. Offering
financial coaching and classes, the café is
designed to help the company get closer
to the local community.
Between the knowledge required and the
not-unsubstantial investment, choosing a
new bottle of wine can feel like a risky
endeavour. That‟s why San Franciscobased Brixr recently launched a set of
tasting packs designed specifically for
sampling.
How can you create a resale value
for ingredients consumers do not
use?
What other advice could you offer
consumers based on your expertise
and experience?
What formats or channels can you
use to allow consumers to experience
your products without risk?
© 2012 Bord Bia, The Futures Company
27
Key challenges and opportunities
Practical: Helping consumers to plan and be more
self-reliant
Helping consumers become selfreliant by giving them greater
control in all aspects of their lives.
The broader goal of greater selfsufficiency and consequently,
adaptability runs deeply through many
parts of consumers‟ lives.
Consumers exercise control by greater
planning to keep on top of budgets or, to
curb temptation in the face of a deal.
Building skills such as cooking, offer
consumers the means to make the most
of what they have and maintain variety
in their meals.
Equally, the old maxim of „waste not
want not‟ is becoming a core tenant to
the weekly cycle of keeping spending
down and managing budgets. Using
what you have, often precedes new
purchases.
Any solutions brands can offer, which
help consumers to be more selfsufficient through better planning, being
more resourceful or gaining new skills,
can ultimately win attention and create
greater loyalty.
Evidence
“Since the recession I feel a greater need to
be as self-sufficient as possible.”
76%
58%
“I make better use of leftover food
than I did a few years ago.”
66%
55%
of Irish consumers agree
of British consumers agree
of Irish consumers agree
of British consumers agree
“I plan my shop by doing
weekly meals plans and
making daily lists on my
kitchen board of what we run
out of. I write my list in order
of the shop layout as it makes
it a lot quicker.”
Female, 18-40 year old, GB
Source: The Futures Company Feeling The Pinch 2012 (see appendix for base sample sizes)
© 2012 Bord Bia, The Futures Company
28
P
Key challenges and opportunities
Practical: Helping consumers to plan and be more
self-reliant
P
Examples of companies empowering people and helping them to be more practical
Provide fast solutions to recipe
needs
Spanish food brand Gallina Blanca has
launched an initiative which offers
consumers free recipes based on the
ingredients they have to hand.
Consumers can send a tweet to Gallina
Blanca listing the ingredients they have
available. Gallina Blanca automatically
searches its database for an appropriate
recipe and sends a link to it in a direct
message to the user.
How can you help people make the
most of the ingredients they already
have?
© 2012 Bord Bia, The Futures Company
29
Facilitate skill sharing
Tailor advice and solutions
Restolib‟ has established partnerships
with more than ten restaurants in Paris,
with an agreement that they may use the
premises of those establishments after
the restaurants have closed. The
company makes use of those commercial
kitchens to hold a wide variety of cooking
classes, wine tasting sessions, table
decoration workshops and more.
Kraft Foods has partnered with Intel to
create the Next Generation Meal Planning
Solution kiosk, which is able to detect the
number of people standing in front of it,
plus their genders and ages. Based on
this information, the kiosk suggests
customised recipes and helps consumers
plan meals with directions to relevant instore products.
How can you create space for people
to share skills or pass on your skills?
How can you tailor choice to
different types of consumers or help
them navigate choice to get the best
solution?
Key challenges and opportunities
Permission: Encouraging consumers to make
connections and see the positives of a life with less
Giving consumers the reasons to
reach out and reconnect, and enjoy
the things that are still good in life.
The economic crisis has forced
consumers to re-adjust their lifestyles,
often changing the foundations on which
their lives are built.
With it has come disconnection; the
values and social occasions that once
bound friends together have evaporated
often leaving a life without fun and
meaning.
Evidence
“Since the recession I have learned how many
things I can do without and still be happy.”
70%
53%
“I've recently put off buying something I could
afford because I didn't want to seem
insensitive to my friends or neighbours with
financial troubles.”
24%
18%
of Irish consumers agree
of British consumers agree
of Irish consumers agree
of British consumers agree
For some there is shame that the good
life has slipped through their fingers and
they have some how become less than
they once were.
Consumers need permission to reach out
again, either to connect with friends and
family in different ways from the past or,
to establish new connections with people
who share their new values.
Whilst consumers have lost a lot, they
still have much to value in their lives.
Helping them see and appreciate what
they have can be a way to instil a more
positive sense of perspective back into
life.
Source: The Futures Company Feeling The Pinch 2012 (see appendix for base sample sizes)
© 2012 Bord Bia, The Futures Company
30
P
Key challenges and opportunities
Permission: Encouraging consumers to make
connections and see the positives of a life with less
P
Examples of companies giving new reasons for consumers to connect and to
have a more positive outlook
Give permission to reach out
Offer new reasons to connect
Show that life with less is still
rewarding
The Pepsi Social Vending System lets
users buy PepsiCo drinks for a friend
remotely. Consumers choose a drink,
enter the recipient‟s name and phone
number into the touchscreen interface,
and type a text message to be sent along
with a unique code to the recipient‟s
phone. Recipients of the gift enter the
code into another Pepsi social vending
machine to receive their gifted drink.
According to Lantmannen, every fifth bag
of food in Sweden is thrown away, which
prompted the creation of Restdejting in an
effort to reduce waste. Members are
encouraged to combine their left over
ingredients and create a meal with
another person.
Sainsbury‟s „living well for less‟ isn't just
about great food. It also means making
the most of the good things in life,
sharing fun moments or maybe cooking
memorable meals together. All without
paying the earth for it.
How can you help consumers
reinforce their relationships through
gifting?
How can your brand or products be
used as a reason to bring consumers
together?
How can you find simple ways for
consumers to be happy?
© 2012 Bord Bia, The Futures Company
31
Key challenges and opportunities
Purpose: Giving people new meaning and purpose to
their lives
Rediscovering goals and purpose in
life.
Consumers need something to work
toward, to drive them and give them
purpose in life. Many of the goals set in
prerecession times feel unachievable as
financial pressures take over; the sense
that many dreams are now out of reach
is a common feeling.
Without a goal or target to achieve, life
can lack meaning. Consumers want to
feel they are more than just getting by.
Brands can play a critical role by giving
consumers a new purpose in life. Brands
can create new endeavours that require
consumers participation or at the very
least their suggestion of the best choice
or task.
Brands can also give people tools to
create their own commercial value and
gain both the rewards of completing a
task and a financial return.
Evidence
“Some of the dreams I had for myself
before the recession are now probably out
of my reach.”
70%
53%
“I'll never spend my money again as
freely as I did before the recession.”
67%
48%
of Irish consumers agree
of British consumers agree
of Irish consumers agree
of British consumers agree
“I’m very concerned as I have a
teenage daughter growing up and
feel like she has studied for nothing
as I see my nieces and nephews
struggle to get jobs...”
Female, 18-40 year old, GB
Source: The Futures Company Feeling The Pinch 2012 (see appendix for base sample sizes)
© 2012 Bord Bia, The Futures Company
32
P
Key challenges and opportunities
Purpose: Giving consumers new meaning and
purpose to their lives
P
Examples of companies giving consumers new goals and targets in their lives
Create opportunities for
consumers to contribute or
have a say
Unleash the entrepreneur
Set new goals for consumers
Detroit Soup raises money for creative
endeavours through a monthly public
dinner, where the diners also select which
project to fund. For USD 5 they get dinner
as well as the opportunity to hear four
project proposals and vote for the one
they think most deserves to be funded.
The money raised that night is then given
to the proposal that wins the most votes.
Tweetjemee is Dutch web service for
home-based cooks to serve people
nearby. The idea is that anyone with
cooking skills can prepare some extra
food and sell this to others that do not
wish to cook. After registration the chef
can add a style and upload pictures with
it, to give identity to his/her new online
restaurant.
French Onefeat is a social game that
rewards users for performing and
photographing specific off-line activities.
Activities include “ride a roller coaster” &
“visit your grandma”. To win points you
perform the task and take a photo to
prove it. Once the photo is uploaded,
users earn points and trophies based upon
the number of other users who like their
photo.
How can you encourage people to
support new endeavours or ensure
they have a say? What local causes
or groups could you partner with?
How can you help consumers create
their own mini business?
How can you give consumers new
goals and objectives, however
small?
© 2012 Bord Bia, The Futures Company
33
Key challenges and opportunities
Pride: Re-building a sense of pride and achievement
Consumers have lost a sense of
pride or lost sight of the things of
which they should be proud
In the recession, consumer pride has
taken a knock. Uncertain job prospects,
constant financial challenges, making
compromises etc, are creating a
constant stream of challenges and
pressures. Seemingly, there is too little
in life from which consumers can still
take pride.
But, pride can come from different
sources. Personal achievements can help
build a sense of pride; in the current
climate achieving the smallest task can
seem like a milestone. Pride can also
come from a sense of community and
what the community can build together.
Brands can help reignite this sense of
pride by making more of the small
things we achieve in life. Or, by giving
help to the communities in which we
live; making sure that the community
has a focal point or, the fabric that holds
it together remains strong.
Evidence
“It is important to buy local products to
support the economy, even if they
sometimes cost more.”
“Honestly I think we are too brow
beaten, from years of heavy
handed rule, either from colonial
powers, from the church or from
the recent yahoos. While we will
give out about it, I think we have
lost the fighting spirit.”
70%
50%
of Irish consumers agree
of British consumers agree
“I see nothing different in the future.
We are all so afraid of being made
redundant that we can’t fight...”
Male, 18-40 year old, ROI
Male, 18-40 year old, ROI
“The value of working with your hands
and taking pride in learning a trade
seems to have been forgotten about.”
Female, 40+ year old, GB
Source: The Futures Company Feeling The Pinch 2012 (see appendix for base sample sizes)
© 2012 Bord Bia, The Futures Company
34
P
Key challenges and opportunities
Pride: Re-building a sense of pride and achievement
P
Examples of brands giving consumers a sense of pride around the small things in life
Put pride into an everyday
activity
Enable people to re-build their
local communities
Encourage people to take a
pride in their differences
Cravendale plan to position dads as “milk
heroes” picking up milk when it has run
out. As part of the brands marketing
strategy, they plan to partner with a
sports radio station to also build
engagement with men through sport.
In collaboration with environmental
regeneration charity Groundwork,
'Transform your Patch' is a community-led
transformation programme which brings
together the total portfolio of leading
drinks brands. The objective is to help
transform outdoor spaces nationwide,
giving communities more access to
outdoor sports, activities and fun.
The Ale London Pride has begun an
outdoor advertising campaign which aims
to encourage visitors and residents of the
capital to enjoy a pint of Pride as part of
the real London experience. Their
campaign takes a light hearted look at
what people should and shouldn't do
„When in London‟ and the characteristics
of a true Londoner.
Can you create everyday heroes out
of the people that use your
products?
© 2012 Bord Bia, The Futures Company
35
How can you to help support and
transform local communities?
What are the foibles and quirks of
the community you can celebrate?
Technical Appendix
Technical Appendix
Primary and secondary research to unlock insight
ECONOMIC ANALYSIS
ONLINE FORUM
QUALITY STATEMENT
In order to build up an understanding of
the macro context in which we were
conducting our research, we carried out
analysis of the Irish and British economy
through desk research using a variety in
internal and external resources.
We recruited 24 respondents across
Great Britain and Ireland to represent
each of the three consumer groups we
have identified (Plain Sailing, Choppy
Waters, All Hands on Deck) across a
range of lifestages and income brackets.
The respondents were invited to fill in a
series of online blogging exercises and
group discussions as part of a one week
rolling online forum
All projects are completed in compliance
with ISO 20252.
CONSUMER RESEARCH
Our consumer research consisted of an
update of the Feeling The Pinch
quantitative (FTP) survey together with
an online forum element.
FTP QUANT SURVEY
The survey was carried out online with a
nationally representative sample of 500
Irish adults (18+). The fieldwork was
carried out in the last week of Jan 2012.
Previous waves of the FTP survey have
been carried in July 2008, June 2009,
Nov 2009, Sept 2010 and Mar 2012.
A similar survey has also been carried
out in the UK with a sample of 1,000
adults.
© 2011 Bord Bia, The Futures Company
37
All researchers / interviewers working on
this project are fully trained in
quantitative research methods and have
been briefed on the requirements for
this project in full.
All research sessions were conducted in
accordance with the agreed
questionnaire.
The analyst has kept accurate and
descriptive records of the analysis
process, to ensure than any analyses
undertaken can be replicated at a later
date.
This document has been checked for
accuracy of reported data and material.
Technical Appendix
Technical Appendix – Online Forum (2 of 4)
Detail
Notes
Online forum content
7 days of content, each day comprising a mini-blogging task (e.g. Telling us about shopping habits) and a
group discussion (e.g. Talking about effects of recession)
Name of the online forum
provider
Dub Studios
Name of the research
consultancy
The Futures Company
Stimulus materials
Available on request
Duration of online forum
From Thursday 5th January until Thursday 12th January
Recruitment method \ incentive
Forum provider handled recruitment
Number of active participants
30 recruited for a total of 24 active participants
© 2011 Bord Bia, The Futures Company
38
Technical Appendix
Technical Appendix – Quantitative questionnaire (3 of 4)
Detail
Notes
Questionnaire content
The questionnaire content varies slightly each wave, the Feeling the Pinch study includes a number of core
questions which are tracked wave on wave and some additional questions which are added for one or more
waves only to track current topics of interest.
Questionnaire length
Approx. 20-25 minutes
Name of the research provider
Kantar Operations
Name of the research
consultancy
The Futures Company
Sampling method
Quota sampling – Quotas set on age and gender (interlocking, 6x2 levels), Income (UK, 2 levels) and Social
Grade (ROI, 2 levels), Region (4 levels)
Unweighted sample size (n=)
UK 2008
UK 2009 (Jan)
UK 2009 (Nov)
UK 2010
UK 2011
UK 2012
IRE 2008
IRE 2009 (Jan)
IRE 2009 (Nov)
IRE 2010
IRE 2011
IRE 2012
© 2011 Bord Bia, The Futures Company
39
2,268
2,110
1,002
1,010
1,014
1,007
500
545
501
506
501
503
Technical Appendix
Technical Appendix – Quantitative questionnaire (4 of 4)
Detail
Notes
Subgroup sample size
Research
methodology
Self completion questionnaire shown online
(CAWI)
Country
Year
Segment
Unweighted
sample size (n=)
UK
2010
Plain Sailing
385
Fieldwork
dates
UK 2008
UK 2009 (Jan)
UK 2009 (Nov)
UK 2010
UK 2011
UK 2012
IRE 2008
IRE 2009 (Jan)
IRE 2009 (Nov)
IRE 2010
IRE 2011
IRE 2012
Choppy Waters
418
All Hand on deck
207
Plain Sailing
356
Choppy Waters
431
All Hand on deck
227
Plain Sailing
347
Choppy Waters
422
All Hand on deck
238
Plain Sailing
124
Choppy Waters
192
All Hand on deck
190
Plain Sailing
96
Choppy Waters
212
All Hand on deck
193
Plain Sailing
94
Choppy Waters
195
All Hand on deck
214
August 2008
January 2009
November 2009
September 2010
March 2011
January 2012
August 2008
January 2009
November 2009
September 2010
March 2011
January 2012
Weighting
details
Post-stratification. Data weighted back to
sampling quotas.
Weighting
efficiency
UK 2008
UK 2009 (Jan)
UK 2009 (Nov)
UK 2010
UK 2011
UK 2012
IRE 2008
IRE 2009 (Jan)
IRE 2009 (Nov)
IRE 2010
IRE 2011
IRE 2012
92%
95%
97%
98%
100%
100%
62%
76%
55%
98%
89%
88%
2011
2012
IRE
2010
2011
2012
* A revision to the segment definition in 2012 improved the solution.
The improved solution was applied for all segments 2010 to 2012.
© 2011 Bord Bia, The Futures Company
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