Irish shoppers increasingly prioritising local produce

Irish shoppers are placing greater emphasis on supporting local food producers, with more than eight in ten saying buying Irish products is important when grocery shopping, according to new research released by SuperValu and Centra. The findings, based on research conducted by Amarach Research, coincide with the launch of Guaranteed Irish Food & Drink Month, which is being sponsored once again by SuperValu and Centra throughout June. The survey found that 84% of consumers consider buying Irish an important factor when shopping for groceries, while 63% said purchasing Irish-made food and drink products has become a routine part of their weekly shop. The results point to growing consumer awareness around product provenance, food quality and the economic benefits of supporting local businesses. Supporting Irish farmers and producers emerged as the strongest motivation for consumers, cited by 55% of respondents. Quality was the second most important factor at 50%, followed by higher food standards (38%) and environmental considerations (25%). Tara Clifford, Director of Product Brands at Musgrave, said the research highlights the increasing value consumers place on locally produced food. “Our research shows that Irish consumers are placing growing importance on the provenance of the food they buy, with strong appreciation for the quality associated with Irish produce,” she said. “SuperValu and Centra are proud to support Guaranteed Irish Food & Drink Month and to champion the innovation, quality and contribution of Ireland’s food and drink sector.” As part of this year's campaign, Musgrave has partnered with Guaranteed Irish and Elevate Media to offer one Irish food or drink company a digital advertising package valued at €25,000. The campaign, which will run across the SuperValu and Centra store network, is designed to help a growing Irish brand increase visibility and reach new customers. Guaranteed Irish chief executive Bríd O’Connell said trusted accreditation marks are becoming increasingly important as consumers seek reassurance about where products originate. “The Guaranteed Irish symbol gives people confidence that they are supporting businesses committed to quality, trust, jobs and positive community impact here in Ireland,” she said. Food & Drink Month will run nationwide throughout June, showcasing Irish producers, manufacturers and brands that are helping drive growth and innovation across the sector. Among those benefiting from retailer support is food business Clean Cut Meals, which recently joined Guaranteed Irish. Founder Conor McCallion said partnerships with retailers are critical for indigenous businesses looking to scale. Conor Mc Callion, Founder, CleanCutMeals ; Guaranteed Irish Food and Drink Launch 2026 SuperValu Ranelagh “We would like to thank SuperValu and Centra for their support in exclusively stocking our products and increasing our brand’s visibility amongst consumers nationwide,” he said. The campaign forms part of SuperValu and Centra’s broader commitment to supporting Irish suppliers, local employment and homegrown food and drink brands across their nationwide store networks. Photo: Tara Clifford, Director of Product Brands; Conor McCallion, Founder, Clean Cut Meals; Bríd O’Connell, CEO, Guaranteed Irish

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