How do UK shoppers view Ireland...and Irish food produce?

A new ‘Bord Bia Brexit Pulse Survey’ of UK grocery shoppers conducted up to October 2020 has pointed to a stark dip in UK consumer confidence, the Irish food board has revealed.

However, a majority of survey respondents would miss both Irish beef and Irish dairy products in the event of a significant price increase or limitation on availability.

Seven in 10 UK shoppers expressed concerns on the UK economic outlook and worry about the cost of living and their own personal finances.

This is the highest level since this regular study commenced in January 2019, Bord Bia says.

The Bord Bia Brexit Pulse survey is a nationally representative survey involving 1,000 grocery shoppers in the UK.

It is undertaken by Bord Bia every quarter to enhance Bord Bia and industry understanding of the impact of Brexit and its ensuing economic effects on UK consumers.

The study also builds industry understanding of UK consumer perceptions and attitudes to Ireland and Irish produce. Fieldwork in this latest survey was undertaken from October 12th to October 14, 2020.

Key findings

Key findings from the ‘Bord Bia Brexit Pulse’ survey include the result that two in every three UK shoppers (67%) are concerned that the current Brexit situation will have a negative effect on the cost of the food and drink they buy for their households, and half are concerned about the future quality and availability of the food and drink they buy.

For the vast majority of UK shoppers, Ireland is considered an ally and a friend (65%) and, as a food-producing nation, Ireland enjoys the highest level of trust of any EU nation.

Furthermore, Irish food and drink is considered the best alternative to UK produce.

Over eight in 10 (85%) UK shoppers are open to choosing food and drink from Ireland; higher than any other country of origin outside of the UK.

The strength of support for Irish food and drink is evidenced by the fact that three in four (72%) UK beef shoppers said they would miss Irish beef if there was a significant increase in price or limitation on availability.

Similarly, three out of five regular buyers of mushrooms and whiskey would also miss having continued access to Irish options.

Two in three (65%) UK butter buyers would miss Irish butter and three in four (73%) UK cheddar buyers would miss Irish cheddar cheese if there was a significant increase in price or limitation on availability.

Just over one in five (22%) respondents felt UK Brexit negotiations were going in the right direction while one in three (36%) felt they were going in the wrong direction.