Uncertainty to Advocacy:
Navigating the Irish Brand Landscape in 2024
Over the month of January we’ve been looking back at 2023 and what it has taught us, and looking forward to what we see on the horizon in 2024. Attending the Dublin Food Chain 2024 Predictions event this month, and looking at consumer research findings, we’ve compiled some stand out things for Irish brands to consider.
Uncertainty & Escapism
2023 saw significant global unrest which has carried through to 2024. Consumers are feeling the unrelenting uncertainty and are looking for an escape. Brands will not solve these problems for consumers, but many can offer a feeling of relief.
Brands that can evoke a sense of joy in the everyday, or in the smaller things will resonate well with consumers who are feeling overwhelmed.
Smaller Packs = Bigger Sales – The Little Luxuries
With a fall in consumer sentiment and a rise in inflation, a smaller pack feels like a lesser commitment to full price, full sized bag of snacks or confectionery. TikTok and other social media platforms has seen a trend toward “treating yourself” and indulging in “little luxuries”, meaning people are allowing themselves to splurge on higher ticket items in smaller quantities.
Although it might feel contradictory, a smaller pack might increase your brand sales and awareness by becoming your audience’s allocated “little treat”.
Sustainability & Individual Gain
Conscious consumerism and sustainable practices will shape our lives in time, but whilst it remains a choice to consumers, we are finding it has fallen down the list of priorities for many. Without a sense of tangible effect or impact, many consumers will favour their own convenience, gain and individual benefit over a larger sustainable goal.
Brands that are centred around sustainability will need to find other functional and emotional benefits to resonate with consumers. Similarly, brands can benefit from offering more eco-friendly attributions, in addition to their current value proposition.
Plant-Based and Flexi – the Zero Consumer
“Vegan” has become a dirty word, and plant-based is found to be more accessible and inviting to all consumers, without any misconceptions or expectations. People have begun to take a more “flexi” approach, which is more manageable on the path to becoming a “zero consumer”.
Positioning your brand as plant-based is more inviting to people of all dietary preferences. Offering more hybrid products allows people to introduce more plants to their diet, and lessen their feeling of impacting the planet.
Snacking Vs Meals – Protein Fixation
In a working world laden with expectations to produce or to consume, we’re a society focused on productivity. Our eating habits have seen a change from meals to snacking, and people are looking for their snacks to be nutritionally complete.
Consumers are focused on their macros more than ever, particularly protein. The brand landscape for 2024 will likely see benefit for brands messaging around protein content, or introducing more protein boosted products – preferably snack size!
Cultural Dexterity & The “New Irish”
Ireland’s cultural landscape has become more diversified over the years, and so too has our palate. Experimentation with cooking has skyrocketed with the use of short form content online. TikTok, Instagram Reels and YouTube Shorts are showcasing recipes with a fusion of flavours from all over the world. With greater access to these foods, we’re getting a taste for more!
Brands in the food and beverage space can benefit from introducing new flavours to the Irish tongue in ready to eat, prepared foods and mixes. This will make these flavourful experiences more accessible to those not so culinarily confident.
Curiosity & Transparency – Demystification
The wool won’t be over your customer’s eyes for much longer. With a more health focused and educated consumer base, and ever more curious crowd, product processing and ingredients are under scrutiny.
People want to know what’s in their food and how it’s made, so we say tell them! Simplify your ingredients where you can and take the mystery out of your products.
Brand Value & Emotional Intelligence
Value ≠ Price. Consumers place value in what is important to them, and spend their money on brands who resonate with them. Consumer brands resonate with their audience when they speak their language, and are benefit led – focusing on emotional benefits.
Brands will find the customers who will buy with them twice if they position according to their emotional benefits. A resonant brand gains advocates, not just customers.
As Irish brands navigate the brand landscape of 2024, embracing uncertainty can offer opportunities for innovation. In this ever-evolving environment, success lies in not just meeting consumer needs. More importantly, it lies in understanding and aligning with their values and fostering loyalty. This creates a lasting impact in the hearts and minds of your audience. Without attempting to be all things to all people, we hope some of these insights will be useful to your brand’s success in 2024, and into the future.
We stay ahead of the game and keep watch on purchasing habits, mindsets, and influences. And we share! We’re providing you with meaningful insights that matter. Keep up to date on Bradley Insights across our social media channels.
TLDR:
Looking back on 2023 and into 2024, this article highlights key considerations for Irish brands. Amidst global uncertainty, brands can provide relief by evoking joy in the everyday moments. Smaller packaging, perceived as “little luxuries,” may attract consumers during the current inflationary economic period. While sustainability is important, individual convenience is often taking precedence over larger environmental goals. “Plant-based” is more appealing than “vegan,” as a more flexible approach gains popularity. With a shift towards snacking, emphasising protein content in products can be appealing to your customer base. Ireland’s diverse culture and trend in experimentation with food calls for introducing new flavours in ready-to-eat products. Transparency is crucial in response to health-conscious consumers scrutinising product ingredients and packaging. Ultimately, brands should focus on emotional benefits to resonate with consumers and build lasting connections beyond transactions.
Findings thanks to Dublin Food Chain, Giselle Makinde – Cream of the Crop, Larry Murrin – Dawn Farms, and MCCP.
