Guaranteed Irish Research Report August 2011

Attitudes to Irish Brands &
the Guaranteed Irish Logo
August 2011

The estimated annual turnover of Guaranteed Irish
companies in 2011 is €1.2 billion. Members employ
nearly 24,000 people in Ireland.

There are 1.5 million Irish households and we estimate
that the average spend per household on Guaranteed
Irish products and services is just under €16 per week.

If households increased their spend on Guaranteed
Irish products to €20 per week, then that would create
over 6,000 new jobs based on the turnover per
employee of existing Guaranteed Irish members.

3
Guaranteed Irish Omnibus Study –
Background & Objectives

This study, a follow up to research conducted in September 2005
aimed to achieve the following key goals:
To gauge spontaneous recognition of the Guaranteed Irish
symbol.
To identify the perceived benefits of and drivers behind buying
products or services that carry the Guaranteed Irish symbol
To determine changes in perceptions about buying Irish
compared to 5 years ago.
To gauge the extent to which members of the public actively
seek to purchase products or services that carry the Guaranteed
Irish symbol.
To determine whether the public would like to seem more
companies carry the symbol.
To compare openness to purchasing products or services that
carry the Guaranteed Irish symbol compared to those that do
not.
To determine whether consumers would be more or less likely to
pay extra for products or services with the Guaranteed Irish
stamp.

4

Guaranteed Irish Study – Methodology

 A nationally representative online sample of 1,000 adults aged 16
years or older was utilised.

 Quotas were applied across gender, age, social class and region
to ensure the sample was fully representative.

 Fieldwork was conducted between the 9th and the 13th of May
2011.

6

Profile of Sample - I
(Base: All Adults 16+)
Have Marital
Gender Age Children Status
% % % %

16-24
17

Male 49 Yes
25-34
22 Yes 60 62

35-44 19

Female 51 No 26
45+ 42 No 40

12

Quotas were set in order to achieve a nationally representative sample, so as to ensure all
data is reflective of the Irish population of adults aged 16+.

7

Profile of Sample - II
(Base: All Adults 16+)

Social Region
class
% %

Dublin
28
ABC1
F50+ 48

Rest of
Leinster 27

Munster
C2DE 28
F50- 52

Conn/
Ulster 18

8
Unprompted Awareness of Guaranteed Irish
Symbol - I
(Base: All Adults 16+ – 1000)

%
Guaranteed Irish 41

Bord Bia 5

Board Gáis 3

Buy Irish 3

Irish 3

Irish Produce 2

Glanbia 2

Made in Ireland 1

Don’t know 40

Overall, two-in-five consumers correctly identify the Guaranteed Irish symbol, but 59% either incorrectly
identify the symbol or admit to not know its provenance.

Q. What organisation associate with the following symbol?

9
Unprompted Awareness of Guaranteed Irish
Symbol - II

Guaranteed Irish 41 Don’t know 40

Demographics Demographics
% %
Age Age
 16-24 30  16-24 41
 25-34 38  25-34 46
 35-44 50  35-44 36
 45-54 51  45-54 36
 55+ 39  55+ 41
Marital Status Marital Status
 Married/Cohabiting 45  Married/Cohabiting 39
 Single 34  Single 44
 Widow/Divorced 37  Widow/Divorced 37
/Separated /Separated
Social Class Social Class
 ABC1/F50+ 48  ABC1/F50+ 34
 C2DE/F50- 35  C2DE/F50- 46
Region Region
 Dublin 34  Dublin 46
 Leinster 47  Leinster 34
 Munster 41  Munster 41
 Connaught 43  Connaught 39
Consumers at extreme ends of the age continuum and those in lower social classes are least likely to know what the symbol stands for.

10
The Importance of Irish Companies Highlighting that
Products or Services are Irish

Not Important Neither nor Important

6 6 87

Demographics
%
Age
The vast majority of Irish  16-24 82
consumers believe that it is  25-34 80
important for Irish companies to  35-44 90
highlight the fact that their  45-54 90
products or services are Irish.  55+ 94
This sentiment increases with age, Gender
but is less important to singles  Male 89
than it is to couples or those who  Female 84
were part of a couple in the past. Marital Status
 This figure rises to 95% among
those who correctly identify the
89
Guaranteed Irish symbol.
 Married/Cohabiting 80
 Single 92
 Widow/Divorced/Separated
Region
 Dublin 81
 Leinster 89
 Munster 91
 Connaught 88
Q. When selling or marketing a product or service, how importance, if at all, do you think it is for Irish companies to highlight the fact that their
products or services are Irish?

11

Attitudes Towards the Guaranteed Irish Symbol

Displaying the Guaranteed Irish Symbol Demographics
%
%
Don’t know Age
No
 16-24 80
 25-34 79
5% 9%
 35-44 90
 45-54 89
 55+ 91
Social Class
 ABC1/F50+ 85
 C2DE/F50- 87
86% Region
Yes
 Dublin 81
 Leinster 88
 Munster 89
 Connaught 87

Almost nine-in-ten would like to see more companies display the Guaranteed Irish symbol. This figure rises
to 96% among those who can correctly identify the Guaranteed Irish symbol.

Q. Would you like to see more companies display the Guaranteed Irish symbol?

12
Changes in Attitudes to ‘Buy Irish’ in Ireland over Past
Five years
Less Important Neither nor More Important
3 12 83

Demographics %
Age
 16-24 78
 25-34 73
 35-44 90
 45-54 83
 55+ 89
Gender
 Male 80
 Female 86
Marital Status
85
 Married/Cohabiting 79
 Single 81
Four-in-five members of the Irish public believe that  Widow/Divorced/Separated
that it is now more important to buy Irish compared
to 5 years ago. Children
 This figure rises to 92% among those who  Yes 85
correctly identify the Guaranteed Irish symbol.  No 79
Region
 Dublin 75
 Leinster 87
 Munster 88
 Connaught 82
Q. Do you feel that it is any more or less important to ‘buy Irish’ now compared to 5 years ago?

13
Actively Seeking to Purchase Irish Products &
Services

Buying Irish Demographics
As often as I can Some of the time
Age

%  16-24 30 44
All the time 11  25-34 36 35
 35-44 43 39
 45-54 48 30
 55+ 48 30
Gender
As often as I 41  Male 37 37
can  Female 45 34
Marital Status
44 34
76%  Married/Cohabiting 31 42
 Single 50 29
 Widow/Divorced/Separated

Some of the Children
35
time  Yes 46 32
 No 35 40
Region
 Dublin 37 38
Not at all 12  Leinster 42 35
 Munster 42 35
 Connaught 47 31

Just over three-quarters of the Irish public consciously try to buy Irish products or services ’some of the time’ or ‘as often as I can’.
Likelihood to purchase ‘as often as I can’ increases with age and is higher among women and those who have children.
Q. Do you actively seek to purchase Irish products and services?

14
Advantages of Purchasing Irish Products &
Services with Guaranteed Irish Symbol - I

Correctly identify
Displaying the Guaranteed Irish Symbol
the symbol

%
Buying something that carries the
symbol helps me feel like I am 36 47%
supporting Irish jobs and employment 63%
Buying something that carries the 27 28%
symbol helps me feel like I am doing my
bit to support the Irish economy
I know where a product is produced or 21
manufactured
I am guaranteed a good quality product 14
or service

No advantages 2

Close to two-thirds consider benefits to the employment and the economy to be the distinct advantages of buying
products or services that carry the Guaranteed Irish symbol. For one-in-five, the Guaranteed Irish symbol provides
peace of mind about where a product is produced or manufactured.
Those who correctly identify the Guaranteed Irish symbol are significantly more likely to believe that buying something
that carries the symbol helps them feel that they are supporting jobs and employment.

Q. What, if any, would you see as the main advantages of someone like yourself, buying products or services with Guaranteed Irish symbol?

15
Advantages of Purchasing Irish Products &
Services with Guaranteed Irish Symbol - II

Helps me feel like Helps me feel like I
I am supporting am doing my bit to I know where a I am guaranteed a
Irish jobs and support the Irish product is produced good quality
employment economy or manufactured product or service
(36%) (27%) (21%) (14%)
% % % %
Age
 16-24 24 35 28 12
 25-34 36 22 25 16
 35-44 39 30 23 7
 45-54 43 31 17 5
 55+ 40 18 10 31
Marital Status
 Married/Cohabiting 39 26 21 12
 Single 30 33 22 13
 Widow/Divorced 38 17 18 26
/Separated
Region

 Dublin 33 26 22 15
 Leinster 38 32 19 10
 Munster 39 25 22 13
 Connaught 33 23 22 20

Younger respondents are more likely to buy Irish because it lends a sense that they are doing their part of
support the economy while the sense that consumers are helping support jobs and employment increases
according to the age of a respondent. Of those who focus on the quality of products or services as a key
benefit, respondents over the age of 55 are the group most likely to identify this factor as a benefit.

16
Likelihood of Choosing a Product with
Guaranteed Irish Symbol

Choosing a Product with Guaranteed Irish Symbol

% Demographics
%
With the Guaranteed Irish 85 Age
Symbol  16-24 80
 25-34 78
I wouldn’t have a preference 11  35-44 85
 45-54 88
Without the Guaranteed  55+ 91
Irish Symbol
2
Region
Don’t know 2  Dublin 81
 Leinster 86
 Munster 87
 Connaught 84

Given two similar products, over four-in-five are likely to purchase a product with the Guaranteed Irish
symbol than one that does not carry the symbol.
Those who correctly identify the symbol are more likely to state this (88%) than those who do not (73%).

Q. If you were thinking of buying two similar products – one with the Guaranteed Irish symbol and one without, which one would you be more likely
to choose; assuming no different in price or quality?

17
Likelihood of Choosing a Service with

Choosing a Services with Guaranteed Irish Symbol
Demographics
% %
With the Guaranteed Irish 81 Age
Symbol  16-24 74
 25-34 76
I wouldn’t have a preference 13  35-44 83
 45-54 85
Without the Guaranteed  55+ 87
Irish Symbol
4
Region
Don’t know 2  Dublin 78
 Leinster 83
 Munster 83
 Connaught 91

Given two similar services, four-in-five are likely to employ a service with the Guaranteed Irish symbol than
one that does not. This sentiment increases with age.

Q. If you were thinking of buying two similar services – one with the Guaranteed Irish symbol and one without, which one would you be more likely
to choose; assuming no different in price or quality?

18
Likelihood to Purchase Product Carrying Guaranteed Irish
Symbol Vs. One that Does Not
Less Likely Neither nor More Likely

9 11 79

Demographics
%
Age
 16-24 69
 25-34 69
 35-44 86
 45-54 85
 55+ 86
Children
 Yes 84
 No 73
Region
 Dublin 74
 Leinster 80
 Munster 85
 Connaught 77

Assuming cost and quality were equal, four-in-five Irish consumers would be more likely to buy a product
that carries the Guaranteed Irish stamp. Those with children are more likely to say this than those without.
This figure rises to 88% among those who correctly recognises the Guaranteed Irish symbol.

Q. All else being equal (cost and quality) how much more likely, if at all, would you be to purchase a product that carries the Guaranteed Irish
symbol compared to one that does not?

19
Willingness to Pay More for a Product or Service
that Carries the Guaranteed Irish Symbol

Those who would pay more for the

Demographics
%
Pay more for the Guaranteed Irish
Symbol Age

%  16-24 22
 25-34 30
Don’t know  35-44 31
 45-54 32
24%  55+ 43
Yes
Gender
32%  Male 36
 Female 29
Marital Status

44%  Married/Cohabit
No 34
 Single 27
 Widow/Divorced 37
/Separated

One-third of the Irish public would be willing to pay more for a product or service that carries the Guaranteed
Irish symbol; primarily those over the age of 55 and men more so than women.

Q. Would you be prepared to pay any more for a product or service that carries the Guaranteed Irish symbol compared to one that does not?

20

Summary & Insights (I)

There is a strong predisposition towards Irish products and services but
insufficient awareness or recognition of the Guaranteed Irish symbol.
This said, the symbol encourages consumers to seek out Irish products and
services; those who can correctly identify the symbol are more likely to buy Irish
‘as often as they can’ and also more likely to feel as if they are doing their bit to
support the Irish economy.

The vast majority of Irish consumers (87%) believe that it is important for Irish
companies to highlight the fact that their products or services and two-in-five
(83%) believe that compared to five years is now more important to buy Irish
than it was then.

But the Guaranteed Irish symbol has receded into the memory of the Irish
public.
Three-in-five(59%) either incorrectly identify the Guaranteed Irish symbol
or admit to not know its provenance. Just 41% of the public recognise
the symbol now compared to 52% in the September 2005 research.

Nonetheless, there is a strong desire for the identification of products or
services almost nine-in-ten would like to see more companies display the
guaranteed Irish symbol – despite the lack of familiarity with it.
This highlights an opportunity consumer education or familiarisation.

21

Summary & Insights (II)

The Guaranteed Irish symbol can help satisfy a public sense of national
consciousness:
Close to two-thirds (63%) consider benefits to the employment and the
economy to be distinct advantages of buying products or services that
carry the Guaranteed Irish symbol.
Those who correctly identify the Guaranteed Irish symbol are
significantly more likely than those who do not, to concur that the key
benefit of the symbol is that it helps them feel as if they are doing their
bit to support the Irish economy (47% vs. 29% respectively). This figure
has risen notably from 39% in 2005.

The Guaranteed Irish symbol increases likelihood of product selection:
Assuming cost and quality were equal, four-in-five (79%) of Irish consumers
would be more likely to buy a product that carries the Guaranteed Irish
stamp.
Those with children are more likely to say this than those without –
possibly reflecting a focus on and concern about their children’s future.
Given two similar products or services, two-in-five are likely to purchase
a product or service that carries the Guaranteed Irish symbol than ones
that do not.

22

Summary & Insights (III)

The Guaranteed Irish increases frequency of purchase:
Two-in-five (41%) actively seek out Irish products or services ‘as often as
they can’ and a further one-in-ten (11%) seek out such products or services
‘all of the time’.
Those who correctly identify the Guaranteed Irish symbol are more likely
than those who do not recognise the symbol to shop Irish ‘as often as
they can’ (50% and 35% respectively).

About Amárach Research

We are an independent market research
agency, providing a full range of
research services to our Irish and
international clients. We have worked
with two thirds of Ireland’s top 200
companies. Every year we survey over
100,000 people at home and abroad, as
well as running hundreds of focus
groups.

Our experienced team of directors and
executives manage online, face-to-face
and cati surveys; as well as qualitative
research including focus groups, in-
depths and ethnographic studies. We
also offer a unique field-only service to
universities and international agencies.

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Guaranteed Irish Research Report August 2011

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