The document reports on findings from a market research study conducted in June 2010 on household budgeting and the impact of the recession in Ireland. It shows that 62% of consumers have experienced a reduction in income in the last year but 66% have learned to better manage their finances. While 51% are not more relaxed about spending, consumers continue trying strategies like bargain hunting and switching brands to cope with the challenging economic conditions.

1. National Consumer Agency
Market Research Findings:
Household Budgeting and Impact of the Recession
October 2010
Research Conducted by

2. Table of Contents
2
 Key Points
 Household Budgeting and Impact of the Recession
 Research Background & Methodology
Making Complaints
 Profile of Sample

3. Key Findings
3
• 62% of consumers have experienced a reduction in their household income in the last 12 months compared
to the previous wave of market research conducted in Nov/Dec 2009(53% in Nov/Dec 2009). 64% stated
that their expenditure has either remained the same or increased.
• 38% of consumers disagree that Ireland will be through the worst of the recession in 12 months time.
• 51% are not any more relaxed about spending than they were 6 months ago.
• 66% of consumers have learnt to manage their finances better as a result of the recession and will continue
to do so going forward. Making Complaints
• Similar to Nov/Dec 2009; 61% are actively seeking out cheaper ways of living, and 59% would prefer to
switch between brands of things they buy than do without them at all.
• Consumers are continuing to remain positive; as despite the recession 7 in 10 claim to be enjoying life as
much as ever.
• 34% of consumers are spending more time ‘bargain hunting’ when buying groceries than they were pre-
recession. 31% are spreading their shopping across a number of shops more, while the same proportion
(30%) are spending less on their groceries overall.

4. Household Income & Expenditure
4 (Base: All aged 15-74– 1,000)
Income Expenditure
% %
Increased a lot (5) (1)
Increased a little (4) 4 (4) 6 (6)
15 (13)
29
Remained the same (3) Making Complaints
(36) 64%
43
36 (38)
(31)
Decreased a little (2) 62%
22
26 (23)
Decreased a lot (1)
(22)
9 (12)
Don’t know 5 (6) 5 (8)

5. One Word to Describe: Ireland Right Now
5 (Base: All aged 15-74 – 1,000)
Making Complaints

6. One Word to Describe: How you Yourself Feel Right Now
(Base: All aged 15-74 – 1,000)
6
Making Complaints

7. Economic Outlook – I
7
(Base: All aged 15-74 – 1,000)
I will focus less on As a result of the
Ireland will be through acquiring possessions and recession I will continue
the worst of the more on having memorable to shop around for better
recession in 12 months experiences such as deals even when the
time holidays economy has settled
% % %
Strongly agree (5) 3 6
31% 38% 13
Agree (4)
28 Making Complaints
32
73%
Neither/nor (3) 60
31
39
Disagree (2) 26
18 21
38% 23%
12 5
Strongly disagree (1) 5 1 6%

8. Economic Outlook – II
(Base: All aged 15-74 – 1,000)
8
I am more relaxed about I have learnt to manage my
spending money than I finances better as a result of the
was six months ago recession and will continue to
do so going forward
% %
Strongly agree (5) 1
22% 12
Agree (4) 21 66%
Making Complaints
Neither/nor (3) 27
54
Disagree (2) 36
24
51%
Strongly disagree (1) 15 7 10%
3

9. Spending Thrift
(Base: All aged 15-74– 1,000)
9
Wave 5 2010
Wave 4 2009
Strongly Strongly Neither/
Disagree Agree Nor /DK
(1) (2) (4) (5)
The recession has focused me on 3 7 45 27 (72) 18
thinking carefully about what and when I 16
buy
3 7 48 26 (74)
The recession is a good opportunity to 3 9 46 21 (67) 21
pick up bargains in the sales 2 9 47 22 (69) 20
Making 15
I am consciously trying to buy fewer 2
Complaints 22
46 (68)
15
things nowadays 3 13 50 19 (69) 15
I am putting off buying large spend items 2 11 39 28 (67)
20
until the current situation improves 3 11 38 29 (67) 19
4 23 31 19 (50)
When shopping I budget for every cent 23
7 21 34 16 (50) 22
I regret the amount of money I have 11 31 22 14 (36) 22
spent on stuff over the last few years 12 27 25 14 (39) 22

10. Coping Behaviour
(Base: All aged 15-74– 1,000)
10
Wave 5 2010
Wave 4 2009
Strongly Strongly Neither/Nor
Disagree Agree /Don’t Know
(1) (2) (4) (5)
I am actively seeking out cheaper ways 3 11 44 17 (61) 25
of living 26
3 8 46 17 (63)
I would prefer to switch between
brands of things I buy than do without
Making14
3 Complaints
46 13 (59)
24
them at all 3 12 48 13 (61) 24
I still feel that it is better to pay more
for quality products than settle for
3 18 41 14 (55)
24
cheaper brands 4 15 43 13 (56) 25
I prefer to go without than sacrifice on 7 31 27 8 (35)
quality 27
7 27 30 8 (38) 28

11. Lifestyle
(Base: All aged 15-74– 1,000)
11
Wave 5 2010
Wave 4 2009
Strongly Strongly Neither/Nor
Disagree Agree /Don’t know
(1) (2) (4) (5)
Despite the recession I feel I am
2 10 55 15 (70) 18
19
enjoying life as much as ever 3 11 51 16 (67)
Making Complaints
I am cutting back on all non-essential 3 12 48 19 (67) 18
spending 3 10 43 23 (66) 21
I am reluctant to plan any holidays 6 20 29 19 (48)
26
until things improve in the economy 4 16 32 21 (53) 27
I am seeking out alternative ways to 5 20 36 14 (50)
25
socialise that are less expensive (52) 24
5 19 38 14

12. Change in Behaviour as A Result of Recession – I
(Base: All aged 15-74– 1,000)
12
Less The Same More
% % % Never did
it
Budgeting for household expenses 1 40 44 15
Collecting & using coupons when
buying things
2 40 27 31
Using loyalty scheme points when
making a purchase
2 43 28 27
Making Complaints
Buying goods on special offer 3 43 44 10
Using online price comparison sites 3 24 11 62
Buying items online 5 29 8 58
Preparing home-made meals from
scratch
3 51 29 17
Eating takeaway foods 39 41 5 15

13. Change in Behaviour as A Result of Recession – II
(Base: All aged 15-74– 1,000)
13
Less More
% The Same Never did
% %
it
Spending time ‘bargain hunting’ when
buying groceries
3 40 34 23
Spreading your shopping across a 4 42 31 23
number of shops
Planning your weekly shopping in 3 44 21 32
advance
Making Complaints
Buying grocery items in bulk 38 185 39
Spend on groceries overall 30 49 8 13
Buying private label/own label goods 7 49 26 18
Buying Irish produced goods 12 61 14 13
Buying eco-friendly goods 11 52 11 26

14. One Word to Describe: Ireland in 12 Months Time
(Base: All aged 15-74 – 1,000)
14
Making Complaints

15. One Word to Describe: Your Future
(Base: All aged 15-74 – 1,000)
15
Making Complaints

16. Research Background and Methodology
16
Nov/Dec 2007 Aug 2008 Nov/Dec 2008
Benchmark Wave 1 Wave 2
May/June 2009 Nov/Dec 2009 June 2010
Making Complaints
Wave 3 Wave 4 Wave 5
Current Wave
• Amárach Research conducted the research by means of face-to-face interviewing
with 1,000 people between the ages of 15-74.
• In all, 6 comparable “Waves” of Market Research have been completed since
November / December 2007.
• To ensure that the data is nationally representative, quotas were applied on the
basis of age, gender and social class.
• Interviewing was conducted over a four week period in June 2010.

17. Profile of Sample
(Base: All aged 15-74 – 1,000)
17
MARITAL SOCIAL
SEX AGE STATUS CLASS MAIN GROCERY
% % % % SHOPPER
15-24
20 Married
Male ABC1 46%
46 41 41 Yes 54% No
25-34
Making Complaints
25
Living as
Married
35-44 10
19 C2DE
Single 47
Female 45-54 37
54 16
55+ 20 Wid/Div/
8
F50+/
9
Sep F50-
Not stated 4 Not stated 3