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

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

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

5. One Word to Describe: Ireland Right Now
(Base: All aged – 1,000) 5

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

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

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

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

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

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

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

13. Change in Behaviour as A Result of Recession – II
(Base: All aged 15-74– 1,000)
Less %
More %
The Same %
Never did it 23 32 39 13 18 26
Spending time ‘bargain hunting’ when buying groceries
Spreading your shopping across a number of shops
Planning your weekly shopping in advance
Buying grocery items in bulk
Spend on groceries overall
Buying private label/own label goods
Buying Irish produced goods
Buying eco-friendly goods 13

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

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

16. Research Background and Methodology
Nov/Dec 2007
Aug 2008
Nov/Dec 2008
Benchmark
Wave 1
Wave 2
May/June 2009
Nov/Dec 2009
June 2010
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
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. 16

17. Profile of Sample (Base: All aged 15-74 – 1,000) MAIN GROCERY SHOPPER% % % %
15-24
Married
Male
ABC1
Yes No
25-34
Living as
Married
35-44
C2DE
Female
45-54
Single
55+
Wid/Div/
Sep
F50+/
F50-
Not stated
Not stated 17