The Irish consumer is seeking small moments of enjoyment and release in 2013 as they continue to balance moderation with occasional indulgences. While 18% of Irish households have no funds left monthly, consumers are growing tired of constant cutbacks and desire moments to start living again. Brands that enable affordable small pleasures for families will succeed by understanding this desire for micro-moments of positivity.

1. optimistic. Confidence has New Behaviours, Lots
IRISH grown in 2012 and is rising
Of Micro
slowly in the longer term,
CONSUMERS now at 63.8% (Nov) up from Opportunities That
56.6% in January (ESRI). Help The New
SEEKING Moderated
MICRO “18% of Irish Consumer Achieve A
Balance
MOMENTS households
In 2013, we predict the
OF RELEASE have no continuation of behaviours
such as right sizing,
IN 2013 funds left healthier options
The new Irish consumer counterbalanced by mini
who is more moderate in every month” indulgences and thrifty
their consumption is behaviour balanced by
beginning to seek out At MCCP, our moments of escape and
moments of micro release TrendStream™ consumer release.
insight project, we are
In 2013 the Irish consumer witnessing early signs that Small that is also smart is
will be entering the next consumers are becoming the new Big Idea for 2013.
phase of the ‘New Normal’ fatigued with the ‘cut back’ Brands and companies that
as they get to grip with mentality and have a desire enable the Irish family to
increasing charges. to ‘start living again’. This take a little time out to have
Reframing taxes as charges desire to defeat the fun together without a large
may position them as a recession and its effects is spend will succeed in
citizenship fee however it exemplified through the forging a connection
means the same to the new Renault ads. because they understand
pockets of Irish consumer – their needs.
less money. Within these ads the
consumer is shifting focus Fun and little moments of
Once essentials are paid towards living again positivity are important to
18% of Irish households highlighted by the apathy the Irish psyche to
have no funds left every towards leaving the counterbalance the grim
month and 53% have less immersion on or the reality and can help
than €100 left over. willingness to splurge on consumers see that there is
Greater fear and less money popcorn at the cinema. light at the end of the
means a more considered tunnel.
purchase journey; 88% of
Irish people will go online to
research products before
they buy, versus 79% of
their European
counterparts (IAB 2012).
More Optimistic
The one ray of light is that
they are feeling more
mccp.ie For more information contact: kay@mccp.ie
ph (01) 6350030

2. This mini release is an
important way for the Irish
consumer to remove the
shackles of fear.
Kay McCarthy is MD &
Founder of MCCP
The Planning Agency who
work with some of Ireland’s
largest brands to help game
change through better
consumer insights and
sharper strategy (brand,
communications and
innovation).
mccp.ie For more information contact: kay@mccp.ie
ph (01) 6350030