"Mixed Retailers in Ireland" is now available at Fast Market Research

Variety stores in Ireland continued to evolve during 2014, with outlet numbers increasing and consumers looking to these better value options more often. Historically, Irish variety stores mainly focused on non-grocery items, offering low-cost, non-branded goods that were often of low quality. This type of store fell out of favour during the boom years, but interest was renewed in the format during the recent recession. This was further boosted by the entry of UK-based Poundland Ltd in the form of Dealz. Since storming into Ireland in 2011 with 13 outlets, the retailer expanded operations to 35 outlets around the country by 2014. While still mainly focusing on non-grocery products, the number of branded products continues to increase making it more attractive for Irish consumers. The format fell into such decline previously, that the current developments have served to add new value to the category overall, as opposed to cannibalising sales from other operators.

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Competitive Landscape

Dunnes Stores Ltd remained the leading company in mixed retailers in Ireland in 2014, forging ahead to hold 49% share of value sales. The company continued to reposition itself as a department store retailer to a greater extent than in the past, redesigning existing stores to incorporate a wider range of product offerings. Additionally the company sought to reposition itself away from the discount model, launching two new designer ranges aimed at the more affluent consumer and reducing the number of lower-cost products on offer. To an extent this was successful but it will take a sustained effort to realign consumer perceptions of the retailer’s credentials. Besides, Dunnes Stores Ltd continued to benefit from very strong brand loyalty with Irish consumers.

Industry Prospects

Forecast constant value growth is expected to be better (6% CAGR) than that seen over the review period (1% CAGR in constant terms), as economic conditions improve and spending levels begin to normalise. With the review period marked by consumers placing severe restrictions on personal spending, the forecast period is set to be a period of slow, sustainable recovery with improved consumer confidence supported by improving employment and a better general economic landscape, although consumers are not expected to return to past excesses, given that this was driven by access to easy credit.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Mixed Retailers industry in Ireland with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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