Value vs. Premium: How Irish shoppers are redefining retail choice

As a retailer, are you engaging in the right way with your customer?

Recent research* shows that more than half of Irish shoppers say price is their primary decision-maker. Confidence remains fragile, and the weekly shop has become a tighter equation.

But there is nuance to this behaviour : customers aren’t simply looking for “cheap.” They’re looking for value clarity.

Here are 4 steps you can take as a retailer to re-define value in your proposition and ensure you resonate and connect with your customer.

*Next Gen Retail: Vol. 8. KPMG May 2025