The Livestock and Meat Commission (LMC) attended the recent Worldpanel by Numerator Conference in Dublin, where industry leaders and data experts examined how shifting consumer values, health priorities, and economic pressures are influencing purchasing behaviour.

Head of Market Intelligence and Data Management, Jacqueline Liddicoat, represented LMC at the event, which explored how consumer data is being used to understand evolving market dynamics.

Speakers at the conference highlighted that value is now defined by more than price. When purchasing items, shoppers are weighing perceived benefits against costs, with products representing a “feel-good factor”, including locally produced or having clear environmental credentials, continuing to grow in popularity.

Reflecting on the conference, Jacqueline Liddicoat said, “The discussions in Dublin reinforced the importance of understanding what value means to today’s shopper. Consumers are looking for products that align with their values and that of their family including locally sourced and sustainably produced options. This reinforces the strengths of NIFQA beef and lamb, which deliver on trust, provenance and quality in a way that continues to resonate strongly with modern consumers.”

Sustainability has become a core part of brand communication, with 44% of companies now incorporating this messaging into their marketing. Health and quality remain major influences on consumer decisions as more than half of households (57%) report wanting to follow a balanced diet, prompting brands to simplify ingredient lists and highlight nutritional benefits. Quality is also strongly linked to brand heritage and trust, with products seen as wholesome, lean, or lighter performing particularly well.

The conference also revealed how shopping habits are diversifying. Consumers are now shopping with distinct “missions”, from main weekly shops to quick top-ups and occasional treat purchases. Brands are enhancing engagement through digital touchpoints such as QR codes on packaging, linking shoppers to recipes and preparation tips. These interactive elements help to create “talkability” and encourage repeat purchases.

Economic pressures continue to shape behaviour, with two-thirds of Irish households concerned about the cost of groceries. Inflation in the UK rose to 3.8% in the year to August, one of the highest rates among G7 countries. As a result, shoppers are increasingly seeking promotions and offers and demonstrating less brand loyalty, trends that mirror consumer responses seen during the cost-of-living challenges of 2022 and 2023.