Zahra’s Winter Consumer Sentiment Report


With Christmas fast approaching and Ireland’s booster vaccine rollout progressing, we asked our everymum and Easy Food Magazine communities how they’re feeling. With over 6,000 participants, the results have painted a clear picture of where consumers across Ireland are at – and the findings will provide plenty of food for thought for marketers in the months ahead.


Despite recent reports of high no-show rates for vaccine booster appointments, new research has found the majority (84%) of people across Ireland would avail of the Covid-19 booster jab if offered.The study shows the top three reasons for opposing the booster are: it is “unnecessary” (44%), people stating they are already following the necessary measures to avoid contracting the virus (36%), and reluctance due to having experienced bad side-effects from receiving the Covid-19 vaccine (12%). 


While the Irish Government plans to extend the vaccine rollout to five-11 year-olds, over half (51%) of parents with children in this age group would not feel comfortable with their child receiving the jab. On the flipside, of those research participants pregnant in the past year, 54% did not choose to avail of the vaccination. The majority of this group (62%) state they were not comfortable receiving the vaccine during pregnancy. 


While Ireland’s hospitality and entertainment industries are open for business, almost three quarters (73%) of people across Ireland are hesitant to embrace the loosening of restrictions around dining out, heading to the pub and attending gigs. As such, the majority (88%) believe their social life has not resumed to its pre-pandemic ways. When asked why, 38% say they are nervous about the repercussions of catching the virus, 32% state their immediate group isn’t as social as it was prior to the pandemic, while 29% simply say they enjoy the pace of life acquired during Covid.


Covid has changed the meaning of Christmas for some. Upon reflection of last year’s festive season, 81% said they experienced a more pared back Christmas. Over three quarters (78%) prefer a more quiet, intimate celebration compared to just 22%, who favour a big celebration with everyone under one roof. This follows through to household visits, people across the nation are treading cautiously when it comes to visiting the homes of family and friends over Christmas – with 61% of participants not planning to socialise in other households over the festive break. 

This sentiment was echoed by employers, with three quarters (75%) of participants stating that their employer will not be organising a festive celebration this year. For those who have the option to attend, 49% plan to take part, while 51% will decline. 


Over half (59%) are concerned about budgeting this Christmas. The top three causes for concern are purchasing presents for loved ones (90%), grocery expenses (52%) and social events (15%). A quarter of respondents (25%) plan on spending less this year in comparison to last Christmas.

When asked where parents source their presents from, 73% said mainstream stores such as Smyths Toys, over half (57%) rely on online, while over a third (34%) head to the popular middle aisle in grocery stores such as Aldi and Lidl.

Supporting local is top of the list for parents this year, with 77% backing local businesses when purchasing presents for their children. Over three quarters (77%) did not experience difficulties sourcing children’s presents due to supply issues caused by Brexit.   


Whether it’s preparing for Christmas, revising your strategy to suit the cautious pandemic market, or tapping into local insights to inform your marketing approach, taking the time to learn how the pandemic is changing consumer sentiment is a vital step towards making the start of 2022 a success for your brand.

To get the full survey, sign up with your email address below—and for further insight on how you can use our findings to your advantage, email