Consumer Mindset - September 2025
Consumer direction score saw the largest increase since March putting to an end, for the time being, a gradual worsening of sentiment over the past few months. Internal sentiment increased from 15% to 22%, while external perceptions improved from -19% to -14%. These improvements are however marred by the Irish public concern over recent racist attacks in the country, as well as firmly keeping an eye on Israeli actions in Gaza. There is also concern about the actions of key political leaders with the actions of Donald Trump and Vladamir Putin being seen as significant by the Irish public.
In terms of events on Irish shores, the Traitors Ireland kicking off and Oasis performing in Croke Park reach high awareness levels but pale in comparison to upsetting news of record high levels of children living in emergency accommodation in terms of importance.
Frustration and stress dropped this month in a marginal way as enjoyment also decreased, this suggests a worn-out public may be developing a tolerance to negative economic conditions and draining news stories. A seasonal plateau in mood can be expected as we move into Autumn.
Cost of living concerns are justified by grocery inflation as consumers are hyper aware of increases in their weekly shopping. The Irish consumer is being reminded of inflation every time they head to their local supermarket as beef has shot up in price and butter edges towards the five-euro mark. When people were asked what contributes most to the cost-of-living crisis 7 in 10 said higher grocery and food prices.
Despite these concerns, consumer sentiment did manage to stay steady from August to September. This however continues a period of a lack of movement, as many people are pushed to their limits financially, we may see a tipping point in future which triggers a drop in confidence.
A recent disconnect in GDP improvement and public disenchantment has led to a phenomenon economist Kyla Scanlon calls a “vibecession,” as an economy’s GDP rises but the average consumer reaps little to none of the benefits. Leading to a contradiction in “economic success” and potentially changes to consumer spending.
Amid the increasing concern for the self, there was a rebound this wave in peoples’ belief that their fun and joy, state of mind and social connections was improving. This offers a much-needed signal of resilience from an increasingly tested Irish public.
Despite facing uncertain times and negative news stories people still have an appetite for self-improvement in Autumn, with improved health and reading on the agenda for some. Just under three in ten people are going to look to increase their physical exercise and fitness over Autumn, while 12% are looking to increase their reading and learning.
In summary, this month continues a worrying trend of the national mood mirroring an increasingly troubling news cycle.
People face little relief as their personal troubles are compounded by unrelenting waves of negative news stories. Brands need to navigate the current landscape carefully, offering hope in an authentic fashion.
