There’s been a shift in Irish grocery retail over the last few years – and no, it’s not just that we all now know how to pronounce quinoa.
The Irish shopper of 2025 is savvy, value-driven, and watching every cent. They’re just as likely to quiz staff on the carbon footprint of their sandwich as they are to ask where the toilet roll is. And that shift in shopper behaviour? It’s having a serious knock-on effect on how grocery retailers hire and who they’re looking for.
Price is still king – and it’s changing the hiring game
Cost-of-living pressures remain front and centre. Shoppers are budgeting harder, buying smarter, and switching brands faster than you can say ‘multi-buy’. Unsurprisingly, price has topped the list of purchase drivers again this year, and promotions are swaying shoppers who might have been loyal to certain brands just 12 months ago.
What does this mean for recruitment? It means value-driven roles are on the rise – think margin-driven department and store managers who can squeeze the most out of every cent. Employers will pay more for retailers who have a proven track record of controlling costs and driving profit.
Healthier eating = smarter staff
While price matters, consumers are still making room in their trolleys for healthier options. They’re avoiding ultra-processed foods, scrutinising labels, and reaching for locally grown veg and products with clear health benefits.
Cue the rise in recruitment for fresh food talent. In recent months we’ve seen a noticeable bump in roles like fresh food managers, in-store bakers, and even chefs for supermarket delis. And it’s not just back-of-house, front-line staff are increasingly expected to have a working knowledge of nutrition, allergens, and sustainable ingredients.
Sustainability isn’t a buzzword – it’s a hiring driver
We’ve known for a while that shoppers care about sustainability. But now they expect it. They want to know where their food comes from, whether it’s been grown ethically, and how much plastic is involved in getting it to the shelves. Local produce is winning hearts (if not always wallets), and many shoppers are prioritising brands that support the environment.
Retailers are responding not just with greener supply chains, but with new roles Think sustainability officers, ethical sourcing leads, and packaging specialists. In a nice twist, many of these hires are being used in employer branding too – especially when attracting Gen Z talent who want to work somewhere that matches their values.
Tech is taking over – and it’s hiring too
It’s not just what we’re buying, but how we’re buying it that’s changing. With so many customers now using apps, scanning as they shop, or having groceries delivered to their door, retailers are doubling down on digital. And that means new tech-savvy roles in every corner of the store – from online department managers and back-office managers to social media managers.
Yes, many stores hire people to run their Instagram, TikTok, and Facebook pages.
You don’t have to be a data scientist to work in-store, but if you can comfortably switch between a till screen, an online order dashboard, and a slightly frazzled customer, you’re gold.
Culture and brand matter more than ever
In a job market where retail candidates have more choice, how a business feels is becoming a bigger deciding factor than ever. Employees want flexibility, progression, and purpose. They’re choosing to work for retailers who invest in their people, support the community, and don’t just talk about values but live them.
One of the most successful retailers we partner with don’t just promote their green credentials to customers. They talk about them in job ads, onboarding, and internal communications. And guess what? It’s working. Their retention is up, and so is morale.
The takeaway?
If retailers want to stay ahead, they need to hire with their customers in mind. And right now, those customers want affordable, ethical, healthy food served by staff who understand their values. It’s no longer enough to fill shifts. We need to build teams that reflect the future of food.
For more information call us on 01 814 8747 or email nikki@excelrecruitment.com.
