ECR Leaders Forum 2025

Hot Topic: Getting Ahead of Shifting Shopper Trends

Edel Russell and Michelle Fennell from Musgrave, along with Stephen O’Leary from Olytico, shared practical insights into how shopper habits are changing.

They highlighted the strong role of social media platforms like TikTok, Reddit and LinkedIn in everyday buying decisions. Quick videos, trends and product mentions, especially by influencers, can boost interest in items like protein bars and health snacks almost overnight.

Influencers were a key topic, with examples of how their posts and routines can steer what people buy, particularly when it comes to food and lifestyle products.

The speakers also touched on economic pressures, such as inflation in Ireland and U.S. tariffs, which are making shoppers think more carefully before spending. As a result, people are focusing on fresh, natural and healthier foods and choosing options that are convenient, especially as many now shop from home more often.

Stephen O’Leary pointed out that while there’s more data available than ever, it can be hard to make sense of it. Tools like AI and Google surveys can help businesses spot changes in consumer behaviour and respond in smarter ways.

They also mentioned the growing role of technology and connectivity and how this may impact areas such as forecourt retailing & CPG industries.

The session closed with a strong reminder for brands: LinkedIn is a shop window. Whether you’re speaking to customers, staff or stakeholders, LinkedIn remains a vital platform for thought leadership and visibility in the business community. Michelle and Stephen both encouraged attendees to remain active on the platform.

Interview with Michael Donohoe, Tesco Ireland

Michael Donohoe from Tesco Ireland spoke openly about the challenges and changes facing the retail sector today.

He noted that shopping patterns are shifting, driven by new technologies, changing customer needs and external factors like tariffs. Retailers are now expected to deliver more with the same resources, which means smarter planning and stronger teamwork.

A major focus for Tesco is operational efficiency using tools to study customer behaviour and trends, improving how stores run day to day. A great example is the Clubcard which plays a big role here. It’s not just about offering discounts; it also provides valuable data. Tesco can now see what customers are searching for and even when those products aren’t yet on the shelves. This helps the team plan future ranges more effectively.

Michael also talked about the people behind the scenes. Jobs are changing and keeping staff engaged and supported is crucial. He stressed that retaining talent and creating a positive workplace is just as important as meeting customer needs.

In the end, Michael reminded us: “It always comes back to people.”

Hot Topic: Leading Through Disruption

Paul Kelly (Unilever), Conor Kilduff (Love Irish Food), Colm Rooney (Shopper Intelligence) and Linda Stuart-Trainor (Food Drink Ireland) discussed how businesses are preparing for the next wave of disruption.

From a macro view, the message was: the challenges aren’t slowing down. Brexit, EU-wide return schemes (like DRS), new tariffs and complex trade agreements are adding pressure across the supply chain. Cybersecurity is also becoming a bigger concern, not just in Europe but globally.

On a micro level, retailers are tracking changes in what and how people buy. There’s a noticeable shift toward frozen and prepared foods, along with a rise in treat-style purchases, consumers are finding small ways to indulge, even in tighter times. Premium items bought over the counter are one example.

The session also explored three major changes in the way consumers behave:

1. Shopping habits: Shoppers have become faster and more confident online. They know what they want and they expect quick, simple experiences.
2. Communication: Traditional media is no longer the main source of news. Most of the information people consume is now online and it’s fragmented, fast and constantly updated.
3. Distribution: Sales strategies are being reworked, with retailers and brands adjusting how products reach customers, both in-store and online.

Interview: John Heffernan, Valeo Foods

John Heffernan, Managing Director of Valeo Foods spoke about how the company is staying focused on growth, even while facing challenges in the international market.

A key part of Valeo’s strategy is building strong partnerships, not just with suppliers, but also with schools, stores and community groups. These collaborations help the brand stay close to shoppers and understand what they really need, especially in categories like snacks and healthier school options.

John highlighted the importance of watching shopper trends and being ready to adapt. One area they are actively exploring is how to merchandise school snacks in ways that make sense to both parents and kids, looking at convenience, clear messaging and better product placement.

Vale Foods is focused on delivering value to consumers with their brands. That means balancing quality with price and making sure the product stands out in a competitive market.

One of the challenges Valeo faces is that they have non-EU based brands, which has made it more difficult to operate internationally in the post-Brexit environment. John explained that navigating trade barriers and regulatory changes has added pressure to their international plans.

Still, the focus remains on driving growth through strong partnerships, understanding what shoppers are looking for and continuing to deliver trusted, value-led products.

Hot Topic: Attracting Talent with Kevin Empey, Lockton

Kevin Empey, Head of Future of Work Strategy at Lockton, spoke about the growing gap between employer expectations and employee needs, a shift that is changing how companies attract and keep talent.

He pointed out that efficiency alone is not enough. Companies must now balance operational demands with the real cost and value of offering flexibility, wellbeing and work-life balance. This isn’t just about perks, it’s about creating workplaces that meet people’s expectations today.

One major idea Kevin shared was the Employer Value Proposition (EVP), a clear understanding of who you are as an employer. He described it as more than a benefits package. It includes:

• A supportive culture and work experience;
• Career growth opportunities;
• Clear communication;
• Flexible ways of working;
• A strong employer story;

Many workers today, especially younger generations, are looking for more than a salary. They want purpose, stability and real development. At the same time, employers are under pressure to do more with less. This tension is creating new challenges and opportunities.

Kevin encouraged companies to review their EVP using tools like the Employer Proposition Scan (EPS) and to be open to cross-sector talent exchange as work becomes more flexible.

In his words, it’s time for a new employment deal one that reflects how work has changed and what people value now.

Interview: Trayc Keevans, Morgan McKinley

Trayc Keevans discussed the challenges of attracting and keeping talent in the grocery sector, especially in frontline and sales roles.

She pointed out that while sales positions are essential, they often come with lower pay and limited career visibility. Yet, today’s job seekers, especially younger candidates are looking for more than just a job. They want a clear path for growth, competitive pay, benefits and secure contracts.

Trayc stressed that talent today also looks closely at a company’s brand and reputation. Well-established and trusted consumer brands are more attractive to potential employees. But with that comes a new expectation: people want a company culture that reflects modern values, not just tradition.

She also raised an important point about innovation. Many Irish retail brands come from family-run backgrounds. While this history brings loyalty and recognition, it can sometimes lead to a slower pace of change especially when it comes to culture and tech.

A rising concern is skills underuse. Trayc highlighted that many new hires, especially students, have strong digital and tech abilities, yet employers often don’t tap into them. There’s also a need to improve inclusion and diversity, as some employees are more qualified than the roles they hold.

Finally, Trayc proposed that this may be the right time for the sector to brand itself as amazing career choice.

Hot Topic: AI in Retail

Richie Jones, Principal Enterprise Technologist at Amazon Web Services & Colm O’Brien, Partner at IBM Global Consumer Industry highlighted how global tech companies are changing the future of retail through Artificial Intelligence (AI).

Richie highlighted Amazon’s growing footprint in Ireland, with the recent launch of Amazon.ie, €22 billion invested since 2004 and over 6,500 people employed locally. This expansion supports a broader mission: delivering exceptional customer experiences at speed and scale, something made possible by AI and machine learning.

The session showed the evolution of AI, from traditional data models to deep learning and generative AI, showing how these technologies are being used to forecast demand, automate supply chains and personalise the shopping experience. At Amazon, over 99% of inventory is now automatically managed and AI ensures precise delivery estimates for billions of packages each year.

Sustainability was also a main focus. Amazon has drastically reduced packaging waste through data-driven decisions, now shipping more than 60% of orders in non-cardboard packaging.

They also introduced cutting-edge tools like “Rufus,” Amazon’s generative AI shopping assistant and demonstrated how AI enables new customer experiences, including checkout-free shopping through Just Walk Out technology.

To close, Richie & Colm offered a practical guide for retailers looking to adopt generative AI: start with the right use cases, empower teams with training and build scalable proof-of-concepts. ECR Ireland members were also invited to an upcoming tour of Amazon’s Fulfilment Centre to see it in action.

Interview: Noel Keeley, CEO, Musgrave Group

Noel Keeley, CEO of Musgrave, spoke openly about the real challenges facing the retail sector, from crime in local stores to the need for a stronger approach to talent and innovation.

One of the key concerns raised was the rising cost of keeping stores open, particularly due to ongoing crime, which continues to be an issue in some convenience locations after 7pm. As a result, staff safety is a growing concern and the sector is seeing the loss of valuable workers.

Noel reinforced the importance of supporting Irish supply chains and encouraging local shopping. While raising prices may seem like the easiest way to manage costs, he stressed that this is not a sustainable solution. Instead, Musgrave is focused on efficiency and innovation throughout the supply chain, to keep costs down without compromising on quality.

He also called for a rebrand of the retail sector, to attract and keep talent. Retail work still demands expertise and adaptability, yet it is often undervalued. The sector needs multi-skilled people and employers must do more to communicate the value and opportunity that a career in retail can offer.

Looking ahead, Noel shared his 5 hot topics for 2025.