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Alcohol Retailing - Ireland - December 2010

The recession has seen the Irish alcohol retail market decline further since 2009 as consumers continue to drink less alcohol overall, and to drink at home when they do drink. Consumer data highlight that the cost of drinking is the biggest barrier to market growth. Other issues influencing the market include an increase in the number of consumers adopting healthier lifestyles, thus choosing to drink less.

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Table of contents

  1. Issues in the Market

      • Key themes in the report
        • Definition
          • Market size rationale
            • Abbreviations
            • Insights and Opportunities

              • The drive for health will only continue to grow
                • Scope for new product development
                  • Plastic beer bottles
                  • Market in Brief

                    • Ireland has a strong relationship with alcohol and the pub
                      • In-home trend gains momentum
                        • Health an increasing issue
                          • Future of the market looks uncertain
                            • Beer and wine are market leaders
                            • Fast Forward Trends

                                • Trend 1: Empowered Seniors
                                  • What’s it about?
                                    • What we’ve seen
                                      • What next?
                                        • Trend 2: Never Say Die
                                          • What’s it about?
                                            • What we’ve seen
                                              • What next?
                                              • Internal Market Environment

                                                • Key points
                                                  • NI consumption rates drop to their lowest in five years
                                                    • Figure 1: Alcohol consumption in the last 12 months, NI and RoI, 2005-10
                                                  • Consumers less inclined to drink with age
                                                    • Figure 2: Alcohol consumption in the last 12 months, by age, NI and RoI, 2010
                                                  • More men than women drink
                                                    • Figure 3: Alcohol consumption in the last 12 months, by gender, NI and RoI, 2010
                                                    • Figure 4: Agreement with selected statements relating to the negative effects of alcohol, by gender, NI and RoI, April 2010
                                                  • Health and diet trends a potential barrier to the alcohol market
                                                    • Figure 5: Agreement with statements relating to health, NI and RoI, 2010
                                                  • Alcohol prices set to increase
                                                    • Wine industry could see price hikes too
                                                      • Irish consumers expect companies to be green
                                                        • Figure 6: Agreement with statements relating to the environment and ethics, NI and RoI, 2010
                                                      • Local appeal
                                                        • Using local events to boost alcohol consumption
                                                          • Figure 7: Percentage of visitors to NI, who visit a pub while in NI, 2009
                                                        • Shake-ups in NI and RoI alcohol legislation
                                                          • The minimum pricing debate
                                                            • Figure 8: Minimum alcohol pricing rates, England and Wales, 2011
                                                          • Minimum pricing in the Irish alcohol market
                                                            • Critics of minimum pricing
                                                            • Broader Market Environment

                                                              • Key points
                                                                • Consumer spending improves in 2010, but trouble on the horizon
                                                                  • Figure 9: Economic outlook, NI and RoI, 2008-10
                                                                  • Figure 10: Consumer Sentiment/Confidence Index, January 2008-11
                                                                • RoI to experience harsher cutbacks
                                                                  • 2010 sees unemployment levels increase
                                                                    • Figure 11: Unemployment rate, NI and RoI, July 2007-September 2010
                                                                    • Figure 12: Consumers who have drunk alcohol in the last 12 months, by working status, NI and RoI, 2010
                                                                  • Knock-on effect for drinks industry employment
                                                                    • Mature consumers to become a more important segment
                                                                      • Figure 13: Agreement with the statement “my lifestyle has not been affected by the recession”, NI & RoI, April 2010
                                                                  • Strengths and Weaknesses

                                                                    • Strengths
                                                                      • Weaknesses
                                                                      • Competitive Context

                                                                        • Key points
                                                                          • Soft drinks a growing threat in both off-trade and on-trade channels
                                                                            • Figure 14: Total value sales of soft drinks market vs. alcohol market, all-Ireland, NI and RoI, 2006-10
                                                                          • Restaurants the biggest competitor for the night-time entertainment market
                                                                            • Figure 15: Agreement with selected statements regarding pub and restaurant visiting, NI and RoI, 2005-10
                                                                            • Figure 16: Foodservice value of purchases (VOP) according to sector, all-Ireland, 2004-09
                                                                          • Cinema attendance up
                                                                              • Figure 17: Agreement with the statement “I enjoy seeing films at the cinema more than on TV”, NI and RoI, 2005-10
                                                                          • Market Value and Forecast

                                                                            • Key points
                                                                              • All-Ireland alcohol sales fall in 2010
                                                                                • Figure 18: Alcohol sales, by value and volume, on- and off-trade split, all-Ireland, 2004-14
                                                                              • Growth of NI off-trade slows in line with decline of cross-border shopping trend
                                                                                • Figure 19: Alcohol sales, by value and volume, on- and off-trade split, NI, 2004-14
                                                                              • RoI off-trade bounces back after a rough year in 2009
                                                                                • Figure 20: Alcohol sales, by value and volume, on- and off-trade split, RoI, 2004-14
                                                                            • Market Segmentation

                                                                              • Key points
                                                                                • Beer important segment in the RoI region
                                                                                  • Figure 21: Alcohol sales, by segment, on-trade (left) vs off-trade (right), by value, RoI, 2010
                                                                                  • Figure 22: Alcohol sales, by segment, on-trade, RoI, 2008-10
                                                                                • Beer’s hold on the RoI off-trade diminishes
                                                                                  • Figure 23: Alcohol sales, by segment, off-trade, RoI, 2008-10
                                                                                • NI on-trade segments decline in 2010
                                                                                  • Figure 24: Alcohol sales, by segment, on-trade (left) vs off-trade (right), NI, 2010
                                                                                  • Figure 25: Alcohol sales, by segment, on-trade, NI, 2008-10
                                                                                • Wine dominates the NI off-trade
                                                                                  • Figure 26: Alcohol sales, by segment, off-trade, NI, 2008-10
                                                                              • Who’s Innovating?

                                                                                • Key points
                                                                                  • Wine and beer see highest level of new product development
                                                                                    • Figure 27: New product launches in the UK and Ireland, by sub-category, 2005-10*
                                                                                  • Beer NPD ramping up
                                                                                    • New product launches
                                                                                      • Figure 28: New product launches in the UK and Ireland, by launch type, 2005-10*
                                                                                    • Plain flavouring for majority of NPD
                                                                                      • Figure 29: New product launches in the UK and Ireland, by flavour, 2005-10*
                                                                                    • Premium the top claim
                                                                                      • Figure 30: New product launches in the UK and Ireland, by product claims, 2005-10*
                                                                                    • Limited edition claims create ‘elite’ products
                                                                                      • Seasonal products increasingly sought
                                                                                        • Environmentalism takes off
                                                                                          • Appealing to female drinkers
                                                                                          • Companies and Products

                                                                                            • Key point
                                                                                              • NI pubs
                                                                                                • Botanic Inns
                                                                                                  • Beannchor Group
                                                                                                    • RoI pubs
                                                                                                      • Capital Bars
                                                                                                        • Fitzgerald Group
                                                                                                          • Thomas Read Group
                                                                                                            • Supermarkets
                                                                                                              • Asda
                                                                                                                • Musgrave
                                                                                                                  • Dunnes Stores
                                                                                                                    • Sainsbury’s
                                                                                                                      • Henderson Group
                                                                                                                        • BWG Foods
                                                                                                                          • Tesco
                                                                                                                            • Off-licence companies
                                                                                                                              • Curley’s
                                                                                                                                • Next Door
                                                                                                                                  • Wineflair
                                                                                                                                  • Channels to Market

                                                                                                                                    • Key points
                                                                                                                                      • NI pub trade sees more closures between 2008 and 2009
                                                                                                                                        • Figure 31: Number of on- and off-trade premises with alcohol licences, NI, 2005-09
                                                                                                                                      • RoI – 914 alcohol retailers close between 2009 and 2010
                                                                                                                                        • Figure 32: Number of on- and off-trade premises with alcohol licences, RoI, 2005-10
                                                                                                                                    • Consumer Drink Preferences

                                                                                                                                      • Key points
                                                                                                                                        • Majority of drinkers drink two to three times a week
                                                                                                                                            • Figure 33: Frequency of alcohol consumption, NI and RoI, 2010
                                                                                                                                          • Strong increase in RoI in-home consumption
                                                                                                                                              • Figure 34: Alcohol consumed in home, NI and RoI, 2005-10
                                                                                                                                            • Out of home drinking
                                                                                                                                                • Figure 35: Alcohol consumed outside the home, NI and RoI, 2005-10
                                                                                                                                              • Younger consumers more likely to visit the pub
                                                                                                                                                  • Figure 36: Consumers who have visited the pub in the last 12 months, for a drink, NI and RoI, 2010
                                                                                                                                                • Food revenue an increasingly important revenue stream for pubs
                                                                                                                                                  • Lager is the most drunk type of beer
                                                                                                                                                      • Figure 37: Types of beer drunk in the last 12 months, NI and RoI, 2010
                                                                                                                                                    • Room for low-alcohol beer
                                                                                                                                                      • Figure 38: Consumers who have drunk low alcohol beer in the last 12 months, by gender, NI and RoI, 2010
                                                                                                                                                    • In-home beer drinking occasions
                                                                                                                                                      • Figure 39: Occasions where consumers have drunk beer (in the home), NI and RoI, 2010
                                                                                                                                                    • Out of home beer drinking occasions
                                                                                                                                                      • Figure 40: Occasions where consumers have drank beer (outside the home), NI and RoI, 2010
                                                                                                                                                    • Women are the biggest consumers of wine
                                                                                                                                                        • Figure 41: Consumers who have drunk bottled wine in the last 12 months, by gender and socio-economic group, NI and RoI, 2010
                                                                                                                                                      • Wine is the perfect companion to a meal
                                                                                                                                                        • Figure 42: Occasions where consumers have drank wine (in the home), NI and RoI, 2010
                                                                                                                                                      • Wine matched with meals outside the home also
                                                                                                                                                        • Figure 43: Occasions where consumers have drank wine (in the home), NI and RoI, 2010
                                                                                                                                                      • Red, white or rosé?
                                                                                                                                                        • Figure 44: Types of wine drank, by consumers, NI and RoI, 2010
                                                                                                                                                      • Vodka consumption remains consistent
                                                                                                                                                          • Figure 45: Consumption of vodka in the last 12 months, NI and RoI, 2005-10
                                                                                                                                                          • Figure 46: Consumers who have drunk vodka in the last 12 months, by gender and age, NI and RoI, 2010
                                                                                                                                                        • A shift in brand positioning
                                                                                                                                                          • RoI consumers drink more Irish whiskey
                                                                                                                                                              • Figure 47: Consumers who have drunk Irish whiskey in the last 12 months, by gender and age, NI and RoI, 2010
                                                                                                                                                            • Cider usage increases by 6 percentage points between 2005 and 2010
                                                                                                                                                                • Figure 48: Consumers who have drunk cider in the last 12 months, by gender, NI and RoI, 2010
                                                                                                                                                              • FABs see declining usage among Irish consumers
                                                                                                                                                                • Figure 49: Consumers who have drunk pre-mixed spirits and alcohol carbonated (FABs), NI and RoI, 2005-10
                                                                                                                                                            • Consumer Attitudes Towards Alcohol

                                                                                                                                                              • Key points
                                                                                                                                                                • The pub held in high regard by Irish consumers
                                                                                                                                                                  • Figure 50: Agreement with selected statements relating to drinking, NI and RoI, 2010
                                                                                                                                                                • Sentiment for the pub grows
                                                                                                                                                                    • Figure 51: Agreement with the statement “I really enjoy a night out at the pub”, NI and RoI, 2005-10
                                                                                                                                                                  • What do consumers enjoy about the pub?
                                                                                                                                                                      • Figure 52: Consumers who agree with various statements relating to the pub/nights out, September 2009
                                                                                                                                                                    • Consumers will pay for quality, despite the recession
                                                                                                                                                                        • Figure 53: Agreement to statements relating to drinks quality, by socio-economic group, NI and RoI, 2010
                                                                                                                                                                      • Over a third claim to drink mostly at home
                                                                                                                                                                          • Figure 54: Agreement with the statement “most of my drinking is done at home”, NI and RoI, 2005-10
                                                                                                                                                                          • Figure 55: Consumers who agree with various statements relating to the pub/nights out, September 2009
                                                                                                                                                                        • Willingness to try new drinks
                                                                                                                                                                            • Figure 56: Agreement with the statement “I like to try new drinks”, by age, NI and RoI, 2005-10
                                                                                                                                                                        • Positive and Negative Associations with Alcohol

                                                                                                                                                                          • Key points
                                                                                                                                                                            • What consumers do not like about drinking alcohol
                                                                                                                                                                              • Figure 57: Negative associations respondents have with alcohol, NI and RoI, April 2010
                                                                                                                                                                            • Spending too much on alcohol is a major concern
                                                                                                                                                                              • Figure 58: Average cost of beer in supermarkets vs. on-trade average, May 2010
                                                                                                                                                                              • Figure 59: Agreement with the statement “spending too much money”, by age, NI and RoI, April 2010
                                                                                                                                                                            • Worst hangover ever
                                                                                                                                                                              • Concerns about the impact of alcohol on health
                                                                                                                                                                                • Figure 60: Agreement with the statement “long term effect on my health”, by gender, NI and RoI, April 2010
                                                                                                                                                                              • Calorie counters
                                                                                                                                                                                • Figure 61: Calorie content of selected alcoholic beverages, 2010
                                                                                                                                                                              • What consumers like about drinking
                                                                                                                                                                                • Figure 62: Positive associations respondents have with alcohol, NI and RoI, April 2010
                                                                                                                                                                              • Alcohol seen as helping consumers relax
                                                                                                                                                                                • Figure 63: Agreement with the statement “Helps me relax/takes the edge off”, NI and RoI, April 2010
                                                                                                                                                                              • Alcohol shows a strong association with being social
                                                                                                                                                                                • Figure 64: Agreement with statements relating to drinking and socialising, NI and RoI, April 2010
                                                                                                                                                                              • Drinking with a meal
                                                                                                                                                                                • Figure 65: Agreement with the statement “complements a good meal”, by gender and age, NI and RoI, April 2010
                                                                                                                                                                                • Figure 66: Response to question ‘Thinking about your typical night out, which of the following, if any, do you MOST enjoy doing?’, NI and RoI, September 2009
                                                                                                                                                                            • Consumer Target Groups

                                                                                                                                                                              • Key points
                                                                                                                                                                                • NI target groups
                                                                                                                                                                                  • Figure 67: NI target groups according to attitudes towards alcohol, 2010
                                                                                                                                                                                • Hangover Sufferers
                                                                                                                                                                                  • Socialisers
                                                                                                                                                                                    • Relaxers
                                                                                                                                                                                      • RoI target groups
                                                                                                                                                                                        • Figure 68: RoI target groups according to attitudes towards alcohol, April 2010
                                                                                                                                                                                      • Light Drinkers
                                                                                                                                                                                        • Socialites
                                                                                                                                                                                          • Hangover Haters
                                                                                                                                                                                          • Appendix

                                                                                                                                                                                              • Figure 69: Population projections, NI, by gender, 2006-20
                                                                                                                                                                                              • Figure 70: Population projections, RoI, by gender, 2006-20
                                                                                                                                                                                              • Figure 71: Population projections, by age, NI, 2000-20
                                                                                                                                                                                              • Figure 72: Population projections, by age, RoI, 2000-20
                                                                                                                                                                                              • Figure 73: Pound to euro exchange rate used (annual average), 2004-13
                                                                                                                                                                                            • Consumer drinking preferences demographic tables – NI
                                                                                                                                                                                              • Figure 74: Alcohol consumption in the last 12 months, by demographic groups, NI, 2010
                                                                                                                                                                                              • Figure 75: Frequency of alcohol consumption, by demographic groups, NI, 2010
                                                                                                                                                                                              • Figure 76: Alcohol consumed in home, by demographic groups, NI, 2010
                                                                                                                                                                                              • Figure 77: Alcohol consumed out of home, by demographic groups, NI, 2010
                                                                                                                                                                                              • Figure 78: Occasions where consumers have drunk beer (in the home), by demographic groups, NI, 2010
                                                                                                                                                                                              • Figure 79: Occasions where consumers have drunk beer (in the home – continued), by demographic groups, NI, 2010
                                                                                                                                                                                              • Figure 80: Occasions where consumers have drunk beer (out of the home), by demographic groups, NI, 2010
                                                                                                                                                                                              • Figure 81: Occasions where consumers have drunk beer (out of the home – continued), by demographic groups, NI, 2010
                                                                                                                                                                                              • Figure 82: Occasions where consumers have drunk wine (In-home), by demographic groups, NI, 2010
                                                                                                                                                                                              • Figure 83: Occasions where consumers have drunk wine (In-home – continued), by demographic groups, NI, 2010
                                                                                                                                                                                              • Figure 84: Occasions where consumers have drunk wine (out of home), by demographic groups, NI, 2010
                                                                                                                                                                                              • Figure 85: Occasions where consumers have drunk white spirits (in- home), by demographic groups, NI, 2010
                                                                                                                                                                                              • Figure 86: Occasions where consumers have drunk white spirits (out of home), by demographic groups, NI, 2010
                                                                                                                                                                                            • Consumer drinking preferences demographic tables – RoI
                                                                                                                                                                                              • Figure 87: Alcohol consumption in the last 12 months, by demographic groups, RoI, 2010
                                                                                                                                                                                              • Figure 88: Frequency of alcohol consumption, by demographic groups, RoI, 2010
                                                                                                                                                                                              • Figure 89: Frequency of alcohol consumption in home, by demographic groups, RoI, 2010
                                                                                                                                                                                              • Figure 90: Frequency of alcohol consumption out of home, by demographic groups, RoI, 2010
                                                                                                                                                                                              • Figure 91: Occasions where consumers have drunk beer (in the home), by demographic groups, RoI, 2010
                                                                                                                                                                                              • Figure 92: Occasions where consumers have drunk beer (in the home – continued), by demographic groups, RoI, 2010
                                                                                                                                                                                              • Figure 93: Occasions where consumers have drunk beer (out of the home), by demographic groups, RoI, 2010
                                                                                                                                                                                              • Figure 94: Occasions where consumers have drunk beer (out of the home – continued), by demographic groups, RoI, 2010
                                                                                                                                                                                              • Figure 95: Occasions where consumers have drunk wine (in-home), by demographic groups, RoI, 2010
                                                                                                                                                                                              • Figure 96: Occasions where consumers have drunk wine (In-home – continued), by demographic groups, RoI, 2010
                                                                                                                                                                                              • Figure 97: Occasions where consumers have drunk wine (out of home), by demographic groups, RoI, 2010
                                                                                                                                                                                              • Figure 98: Occasions where consumers have drunk wine (out of home – continued), by demographic groups, RoI, 2010
                                                                                                                                                                                              • Figure 99: Occasions where consumers have drunk white spirits (in- home), by demographic groups, RoI, 2010
                                                                                                                                                                                              • Figure 100: Occasions where consumers have drunk white spirits (out of home), by demographic groups, RoI, 2010
                                                                                                                                                                                              • Figure 101: Occasions where consumers have drunk dark spirits (in- home), by demographic groups, RoI, 2010
                                                                                                                                                                                              • Figure 102: Occasions where consumers have drunk dark spirits (out of home), by demographic groups, RoI, 2010
                                                                                                                                                                                            • Consumer attitudes towards alcohol demographic tables – NI
                                                                                                                                                                                              • Figure 103: Agreement with selected statements relating to drinking, by demographic groups, NI, 2010
                                                                                                                                                                                            • Consumer attitudes towards alcohol demographic tables – RoI
                                                                                                                                                                                              • Figure 104: Agreement with selected statements relating to drinking, by demographic groups, RoI, 2010
                                                                                                                                                                                            • RoI demographic tables for positive and negative associations with alcohol
                                                                                                                                                                                              • Figure 105: Negative associations respondents have with alcohol, by demographic groups, RoI, April 2010
                                                                                                                                                                                              • Figure 106: Negative associations respondents have with alcohol, by demographic groups, RoI, April 2010
                                                                                                                                                                                              • Figure 107: Positive associations respondents have with alcohol, by demographic groups, RoI, April 2010
                                                                                                                                                                                              • Figure 108: Positive associations respondents have with alcohol, by demographic groups, RoI, April 2010
                                                                                                                                                                                            • NI demographic tables for positive and negative associations with alcohol
                                                                                                                                                                                              • Figure 109: Negative associations respondents have with alcohol, by demographic groups, NI, April 2010
                                                                                                                                                                                              • Figure 110: Negative associations respondents have with alcohol, by demographic groups, NI, April 2010
                                                                                                                                                                                              • Figure 111: Positive associations respondents have with alcohol, by demographic groups, NI, April 2010
                                                                                                                                                                                              • Figure 112: Positive associations respondents have with alcohol, by demographic groups, NI, April 2010
                                                                                                                                                                                            • Consumer typologies
                                                                                                                                                                                              • Figure 113: Target groups according to attitudes towards alcohol, NI, 2010
                                                                                                                                                                                              • Figure 114: Target groups according to attitudes towards alcohol, RoI, 2010
                                                                                                                                                                                              • Figure 115: Target groups according to attitudes towards alcohol, by demographic groups, RoI, April 2010
                                                                                                                                                                                              • Figure 116: Target groups according to attitudes towards alcohol, by demographic groups, NI, 2010

                                                                                                                                                                                          Companies Covered

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                                                                                                                                                                                          Alcohol Retailing - Ireland - December 2010

                                                                                                                                                                                          US $1,417.92 (Excl.Tax)