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Alcohol Retailing - Ireland - December 2012

The alcohol retailing industry in Ireland is currently faced with many challenges, such as a fragile economy, the binge drinking culture and its associated health and societal costs. Indeed, the debate surrounding these issues has resulted in a raft of legislative measures to tackle the irresponsible consumption of alcohol that lies at their heart.

As a result, alcohol retailers in Ireland will see an all-Ireland minimum price per unit of alcohol implemented, and a ban on ‘all-you-can-drink’ promotions in NI from January 2013, on top of the Joint Industry Code for the Responsible Promotion and Retail of Alcohol already in place in NI, in an attempt to reduce the irresponsible consumption of alcohol.

Some questions answered in this report include:

  • How will government legislation affect the Irish alcohol market going forward?
  • What is alcohol’s impact on Irish consumers’ health?
  • What is the size of the alcohol retailing industry in Ireland?
  • How are the Irish consuming alcohol?
  • How are on-trade retailers competing against the fierce competition from the off-trade?

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Table of contents

  1. Issues in the Market

      • Key themes of the report
        • Definition
          • Data sources
            • Market size rationale
              • Abbreviations
              • Trend Applications

                • Experience is All
                  • Sense of the Intense
                    • 2015 Trend: Old Gold
                    • Market in Brief

                      • Excessive alcohol consumption takes its toll on Irish consumers
                        • Weak consumer spending affecting the on-trade
                          • Irish consumers increasingly drinking via off-trade
                            • Innovation key to boosting alcohol sales
                              • Irish consumers increasingly drinking at home because of cost
                              • Internal Market Environment

                                • Key points
                                  • The minimum pricing debate
                                    • Industry opposition to minimum pricing
                                      • Binge-drinking culture affecting Irish health
                                        • The costs of irresponsible alcohol consumption
                                          • Irish government seeks ban on alcohol sponsorship of events…
                                            • … however, majority of Irish consumers in favour of alcohol sponsorship
                                              • Tackling irresponsible drinking in Ireland
                                                • Reform delayed in RoI
                                                  • Decisive action taken in NI to address irresponsible consumption
                                                    • Drink-driving limits lowered in NI and RoI
                                                      • NI bans ‘all-you-can-drink’ promotions
                                                        • Licensing reform in NI
                                                          • In-home parties driving off-trade sales
                                                          • Broader Market Environment

                                                            • Key points
                                                              • RoI consumers feel the squeeze
                                                                  • Figure 1: Private consumer expenditure, RoI, 2010-13
                                                                • NI consumers’ spending power also deteriorating
                                                                  • Cautious optimism in RoI
                                                                    • Figure 2: Consumer Sentiment/Confidence Index, UK (inc NI) and RoI, November 2008-November 2012
                                                                  • Consumer confidence returning to NI
                                                                    • Irish consumers anxious as unemployment creeps up
                                                                      • Figure 3: Unemployment rate (% of labour force), actual and projected, NI and RoI, 2008-15
                                                                    • High unemployment in a key target market
                                                                      • Elderly consumers a key market
                                                                        • Figure 4: NI population, by age, 2010-56
                                                                        • Figure 5: RoI population, by age, 2006-41
                                                                        • Figure 6: Alcohol consumption levels in the last 12 months, by age, NI and RoI, 2011
                                                                    • Strengths and Weaknesses

                                                                      • Strengths
                                                                        • Weaknesses
                                                                        • Competitive Context

                                                                          • Key points
                                                                            • Soft drinks a threat to the alcohol retail trade
                                                                              • Figure 7: Estimated soft drinks sales all-Ireland, NI and RoI, 2007-17
                                                                            • Cinema offers Irish consumers an alternative to the pub
                                                                              • Figure 8: Cinema admissions (millions) NI and RoI, 2007-11
                                                                          • Market Size and Forecast

                                                                            • Key points
                                                                              • Off-trade market benefits from consumer spending squeeze
                                                                                • Figure 9: Total alcohol sales by value, all-Ireland, 2007-17
                                                                                • Figure 10: Total on-trade sales by value, NI and RoI, NI and RoI, 2007-17
                                                                                • Figure 11: Total off-trade alcohol sales by value, NI and RoI, 2007-17
                                                                              • A tale of two markets
                                                                              • Market Segmentation

                                                                                • Key points
                                                                                  • Beer accounts for half of on-trade sales
                                                                                    • Figure 12: Beer sales, by value, on-trade, NI and RoI, 2007-17
                                                                                    • Figure 13: Cider sales, by value, on-trade, NI and RoI, 2007-17
                                                                                  • Wine and spirit sales decline set to continue in 2012
                                                                                    • Figure 14: Wine sales, by value, on-trade, NI and RoI, 2007-17
                                                                                    • Figure 15: Spirit sales, by value, on-trade, NI and RoI, 2007-17
                                                                                  • Volume sales also declining across all categories
                                                                                    • Figure 16: Alcohol sales by category and volume, on-trade, all-Ireland, 2008-17
                                                                                  • Off-trade beer is a €1 billion industry
                                                                                    • Figure 17: Beer sales, by value, off-trade, NI and RoI, 2007-17
                                                                                    • Figure 18: Cider sales, by value, off-trade, NI and RoI, 2007-17
                                                                                  • Wine and spirit sales also show strong growth in Ireland
                                                                                    • Figure 19: Wine sales, by value, off-trade, NI and RoI, 2007-17
                                                                                    • Figure 20: Spirit sales, by value, off-trade, NI and RoI, 2007-17
                                                                                  • Beer and cider driving volume increases
                                                                                    • Figure 21: Alcohol sales, by category and volume, off-trade, all-Ireland, 2008-17
                                                                                • Who’s Innovating?

                                                                                  • Key points
                                                                                    • Alcoholic beverages see steady decrease in product development
                                                                                      • Figure 22: New product launches in the alcoholic drinks market, UK & Ireland, 2007-12
                                                                                    • Beer and wine see greatest number of new products launched
                                                                                      • Figure 23: New product launches in the alcoholic drinks market, by top ten sub-categories, UK & Ireland, 2007-12
                                                                                    • Unflavoured and plain products remain the clear favourite
                                                                                      • Figure 24: New product launches in the alcoholic drinks market, by top ten flavours, UK & Ireland, 2007-12
                                                                                    • Premium is the top claim made by new products
                                                                                      • Figure 25: New product launches in the alcoholic drinks market, by claim, UK & Ireland, 2007-12
                                                                                    • Current innovations within the UK and Irish drinks market
                                                                                      • Packaging provides a point of difference for Smirnoff
                                                                                        • Limited edition packaging creates a premium look
                                                                                          • Attitudes towards boxed wine changing
                                                                                          • Companies and Products

                                                                                              • Pub groups
                                                                                                • Botanic Inns Group
                                                                                                  • Beannchor Group
                                                                                                    • Wine Inns Ltd
                                                                                                      • Capital Bars plc
                                                                                                        • Smith’s Pub Group
                                                                                                          • Supermarkets
                                                                                                            • Asda
                                                                                                              • Dunnes
                                                                                                                • Musgrave
                                                                                                                  • Tesco
                                                                                                                    • Sainsbury’s
                                                                                                                      • Convenience stores and franchises
                                                                                                                        • Costcutter
                                                                                                                          • Henderson Group
                                                                                                                            • Off-licences
                                                                                                                              • Curley’s
                                                                                                                                • WineFlair
                                                                                                                                  • Next Door
                                                                                                                                  • The Consumer – Consumption of Alcohol

                                                                                                                                    • Key points
                                                                                                                                      • Beer popular among Irish consumers
                                                                                                                                          • Figure 26: Lager bought in the last 12 months, by all demographics, NI and RoI, September 2012
                                                                                                                                          • Figure 27: Lager bought in pubs, bars, clubs or restaurants in the last 12 months, by gender, NI and RoI, September 2012
                                                                                                                                        • Irish men purchasing more lager for in-home consumption
                                                                                                                                          • Figure 28: Lager bought for consumption in-home (ie yours or another person’s) in the last 12 months, by all demographics, NI and RoI, September 2012
                                                                                                                                        • On-trade lager consumption declines with age
                                                                                                                                            • Figure 29: Lager bought in pubs, bars, clubs or restaurants in the last 12 months, by age, NI and RoI, September 2012
                                                                                                                                          • Young consumers purchasing less for in-home consumption
                                                                                                                                            • Figure 30: Lager bought for in-home consumption in the last 12 months, by age, NI and RoI, September 2012
                                                                                                                                          • Majority of Irish consumers do not purchase ales or stouts
                                                                                                                                            • Figure 31: Ale/stout bought in the last 12 months, by demographics, NI and RoI, September 2012
                                                                                                                                          • Low ale and stout consumption in-home too
                                                                                                                                            • Figure 32: Ale/stout bought for in-home consumption in the last 12 months, by gender, NI and RoI, September 2012
                                                                                                                                          • A third drink cider in-home while a fifth of Irish consumers buy cider in pubs
                                                                                                                                            • Figure 33: Cider bought in the last 12 months, by demographics, NI and RoI, September 2012
                                                                                                                                          • In-home consumption drives Irish cider market
                                                                                                                                            • Figure 34: Cider bought for in-home consumption in the last 12 months, by gender, NI and RoI, September 2012
                                                                                                                                            • Figure 35: Cider bought for in-home consumption in the last 12 months, by age, NI and RoI, September 2012
                                                                                                                                          • White wine a favourite for in-home consumption
                                                                                                                                            • Figure 36: White wine bought in the last 12 months, by demographics, NI and RoI, September 2012
                                                                                                                                            • Figure 37: Red wine bought in the last 12 months, by demographics, NI and RoI, September 2012
                                                                                                                                          • Women the main purchasers of white wine, while men prefer red
                                                                                                                                            • Figure 38: White wine bought for in-home consumption in the last 12 months, by gender, NI and RoI, September 2012
                                                                                                                                            • Figure 39: Red wine bought for in-home consumption in the last 12 months, by gender, NI and RoI, September 2012
                                                                                                                                          • Mature consumers purchasing most wine for in-home consumption
                                                                                                                                            • Figure 40: White wine and red wine bought for in-home consumption in the last 12 months, by age, NI and RoI, September 2012
                                                                                                                                          • A fifth of Irish consumers purchase wine in the on-trade
                                                                                                                                            • Figure 41: White wine bought in pubs, bars, clubs or restaurants in the last 12 months, by gender, NI and RoI, September 2012
                                                                                                                                          • Rosé wine seen as an in-home drink
                                                                                                                                            • Figure 42: Rosé wine bought in the last 12 months, by demographics, NI and RoI, September 2012
                                                                                                                                          • NI women purchase most rosé wine
                                                                                                                                            • Figure 43: Rosé wine bought for in-home consumption in the last 12 months, by gender and age, NI and RoI, September 2012
                                                                                                                                          • Irish consumers purchase little Champagne or sparkling wine
                                                                                                                                            • Figure 44: Champagne/other sparkling wine bought in the last 12 months, by demographics, NI and RoI, September 2012
                                                                                                                                            • Figure 45: Champagne/other sparkling wine bought for in-home consumption in the last 12 months, by gender and age, NI and RoI, September 2012
                                                                                                                                          • Vodka purchased for in-home consumption
                                                                                                                                            • Figure 46: Vodka bought in the last 12 months, by demographics, NI and RoI, September 2012
                                                                                                                                            • Figure 47: Vodka bought for in-home consumption in the last 12 months, by gender and age, NI and RoI, September 2012
                                                                                                                                          • Mature Irish consumers driving in-home whiskey sector
                                                                                                                                            • Figure 48: Whiskey bought for in-home consumption in the last 12 months, by gender and age, NI and RoI, September 2012
                                                                                                                                          • Little love for gin amongst Irish consumers
                                                                                                                                            • Figure 49: Gin bought in the last 12 months, by demographics, NI and RoI, September 2012
                                                                                                                                          • Ready mixed spirits and rum unpopular among consumers
                                                                                                                                          • The Consumer – Attitudes Towards Alcohol

                                                                                                                                            • Key points
                                                                                                                                              • Irish consumers like the atmosphere of drinking in pubs and bars
                                                                                                                                                • Figure 50: Agreement with selected statements relating to drinking outside the home, by demographics, NI and RoI, September 2012
                                                                                                                                              • Young consumers the most likely to enjoy the on-trade atmosphere
                                                                                                                                                • Figure 51: Agreement with the statement ‘I like the atmosphere of drinking in pubs and bars’, by gender and age, NI and RoI, September 2012
                                                                                                                                              • Queuing in pubs and bars frustrates many
                                                                                                                                                • Figure 52: Agreement with the statement ‘Queuing for drinks is a frustrating thing about drinking pubs and bars’, by gender and age, NI and RoI, September 2012
                                                                                                                                              • Approximately four in ten consumers avoid crowded pubs and bars
                                                                                                                                                • Figure 53: Agreement with the statement ‘I avoid crowded pubs and bars’, by gender and age, NI and RoI, September 2012
                                                                                                                                              • Young consumers show little brand loyalty
                                                                                                                                                  • Figure 54: Agreement with the statement ‘I stick to the same brand of drink’, by age, NI and RoI, September 2012
                                                                                                                                                • Over two thirds of Irish consumers feel pubs are too expensive
                                                                                                                                                    • Figure 55: Agreement with the statement ‘A night out in a pub or bar has become more expensive’, by age, NI and RoI, September 2012
                                                                                                                                                  • Irish consumers drinking at home to save money
                                                                                                                                                    • Figure 56: Agreement with selected statements relating to drinking at home, by demographics, NI and RoI, September 2012
                                                                                                                                                    • Figure 57: Agreement with the statement ‘I drink at home before going out to save money’, by age, NI and RoI, September 2012
                                                                                                                                                  • In-home social gatherings replacing on-trade drinking
                                                                                                                                                    • Younger consumers most likely to drink at home
                                                                                                                                                      • Figure 58: Agreement with the statement ‘My friends and I are increasingly drinking in each other’s homes rather than going out’, by age, NI and RoI, September 2012
                                                                                                                                                    • Supermarkets the primary source for off-trade alcohol
                                                                                                                                                        • Figure 59: Agreement with the statement ‘I buy most of my drinks (for home) in supermarkets’, by gender and age, NI and RoI, September 2012
                                                                                                                                                      • Consumers feel off-trade retailers offer better choice than pubs
                                                                                                                                                        • Figure 60: Agreement with the statement ‘Supermarkets and off-licences offer a wider choice of brands than pubs and bars’, by gender and age’, NI and RoI, September 2012
                                                                                                                                                    • Consumer Typologies

                                                                                                                                                      • RoI target groups
                                                                                                                                                        • Figure 61: Consumer typologies, RoI, September 2012
                                                                                                                                                      • Health Concerned
                                                                                                                                                        • Characteristics
                                                                                                                                                          • Demographic profile
                                                                                                                                                            • Understanding the Health Concerned
                                                                                                                                                              • The Unadventurous
                                                                                                                                                                • Characteristics
                                                                                                                                                                  • Demographic profile
                                                                                                                                                                    • Understanding the Unadventurous
                                                                                                                                                                      • Uninterested
                                                                                                                                                                        • Characteristics
                                                                                                                                                                          • Demographic profile
                                                                                                                                                                            • Understanding the Uninterested
                                                                                                                                                                              • In-Home Drinkers
                                                                                                                                                                                • Characteristics
                                                                                                                                                                                  • Demographic profile
                                                                                                                                                                                    • Understanding the In-Home drinkers
                                                                                                                                                                                      • NI target groups
                                                                                                                                                                                        • Figure 62: Consumer typologies, NI, September 2012
                                                                                                                                                                                      • At-Home Socialisers
                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                          • Demographic profile
                                                                                                                                                                                            • Understanding the At-Home Socialisers
                                                                                                                                                                                              • Pub Goers
                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                  • Demographic profile
                                                                                                                                                                                                    • Understanding the Pub Goers
                                                                                                                                                                                                      • Pre-loaders
                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                          • Demographic profile
                                                                                                                                                                                                            • Understanding the Pre-loaders
                                                                                                                                                                                                              • Occasional Drinkers
                                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                                  • Demographic profile
                                                                                                                                                                                                                    • Understanding the occasional drinkers
                                                                                                                                                                                                                    • Appendix

                                                                                                                                                                                                                      • RoI consumer Toluna data
                                                                                                                                                                                                                        • Figure 63: Lager bought in the last 12 months, by demographics, RoI, September 2012
                                                                                                                                                                                                                        • Figure 64: Cider bought in the last 12 months, by demographics, RoI, September 2012
                                                                                                                                                                                                                        • Figure 65: Ale/stout bought in the last 12 months, by demographics, RoI, September 2012
                                                                                                                                                                                                                        • Figure 66: White wine bought in the last 12 months, by demographics, RoI, September 2012
                                                                                                                                                                                                                        • Figure 67: Red wine bought in the last 12 months, by demographics, RoI, September 2012
                                                                                                                                                                                                                        • Figure 68: Rosé wine bought in the last 12 months, by demographics, RoI, September 2012
                                                                                                                                                                                                                        • Figure 69: Champagne/other sparkling wine bought in the last 12 months, by demographics, RoI, September 2012
                                                                                                                                                                                                                        • Figure 70: Vodka bought in the last 12 months, by demographics, RoI, September 2012
                                                                                                                                                                                                                        • Figure 71: Whiskey (eg Jameson) bought in the last 12 months, by demographics, RoI, September 2012
                                                                                                                                                                                                                        • Figure 72: Ready mixed spirits/cocktails (eg WKD) bought in the last 12 months, by demographics, RoI, September 2012
                                                                                                                                                                                                                        • Figure 73: Gin bought in the last 12 months, by demographics, RoI, September 2012
                                                                                                                                                                                                                        • Figure 74: Rum bought in the last 12 months, by demographics, RoI, September 2012
                                                                                                                                                                                                                        • Figure 75: Other types of liqueurs bought in the last 12 months, by demographics, RoI, September 2012
                                                                                                                                                                                                                        • Figure 76: Agreement with statements relating to drinking at home, by demographics, RoI, September 2012
                                                                                                                                                                                                                        • Figure 77: Agreement with statements relating to drinking at home, by demographics, RoI, September 2012 (continued)
                                                                                                                                                                                                                        • Figure 78: Agreement with statements relating to drinking at home, by demographics, RoI, September 2012 (continued)
                                                                                                                                                                                                                        • Figure 79: Agreement with statements relating to drinking outside the home, by demographics, RoI, September 2012
                                                                                                                                                                                                                        • Figure 80: Agreement with statements relating to drinking outside-the-home, by demographics, RoI, September 2012 (continued)
                                                                                                                                                                                                                        • Figure 81: Agreement with statements relating to drinking outside-the-home, by demographics, RoI, September 2012 (continued)
                                                                                                                                                                                                                        • Figure 82: Consumer typologies, by demographics, RoI, September 2012
                                                                                                                                                                                                                        • Figure 83: Agreement with statements relating to drinking at home, by consumer typologies, RoI, September 2012 (continued)
                                                                                                                                                                                                                        • Figure 84: Agreement with statements relating to drinking outside-the-home, by consumer typologies, RoI, September 2012 (continued)
                                                                                                                                                                                                                      • NI consumer Toluna data
                                                                                                                                                                                                                        • Figure 85: Lager bought in the last 12 months, by demographics, NI, September 2012
                                                                                                                                                                                                                        • Figure 85: Cider bought in the last 12 months, by demographics, NI, September 2012
                                                                                                                                                                                                                        • Figure 86: Ale/stout bought in the last 12 months, by demographics, NI, September 2012
                                                                                                                                                                                                                        • Figure 87: White wine bought in the last 12 months, by demographics, NI, September 2012
                                                                                                                                                                                                                        • Figure 88: Red wine bought in the last 12 months, by demographics, NI, September 2012
                                                                                                                                                                                                                        • Figure 89: Rosé wine bought in the last 12 months, by demographics, NI, September 2012
                                                                                                                                                                                                                        • Figure 90: Champagne/other sparkling wine bought in the last 12 months, by demographics, NI, September 2012
                                                                                                                                                                                                                        • Figure 91: Vodka bought in the last 12 months, by demographics, NI, September 2012
                                                                                                                                                                                                                        • Figure 92: Whiskey (eg Jameson) bought in the last 12 months, by demographics, NI, September 2012
                                                                                                                                                                                                                        • Figure 93: Ready mixed spirits/cocktails (eg WKD) bought in the last 12 months, by demographics, NI, September 2012
                                                                                                                                                                                                                        • Figure 94: Gin bought in the last 12 months, by demographics, NI, September 2012
                                                                                                                                                                                                                        • Figure 95: Rum bought in the last 12 months, by demographics, NI, September 2012
                                                                                                                                                                                                                        • Figure 96: Other types of liqueurs bought in the last 12 months, by demographics, NI, September 2012
                                                                                                                                                                                                                        • Figure 97: Agreement with statements relating to drinking at home, by demographics, NI, September 2012
                                                                                                                                                                                                                        • Figure 98: Agreement with statements relating to drinking at home, by demographics, NI, September 2012 (continued)
                                                                                                                                                                                                                        • Figure 99: Agreement with statements relating to drinking at home, by demographics, NI, September 2012 (continued)
                                                                                                                                                                                                                        • Figure 100: Agreement with statements relating to drinking outside-the-home, by demographics, NI, September 2012
                                                                                                                                                                                                                        • Figure 101: Agreement with statements relating to drinking outside-the-home, by demographics, NI, September 2012 (continued)
                                                                                                                                                                                                                        • Figure 102: Agreement with statements relating to drinking outside-the-home, by demographics, NI, September 2012 (continued)
                                                                                                                                                                                                                        • Figure 103: Consumer typologies, by demographics, NI, September 2012
                                                                                                                                                                                                                        • Figure 104: Agreement with statements relating to drinking at home, by consumer typologies, NI, September 2012 (continued)
                                                                                                                                                                                                                        • Figure 105: Agreement with statements relating to drinking outside the home, by consumer typologies, NI, September 2012 (continued)

                                                                                                                                                                                                                    Companies Covered

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                                                                                                                                                                                                                    Alcohol Retailing - Ireland - December 2012

                                                                                                                                                                                                                    £1,095.00 (Excl.Tax)