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Beer and Cider - Ireland - January 2012

Alcohol consumption levels within Ireland decreased between 2007 and 2011, leading to an impact on the beer and cider market. In particular the pub trade has decreased in value, with 30,000 jobs having been lost in RoI alone since 2007.

Pressure has been put on on-trade sales, due to increasing sales within the off-trade due to below-cost selling of alcohol. In addition, consumers’ decreasing affinity with the pub, along with increasing living costs, has led to a major decline in sales within the industry.

However, sales within the cider market are not as poor as the beer industry, with the cider market experiencing growth within Ireland in 2011. These positive results within the cider industry are due to a reinvigorated market due to an increased level of innovation resulting in increased flavour and product innovation.

Some questions answered in this report include:

  • The decreasing pub industry in Ireland – How have pub sales decreased and how has the trend for in-home consumption of alcohol impacted on pubs throughout Ireland?
  • Need for legislation reform – How would the introduction of a minimum price per unit of alcohol impact the on- and off-trade? What other legislative changes would stimulate trade within the on-trade in Ireland?
  • Health and wellness trend – How have consumers’ increased concerns for their health and wellness impacted on beer and cider drinking habits? Has this trend led to an increase in consumption of non-alcoholic beer and cider drinks?
  • What are the current innovations within the beer and cider categories – How are beer manufacturers trying to increase beer consumption, and how have cider manufacturers addressed the issue of seasonal consumption?

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
          • Consumption level categories:
            • Abbreviations
            • Insights and Opportunities

              • Growth in the specialty/imported beer market
                • Consumption of beer still remains highest with men
                  • Cider shines within a declining market
                  • Market in Brief

                    • Declining alcohol sales
                      • Declining pub trade
                        • Increased cost of living in 2012
                          • All eyes on Scotland’s minimum price per unit of alcohol
                          • Fast Forward Trends

                              • Trend 1: Guided Choice
                                • What’s it about?
                                  • What we’ve seen?
                                    • What next?
                                      • Trend 2: Secret Secret
                                        • What’s it about?
                                          • What we’ve seen?
                                            • What next?
                                            • Internal Market Environment

                                              • Key points
                                                • NI consumption rates continue to decline
                                                  • Figure 1: Alcohol consumption in the last 12 months, NI and RoI, 2007-11
                                                • NI men drinking less
                                                  • Figure 2: Consumption of alcohol in the past 12 months, by gender, NI and RoI, 2007-11
                                                  • Figure 3: Short-term health intentions, RoI, 2005 and 2011
                                                • Irish consumer alcohol consumption decreases with age
                                                  • Figure 4: Alcohol consumption levels in the last 12 months, by age, NI and RoI, 2011
                                                • Declining on-trade consumption
                                                  • UK government is set to tackle alcohol misuse
                                                    • Confusion over alcohol units
                                                      • Review of legislation relating to the sale of alcohol
                                                        • Minimum pricing consultation for NI
                                                          • Figure 5: Responses to the statement ‘To what extent would you agree with the introduction of minimum pricing per unit of alcohol in NI?’ 2011
                                                        • Below-cost selling of alcohol in NI
                                                          • Figure 6: Response to the statement ‘To what extent would you agree with the banning of below-cost sales in NI?’, 2011
                                                        • Other possible legislative measures outlined in the consultation to address alcohol misuse in NI
                                                          • Need for reform of alcohol licensing
                                                            • NI
                                                              • RoI
                                                                • Wider issues with alcohol licences in the on-trade in RoI
                                                                  • Excise duty remains high
                                                                    • Figure 7: Beer taxation levels in the EU27 countries, 2011
                                                                    • Figure 8: RoI and UK excise rates, 2011
                                                                  • Speciality beer consumption increasing
                                                                    • Figure 9: Type of holiday taken vs. type of short break taken, NI and RoI, 2011
                                                                    • Figure 10: Agreement with the statement ‘I often drink beer with spicy foods’, by gender, NI and RoI, June 2011
                                                                    • Figure 11: Agreement with statements relating to at-home consumption of wines and beers tried whilst on holiday, by gender, NI and RoI, June 2011
                                                                  • Contribution of beer and cider to the economy
                                                                    • Declining pub sector
                                                                      • Figure 12: Percentage change in the retail sales in number of bars, RoI, 2007-10
                                                                    • Cost of buying a pub
                                                                      • Drinks industry sponsorship threatened
                                                                          • Figure 13: Types of festivals visited, NI, 2011
                                                                          • Figure 14: Types of festivals visited, RoI, 2011
                                                                        • Tourism initiatives will boost beer and cider sales
                                                                        • Broader Market Environment

                                                                          • Key points
                                                                            • Poor economic outlook for 2012
                                                                              • Figure 15: Economic outlook, RoI and NI, 2009-12
                                                                            • Consumer confidence waning due to bleak economic outlook
                                                                              • Figure 16: Consumer Sentiment/Confidence Index, UK (inc NI) and RoI, December 2008-December 2011
                                                                            • NI
                                                                              • RoI
                                                                                • Unemployment temporarily stabilises in NI
                                                                                  • Unemployment continues to rise in RoI
                                                                                    • Consumer Prices Index shows increased cost of living in 2011
                                                                                      • Figure 17: CPI levels within the UK, December 2009-December 2011
                                                                                      • Figure 18: Most notable percentage increases in Consumer Prices Index categories, UK, 12-month rate December 2010-December 2011
                                                                                    • CPI increases in RoI also
                                                                                      • Figure 19: Most notable percentage increases in Consumer Prices Index categories, RoI, 12-month rate December 2010-December 2011
                                                                                      • Figure 20: Most notable percentage decreases in Consumer Prices Index categories, RoI, 12-month rate to December 2011
                                                                                    • Ageing population will impact on beer and cider usage
                                                                                      • Figure 21: Population, by age, NI 2008-58
                                                                                  • Strengths and Weaknesses

                                                                                    • Strengths
                                                                                      • Weaknesses
                                                                                      • Competitive Context

                                                                                        • Key points
                                                                                          • Beer is market leader within the on-trade market
                                                                                            • Figure 23: On-trade alcohol sales, by segment, NI and RoI, 2011
                                                                                          • Spirits consumption is high within the on-trade
                                                                                            • Figure 24: Consumption of vodka, whiskey and rum, NI and RoI, 2007-11
                                                                                          • Wine dominates RoI off-trade sales
                                                                                            • Figure 25: Off-trade alcohol sales, NI and RoI, 2011
                                                                                            • Figure 26: Occasions where consumers have drunk wine (in the home), NI and RoI, 2011
                                                                                            • Figure 27: Consumers who have drunk wine in the last 12 months, by gender and socio-economic group, NI and RoI, 2011
                                                                                            • Figure 28: Types of wine drunk by consumers, NI and RoI, 2011
                                                                                        • Market Value and Forecast

                                                                                          • Key points
                                                                                            • Beer category shows further signs of decline
                                                                                              • Figure 29: All-Ireland beer sales, by value and volume, 2007-16
                                                                                            • Bleak outlook from 2012 onwards for the beer industry
                                                                                              • Figure 30: Beer sales, by value and volume, RoI and NI, 2007-16
                                                                                            • Unstable cider performance
                                                                                              • Figure 31: All-Ireland cider sales, by value and volume, 2007-16
                                                                                            • Cider category shows mixed signals for growth
                                                                                              • Figure 32: Cider sales, by value and volume, RoI and NI, 2007-16
                                                                                          • Market Segmentation

                                                                                            • Key points
                                                                                              • Lager sales increase
                                                                                                • Figure 33: Sales within the Irish beer market, by sub-category, RoI, 2009 and 2010
                                                                                                • Figure 34: Predicted sub-category sales within the beer industry, RoI, 2011
                                                                                            • Who’s Innovating?

                                                                                              • Key points
                                                                                                • Product development is high within the beer and cider category
                                                                                                  • Figure 35: New product launches in the UK and Ireland, by sub-category, 2006-11
                                                                                                • Beer manufacturers place increased importance on packaging
                                                                                                  • Figure 36: Beer product launches in the UK and Ireland, by launch type, 2006-11
                                                                                                • Premiumisation continues to dominate the beer category
                                                                                                  • Figure 37: Beer product launches in the UK and Ireland, by claim category, 2006-11
                                                                                                • Product and flavour innovation strong within the cider category
                                                                                                  • Figure 38: Cider product launches in the UK and Ireland, by launch type, 2006-11
                                                                                                • Positioning of products is a key characteristic for cider manufacturers
                                                                                                  • Figure 39: Cider product launches in the UK and Ireland, by claim category, 2006-11
                                                                                                • Premium beer segment undergoes increased differentiation
                                                                                                  • Future growth in beer could lie in explicit food matching
                                                                                                    • Figure 40: Agreement with the statement ‘I often drink beer with spicy foods’, by gender, NI and RoI, June 2011
                                                                                                  • Cider market expands sweet flavour profile
                                                                                                  • Companies and Products

                                                                                                      • Beer manufacturers
                                                                                                        • Diageo/Diageo Ireland
                                                                                                          • Heineken Ireland
                                                                                                            • Bulmers Original
                                                                                                              • Molson Coors Brewing Company
                                                                                                                • Drinks distributors
                                                                                                                  • Barry & Fitzwilliam Ltd
                                                                                                                    • Richmond Marketing
                                                                                                                      • Cider manufacturers
                                                                                                                        • Kopparberg
                                                                                                                          • The Gleeson Group (Gleeson’s) (cider producer and distributor)
                                                                                                                            • The Cantrell & Cochrane Group (C&C Group)
                                                                                                                              • Magners
                                                                                                                                • Anheuser-Busch InBev (AB InBev) UK and Ireland
                                                                                                                                • The Consumer – Beer and Cider Usage

                                                                                                                                  • Key points
                                                                                                                                    • Top-performing beer is draught lager
                                                                                                                                      • Figure 41: Types of beer drunk in the last 12 months, NI and RoI, 2011
                                                                                                                                      • Figure 42: Consumption of draught lager in the last 12 months, by gender and age, NI and RoI, 2007 and 2011
                                                                                                                                      • Figure 43: Consumption of wine in the last 12 months, by gender, NI and RoI, 2011
                                                                                                                                      • Figure 44: Consumption of bottled lager in the last 12 months, by gender and age, NI and RoI, 2007 and 2011
                                                                                                                                      • Figure 45: Female consumption of draught and bottled lager in the last 12 months, NI and RoI, 2011
                                                                                                                                    • Draught lager consumption highest with women but female beer consumption still lagging behind
                                                                                                                                        • Figure 46: Consumption of draught lager, by gender, NI and RoI, 2007-11
                                                                                                                                      • Draught ale, bitter and stout consumption exceeds bottled consumption
                                                                                                                                          • Figure 47: Consumption of draught and bottled ale, bitter and stout in the last 12 months, by gender and age, NI and RoI, 2011
                                                                                                                                        • Low consumption levels of bottled ale, bitter and stout
                                                                                                                                            • Figure 48: Consumption of bottled ale, bitter and stout in the last 12 months, by gender and age, NI and RoI, 2011
                                                                                                                                          • Canned lager consumption highest amongst men
                                                                                                                                            • Figure 49: Consumption of canned lager in the last 12 months, by gender and age, NI and RoI, 2007 and 2011
                                                                                                                                          • Canned ale is more popular in RoI
                                                                                                                                            • Figure 50: Consumption of canned ale, bitter and stout in the last 12 months, by gender and age, NI and RoI, 2011
                                                                                                                                          • Stout is a popular choice for men in RoI
                                                                                                                                            • Figure 51: Consumption of stout in the last 12 months, by gender and age, NI and RoI, 2011
                                                                                                                                          • RoI consumers drink most cider
                                                                                                                                            • Figure 52: Consumption of cider in the last 12 months, by gender and age, NI and RoI, 2007 and 2011
                                                                                                                                          • Sweet and dry cider most popular with men
                                                                                                                                              • Figure 53: Consumption of sweet cider in the last 12 months, by gender and age, NI and RoI, 2011
                                                                                                                                              • Figure 54: Consumption of dry cider in the last 12 months, by gender and age, NI and RoI, 2011
                                                                                                                                            • Limited acceptance of low-alcohol beer and lager
                                                                                                                                            • The Consumer – Where Beer and Cider are Consumed

                                                                                                                                              • Key points
                                                                                                                                                • Irish sentiment for the pub decreases
                                                                                                                                                    • Figure 55: Agreement with the statement ‘I really enjoy a night out at the pub’, NI and RoI, 2007-11
                                                                                                                                                  • Support for the pub is greatest amongst 18-24-year-old males
                                                                                                                                                      • Figure 56: Agreement with the statement ‘I really enjoy a night out at the pub’, by gender and age, NI and RoI, 2011
                                                                                                                                                    • Restaurants beer and cider sales promotions put even more pressure on pubs
                                                                                                                                                        • Figure 57: Agreement with selected statements regarding pub and restaurant visiting, NI and RoI, 2007-11
                                                                                                                                                      • In-home consumption of alcohol is slowing down
                                                                                                                                                        • Figure 58: Agreement with the statement ‘Most of my drinking is done at home’, NI and RoI, 2007-11
                                                                                                                                                        • Figure 59: Agreement with the statement ‘Most of my drinking is done at home’, by gender, NI and RoI, 2009-11
                                                                                                                                                      • In-home consumption of beer highest amongst men
                                                                                                                                                        • Figure 60: In-home consumption of beer/lager within the last 12 months, by gender and age, NI and RoI, 2011
                                                                                                                                                      • Consumption of beer is linked to social occasions
                                                                                                                                                        • Figure 61: Occasions where consumers have drunk beer (in the home), NI and RoI, 2011
                                                                                                                                                        • Figure 62: Frequency of in-home consumption of beer/lager, by gender, NI, 2011
                                                                                                                                                        • Figure 63: Frequency of in-home consumption of beer/lager, by gender, RoI, 2011
                                                                                                                                                      • In-home cider consumption higher than elsewhere consumption
                                                                                                                                                        • Figure 64: In-home consumption of cider, by gender and age, NI and RoI, 2011
                                                                                                                                                        • Figure 65: Out-of-home consumption of cider, by gender and age, NI and RoI, 2011
                                                                                                                                                    • Appendix

                                                                                                                                                        • Figure 66: Population projections, by gender, NI, 2006-20
                                                                                                                                                        • Figure 67: Population projections, by gender, RoI, 2006-20
                                                                                                                                                        • Figure 68: Population projections, by age, NI, 2000-20
                                                                                                                                                        • Figure 69: Population projections, by age, RoI, 2000-20
                                                                                                                                                        • Figure 70: Pound to euro exchange rate used (annual average), 2004-13
                                                                                                                                                        • Figure 71: Consumption of draught lager in the last 12 months, by demographics, NI, 2011
                                                                                                                                                        • Figure 72: Consumption of bottled lager in the last 12 months, by demographics, NI, 2011
                                                                                                                                                        • Figure 73: Consumption of draught ale, bitter and stout in the last 12 months, by demographics, NI, 2011
                                                                                                                                                        • Figure 74: Consumption of stout in the last 12 months, by demographics, NI, 2011
                                                                                                                                                        • Figure 75: Consumption of bottle ale, bitter and stout in the last 12 months, by demographics, NI, 2011*
                                                                                                                                                        • Figure 76: Consumers who have drunk cider in the last 12 months, by demographics, NI, 2011
                                                                                                                                                        • Figure 77: Consumers who have drunk sweet cider in the last 12 months, by demographics, NI, 2011
                                                                                                                                                        • Figure 78: Consumers who have drunk dry cider in the last 12 months, by demographics, NI, 2011
                                                                                                                                                        • Figure 79: Consumption of canned lager in the last 12 months, by demographics, NI, 2011
                                                                                                                                                        • Figure 80: Consumption of canned ale, bitter and stout in the last 12 months, by demographics, NI, 2011
                                                                                                                                                        • Figure 81: Consumption of low-alcohol/alcohol-free beer and lager (bottles and cans) in the last 12 months, by demographics, NI, 2011
                                                                                                                                                        • Figure 82: Agreement with the statement ‘I really enjoy a night out at the pub’, by demographics, NI, 2011
                                                                                                                                                        • Figure 83: Consumption of draught lager in the last 12 months, by demographics, RoI, 2011
                                                                                                                                                        • Figure 84: Consumption of bottled lager in the last 12 months, by demographics, RoI, 2011
                                                                                                                                                        • Figure 85: Consumers of draught ale, bitter and stout in the last 12 months, by demographics, RoI, 2011
                                                                                                                                                        • Figure 86: Consumption of stout in the last 12 months, by demographics, RoI, 2011
                                                                                                                                                        • Figure 87: Consumption of bottled ale, bitter and stout in the last 12 months, by demographics, RoI, 2011
                                                                                                                                                        • Figure 88: Consumers who have drunk cider in the last 12 months, by demographics, RoI, 2011
                                                                                                                                                        • Figure 89: Consumers who have drunk sweet cider in the last 12 months, by demographics, RoI, 2011
                                                                                                                                                        • Figure 90: Consumers who have drunk sweet cider in the last 12 months, by demographics, RoI, 2011
                                                                                                                                                        • Figure 91: Consumption of canned lager in the last 12 months, by demographics, RoI, 2011
                                                                                                                                                        • Figure 92: Consumption of canned ale, bitter and stout in the last 12 months, by demographics, RoI, 2011
                                                                                                                                                        • Figure 93: Consumption of low-alcohol/alcohol-free beer and lager (bottles and cans) in the last 12 months, by demographics, RoI, 2011
                                                                                                                                                        • Figure 94: Agreement with the statement ‘I really enjoy a night out at the pub’, by demographics, RoI, 2011
                                                                                                                                                        • Figure 95: In-home consumption of beer/lager within the last 12 months, by demographics, NI, 2011
                                                                                                                                                        • Figure 96: Occasions where consumers have drunk beer (in the home), by demographics, NI, 2011
                                                                                                                                                        • Figure 97: Occasions where consumers have drunk beer (in the home – continued), by demographics, NI, 2011
                                                                                                                                                        • Figure 98: Occasions where consumers have drunk beer (out of home), by demographics, NI, 2011
                                                                                                                                                        • Figure 99: Occasions where consumers have drunk beer (out of home – continued), by demographics, NI, 2011
                                                                                                                                                        • Figure 100: In-home consumption of cider, by demographics, NI, 2011
                                                                                                                                                        • Figure 101: Elsewhere consumption of cider, by demographics, NI, 2011
                                                                                                                                                        • Figure 102: In-home consumption of beer/lager within the last 12 months, by demographics, RoI, 2011
                                                                                                                                                        • Figure 103: Occasions where consumers have drunk beer (in the home), by demographics, RoI, 2011
                                                                                                                                                        • Figure 104: Occasions where consumers have drunk beer (in the home – continued), by demographics, RoI, 2011
                                                                                                                                                        • Figure 105: Occasions where consumers have drunk beer (out of home), by demographics, RoI, 2011
                                                                                                                                                        • Figure 106: Occasions where consumers have drunk beer (out of home – continued), by demographics, RoI, 2011
                                                                                                                                                        • Figure 107: In-home consumption of cider, by demographics, RoI, 2011
                                                                                                                                                        • Figure 108: Elsewhere consumption of cider, by demographics, RoI, 2011

                                                                                                                                                    Companies Covered

                                                                                                                                                    • British Beer and Pub Association

                                                                                                                                                    Beer and Cider - Ireland - January 2012

                                                                                                                                                    £1,095.00 (Excl.Tax)