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Beer & Cider - Ireland - July 2017

“Despite the increase in consumer beer prices and uncertainty around the Brexit – Irish beer and cider sales have performed well, with consumers being driven to spend more on value-added drinks such as oak-aged beers and ciders, or flavoured craft brews.”

Brian O’Connor, Senior Consumer Analyst

This report looks at the following areas:

  • Duty excise increase sees consumers paying more for a pint
  • Fewer visitors from GB impacting RoI pubs
  • Irish consumers more likely to 'pre-load' than UK

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Table of contents

  1. Overview

    • What you need to know
      • Issues covered in this Report
      • Executive Summary

          • The market
            • Figure 1: Estimated total beer market, by segment, IoI, 2017
            • Figure 2: Total cider sales, by value, IoI, on-trade and off-trade, 2012-22
          • Forecast
            • Figure 3: Total cider vs beer sales, by value, IoI, on-trade and off-trade, 2012-22
          • Market factors
            • Duty excise increase sees consumers paying more for a pint
              • NI consumers have low expectations for the economy, but high for personal finances
                • Fewer visitors from GB impacting RoI pubs
                  • Irish consumers more likely to ‘pre-load’ than UK
                    • Innovations
                      • The consumer
                        • Lager continues to see strongest usage
                          • Figure 4: Types of beer consumers have drunk in-home or out-of-home in the last three months, NI and RoI, April 2017
                        • Apple continues to be key cider flavour
                          • Figure 5: Types of cider drunk by consumers in the last three months, by age group, NI and RoI, April 2017
                        • A pint at the pub is the most popular drinking occasion
                          • Figure 6: Occasions on which consumers have drunk beer in the last three months, NI and RoI, April 2017
                        • Six in 10 want wider beer/cider choice at festivals and events
                          • Figure 7: Agreement with statements relating to beer and cider, NI and RoI, April 2017
                      • The Market – What You Need to Know

                        • Irish beer market estimated to see 2% growth in 2017
                          • Cider sees 2% growth 2015-16
                            • Lager maintains market share
                              • Beer prices increase
                                • Consumer confidence in economy low, but high for personal future finances
                                  • Less visitors from GB impacting RoI pubs
                                    • Irish consumers more likely to ‘pre-load’ than UK
                                    • Market Size and Forecast

                                        • Beer value sales set to increase between 2016 and 2017
                                          • Figure 8: Total beer sales, by value, NI and RoI, 2012-22
                                          • Figure 9: Indexed total beer sales, by value, NI and RoI, 2012-22
                                        • Beer on-trade has a wobble in 2016, but 2017 expected to be better
                                          • Figure 10: Total on-trade beer sales, by value, IoI, NI and RoI, 2012-22
                                          • Figure 11: Sterling (£) to euro (€) exchange rate, 2010-17*
                                        • Beer off-trade benefitting from increased on-trade prices
                                          • Figure 12: Total off-trade beer sales, by value, IoI, NI and RoI, 2012-22
                                        • Beer volume sales set for increase in 2017
                                          • Figure 13: Total beer sales, by volume, on-trade and off-trade, IoI, 2013-22
                                        • RoI sees strong cider sales value growth 2015-16
                                          • Figure 14: Total cider sales, by value, NI and RoI, 2012-22
                                          • Figure 15: Total on-trade cider sales, by value, NI and RoI, 2012-22
                                        • Off-trade cider seeing slow-down
                                          • Figure 16: Total off-trade cider sales, by value, NI and RoI, 2012-22
                                        • Cider volume sales increase in off-trade, decline in on-trade
                                          • Figure 17: Total cider sales, by volume, NI and RoI, 2012-22
                                      • Market Segmentation

                                          • Lager still the dominant sector of the Irish beer market
                                            • Figure 18: Estimated total beer market, by segment, IoI, 2017
                                          • Lager the dominant sector
                                            • Figure 19: Total lager sales, by value, IoI, off-trade and on-trade, 2012-22
                                          • Stout expected to see continued growth in 2017
                                            • Figure 20: Total stout sales, by value, IoI, off-trade and on-trade, 2012-22
                                          • The rise in craft beer could spark opportunity for ale
                                            • Figure 21: Total ale sales, by value, IoI, off-trade and on-trade, 2012-22
                                            • Figure 22: Estimated market value of craft beer market (on-trade and off-trade), RoI, 2012-17
                                        • Market Drivers

                                          • Beer prices increase in the UK and Ireland
                                            • Figure 23: Consumer price indices for beer, on-trade and off-trade, RoI, January 2012 to May 2017
                                            • Figure 24: Consumer price indices for beer, UK (including NI), June 2012 to May 2017
                                          • Increase in excise duty helping to boost beer prices
                                            • Figure 25: UK and RoI excise duty rates per pint of beer (4% ABV) and cider (up to 7.5%), 2012-17
                                          • Brexit and UK elections taking toll on NI economic confidence
                                            • Figure 26: How consumers think the general economic condition of the country will change over the next 12 months, NI and RoI, April and June 2017
                                          • Consumers expect improvements in personal financial situation
                                            • Figure 27: How consumers think their own personal financial situation will change over the next 12 months, NI and RoI, April 2017
                                          • Brexit could disrupt import and export of beers
                                            • RoI pubs suffer setback in 2017 as UK/NI tourism drops off
                                              • Figure 28: Number of overseas trips to Ireland by non-residents, by area of residence and reason for journey, 2014-Q1 2017
                                              • Figure 29: Types of activities done by consumers during last holiday (in Ireland or abroad), NI and RoI, September 2015
                                            • NI tourism saw improved performance in 2016
                                              • Figure 30: Estimated number of overnight trips in NI by market, 2014-16
                                              • Figure 31: If consumers intend to shop for various goods/services in NI/UK during the next six months to take advantage of the shift in the £/€ exchange rate, by demographics, RoI, August 2016
                                            • Ireland top country for pre-loading behaviour
                                              • Figure 32: Consumers who have drunk beer or cider at home before a night out in the last three months, NI and RoI, March 2017
                                              • Figure 33: Top five countries for ‘pre-loading’ drinking behaviour, 2017
                                          • Key Players and Innovations

                                            • 2016 sees strong beer and cider launch activity
                                              • Beers increasingly vegan friendly
                                                • Apple still the dominant cider launch type
                                                • Who’s Innovating?

                                                  • 2016 sees increase in beer and cider NPD
                                                    • Figure 34: Number of beer and cider products launched, UK and Ireland, 2012-17*
                                                    • Figure 35: Number of beer and cider products launched, by packaging type, UK and Ireland, 2012-17*
                                                  • Strong increase in vegan-friendly launches
                                                    • Figure 36: Number of beer and cider products launched, by vegan/vegetarian claims, UK and Ireland, 2012-17*
                                                  • Standard apple cider continues to see strongest launch
                                                    • Figure 37: Cider products launched, by top flavours, UK and Ireland, 2012-17*
                                                • Companies and Brands

                                                    • AB InBev
                                                      • Key facts
                                                        • Product portfolio
                                                          • Brand NPD
                                                            • Recent developments
                                                              • Diageo
                                                                • Key facts
                                                                  • Product portfolio
                                                                    • Brand NPD
                                                                      • Recent developments
                                                                        • Molson Coors
                                                                          • Key facts
                                                                            • Product portfolio
                                                                              • Brand NPD
                                                                                • The Cantrell and Cochrane Group (C&C)
                                                                                  • Key facts
                                                                                    • Product portfolio
                                                                                      • Brand NPD
                                                                                        • Recent developments
                                                                                          • Heineken Ireland
                                                                                            • Key facts
                                                                                              • Product portfolio
                                                                                                • Brand NPD
                                                                                                  • Recent developments
                                                                                                    • Craft beer and cider companies
                                                                                                      • BrewDog
                                                                                                        • Key facts
                                                                                                          • Product portfolio
                                                                                                            • Brand NPD
                                                                                                              • Recent developments
                                                                                                                • Carlow Brewing
                                                                                                                  • Key facts
                                                                                                                    • Product portfolio
                                                                                                                      • Recent developments
                                                                                                                        • Hilden Brewery
                                                                                                                          • Key facts
                                                                                                                            • Product portfolio
                                                                                                                              • Recent developments
                                                                                                                                • Long Meadow Cider
                                                                                                                                  • Key facts
                                                                                                                                    • Product portfolio
                                                                                                                                      • Recent developments
                                                                                                                                        • The Porterhouse Brewing Company
                                                                                                                                          • Key facts
                                                                                                                                            • Product portfolio
                                                                                                                                              • Recent developments
                                                                                                                                                • Whitewater Brewery
                                                                                                                                                  • Key facts
                                                                                                                                                    • Product portfolio
                                                                                                                                                      • Recent developments
                                                                                                                                                      • The Consumer – What You Need to Know

                                                                                                                                                        • Lager most drunk type of beer
                                                                                                                                                          • NI consumers strong users of pear and other fruit ciders
                                                                                                                                                            • Pubs and bars key location for drinking beer and cider
                                                                                                                                                              • Consumers demand greater beer/cider choices at festivals
                                                                                                                                                              • Usage of Beer

                                                                                                                                                                  • Lager most drunk type of beer in 2017
                                                                                                                                                                    • Figure 38: Types of beer consumers have drunk in-home or out-of-home in the last three months, NI and RoI, April 2017
                                                                                                                                                                  • Lager sees strong engagement among more mature consumers
                                                                                                                                                                    • Figure 39: Consumers who have drunk lager (eg Harp Heineken) in the last three months, by age, NI and RoI, April 2017
                                                                                                                                                                  • Stout appeals to men more than women
                                                                                                                                                                    • Figure 40: Consumers who have drunk stout (eg Guinness, Murphys) in the last three months, by gender, NI and RoI, April 2017
                                                                                                                                                                  • Stronger usage of craft beer among RoI consumers
                                                                                                                                                                    • Figure 41: Consumers who have drunk any craft beer/beer made by a small producer (eg Galway Bay) in the last three months, by gender and age groups, NI and RoI, April 2017
                                                                                                                                                                    • Figure 42: Number of beer products launched claiming to be craft, UK and Ireland, 2012-17*
                                                                                                                                                                  • Flavoured beers favoured among 18-24s in RoI
                                                                                                                                                                    • Figure 43: Consumers who have drunk fruit flavoured and spirit flavoured beer in the last three months, NI and RoI, April 2017
                                                                                                                                                                    • Figure 44: Consumers who have drunk fruit flavoured and spirit flavoured beer in the last three months, by age group, NI and RoI, April 2017
                                                                                                                                                                • Usage of Cider

                                                                                                                                                                    • NI consumers have more diverse cider tastes compared to RoI
                                                                                                                                                                      • Figure 45: Types of cider drunk by consumers in the last three months, by age group, NI and RoI, April 2017
                                                                                                                                                                    • Apple cider shows stronger engagement with Irish women compared to lager
                                                                                                                                                                      • Figure 46: Consumers who have drunk apple cider vs lager in the last three months, by gender, NI and RoI, April 2017
                                                                                                                                                                    • NI consumers twice as likely to drink pear cider
                                                                                                                                                                      • Figure 47: Consumers who have drunk pear cider in the last three months, by gender, NI and RoI, April 2017
                                                                                                                                                                    • Other fruit ciders see strong usage in NI
                                                                                                                                                                      • Figure 48: Consumers who have drunk any other fruit-flavoured cider (eg strawberry and lime/red grape) in the last three months, by gender and age, NI and RoI, April 2017
                                                                                                                                                                  • Occasions for Drinking Beer and Cider

                                                                                                                                                                      • A pint at the pub is the most popular occasion
                                                                                                                                                                        • Figure 49: Occasions on which consumers have drunk beer in the last three months, NI and RoI, April 2017
                                                                                                                                                                      • Men more likely to drink beer in pubs, but women more likely to drink cider
                                                                                                                                                                        • Figure 50: Consumers have drunk beer and/or cider in a pub or bar in the last three months, by gender, NI and RoI, April 2017
                                                                                                                                                                      • NI consumers more likely to drink beer and cider while relaxing at home
                                                                                                                                                                        • Figure 51: Consumers have drunk beer and/or cider while relaxing at home (eg watching TV) in the last three months, NI and RoI, April 2017
                                                                                                                                                                      • NI consumers more likely to drink beer and cider with meals
                                                                                                                                                                        • Figure 52: Consumers have drunk beer and/or cider with a meal in and out-of-home in the last three months, NI and RoI, April 2017
                                                                                                                                                                    • Attitudes towards Beer and Cider

                                                                                                                                                                        • Six in 10 want wider beer/cider choice at festivals and events
                                                                                                                                                                          • Figure 53: Agreement with statements relating to beer and cider, NI and RoI, April 2017
                                                                                                                                                                        • Better variety at festivals important to younger consumers
                                                                                                                                                                          • Figure 54: Agreement with the statement ‘I would like to see a wider choice of beer/cider available at festivals/ events (eg more than just a sponsor’s beer)’, by gender and age, NI and RoI, April 2017
                                                                                                                                                                        • Taste very important to encouraging consumers to spend more
                                                                                                                                                                          • Figure 55: Agreement with the statement ‘I'm only willing to pay more for beer/cider if I can easily taste the difference compared to cheaper equivalents’, by socio-economic group, NI and RoI, April 2017
                                                                                                                                                                        • Oak barrel aging holds strong appeal
                                                                                                                                                                          • Figure 56: Agreement with the statement ‘I would be interested in trying a beer or cider aged in an oak barrel’, by gender, NI and RoI, April 2017
                                                                                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                        • Definition
                                                                                                                                                                          • Data sources
                                                                                                                                                                            • Generational cohorts
                                                                                                                                                                              • Abbreviations

                                                                                                                                                                              Companies Covered

                                                                                                                                                                              To learn more about the companies covered in this report please contact us.

                                                                                                                                                                              Beer & Cider - Ireland - July 2017

                                                                                                                                                                              US $1,453.83 (Excl.Tax)