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Beer - Ireland - June 2014

“The Irish beer market continues to struggle in 2014, with volume and value sales in the on-trade continuing to decline, as consumers drink at home more. The market has however experienced a strong level of innovation in terms of flavour, packaging and new product launches by craft brewers, helping to widen the potential target market for beer.”

– Brian O’Connor, Production Manager

Some questions answered in this report include:

  • What impact has craft beer had on the Irish beer market?
  • How can beer brands attract more female drinkers?
  • What bearing does packaging have on a consumer's choice of beer?
  • What role does foodservice play in boosting usage of beer in Ireland?
  • What impact do lower levels of disposable income have on consumers when choosing to drink beer?

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Table of contents

  1. Introduction

      • Key themes within the report
        • Definition
          • Data sources
            • Abbreviations
            • Executive Summary

                • The market
                  • Figure 1: Estimated total beer market, by segments, NI and RoI, 2014
                • Forecast
                  • Figure 2: Indexed beer value sales, IoI, on-trade and off-trade, 2009-19
                • Market factors
                  • Beer prices increase between 2008 and 2014
                    • Alcohol consumption declines
                      • Key 18-24 target market migrating
                        • Craft beer providers expected to increase by 71% by 2015
                          • Pubs and restaurants key foodservice channels
                            • Companies, brands and innovations
                              • Figure 3: Indexed level of flavoured vs unflavoured new product launches to European beer market, 2009-14
                            • The consumer
                              • Lager – The dominant type of beer drunk in the last six months
                                • Figure 4: Types of beer that consumers have drunk in the last six months, by location, NI and RoI, April 2014
                              • Lager seen as the most sociable beer and craft beer as the most expensive – But worth paying more for
                                • Figure 5: Qualities associated with different types of beer, NI, April 2014
                                • Figure 6: Qualities associated with different types of beer, RoI, April 2014
                              • Bottles preferred to cans
                                • Figure 7: Agreement with statements relating to beer, NI and RoI, April 2014
                              • What we think
                              • Issues and Insights

                                • What impact has craft beer had on the Irish beer market?
                                  • The facts
                                    • The implications
                                      • How can beer brands attract more female drinkers?
                                        • The facts
                                          • The implications
                                            • What bearing does packaging have on a consumer’s choice of beer?
                                              • The facts
                                                • The implications
                                                  • What role does foodservice play in boosting usage of beer in Ireland? 
                                                    • The facts
                                                      • The implications
                                                        • What impact do lower levels of disposable income have on consumers when choosing to drink beer?
                                                          • The facts
                                                            • The implications
                                                            • Trend Application

                                                                • Trend: Locavore
                                                                  • Trend: Minimize Me
                                                                    • Trend: Help Me Help Myself
                                                                    • Market Overview

                                                                      • Key points
                                                                        • Excise tax on beer increased 13% between 2008-14
                                                                          • Figure 8: UK and RoI excise duty rates for pint of beer (4% ABV), 2008-14
                                                                        • RoI sees excise increase 43% between 2012 and 2014
                                                                          • Beer prices increase between 2008 and 2013
                                                                            • Figure 9: Indexed growth of consumer prices for all items, beer sold via off-licenses and beer sold via licensed premises, RoI, 2008-14
                                                                            • Figure 10: Indexed growth of consumer prices for all items and beer (sold via off-license and licensed premises), UK (including NI), 2008-13
                                                                          • Low disposable income an issue for NI and RoI consumers
                                                                            • Figure 11: Indexed value changes in net incomes, cost of living and discretionary income, NI, 2008-18
                                                                            • Figure 12: Financial health of Irish consumers, NI and RoI, April 2014
                                                                          • Alcohol consumption levels decline
                                                                            • Figure 13: Litres of pure alcohol consumed by adults per annum, RoI, 1990, 2001, 2012 and 2013
                                                                            • Figure 14: Proportion of UK (including NI) consumers who drank alcohol in the last week, UK, 2008-12
                                                                          • Migration taking toll on beer usage in RoI
                                                                            • Figure 15: Indexed estimated migration for RoI, 2008-13
                                                                          • Migration grew in NI also
                                                                            • Figure 16: Indexed estimated migration for NI, 2008-13
                                                                          • Craft beer a growing segment of the market
                                                                            • Established craft brewers expanding
                                                                              • Changing tastes helping to boost craft beers
                                                                                • Restaurants and pubs are key foodservice establishments in Ireland
                                                                                  • Figure 17: top five foodservice establishments (dine in) used in the last three months, NI and RoI, March 2014
                                                                                • Visitors to Ireland prefer pubs for eating out
                                                                                  • Figure 18: Foodservice establishments that overnight visitors to NI used, 2011
                                                                                  • Figure 19: How visitors to Ireland spent their money, IoI, 2012
                                                                              • Competitive Context

                                                                                • Key points
                                                                                  • Cider market suffers similar decline to beer
                                                                                    • Figure 20: Total cider market value, by on-trade and off-trade, NI and RoI, 2009-19
                                                                                  • Cider exhibits strong in-home usage
                                                                                    • Figure 21: Types of cider drunk in the last 12 months, by location, NI and RoI, January 2014
                                                                                  • Increased taxation of wine in RoI impacting on-trade market
                                                                                    • Figure 22: Total wine sales, by value, on-trade and off-trade, IoI, NI and RoI, 2009-19
                                                                                • Strengths and Weaknesses

                                                                                  • Strengths
                                                                                    • Weaknesses
                                                                                    • Market Size and Forecast

                                                                                      • Key points
                                                                                        • Beer market growth to become static
                                                                                          • Figure 23: Total beer sales, by value, IoI, NI and RoI, 2009-19
                                                                                          • Figure 24: Total beer value, by on-trade and off-trade, IoI, 2009 and 2014
                                                                                        • NI and RoI off-trade sector grows, but independent off-licenses losing out to supermarkets
                                                                                          • Figure 25: Total off-trade beer sales, by value, IoI, NI and RoI, 2009-19
                                                                                        • On-trade sales continue to decline in 2014
                                                                                          • Figure 26: Total on-trade beer sales, by value, IoI, NI and RoI, 2009-19
                                                                                          • Figure 27: Indexed Total on-trade beer value sales, NI and RoI, 2009-19
                                                                                        • Craft beer could help shore up falling revenues
                                                                                          • Figure 28: Estimated market value of craft beer market (on-trade and off-trade), IoI, NI and RoI, 2011-14
                                                                                        • Volume sales
                                                                                          • Figure 29: Total beer sales, by volume, IoI, NI and RoI, 2008-19
                                                                                          • Figure 30: Total beer sales, by volume, on-trade and off-trade, IoI, 2008-19
                                                                                      • Market Segmentation

                                                                                        • Key points
                                                                                          • Lager – The most valuable segment of the Irish beer market
                                                                                            • Figure 31: Estimated total beer market, by segments, IoI, 2014
                                                                                          • Lager off-trade growth driven by value propositions
                                                                                            • Figure 32: Total on-trade and off-trade lager sales, by value, NI and RoI, 2009-19
                                                                                          • Stout underperformed in 2013 due to hot summer
                                                                                            • Figure 33: Total on-trade and off-trade stout sales, by value, NI and RoI, 2009-19
                                                                                          • Stout suffering in off-trade too
                                                                                            • Figure 34: Indexed off-trade stout sales, by value, NI and RoI, 2009-19
                                                                                          • Ale sees strong growth, but from a low base
                                                                                            • Figure 35: Total on-trade and off-trade ale sales, by value, NI and RoI, 2009-19
                                                                                            • Figure 36: Indexed growth of off-trade sales of lager, stout and ale, IoI, 2009-19
                                                                                        • Companies and Innovations

                                                                                          • Key points
                                                                                            • Innovations
                                                                                              • Ethical and environmentally friendly package claims continue to lead the way while premium beer launches rise
                                                                                                • Figure 37: Beer products launched by claim, UK and Ireland, 2009-14
                                                                                              • Bottled beers account for 75% of new beer launches
                                                                                                • Figure 38: New product launches to European beer market, by packaging type, 2009-14*
                                                                                              • Marked increase in flavoured beer launches
                                                                                                • Figure 39: Indexed level of flavoured vs unflavoured new product launches to European beer market, 2009-14
                                                                                                • Figure 40: Top ten flavours of product launches for the European beer market, 2009-14
                                                                                              • Fruit flavoured beers gear up for summer 2014
                                                                                                • Irish craft beer launches focus on local origins
                                                                                                  • Companies – Major breweries
                                                                                                    • AB InBev
                                                                                                      • Diageo
                                                                                                        • Heineken Ireland
                                                                                                          • Molson Coors Brewing Company
                                                                                                            • SABMiller
                                                                                                              • The Cantrell and Cochrane Group
                                                                                                                • Companies – Craft breweries
                                                                                                                  • Bo Bristle Brewery
                                                                                                                    • Carlow Brewing
                                                                                                                      • Dungarvan Brewing Company
                                                                                                                        • Porterhouse Brewing Company
                                                                                                                          • Whitewater Brewery
                                                                                                                          • The Consumer – Usage of Beer

                                                                                                                            • Key points
                                                                                                                              • Over three quarters have drunk lager
                                                                                                                                • Figure 41: Types of beer drunk in the last six months (in-home or out-of-home), NI and RoI, April 2014
                                                                                                                              • Women prefer flavoured beers
                                                                                                                                • Figure 42: Types of beer drunk in the last six months (in-home or out-of-home), by gender, NI, April 2014
                                                                                                                                • Figure 43: Types of beer drunk in the last six months (in-home or out-of-home), by gender, RoI, April 2014
                                                                                                                              • Belfast versus Dublin
                                                                                                                                • Figure 44: Types of beer drunk in the last six months (in-home or out-of-home), by selected cities, NI and RoI, April 2014
                                                                                                                              • NI beers drinkers tend to drink in-home more than RoI consumers
                                                                                                                                • Figure 45: Where consumers drink beer, NI and RoI, April 2014
                                                                                                                                • Figure 46: Household income, NI and RoI, April 2014
                                                                                                                              • Women tend to prefer drinking beer at home
                                                                                                                                • Figure 47: Where consumers drink beer, by gender, NI and RoI, April 2014
                                                                                                                              • Lager most drunk in-home and out-of-home
                                                                                                                                • Figure 48: Types of beer that consumers have drunk in the last six months, by location, NI and RoI, April 2014
                                                                                                                              • One in ten drinking craft beer in-home and out-of-home
                                                                                                                                • Figure 49: Consumers who have drunk craft beer (ie beer made from a small producer) in the last six months, by location, by gender and social class, RoI, 2014
                                                                                                                              • Fruit beer shows strong usage among 18-24-year-olds
                                                                                                                                • Figure 50: Consumers who have drunk lager vs fruit flavoured beer in the last six months, by age, NI and RoI, 2014
                                                                                                                            • The Consumer – Characteristics Associated with Beer

                                                                                                                              • Key points
                                                                                                                                • Lager seen as the most sociable and refreshing beer
                                                                                                                                  • Figure 51: Top three characteristics associated with lager (eg Harp, Heineken), NI and RoI, April 2014
                                                                                                                                • Stout seen as old-fashioned and having a strong flavour
                                                                                                                                  • Figure 52: Top three characteristics associated with stout (eg Guinness, Murphys), NI and RoI, April 2014
                                                                                                                                • NI consumers less inclined to see stout as old-fashioned
                                                                                                                                  • Figure 53: Consumers who have drunk stout (eg Guinness, Murphys) in pubs/bars/clubs/restaurants in the last six months, by age, NI and RoI, April 2014
                                                                                                                                • Craft beer seen as sophisticated, but expensive
                                                                                                                                  • Figure 54: Top three characteristics associated with craft beer (ie beer made from a small producer), NI and RoI, April 2014
                                                                                                                                • Low and non-alcohol beers seen as healthier, but also bland
                                                                                                                                  • Figure 55: Top three characteristics associated with non/low-alcohol beer (eg Guinness Kaliber, Carling C2), NI and RoI, April 2014
                                                                                                                                • Spirit beers seen as a young person’s drink
                                                                                                                                  • Figure 56: Top three characteristics associated with spirit flavoured beer (eg Desperados), NI and RoI, April 2014
                                                                                                                                • Ale/bitter struggles to stand apart from stout and lager
                                                                                                                                  • Figure 57: Top three characteristics associated with ale/bitter (eg Smithwicks, Kilkenny), NI and RoI, April 2014
                                                                                                                              • The Consumer – Attitudes Towards Beer

                                                                                                                                • Key points
                                                                                                                                  • Packaging matters, with most preferring bottles to cans
                                                                                                                                    • Figure 58: Agreement with statements relating to beer, NI and RoI, April 2014
                                                                                                                                  • Women and young consumers most likely to prefer bottles to cans
                                                                                                                                    • Figure 59: Agreement with the statement “I prefer beer in bottles rather than cans”, by gender and age, NI and RoI, April 2014
                                                                                                                                  • Cans suffering from an image problem
                                                                                                                                    • Draught beers viewed as being better than both cans and bottles by men
                                                                                                                                      • Figure 60: Agreement with the statement “Draught beer tastes better than beer in bottles/cans”, by gender, NI and RoI, April 2014
                                                                                                                                    • Women highly in favour of smaller servings
                                                                                                                                      • Figure 61: Agreement with the statement “Smaller bottle sizes of beer would appeal to me”, by gender, NI and RoI, April 2014
                                                                                                                                    • Price increases would see many cut back on beer
                                                                                                                                      • Figure 62: Agreement with the statement “I would cut back on the amount of beer I drink if the price continues to rise”, by age, NI and RoI, April 2014
                                                                                                                                      • Figure 63: Agreement with the statement “I decide which beers to drink based on price”, by age, NI and RoI, April 2014
                                                                                                                                    • Quarter of RoI and a fifth want to see more craft beers sold
                                                                                                                                      • Figure 64: Agreement with the statement “I would like to see a better range of craft beers (ie made from small producers) in supermarkets and pubs/restaurants”, by social class, NI and RoI, April 2014
                                                                                                                                    • Dubliners prefer bottles and those in Belfast prefer draught beer
                                                                                                                                      • Figure 65: Agreement with statements relating to beer, Belfast and Dublin, April 2014
                                                                                                                                  • Appendix

                                                                                                                                    • Market segmentation – Volume
                                                                                                                                      • On-trade
                                                                                                                                        • Figure 66: On-trade beer market, by volume, by segments, NI, 2008-19
                                                                                                                                        • Figure 67: On-trade beer market, by volume, by segments, RoI, 2008-19
                                                                                                                                      • Off-trade
                                                                                                                                        • Figure 68: Off-trade beer market, by volume, by segments, NI, 2008-19
                                                                                                                                        • Figure 69: Off-trade beer market, by volume, by segments, RoI, 2008-19
                                                                                                                                      • NI Toluna data
                                                                                                                                        • Figure 70: Consumers who have drunk lager in the last three months and where they drank it, by demographics, NI, April 2014
                                                                                                                                        • Figure 71: Consumers who have drunk ale/bitter in the last three months and where they drank it, by demographics, NI, April 2014
                                                                                                                                        • Figure 72: Consumers who have drunk ale/bitter in the last three months and where they drank it, by demographics, NI, April 2014 (continued)
                                                                                                                                        • Figure 73: Consumers who have drunk craft beer (ie beer made from a small producer eg Galway Bay) in the last three months and where they drank it, by demographics, NI, April 2014
                                                                                                                                        • Figure 74: Consumers who have drunk stout (eg Guinness, Murphy’s) in the last three months and where they drank it, by demographics, NI, April 2014
                                                                                                                                        • Figure 75: Consumers who have drunk alcoholic ginger beer (eg Crabbies) in the last three months and where they drank it, by demographics, NI, April 2014
                                                                                                                                        • Figure 76: Consumers who have drunk fruit flavoured beer (eg Fruli) in the last three months and where they drank it, by demographics, NI, April 2014
                                                                                                                                        • Figure 77: Consumers who have drunk low-alcohol beer (eg Guinness Kaliber, Carling C2) in the last three months and where they drank it, by demographics, NI, April 2014
                                                                                                                                        • Figure 78: Consumers who have drunk non-alcoholic beer (eg Becks Blue) in the last three months and where they drank it, by demographics, NI, April 2014
                                                                                                                                        • Figure 79: Consumers who have drunk spirit flavoured beer (eg Desperados) in the last three months and where they drank it, by demographics, NI, April 2014
                                                                                                                                        • Figure 80: Consumers who have drunk other (eg gluten-free beer, wheat beer) in the last three months and where they drank it, by demographics, NI, April 2014
                                                                                                                                        • Figure 81: Agreement with statements relating to beer, by demographics, NI, April 2014
                                                                                                                                        • Figure 82: Agreement with statements relating to beer, by demographics, NI, April 2014 (continued)
                                                                                                                                        • Figure 83: Agreement with statements relating to beer, by demographics, NI, April 2014 (continued)
                                                                                                                                        • Figure 84: Qualities associated with lagers, by demographics, NI, April 2014
                                                                                                                                        • Figure 85: Qualities associated with lagers, by demographics, NI, April 2014 (continued)
                                                                                                                                        • Figure 86: Qualities associated with lagers, by demographics, NI, April 2014 (continued)
                                                                                                                                        • Figure 87: Qualities associated with ale/bitter, by demographics, NI, April 2014
                                                                                                                                        • Figure 88: Qualities associated with ale/bitter, by demographics, NI, April 2014 (continued)
                                                                                                                                        • Figure 89: Qualities associated with ale/bitter, by demographics, NI, April 2014 (continued)
                                                                                                                                        • Figure 90: Qualities associated with stout (eg Guinness, Murphy’s), by demographics, NI, April 2014
                                                                                                                                        • Figure 91: Qualities associated with stout (eg Guinness, Murphy’s), by demographics, NI, April 2014 (continued)
                                                                                                                                        • Figure 92: Qualities associated with stout (eg Guinness, Murphy’s), by demographics, NI, April 2014 (continued)
                                                                                                                                        • Figure 93: Qualities associated with craft beer (ie beer made from a small producer eg Galway Bay), by demographics, NI, April 2014 (continued)
                                                                                                                                        • Figure 94: Qualities associated with craft beer (ie beer made from a small producer eg Galway Bay), by demographics, NI, April 2014 (continued)
                                                                                                                                        • Figure 95: Qualities associated with craft beer (ie beer made from a small producer eg Galway Bay), by demographics, NI, April 2014 (continued)
                                                                                                                                        • Figure 96: Qualities associated with low-alcohol beer (eg Guinness Kaliber, Carling C2), by demographics, NI, April 2014
                                                                                                                                        • Figure 97: Qualities associated with low-alcohol beer (eg Guinness Kaliber, Carling C2), by demographics, NI, April 2014 (continued)
                                                                                                                                        • Figure 98: Qualities associated with low-alcohol beer (eg Guinness Kaliber, Carling C2), by demographics, NI, April 2014 (continued)
                                                                                                                                        • Figure 99: Qualities associated with spirit flavoured beer (eg Desperados), by demographics, NI, April 2014
                                                                                                                                        • Figure 100: Qualities associated with spirit flavoured beer (eg Desperados), by demographics, NI, April 2014 (continued)
                                                                                                                                        • Figure 101: Qualities associated with spirit flavoured beer (eg Desperados), by demographics, NI, April 2014 (continued)
                                                                                                                                      • RoI Toluna data
                                                                                                                                        • Figure 102: Consumers who have drunk lager in the last three months and where they drank it, by demographics, RoI, April 2014
                                                                                                                                        • Figure 103: Consumers who have drunk ale/bitter in the last three months and where they drank it, by demographics, RoI, April 2014
                                                                                                                                        • Figure 104: Consumers who have drunk craft beer (ie beer made from a small producer eg Galway Bay) in the last three months and where they drank it, by demographics, RoI, April 2014
                                                                                                                                        • Figure 105: Consumers who have drunk stout (eg Guinness, Murphy’s) in the last three months and where they drank it, by demographics, RoI, April 2014
                                                                                                                                        • Figure 106: Consumers who have drunk alcoholic ginger beer (eg Crabbies) in the last three months and where they drank it, by demographics, RoI, April 2014
                                                                                                                                        • Figure 107: Consumers who have drunk fruit flavoured beer (eg Fruli) in the last three months and where they drank it, by demographics, RoI, April 2014
                                                                                                                                        • Figure 108: Consumers who have drunk low-alcohol beer (eg Guinness Kaliber, Carling C2) in the last three months and where they drank it, by demographics, RoI, April 2014
                                                                                                                                        • Figure 109: Consumers who have drunk non-alcoholic beer (eg Becks Blue) in the last three months and where they drank it, by demographics, RoI, April 2014
                                                                                                                                        • Figure 110: Consumers who have drunk spirit flavoured beer (eg Desperados) in the last three months and where they drank it, by demographics, RoI, April 2014
                                                                                                                                        • Figure 111: Consumers who have drunk other (eg gluten-free beer, wheat beer) in the last three months and where they drank it, by demographics, RoI, April 2014
                                                                                                                                        • Figure 112: Agreement with statements relating to beer, by demographics, RoI, April 2014
                                                                                                                                        • Figure 113: Agreement with statements relating to beer, by demographics, RoI, April 2014 (continued)
                                                                                                                                        • Figure 114: Agreement with statements relating to beer, by demographics, RoI, April 2014 (continued)
                                                                                                                                        • Figure 115: Qualities associated with lagers, by demographics, RoI, April 2014
                                                                                                                                        • Figure 116: Qualities associated with lagers, by demographics, RoI, April 2014 (continued)
                                                                                                                                        • Figure 117: Qualities associated with lagers, by demographics, RoI, April 2014 (continued)
                                                                                                                                        • Figure 118: Qualities associated with ale/bitter, by demographics, RoI, April 2014
                                                                                                                                        • Figure 119: Qualities associated with ale/bitter, by demographics, RoI, April 2014 (continued)
                                                                                                                                        • Figure 120: Qualities associated with ale/bitter, by demographics, RoI, April 2014 (continued)
                                                                                                                                        • Figure 121: Qualities associated with stout (eg Guinness, Murphy’s), by demographics, RoI, April 2014
                                                                                                                                        • Figure 122: Qualities associated with stout (eg Guinness, Murphy’s), by demographics, RoI, April 2014 (continued)
                                                                                                                                        • Figure 123: Qualities associated with stout (eg Guinness, Murphy’s), by demographics, RoI, April 2014 (continued)
                                                                                                                                        • Figure 124: Qualities associated with craft beer (ie beer made from a small producer eg Galway Bay), by demographics, RoI, April 2014
                                                                                                                                        • Figure 125: Qualities associated with craft beer (ie beer made from a small producer eg Galway Bay), by demographics, RoI, April 2014 (continued)
                                                                                                                                        • Figure 126: Qualities associated with craft beer (ie beer made from a small producer eg Galway Bay), by demographics, RoI, April 2014 (continued)
                                                                                                                                        • Figure 127: Qualities associated with low-alcohol beer (eg Guinness Kaliber, Carling C2), by demographics, RoI, April 2014
                                                                                                                                        • Figure 128: Qualities associated with low-alcohol beer (eg Guinness Kaliber, Carling C2), by demographics, RoI, April 2014 (continued)
                                                                                                                                        • Figure 129: Qualities associated with low-alcohol beer (eg Guinness Kaliber, Carling C2), by demographics, RoI, April 2014 (continued)
                                                                                                                                        • Figure 130: Qualities associated with spirit flavoured beer (eg Desperados), by demographics, RoI, April 2014
                                                                                                                                        • Figure 131: Qualities associated with spirit flavoured beer (eg Desperados), by demographics, RoI, April 2014 (continued)
                                                                                                                                        • Figure 132: Qualities associated with spirit flavoured beer (eg Desperados), by demographics, RoI, April 2014 (continued)

                                                                                                                                    Companies Covered

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                                                                                                                                    Beer - Ireland - June 2014

                                                                                                                                    US $1,466.97 (Excl.Tax)