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Entertaining in the Home - Ireland - July 2013

“The entertaining at home market has experienced a boost following the onset of the economic downturn as cash-strapped consumers look to ways of socialising with friends on a budget. New product development in the food and alcohol sectors coupled with innovation for national and calendar occasions are helping consumers engage with the idea and embrace the home as a venue.”

– Sophie Dorbie, Research Analyst

Some questions answered in this report include:

  • What impact is the current economic climate having on the entertaining at home market?
  • How has the entertaining at home market evolved?
  • How are consumers catering for in-home events?
  • What type of events are consumers hosting in their homes?

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Table of contents

  1. Introduction

      • Key themes of the report
        • Definition of entertaining at home
          • Consumer research
            • Data sources
              • Abbreviations
              • Executive Summary

                  • Market factors
                    • Household size decreasing
                      • Birth rate increasing
                        • Escalating food prices seeing consumers turn to discount retailers
                          • Brands and retailers developing for entertaining at home occasions
                            • On-trade prices encouraging consumers to entertain at home
                              • Consumers reignite their love for cooking
                                • Companies, brands and innovations
                                  • The consumer
                                    • RoI consumers entertaining at home more than NI counterparts
                                      • Figure 1: Events hosted, by consumers (or someone in their household) within the last 12 months, NI and RoI, May 2013
                                    • Consumers keen to cater for guests
                                      • Figure 2: How food/ drink was purchased/provided for most recent in-home event, NI and RoI, May 2013
                                    • RoI consumers enjoying entertaining at home
                                      • Figure 3: Agreement with statements relating to in-home events, NI and RoI, May 2013
                                    • What we think
                                    • Issues in the Market

                                      • What impact is the current economic climate having on the entertaining at home market?
                                        • How has the entertaining at home market evolved?
                                          • How are consumers catering for in-home events?
                                            • What type of events are consumers hosting in their homes?
                                            • Trend Application

                                                • Survival Skills
                                                  • Play Ethic
                                                    • Mintel Futures: Generation Next
                                                    • Market Overview

                                                      • Key points
                                                        • Average household size is decreasing
                                                          • Figure 4: Percentage of private households, by number of occupants, NI and RoI, 2011
                                                          • Figure 5: Average size of households, NI and RoI, 2001-11
                                                        • Rising birth rate in NI and RoI fuels demand for at-home birthday parties
                                                          • Figure 6: Number of births, NI and RoI, 2002-12
                                                        • UK price increases outpace RoI
                                                          • Figure 7: Percentage change in food prices compared to the same period of the previous year, RoI and UK September 2012-May 2013
                                                        • Greater demand for own-label brands and discount substitutes
                                                          • Figure 8: Agreement with statements relating to consumers’ perceptions of own-label goods, NI and RoI, February 2012
                                                          • Figure 9: Own-label retail sales, RoI and NI, 2007-16
                                                        • Discounters attract a broad socio-economic spectrum of shoppers
                                                          • Discount retailers stealing market share
                                                            • Figure 10: Retailers consumers have shopped at most in the last month for their main grocery shop, NI and RoI, September 2012.
                                                          • Enthusiasm for home cooking rises during the downturn
                                                            • Figure 11: Consumers’ attitudes towards cooking, RoI, 2003-11
                                                          • Increase in uptake of cookery classes
                                                            • Figure 12: Level of cooking expertise, RoI, 2005 and 2011
                                                            • Figure 13: Incidence of attending/taking cooking classes in the past 3 years (2011), RoI and NI
                                                          • The rise of the celebrity chef
                                                            • On-trade alcohol sales decreasing
                                                              • Figure 14: Agreement with the statement ‘A night out in a pub or bar has become more expensive’, by age, NI and RoI, September 2012
                                                              • Figure 15: Total on-trade and off-trade wine sales, by value, IoI, 2008-12
                                                              • Figure 16: Total on-trade and off-trade beer sales, by value, IoI, 2008-12
                                                            • Consumers turn to supermarkets for alcohol purchases
                                                              • Figure 17: Agreement with the statement ‘I buy most of my drinks (for home) in supermarkets’ by gender and Age, NI and RoI, September 2012
                                                          • Competitive Context

                                                            • Key points
                                                              • Increase in NI cinema admissions
                                                                • Figure 18: Cinema admissions, UK and RoI, 2007-12
                                                              • Restaurants attracting diners with price promotions
                                                                • Figure 19: Estimated value of the Irish foodservice market (at consumer prices), NI and RoI, 2003-15
                                                              • Number of pubs dwindling in challenging economic climate
                                                                • Figure 20: Agreement with statements relating to drinking outside-the-home, NI and RoI, September 2012
                                                            • Strengths and Weaknesses

                                                              • Strengths
                                                                • Weaknesses
                                                                • Innovations

                                                                  • Key points
                                                                    • Grocery retailers focus on taste to target home entertaining occasions
                                                                      • Targeting sporting occasions during the ‘Summer of Sport’
                                                                        • Figure 21: Food and beverage companies’ sponsorship of the London 2012 Olympic Games, by value, July 2012
                                                                      • Brands directly targeting in-home occasions
                                                                        • Share-size packs ideal for in-home entertaining
                                                                          • Figure 22: Top 10 UK large pouch lines
                                                                        • Flavour and packaging innovations by alcohol brands
                                                                          • Bite-size gourmet catering for in-home parties
                                                                          • Company Profiles

                                                                            • Retailers and convenience stores
                                                                              • Asda (NI only)
                                                                                • Key facts
                                                                                  • Brands and products
                                                                                    • Recent developments
                                                                                      • Brand NPD
                                                                                        • Tesco
                                                                                          • Key facts
                                                                                            • Brands and products
                                                                                              • Recent developments
                                                                                                • Brand NPD
                                                                                                  • Sainsbury’s (NI only)
                                                                                                    • Key facts
                                                                                                      • Brands and products
                                                                                                        • Recent developments
                                                                                                          • Brand NPD
                                                                                                            • Marks & Spencer
                                                                                                              • Key facts
                                                                                                                • Brands and products
                                                                                                                  • Recent developments
                                                                                                                    • Brand NPD
                                                                                                                      • The Co-operative (NI only)
                                                                                                                        • Key facts
                                                                                                                          • Brands and products
                                                                                                                            • Recent developments
                                                                                                                              • Brand NPD
                                                                                                                                • Lidl
                                                                                                                                  • Key facts
                                                                                                                                    • Brands and products
                                                                                                                                      • Recent developments
                                                                                                                                        • Brand NPD
                                                                                                                                          • Aldi (RoI only)
                                                                                                                                            • Key facts
                                                                                                                                              • Brands and products
                                                                                                                                                • Recent developments
                                                                                                                                                  • Iceland
                                                                                                                                                    • Key facts
                                                                                                                                                      • Brands and products
                                                                                                                                                        • Recent developments
                                                                                                                                                          • Musgrave Group
                                                                                                                                                            • Key facts
                                                                                                                                                              • SuperValu
                                                                                                                                                                • Key facts
                                                                                                                                                                  • Brands and products
                                                                                                                                                                    • Recent developments
                                                                                                                                                                      • Centra
                                                                                                                                                                        • Key facts
                                                                                                                                                                          • Brands and products
                                                                                                                                                                            • Recent developments
                                                                                                                                                                              • Superquinn (RoI only)
                                                                                                                                                                                • Key facts
                                                                                                                                                                                  • Brands and products
                                                                                                                                                                                    • Recent Developments
                                                                                                                                                                                      • Londis
                                                                                                                                                                                        • Key facts
                                                                                                                                                                                          • Brands and products
                                                                                                                                                                                            • Recent developments
                                                                                                                                                                                              • Brand NPD
                                                                                                                                                                                                • Costcutter
                                                                                                                                                                                                  • Key facts
                                                                                                                                                                                                    • Brands and products
                                                                                                                                                                                                      • Recent developments
                                                                                                                                                                                                        • Brand NPD
                                                                                                                                                                                                          • BWG Foods
                                                                                                                                                                                                            • Key facts
                                                                                                                                                                                                              • Mace NI
                                                                                                                                                                                                                • Key facts
                                                                                                                                                                                                                  • Brands and products
                                                                                                                                                                                                                    • Mace RoI
                                                                                                                                                                                                                      • Key facts
                                                                                                                                                                                                                        • Brands and products
                                                                                                                                                                                                                          • Recent developments
                                                                                                                                                                                                                            • Spar Ireland
                                                                                                                                                                                                                              • Key facts
                                                                                                                                                                                                                                • Brands and products
                                                                                                                                                                                                                                  • Spar UK
                                                                                                                                                                                                                                    • Key facts
                                                                                                                                                                                                                                      • Brands and products
                                                                                                                                                                                                                                        • Dunnes
                                                                                                                                                                                                                                          • Key facts
                                                                                                                                                                                                                                            • Brands and products
                                                                                                                                                                                                                                              • Off-licenses
                                                                                                                                                                                                                                                • Curley’s Wine Cellar (NI only)
                                                                                                                                                                                                                                                  • Key facts
                                                                                                                                                                                                                                                    • Brands and products
                                                                                                                                                                                                                                                      • WineFlair
                                                                                                                                                                                                                                                        • Key facts
                                                                                                                                                                                                                                                          • Brands and products
                                                                                                                                                                                                                                                            • Recent developments
                                                                                                                                                                                                                                                              • Next Door Trading Ltd
                                                                                                                                                                                                                                                                • Key facts
                                                                                                                                                                                                                                                                  • Brands and products
                                                                                                                                                                                                                                                                    • Recent developments
                                                                                                                                                                                                                                                                    • The Consumer – Entertaining at Home Occasions

                                                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                                                        • RoI consumers show greater enthusiasm for home entertaining
                                                                                                                                                                                                                                                                            • Figure 23: Events hosted by consumers (or someone in their household) within the last 12 months, by demographics, NI and RoI, May 2013
                                                                                                                                                                                                                                                                            • Figure 24: Agreement with the statement ‘The economic climate has seen me host more in-home entertainment events/gatherings’, NI and RoI, June 2012 and May 2013
                                                                                                                                                                                                                                                                          • Couples and ABC1 consumers most likely to host dinner parties
                                                                                                                                                                                                                                                                              • Figure 25: Dinner party hosted by consumers (or someone in their household) within the last 12 months, by marital status and social class, NI and RoI, May 2013
                                                                                                                                                                                                                                                                            • Women more likely than men to host parties to celebrate the festive season
                                                                                                                                                                                                                                                                                • Figure 26: Winter parties hosted by consumers (or someone in their household) within the last 12 months, by gender and social class, NI and RoI, May 2013
                                                                                                                                                                                                                                                                              • Olympics fail to inspire home entertaining among NI and RoI consumers
                                                                                                                                                                                                                                                                                • Figure 27: Consumers who have hosted a sporting event party in their home in the past 12 months, by gender and age, NI and RoI, May 2013
                                                                                                                                                                                                                                                                                • Figure 28: Consumers who have hosted a sporting event party in their home in the past 12 months, by age, NI and RoI, June 2012 and May 2013
                                                                                                                                                                                                                                                                              • Halloween parties popular among families
                                                                                                                                                                                                                                                                                • Figure 29: Consumers (or someone in their household) who have hosted a Halloween party within the last 12 months by number of children, NI and RoI, May 2013
                                                                                                                                                                                                                                                                            • The Consumer – Catering for In-Home Events

                                                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                                                • Keeping costs low, consumers take responsibility for catering in-home events
                                                                                                                                                                                                                                                                                  • Figure 30: How food/drink was purchase/provided for most recent in-home event, NI and RoI, May 2013
                                                                                                                                                                                                                                                                                  • Figure 31: Consumers who prepared food/drink themselves for most recent in-home event, by gender, age, NI and RoI, May 2013
                                                                                                                                                                                                                                                                                • Low uptake for out-of-home catering
                                                                                                                                                                                                                                                                                  • Sharing in-home entertaining costs
                                                                                                                                                                                                                                                                                    • Figure 32: Consumers whose guests provided food/drink for most recent in-home event, by age, NI and RoI, May 2013
                                                                                                                                                                                                                                                                                • The Consumer – Attitudes Towards Entertaining at Home

                                                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                                                    • RoI consumers enjoy entertaining in the home more than their NI counterparts
                                                                                                                                                                                                                                                                                      • Figure 33: Agreement with statements relating to in-home events, NI and RoI, May 2013
                                                                                                                                                                                                                                                                                    • 16-24-year-olds enjoy entertaining at home the least
                                                                                                                                                                                                                                                                                      • Figure 34: Agreement with the statement ‘I enjoy entertaining people at home’, by gender and age, NI and RoI, May 2013
                                                                                                                                                                                                                                                                                    • Young adults prefer attending events at the homes of others
                                                                                                                                                                                                                                                                                      • Figure 35: Consumers in agreement with the statement ‘I enjoy attending events at the homes of others more than at my own home’ by age, NI and RoI, May 2013
                                                                                                                                                                                                                                                                                    • More alcohol served at in-home events
                                                                                                                                                                                                                                                                                      • Figure 36: Consumers who serve alcoholic beverages at in-home events, NI and RoI, June 2012 and May 2013
                                                                                                                                                                                                                                                                                    • RoI consumers reducing spend on in-home events
                                                                                                                                                                                                                                                                                      • Figure 37: Consumers in agreement with the statement ‘The economic climate has seen me scale back my spending on in-home events/ gatherings’, NI and RoI, June 2012 and May 2013
                                                                                                                                                                                                                                                                                    • Small and informal in-home events appealing to consumers
                                                                                                                                                                                                                                                                                      • Figure 38: Agreement with statements relating to in-home events, by NI and RoI, May 2013
                                                                                                                                                                                                                                                                                    • Low uptake for online event organisation
                                                                                                                                                                                                                                                                                    • Appendix

                                                                                                                                                                                                                                                                                      • RoI Toluna tables
                                                                                                                                                                                                                                                                                        • Figure 39: Events hosted by consumers (or someone in their household) within the last 12 months, by demographics, RoI, May 2013
                                                                                                                                                                                                                                                                                        • Figure 40: Events hosted by consumers (or someone in their household) within the last 12 months, by demographics, RoI, May 2013 (continued)
                                                                                                                                                                                                                                                                                        • Figure 41: Events hosted by consumers (or someone in their household) within the last 12 months, by demographics, RoI, May 2013 (continued)
                                                                                                                                                                                                                                                                                        • Figure 42: How food/drink was purchased/provided for most recent in-home event, by demographics, RoI, May 2013
                                                                                                                                                                                                                                                                                        • Figure 43: How food/drink was purchased/provided for most recent in-home event, by demographics, RoI, May 2013 (continued)
                                                                                                                                                                                                                                                                                        • Figure 44: Agreement with statements relating to in-home events, by demographics, RoI, May 2013
                                                                                                                                                                                                                                                                                        • Figure 45: Agreement with statements relating to in-home events, by demographics, RoI, May 2013 (continued)
                                                                                                                                                                                                                                                                                        • Figure 46: Agreement with statements relating to in-home events, by demographics, RoI, May 2013 (continued)
                                                                                                                                                                                                                                                                                      • NI Toluna Tables
                                                                                                                                                                                                                                                                                        • Figure 47: Events hosted by consumers (or someone in their household) within the last 12 months, by demographics, NI, May 2013
                                                                                                                                                                                                                                                                                        • Figure 48: Events hosted by consumers (or someone in their household) within the last 12 months, by demographics, NI, May 2013 (continued)
                                                                                                                                                                                                                                                                                        • Figure 49: Events hosted by consumers (or someone in their household) within the last 12 months, by demographics, NI, May 2013 (continued)
                                                                                                                                                                                                                                                                                        • Figure 50: How food/drink was purchased/provided for most recent in-home event, by demographics, NI, May 2013
                                                                                                                                                                                                                                                                                        • Figure 51: How food/drink was purchased/provided for most recent in-home event, by demographics, NI, May 2013 (continued)
                                                                                                                                                                                                                                                                                        • Figure 52: Agreement with statements relating to in-home events, by demographics, NI, May 2013
                                                                                                                                                                                                                                                                                        • Figure 53: Agreement with statements relating to in-home events, by demographics, NI, May 2013 (continued)
                                                                                                                                                                                                                                                                                        • Figure 54: Agreement with statements relating to in-home events, by demographics, NI, May 2013 (continued)

                                                                                                                                                                                                                                                                                    Companies Covered

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

                                                                                                                                                                                                                                                                                    Entertaining in the Home - Ireland - July 2013

                                                                                                                                                                                                                                                                                    £1,095.00 (Excl.Tax)