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Entertaining in the Home - Ireland - June 2012

The trend for in-home entertaining is likely to continue even as the economy recovers, due to the wide array of events that can be customised to suit individual needs. However, like entertaining outside the home, consumers have cut back on their spending on in-home entertaining due to the economic climate. Food solutions focused on convenience and ease of preparation will remain key issues within the in-home entertaining market, with consumers seeking help in menu planning and organising events.

Some key questions answered in this report include:

  • Economic downturn – How has the recession impacted on consumers’ entertaining habits?
  • The most likely consumers to engage in home entertaining – Which socio economic groups and age groups enjoy in-home entertaining?
  • Type of in-home entertaining Irish consumers engage in – What are the current trends in entertaining at home?
  • Organising and hosting in-home entertaining trends – What are consumers’ responsibilities in organising an in-home event and what are the most popular sources of food for these events?

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Table of contents

  1. Issues in the Market

      • Key themes in the report
        • Definition of entertaining in-home
          • Consumer research
            • Abbreviations
            • Future Opportunities

              • Carnivore, Herbivore…Locavore
                • Guiding Choice
                • Market in Brief

                  • Economic downturn boosts market for in-home entertaining
                    • Consumers’ love for cooking aids in-home events
                      • Irish consumers show highest engagement with winter events and dinner parties
                        • Supper clubs extend the concept of in-home entertaining
                        • Internal Market Environment

                          • Key points
                            • 25-34-year-olds increase their engagement with in-home entertaining
                              • Figure 1: Agreement with the statement ‘I spend money more carefully than I used to’, NI and RoI, 2007-11
                              • Figure 2: Agreement with the statement ‘The economic climate has seen me host more in-home events/gatherings’, by gender, age and socio-economic group, NI and RoI, June 2012
                              • Figure 3: Agreement with the statement ‘The economic climate has seen me scale back my spending on in-home events/gatherings’, by gender, age and socio-economic group, NI and RoI, June 2012
                            • Growth in home sales parties
                              • Consumers love affair with cooking continues
                                • Figure 4: Agreement with the statement ‘I love cooking’, NI and RoI, 2007 and 2011
                                • Figure 5: Agreement with the statement ‘I love cooking’, by gender, NI and RoI, 2011
                                • Figure 6: Consumers who have hosted a dinner party within the last year, by all consumers, NI and RoI, June 2012
                              • Interest in cooking supports rise in cookery classes
                                • Figure 7: Consumer uptake of cookery classes, NI and RoI, 2009 and 2011
                              • Room for expansion in premium offerings when entertaining at home
                                • Figure 8: Agreement with the statement ‘I would purchase artisan speciality foods if I was entertaining in home’, by gender, age and socio-economic group, NI and RoI, February 2012
                              • Opportunities for food and drink pairing
                                • Figure 9: Agreement with statements relating to at-home consumption of wines and beers tried whilst on holiday, by gender, NI and RoI, June 2011
                                • Figure 10: Agreement to statements relating to drink quality, NI and RoI, 2011
                              • Convenience is key
                                • Entertaining at home concept extends beyond friends
                                • Broader Market Environment

                                  • Key points
                                    • Continued price rises put pressure on consumers disposable income
                                      • Figure 11: CPI percentage change over 12 months, NI, April 2011-12
                                    • RoI
                                      • Figure 12: CPI percentage change over 12 months, RoI, April 2011-12
                                    • Rise in employment in NI not replicated in RoI
                                      • Figure 13: Employment rate for persons aged 16-64, NI, 2010-12
                                      • Figure 14: Employment rate for persons aged 15-64, RoI, 2010-12
                                    • Birth rate increasing in RoI
                                      • Figure 15: Birth rate in NI and RoI, 2000-09
                                    • Ageing population
                                      • Figure 16: Population, by age, NI, 2008-24
                                      • Figure 17: Population, by age, RoI, 2006-26
                                  • Strengths and Weaknesses

                                    • Strengths
                                      • Weaknesses
                                      • Competitive Context

                                        • Key points
                                          • Restaurant sector under pressure
                                            • Unemployment impacting on cinema attendance
                                              • Figure 18: Cinema admissions, NI and RoI, 2000-11
                                            • Increased food prices pose a challenge to entertaining at home
                                              • Figure 19: Detailed UK indices for food products, April 2011 and April 2012
                                            • Food prices within RoI are more stable than in NI
                                              • Figure 20: CPI for food and non-alcoholic beverages, RoI, 2007-11
                                          • Who’s Innovating?

                                            • Key points
                                              • National events create opportunities for home parties
                                                • Retailers offer sharing products suitable for home entertaining
                                                  • Bite size products ideal for home entertaining
                                                    • Premium products minimise dinner party planning
                                                    • Companies and Products

                                                      • Retailers and Convenience Stores
                                                        • Asda (NI only)
                                                          • Tesco
                                                            • Sainsbury’s (NI only)
                                                              • Marks & Spencer
                                                                • The Co-operative (NI only)
                                                                  • Lidl
                                                                    • Aldi (RoI only)
                                                                      • Iceland
                                                                        • Musgrave Group
                                                                          • Supervalu
                                                                            • Centra
                                                                              • Superquinn (RoI only)
                                                                                • Londis
                                                                                  • Mace NI
                                                                                    • Costcutter
                                                                                      • BWG Foods
                                                                                        • Mace RoI
                                                                                          • Spar Ireland
                                                                                            • Spar UK
                                                                                              • Dunnes
                                                                                                • Off licences
                                                                                                  • Curley’s Wine Cellar (NI only)
                                                                                                    • Wineflair
                                                                                                      • Next Door Trading Ltd
                                                                                                        • Artisan producers
                                                                                                          • Arcadia Delicatessen Ltd
                                                                                                            • Greens Food Fare
                                                                                                            • The Consumer – Entertaining at Home Occasions

                                                                                                              • Key points
                                                                                                                • In-home winter events and dinner parties are most popular
                                                                                                                    • Figure 21: Top ten types of in-home entertaining events hosted within the last year, by all consumers, NI and RoI, June 2012
                                                                                                                  • Winter events and dinner parties appeal to both young and old
                                                                                                                      • Figure 22: Consumers who have hosted an in-home Winter holiday party/dinner in the last year, by gender and age, NI and RoI, June 2012
                                                                                                                      • Figure 23: Consumers who have hosted a dinner party in the last year, by gender and age, NI and RoI, June 2012
                                                                                                                    • Winter holiday parties/dinners experience growth
                                                                                                                        • Figure 24: Percentage change regarding the top ten types of in-home entertaining events hosted within the last year compared to less than three years ago, NI and RoI, June 2012
                                                                                                                      • In-home calendar events show widest appeal across age groups
                                                                                                                          • Figure 25: In-home calendar holiday events hosted in the last year, by age, NI and RoI, June 2012
                                                                                                                          • Figure 26: In-home adult-oriented events hosted in the last year, by age, NI and RoI, June 2012
                                                                                                                          • Figure 27: Other in-home events hosted in the last year, by age, NI and RoI, June 2012
                                                                                                                      • The Consumer – Hosting In-Home Events

                                                                                                                        • Key points
                                                                                                                          • Hosts show involvement in preparation of in-home events
                                                                                                                              • Figure 28: Person in household responsible for organising last in-home event, by all consumers, NI and RoI, June 2012
                                                                                                                            • Consumers look for support network when organising in-home events
                                                                                                                                • Figure 29: Person in household responsible for organising last in-home event, by gender, NI, June 2012
                                                                                                                                • Figure 30: Person in household responsible for organising last in-home event, by gender, RoI, June 2012
                                                                                                                              • Men most likely to host winter holiday party/dinner while women opt for dinner parties
                                                                                                                                • Figure 31: In-home events hosted within the last year, by gender, NI and RoI, June 2012
                                                                                                                              • Food for in-home entertaining centres on hosting household
                                                                                                                                • Figure 32: Source of food and drink for the last in-home event, by all consumers, NI and RoI, June 2012
                                                                                                                              • Alcohol an important component of in-home entertaining
                                                                                                                                • Figure 33: Agreement with statements relating to in-home entertainment, NI and RoI, June 2012
                                                                                                                              • Younger consumers prefer outside the home events
                                                                                                                                  • Figure 34: Agreement with statements regarding in-home entertaining events, by gender and age, NI and RoI, June 2012
                                                                                                                                • Smaller informal in-home events are preferred
                                                                                                                                  • Figure 35: Agreement with statements regarding the size and type of in-home entertaining event, by all consumers, NI and RoI, June 2012
                                                                                                                                • Invites sent through traditional means
                                                                                                                                    • Figure 36: Agreement with statements regarding how consumers invite guests to in-home events, by all consumers, NI and RoI, June 2012
                                                                                                                                    • Figure 37: Consumers who invite guests to in-home events by creating an “event” on a social networking site, by age group, NI and RoI, June 2012
                                                                                                                                • Consumer Typologies

                                                                                                                                  • NI target groups
                                                                                                                                    • Figure 38: NI consumer typologies, June 2012
                                                                                                                                  • Uninterested (43%)
                                                                                                                                    • Characteristics
                                                                                                                                      • Demographic pattern
                                                                                                                                        • Understanding the Uninterested
                                                                                                                                          • Cost Conscious (28%)
                                                                                                                                            • Characteristics
                                                                                                                                              • Demographic pattern
                                                                                                                                                • Understanding the Cost Conscious
                                                                                                                                                  • Home Entertainers (19%)
                                                                                                                                                    • Characteristics
                                                                                                                                                      • Demographic pattern
                                                                                                                                                        • Understanding Home Entertainers
                                                                                                                                                          • Party Planners (10%)
                                                                                                                                                            • Characteristics
                                                                                                                                                              • Demographic pattern
                                                                                                                                                                • Understanding the Party Planners
                                                                                                                                                                  • RoI target groups
                                                                                                                                                                    • Figure 39: RoI consumer typologies, June 2012
                                                                                                                                                                  • Informal Eventers (33%)
                                                                                                                                                                    • Characteristics
                                                                                                                                                                      • Demographic pattern
                                                                                                                                                                        • Understanding the Informal Eventers
                                                                                                                                                                          • Self-Caterers (31%)
                                                                                                                                                                            • Characteristics
                                                                                                                                                                              • Demographic pattern
                                                                                                                                                                                • Understanding the Self-Caterers
                                                                                                                                                                                  • Cost Concerned (19%)
                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                      • Demographic pattern
                                                                                                                                                                                        • Understanding the Cost Concerned
                                                                                                                                                                                          • Other Homers (17%)
                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                              • Demographic pattern
                                                                                                                                                                                                • Understanding Other Homers
                                                                                                                                                                                                • Appendix

                                                                                                                                                                                                  • NI Toluna demographic tables
                                                                                                                                                                                                    • Figure 40: Consumers who have hosted a dinner party, by demographics, NI, June 2012
                                                                                                                                                                                                    • Figure 41: Consumers who have hosted an adult birthday party, by demographics, NI, June 2012
                                                                                                                                                                                                    • Figure 42: Consumers who have hosted a child’s birthday party, by demographics, NI, June 2012
                                                                                                                                                                                                    • Figure 43: Consumers who have hosted a cocktail party/wine and cheese, by demographics, NI, June 2012
                                                                                                                                                                                                    • Figure 44: Consumers who have hosted a sporting event party (football, rugby, boxing, etc), by demographics, NI, June 2012
                                                                                                                                                                                                    • Figure 45: Consumers who have hosted a home sales party (jewellery, tupperware etc), by demographics, NI, June 2012
                                                                                                                                                                                                    • Figure 46: Consumers who have hosted a religious event (christening/baptism), by demographics, NI, June 2012
                                                                                                                                                                                                    • Figure 47: Consumers who have hosted a winter holiday party/dinner (eg Christmas, new year, etc), by demographics, NI, June 2012
                                                                                                                                                                                                    • Figure 48: Consumers who have hosted a spring/summer holiday party/dinner (eg Easter, May Day, etc), by demographics, NI, June 2012
                                                                                                                                                                                                    • Figure 49: Consumers who have hosted a Halloween party /other fancy dress party, by demographics, NI, June 2012
                                                                                                                                                                                                    • Figure 50: Consumers who have hosted an ethnic/cultural party (eg Chinese New Year party), by demographics, NI, June 2012
                                                                                                                                                                                                    • Figure 51: Consumers who have hosted a graduation/school leaving party, by demographics, NI, June 2012
                                                                                                                                                                                                    • Figure 52: Consumers who have hosted an engagement party/bachelorette/bachelor party, by demographics, NI, June 2012
                                                                                                                                                                                                    • Figure 53: Consumers who have hosted another type of event, by demographics, NI, June 2012
                                                                                                                                                                                                    • Figure 54: Person in household responsible for organising last in-home event, by demographics, NI, June 2012
                                                                                                                                                                                                    • Figure 55: Source of food and drink for the last in-home event, by demographics, NI, June 2012
                                                                                                                                                                                                    • Figure 56: Source of food and drink for the last in-home event, by demographics, NI, June 2012 (continued)
                                                                                                                                                                                                    • Figure 57: Agreement with statements relating to in-home entertainment, by demographics, NI, June 2012
                                                                                                                                                                                                    • Figure 58: Agreement with statements relating to in-home entertainment, by demographics, NI, June 2012 (continued)
                                                                                                                                                                                                    • Figure 59: Agreement with statements relating to in-home entertainment, by demographics, NI, June 2012 (continued)
                                                                                                                                                                                                  • NI consumer typologies tables
                                                                                                                                                                                                    • Figure 60: Consumer typologies, by demographics, NI, June 2012
                                                                                                                                                                                                    • Figure 61: Person in household responsible for organising last in-home event, by consumer typology, NI, June 2012
                                                                                                                                                                                                    • Figure 62: Source of food and drink for the last in-home event, by consumer typology, NI, June 2012
                                                                                                                                                                                                    • Figure 63: Agreement with statements relating to in-home entertainment, by consumer typology NI, June 2012
                                                                                                                                                                                                  • RoI Toluna demographic tables
                                                                                                                                                                                                    • Figure 64: Consumers who have hosted a dinner party, by demographics, RoI, June 2012
                                                                                                                                                                                                    • Figure 65: Consumers who have hosted an adult birthday party, by demographics, RoI, June 2012
                                                                                                                                                                                                    • Figure 66: Consumers who have hosted a child’s birthday party, by demographics, RoI, June 2012
                                                                                                                                                                                                    • Figure 67: Consumers who have hosted a cocktail party/wine and cheese, by demographics, RoI, June 2012
                                                                                                                                                                                                    • Figure 68: Consumers who have hosted a sporting event party (football, rugby, boxing, etc), by demographics, RoI, June 2012
                                                                                                                                                                                                    • Figure 69: Consumers who have hosted a home sales party (jewellery, Tupperware etc), by demographics, RoI, June 2012
                                                                                                                                                                                                    • Figure 70: Consumers who have hosted a religious event (christening/baptism), by demographics, RoI, June 2012
                                                                                                                                                                                                    • Figure 71: Consumers who have hosted a winter holiday party/dinner (eg Christmas, new year’s, etc) by demographics, RoI, June 2012
                                                                                                                                                                                                    • Figure 72: Consumers who have hosted a spring/summer holiday party/dinner (eg Easter, May Day, etc), by demographics, RoI, June 2012
                                                                                                                                                                                                    • Figure 73: Consumers who have hosted a Halloween party /other fancy dress party, by demographics, RoI, June 2012
                                                                                                                                                                                                    • Figure 74: Consumers who have hosted an ethnic/cultural party (eg Chinese New Year party), by demographics, RoI, June 2012
                                                                                                                                                                                                    • Figure 75: Consumers who have hosted a graduation/school leaving party, by demographics, RoI, June 2012
                                                                                                                                                                                                    • Figure 76: Consumers who have hosted an engagement party/bachelorette/bachelor party, by demographics, RoI, June 2012
                                                                                                                                                                                                    • Figure 77: Consumers who have hosted an other types of event, by demographics, RoI, June 2012
                                                                                                                                                                                                    • Figure 78: Person in household responsible for organising last in-home event, by demographics, RoI, June 2012
                                                                                                                                                                                                    • Figure 79: Source of food and drink for the last in-home event, by demographics, RoI, June 2012
                                                                                                                                                                                                    • Figure 80: Source of food and drink for the last in-home event, by demographics, RoI, June 2012 (Continued)
                                                                                                                                                                                                    • Figure 81: Agreement with statements relating to in-home entertainment, by demographics, RoI, June 2012
                                                                                                                                                                                                    • Figure 82: Agreement with statements relating to in-home entertainment, by demographics, RoI, June 2012 (continued)
                                                                                                                                                                                                    • Figure 83: Agreement with statements relating to in-home entertainment, by demographics, RoI, June 2012 (continued)
                                                                                                                                                                                                  • RoI consumer typologies tables
                                                                                                                                                                                                    • Figure 84: Consumer typologies, by demographics, RoI, June 2012
                                                                                                                                                                                                    • Figure 85: Person in household responsible for organising last in-home event, by consumer typology, RoI, June 2012
                                                                                                                                                                                                    • Figure 86: Source of food and drink for the last in-home event, by consumer typology, RoI, June 2012
                                                                                                                                                                                                    • Figure 87: Agreement with statements relating to in-home entertainment, by consumer typology RoI, June 2012

                                                                                                                                                                                                Companies Covered

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

                                                                                                                                                                                                Entertaining in the Home - Ireland - June 2012

                                                                                                                                                                                                £1,095.00 (Excl.Tax)