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Hot Beverages - Ireland - July 2011

Ireland is renowned as a nation of tea drinkers, with amongst the highest levels of consumption per capita globally, the average person drinking around four cups per day. Although coffee consumption is typically less prevalent than tea, the rise café culture across both NI and RoI, is set to drive up the at home coffee market, with industry analysts indicating that there will be a growth in consumption of premium coffees in-home, as consumers replicate the coffee shop experience at a lower cost.

Some key themes in the report include:

  • What is the most popular hot drink? Ireland is typically a nation of tea drinkers – has the rise in coffee culture from the US and UK impacted the market? Are there opportunities for marginalised hot drinks, such as hot chocolate, to grow their share of the market?
  • Who are the main consumers of hot drinks? Consumption will typically be skewed towards older consumers, but are there differences across the gender divide? Will those in full-time employment be more likely to drink tea or coffee, or will retired consumers drink more malted drinks or herbal teas, to avail of their energising/calming properties?
  • Are health concerns affecting the market? Is uptake of herbal teas promoting health benefits? Are people cutting down on caffeine?
  • How do hot beverages hold up against competing drinks markets? How is the hot drinks market performing compared to soft drinks, with the latter having experienced significant growth in recent years?
  • Does Ethical matter to Irish hot beverage drinkers? How important is it to consumers that their hot drink product be organic or Fair-trade? Is this merely reflective of the Eco or Ego Inspire trend?

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Table of contents

  1. Issues in the Market

      • Key themes in the report
        • Definition
          • Data sources
            • Consumer data
              • Abbreviations
              • Insights and Opportunities

                • Room for growth in hot chocolate
                  • Younger consumers not convinced by instant
                    • Tea innovation stymied by format
                    • Market in Brief

                      • Predicted growth for the market
                        • High consumption across all hot drinks in Ireland
                          • Poor harvest will drive commodity prices
                            • Incentives to purchase
                            • Fast Forward Trends

                                • Trend 1: Hungry Planet
                                  • What’s it about?
                                    • What we’ve seen
                                      • What next?
                                        • Trend 2: Mood to order
                                          • What’s it about?
                                            • What we’ve seen
                                              • What next?
                                              • Internal Market Environment

                                                • Key points
                                                  • Late-blooming coffee culture in Ireland
                                                    • Figure 1: Consumers who have visited a coffee shop in the past 12 months, NI and RoI, 2005-10
                                                  • Using added value to attract customers
                                                    • Out-of-home coffee culture helping to drive premiumisation in-home
                                                      • Hot drinks for health
                                                        • Tea positioned as the most beneficial hot drink
                                                          • Is coffee missing a trick?
                                                            • Calories a concern for hot chocolate
                                                              • Figure 2: Consumer penetration rates of chocolate, NI and RoI, 2006-10
                                                            • Caffeine-free
                                                              • Who is the Fairest?
                                                                • Rivalry amongst coffee shop chains
                                                                  • Figure 3: Agreement with statements regarding ethical consumerism, NI and RoI, 2007-10
                                                                • The shine wears off for accreditation of major brands
                                                                  • Ups and downs
                                                                    • Figure 4: Agreement with statements regarding ethical consumerism, NI and RoI, 2007-10
                                                                  • Tea in times of crisis
                                                                  • Broader Market Environment

                                                                    • Key points
                                                                      • Aging population likely to bolster hot drinks market
                                                                        • Figure 5: Population, by age, NI, 2008-58
                                                                        • Figure 6: Population, by age, RoI, 2006-41
                                                                      • Shifting tastes in beverages as consumers age
                                                                        • High commodity prices drive costs…
                                                                          • Figure 7: Monthly prices percentage change, July 2011
                                                                          • Figure 8: Key nominal price index of beverages (tea, coffee and cocoa beans), 2005-12
                                                                        • Complementary market prices will affect hot beverage market
                                                                          • Figure 9: Agreement with statements regarding food shopping, NI and RoI, 2006-10
                                                                        • … as climate and weather concerns affect crops
                                                                          • Changing patterns between producer and consumer
                                                                            • Recession causing cutbacks outside the home
                                                                              • Figure 10: Economic outlook, NI and RoI, 2008-10
                                                                              • Figure 11: Areas where consumers have cut back on expenditure in the last 12 months, NI and RoI, July 2010
                                                                          • Competitive Context

                                                                            • Key points
                                                                              • Soft drinks dominate non-alcoholic consumption
                                                                                • Figure 12: Sub-categories of hot and cold beverages drunk in the past 12 months, NI and RoI, 2010
                                                                                • Figure 13: Estimated total value sales of soft drinks – IoI, RoI and NI, 2006-16
                                                                              • Soft drinks face threat from growing health trend
                                                                                • Alcohol becoming more popular in-home
                                                                                    • Figure 14: Consumption of alcoholic drinks over the last 12 months, NI and RoI, 2005-10
                                                                                    • Figure 15: Consumption of beer and wine across different channels, NI and RoI, 2010
                                                                                    • Figure 16: Agreement with the statement “Most of my drinking is done at home”, NI and RoI, 2005-10
                                                                                  • Cup soups favoured in RoI
                                                                                    • Figure 17: Bought cup soup or packet drinking soups over the past 12 months, by age, NI and RoI, June 2011
                                                                                • Market Size and Forecast

                                                                                  • Key points
                                                                                    • Coffee a dominant force in hot beverages market
                                                                                      • Figure 18: Estimated share of the hot beverages market, by value sales in Ireland, 2011
                                                                                    • Tea remains a consumer staple
                                                                                      • Figure 19: Agreement with statements relating to discount shopping, NI and RoI, May 2010
                                                                                      • Figure 20: Estimated market size and forecast for the value of the total in-home tea market in Ireland, 2005-15
                                                                                    • Irish brands dominate
                                                                                      • Figure 21: Top brands in the packaged tea/tea bags category in RoI, 2010
                                                                                    • Tea bags the dominant segment of the tea market
                                                                                      • Figure 22: Percentage share of the tea market in Ireland held by tea bags, 1980-2010
                                                                                    • Coffee market has the greatest value
                                                                                      • Figure 23: Estimated market size and forecast for the value of the total in-home coffee market in Ireland, 2005-15
                                                                                    • Nescafé dominates coffee brands
                                                                                      • Figure 24: Top brands in the instant/ground coffee category in RoI, 2010
                                                                                    • Performance of coffee segments
                                                                                      • Hot chocolate set to show greatest predicted growth
                                                                                        • Figure 25: Estimated market size and forecast for the value of the total in-home market for hot chocolate in Ireland, 2005-15
                                                                                      • Malt beverages remain niche
                                                                                        • Figure 26: Estimated market size and forecast for the value of the total in-home market for other malt drinks in Ireland, 2005-15
                                                                                      • Out-of-home market shows resilience
                                                                                      • Strengths and Weaknesses

                                                                                        • Strengths
                                                                                          • Weaknesses
                                                                                          • Who’s Innovating?

                                                                                            • Key points
                                                                                              • Growth in NPD across all hot beverages
                                                                                                • Figure 27: New product launches in tea, coffee, malt and other hot beverages in the UK and Ireland, September 2006-September 2011
                                                                                              • Many new products in the market
                                                                                                • Figure 28: New product launches in tea, coffee, malt and other hot beverages in the UK and Ireland, by launch type, September 2010- September 2011
                                                                                              • Ethical claims dominate hot drinks category
                                                                                                • Figure 29: Top ten product claims of hot beverage launches in the UK and Ireland, September 2008- September 2011
                                                                                              • Traditional tea bags dominate, although tea market sees greatest NPD
                                                                                                • Figure 30: New tea product launches by claim, brand and flavour in the UK and Ireland, September 2010- September 2011
                                                                                              • Ethical claims highest for coffee
                                                                                                • Figure 31: New tea product launches by claim, brand and flavour in the UK and Ireland, September 2010- September 2011
                                                                                                • Figure 32: New coffee product launches by claim and brand in the UK and Ireland, September 2010- September 2011
                                                                                              • Ingredients need to be detailed for malt & other beverages
                                                                                                • Figure 33: New malt & other hot beverage product launches by claim, brand and flavour in the UK and Ireland, September 2010- September 2011
                                                                                            • Companies and Products

                                                                                              • Key points
                                                                                                • Unilever (Lyons Tea)
                                                                                                  • Barry’s Tea
                                                                                                      • Figure 34: Barry’s Speciality Tea range
                                                                                                    • Campbell Bewley Group Ltd
                                                                                                      • Punjana
                                                                                                        • Associated British Foods (ABF)
                                                                                                          • Nambarrie
                                                                                                            • Twinings
                                                                                                              • Ovaltine/Options
                                                                                                                • Tetley
                                                                                                                  • Nestlé
                                                                                                                    • Nescafé
                                                                                                                      • Nespresso/Dolce Gusto
                                                                                                                        • Kraft Foods
                                                                                                                          • Cadbury
                                                                                                                            • Kenco
                                                                                                                              • Maxwell House/Mellow Bird’s/Carte Noire
                                                                                                                                • Lavazza
                                                                                                                                  • Robert Roberts
                                                                                                                                    • Johnson Brothers
                                                                                                                                    • The Consumer – Usage of Hot Drinks

                                                                                                                                      • Key points
                                                                                                                                        • Tea is top
                                                                                                                                          • Figure 35: Bought “standard” teabags and packets of tea over the past 12 months, NI and RoI, June 2011
                                                                                                                                        • Healthy teas appeal to young affluent consumers
                                                                                                                                            • Figure 36: Bought green or fruit/herbal tea over the past 12 months, NI and RoI, June 2011
                                                                                                                                            • Figure 37: Bought green or fruit/herbal tea over the past 12 months, by gender, NI and RoI, June 2011
                                                                                                                                          • Coffee gaining on tea
                                                                                                                                            • Figure 38: Bought any coffee (hot beverages) over the past 12 months, NI and RoI, June 2011
                                                                                                                                            • Figure 39: Bought any coffee (hot beverages) over the past 12 months, by age group, NI and RoI, June 2011
                                                                                                                                          • Instant most commonly consumed
                                                                                                                                            • Figure 40: Bought standard instant coffee over the past 12 months, by gender, NI and RoI, June 2011
                                                                                                                                          • Ground coffee popular with both sexes
                                                                                                                                            • Figure 41: Bought ground coffee/coffee beans over the past 12 months, by social class, NI and RoI, June 2011
                                                                                                                                          • Instant mixes appeal as a treat
                                                                                                                                            • Figure 42: Bought instant coffee mixes (eg cappuccino mix, latte mix) over the past 12 months, by gender, NI and RoI, June 2011
                                                                                                                                          • Half of all consumers drank hot chocolate or malt drinks
                                                                                                                                              • Figure 43: Bought hot chocolate or malt/other beverages over the past 12 months, by occupation, NI and RoI, June 2011
                                                                                                                                            • Iced drinks fail to capture market share
                                                                                                                                            • The Consumer – Attitudes Towards Hot Drinks

                                                                                                                                              • Key points
                                                                                                                                                • Consumers put a premium on taste
                                                                                                                                                  • Figure 44: Most important factors when choosing hot beverages to drink at home, NI and RoI, June 2011
                                                                                                                                                  • Figure 45: Importance of taste when choosing hot beverages to drink at home, by age group, NI and RoI, June 2011
                                                                                                                                                • Cost-cutting a priority
                                                                                                                                                    • Figure 46: Importance of price and special offers/promotions when choosing hot beverages to drink at home, by gender, NI and RoI, June 2011
                                                                                                                                                  • Brands valued by the less affluent
                                                                                                                                                      • Figure 47: Importance of brand when choosing hot beverages to drink at home, by age group, NI and RoI, June 2011
                                                                                                                                                    • Falling importance of brand image
                                                                                                                                                        • Figure 48: Agreement with the statement “the recession has made me consider whether or not branded goods are worth paying more for”, by age group, NI and RoI, May 2010
                                                                                                                                                      • Ethical concerns greater in RoI
                                                                                                                                                        • Figure 49: Importance of ethical/environmental considerations when choosing hot beverages to drink at home, NI and RoI, June 2011
                                                                                                                                                        • Figure 50: Importance of Fair-trade mark when choosing hot beverages to drink at home, by age group, NI and RoI, June 2011
                                                                                                                                                      • Convenience most valued by stay-at-home consumers
                                                                                                                                                        • Figure 51: Importance of instant as a consideration when choosing hot beverages to drink at home, by work status, NI and RoI, June 2011
                                                                                                                                                      • Health benefits less valued by older consumers
                                                                                                                                                        • Figure 52: Importance of health benefits as a consideration when choosing hot beverages to drink at home, by gender, NI and RoI, June 2011
                                                                                                                                                        • Figure 53: Importance of health concerns as a consideration when choosing hot beverages to drink at home, by gender, NI and RoI, June 2011
                                                                                                                                                    • Consumer Target Groups

                                                                                                                                                      • RoI target groups
                                                                                                                                                        • Figure 54: RoI consumer typologies, June 2011
                                                                                                                                                      • Price Worried
                                                                                                                                                        • Characteristics
                                                                                                                                                          • Who are Price Worried consumers?
                                                                                                                                                            • Understanding Price Worried consumers
                                                                                                                                                              • Branders
                                                                                                                                                                • Characteristics
                                                                                                                                                                  • Who are Branders?
                                                                                                                                                                    • Understanding Branders
                                                                                                                                                                      • Health Benefitters
                                                                                                                                                                        • Characteristics
                                                                                                                                                                          • Who are Health Benefitters?
                                                                                                                                                                            • Understanding Health Benefitters
                                                                                                                                                                              • Low Sugar Seekers
                                                                                                                                                                                • Characteristics
                                                                                                                                                                                  • Who are Low Sugar Seekers?
                                                                                                                                                                                    • Understanding Low Sugar Seekers
                                                                                                                                                                                      • NI target groups
                                                                                                                                                                                        • Figure 55: NI Consumer typologies, June 2011
                                                                                                                                                                                      • Branders
                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                          • Who are Branders?
                                                                                                                                                                                            • Understanding Branders
                                                                                                                                                                                              • Fair-Traders
                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                  • Who are Fair-Traders?
                                                                                                                                                                                                    • Understanding Fair-Traders
                                                                                                                                                                                                      • Low-Fatters
                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                          • Who are Low-Fatters?
                                                                                                                                                                                                            • Understanding Low-Fatters
                                                                                                                                                                                                              • Pricers
                                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                                  • Who are Pricers?
                                                                                                                                                                                                                    • Understanding Pricers
                                                                                                                                                                                                                    • Appendix

                                                                                                                                                                                                                        • Figure 56: Market size, overall hot beverages, 2005-15
                                                                                                                                                                                                                      • RoI hot beverages consumer tables
                                                                                                                                                                                                                        • Figure 57: Types of hot beverages drank at home in the last 12 months, by demographics, RoI, June 2011
                                                                                                                                                                                                                        • Figure 58: Types of hot beverages drank at home in the last 12 months, by demographics, RoI, June 2011 (continued)
                                                                                                                                                                                                                        • Figure 59: Types of hot beverages drank at home in the last 12 months (groups), by demographics, RoI, June 2011
                                                                                                                                                                                                                      • RoI attitudes towards hot beverages
                                                                                                                                                                                                                        • Figure 60: Most important factors when choosing hot beverages to drink at home, by demographics, RoI, June 2011
                                                                                                                                                                                                                        • Figure 61: Most important factors when choosing hot beverages to drink at home, by demographics, RoI, June 2011 (continued)
                                                                                                                                                                                                                        • Figure 62: Most important factors when choosing hot beverages to drink at home, by demographics, RoI, June 2011 (continued)
                                                                                                                                                                                                                      • RoI consumer typology tables
                                                                                                                                                                                                                        • Figure 63: Consumer typologies, by demographics, RoI, June 2011
                                                                                                                                                                                                                        • Figure 64: Most important factors when choosing hot beverages to drink at home, by consumer type, RoI, June 2011
                                                                                                                                                                                                                        • Figure 65: Types of hot beverages drank at home in the last 12 months, by consumer type, RoI, June 2011
                                                                                                                                                                                                                      • NI hot beverages consumer tables
                                                                                                                                                                                                                        • Figure 66: Types of hot beverages drank at home in the last 12 months, by demographics, NI, June 2011
                                                                                                                                                                                                                        • Figure 67: Types of hot beverages drank at home in the last 12 months, by demographics, NI, June 2011 (continued)
                                                                                                                                                                                                                        • Figure 68: Types of hot beverages drank at home in the last 12 months (groups), by demographics, NI, June 2011
                                                                                                                                                                                                                      • NI Attitudes towards hot beverages
                                                                                                                                                                                                                        • Figure 69: Most important factors when choosing hot beverages to drink at home, by demographics, NI, June 2011
                                                                                                                                                                                                                        • Figure 70: Most important factors when choosing hot beverages to drink at home, by demographics, NI, June 2011 (continued)
                                                                                                                                                                                                                        • Figure 71: Most important factors when choosing hot beverages to drink at home, by demographics, NI, June 2011 (continued)
                                                                                                                                                                                                                      • NI consumer typology tables
                                                                                                                                                                                                                        • Figure 72: Consumer types, by demographics, NI, June 2011
                                                                                                                                                                                                                        • Figure 73: Most important factors when choosing hot beverages to drink at home, by consumer type, NI, June 2011
                                                                                                                                                                                                                        • Figure 74: Types of hot beverages drank at home in the last 12 months, by consumer type, NI, June 2011

                                                                                                                                                                                                                    Companies Covered

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                                                                                                                                                                                                                    Hot Beverages - Ireland - July 2011

                                                                                                                                                                                                                    £1,095.00 (Excl.Tax)