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Innovations in Beer - Ireland - June 2015

“The Irish beer market appears to have had a good year, with reported growth in 2014, however, the Irish market is not out of the woods just yet, with total sales expected to see a slight decrease in 2015. With increased innovation in the beer market, and in particular craft beer, this is expected to fuel future growth for this industry.”
Emma McGeown, Research Analyst

This report will answer the following:

  • What impact has craft beer had on the Irish beer market?
  • Is in-home consumption of beer taking over from out-of-home drinking? 
  • What are Irish consumers’ preferences when choosing a beer? 
  • Is the rise in consumer confidence benefiting the Irish beer market?

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Table of contents

  1. Introduction

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

                • The market
                  • Figure 1: Estimated total beer market, by segment, IoI, 2015
                • Market factors
                  • Tax on beer cut in NI and capped in RoI for 2015
                    • A strong exchange rate could see consumers favouring RoI prices
                      • Alcohol consumption decreases in NI, on the rise in RoI
                        • The booming craft beer industry
                          • Companies and innovations
                            • Figure 2: Number of beer products launched, UK and Ireland, 2010-15
                            • Figure 3: Beer products launched, by flavour (excluding plain/unflavoured), UK and Ireland, 2014
                          • The consumer
                            • Lager voted most popular beer both in home and out of home
                              • Figure 4: Types of beer that consumers have drunk in home (ie their home or another person’s) and out of home (in pubs/bars/clubs/ restaurants or another location out of home) in the last six months, Ni and RoI, May 2015
                            • Drinking beer at a bar is more favourable among RoI while NI consumers prefer in-home consumption
                              • Figure 5: Occasions when consumers have drunk beer in the last six months, NI and RoI, May 2015
                            • Irish consumers’ preference towards beer
                              • Figure 6: Consumers preference towards beer, NI and RoI, May 2015
                            • Irish consumers seek more from premium beers
                              • Figure 7: Agreement with statements relating to beer, NI and RoI, May 2015
                            • What we think
                            • Issues and Insights

                              • What impact has craft beer had on the Irish beer market?
                                • The facts
                                  • The implications
                                    • Is in-home consumption of beer taking over from out-of-home drinking?
                                      • The facts
                                        • The implications
                                          • What are Irish consumers’ preferences when choosing a beer?
                                            • The facts
                                              • The implications
                                                • Is the rise in consumer confidence benefiting the Irish beer market?
                                                  • The facts
                                                    • The implications
                                                    • Market Overview

                                                      • Key facts
                                                        • NI consumers relish the third year of beer tax cuts
                                                          • Figure 8: UK and RoI excise duty rates for pint of beer (4% ABV), 2008-15
                                                        • Recent stages of deflation could cause a drop in the price of a pint
                                                          • Figure 9: Annual percentage change of Consumer Price Index, UK (including NI) and Ireland, September 2014-April 2015
                                                        • Price of a pint of beer in RoI capped for the third year
                                                          • Figure 10: Average annual price of beer/stout, RoI, 2008-15
                                                        • Irish consumers feel financially better off than three months ago
                                                          • Figure 11: Irish consumers who rated their current financial situation as ‘Healthy (I have money left at the end of the month for a few luxuries or to add to my savings)’, NI and RoI, January 2014-May 2015
                                                        • The growing craft beer market in Ireland
                                                          • Samuel Adams and BrewDog expand beyond the craft beer market
                                                            • Supermarkets and ice cream brands launching craft beers
                                                              • Alcohol consumption is down in NI but increasing in RoI
                                                                • Figure 12: Average alcohol consumption per person, UK (including NI), 2012-14
                                                                • Figure 13: Average alcohol consumption per person, RoI, 2013 and 2014
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Irish beer market gets a 3.1% boost in 2014
                                                                  • Figure 14: Total beer sales, by value, IoI, on-trade and off-trade, 2010-19
                                                                • Off-trade beer sales are expected to decline in years to come
                                                                  • Figure 15: On-trade and off-trade percentage share of the total beer market, IoI, 2010-17
                                                                  • Figure 16: Indexed total beer sales, by value, on-trade and off-trade, IoI, 2010-19
                                                                • On-trade beer sales are expected to increase in RoI with off-trade sales growing in NI
                                                                  • Figure 17: Total on-trade beer sales, by value, IoI, NI and RoI, 2010-19
                                                                  • Figure 18: Total off-trade beer sales, by value, IoI, NI and RoI, 2010-19
                                                                • Craft beer market to expect more growth in 2015
                                                                  • Figure 19: Estimated market value of craft beer market (on-trade and off-trade), RoI, 2012-16
                                                                • Volume of beer sales forecast to decrease in the years to come
                                                                  • Figure 20: Total beer sales, by volume, on-trade and off-trade, IoI, 2008-17
                                                                • Volume of pure alcohol sales projected to fall
                                                                  • Figure 21: Total beer sales, by volume of pure alcohol, RoI, 2012-17
                                                              • Market Segmentation

                                                                • Key points
                                                                  • Lager accounts for the largest segment of the Irish beer market
                                                                    • Figure 22: Estimated total beer market, by segment, IoI, 2015
                                                                    • Figure 25: Total lager sales, by value, IoI, off-trade and on-trade, 2010-19
                                                                  • On-trade stout sales peaked in 2014
                                                                    • Figure 26: Total stout sales, by value, IoI, off-trade and on-trade, 2010-19
                                                                  • The Irish on-trade ale market reached its peak in 2014
                                                                    • Figure 27: Total ale sales, by value, IoI, off-trade and on-trade, 2010-19
                                                                • Strengths and Weaknesses

                                                                  • Strengths
                                                                    • Weaknesses
                                                                    • Who’s Innovating?

                                                                      • Key points
                                                                        • Innovations
                                                                          • NPD reached its peak in 2014 within the beer category
                                                                            • Figure 23: Number of beer products launched, UK and Ireland, 2010-15
                                                                          • Environmentally friendly packaging still dominates the market in terms of claims
                                                                            • Figure 24: Beer products launched, by top five claims, UK and Ireland, 2009-15
                                                                          • Plain or unflavoured beer remains the preferred variant among consumers
                                                                            • Figure 25: Beer products launched, by flavour (excluding plain/unflavoured), UK and Ireland, 2014
                                                                          • Bottled beer continues to witness the most growth in terms of NPD
                                                                            • Figure 26: Beer products launched, by packaging type, UK and Ireland, 2009-15
                                                                            • Figure 27: Beer products launched, by packaging size, UK and Ireland, 2014
                                                                            • Figure 28: Beer products launched, by packaging type, UK and Ireland, 2014 and 2015
                                                                        • Companies and Brands

                                                                            • AB InBev
                                                                              • Key facts
                                                                                • Product range
                                                                                  • Brand NPD
                                                                                    • Recent developments
                                                                                      • Diageo
                                                                                        • Key facts
                                                                                          • Product range
                                                                                            • Brand NPD
                                                                                              • Recent developments
                                                                                                • Heineken Ireland
                                                                                                  • Key facts
                                                                                                    • Product range
                                                                                                      • Brand NPD
                                                                                                        • Recent developments
                                                                                                          • Molson Coors Brewing Company
                                                                                                            • Key facts
                                                                                                              • Product range
                                                                                                                • Brand NPD
                                                                                                                  • Recent developments
                                                                                                                    • SABMiller
                                                                                                                      • Key facts
                                                                                                                        • Product range
                                                                                                                          • Brand NPD
                                                                                                                            • Recent developments
                                                                                                                              • The Cantrell and Cochrane Group (C&C Group)
                                                                                                                                • Key facts
                                                                                                                                  • Product range
                                                                                                                                    • Recent developments
                                                                                                                                      • Bo Bristle Brewery
                                                                                                                                        • Key facts
                                                                                                                                          • Product range
                                                                                                                                            • Recent developments
                                                                                                                                              • Carlow Brewing
                                                                                                                                                • Key facts
                                                                                                                                                  • Product range
                                                                                                                                                    • Brand NPD
                                                                                                                                                      • Recent developments
                                                                                                                                                        • Dungarvan Brewing Company
                                                                                                                                                          • Key facts
                                                                                                                                                            • Product range
                                                                                                                                                              • Brand NPD
                                                                                                                                                                • Recent developments
                                                                                                                                                                  • Porterhouse Brewing Company
                                                                                                                                                                    • Key facts
                                                                                                                                                                      • Product range
                                                                                                                                                                        • Brand NPD
                                                                                                                                                                          • Recent developments
                                                                                                                                                                            • Whitewater Brewery
                                                                                                                                                                              • Key facts
                                                                                                                                                                                • Product range
                                                                                                                                                                                  • Recent developments
                                                                                                                                                                                    • Hilden Brewery
                                                                                                                                                                                      • Key facts
                                                                                                                                                                                        • Product range
                                                                                                                                                                                          • Recent developments
                                                                                                                                                                                          • The Consumer – Usage of Beer

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Lager dominates the Irish market
                                                                                                                                                                                                • Figure 29: Types of beer that consumers have drunk in home (ie their home or another person’s) and out of home (in pubs/bars/clubs/ restaurants or another location out of home) in the last six months, Ni and RoI, May 2015
                                                                                                                                                                                                • Figure 30: Irish consumers who have drunk lager (eg Harp, Heineken) in home (ie their home or another person’s) in the last six months, by gender, NI and RoI, May 2015
                                                                                                                                                                                              • Stout preferred among Irish men
                                                                                                                                                                                                • Figure 31: Irish consumers who have drunk stout (eg Guinness, Murphy’s) in home (ie their home or another person’s) or out of home (in pubs/bars/clubs/ restaurants or another location out of home) in the last six months, by gender, NI and RoI, May 2015
                                                                                                                                                                                              • Craft beer usage peaks among younger consumers
                                                                                                                                                                                                • Figure 32: Irish consumers who have drunk any beer made by a small producer (ie craft beer eg Galway Bay) out of home (in pubs/bars/clubs/ restaurants or another location out of home) in the last six months, by age, NI and RoI, May 2015
                                                                                                                                                                                              • ABC1 consumers show strongest usage of craft beer
                                                                                                                                                                                                • Figure 33: Irish consumers who have drunk any beer made by a small producer (ie craft beer eg Galway Bay) out of home (in pubs/bars/clubs/ restaurants or another location out of home) in the last six months, by social class, NI and RoI, May 2015
                                                                                                                                                                                              • ‘Speers’ growing demand among 18-24s
                                                                                                                                                                                              • The Consumer – Occasions for Drinking Beer

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • At the pub/bar is the most popular occasion for drinking beer in RoI
                                                                                                                                                                                                    • Figure 34: Occasions when consumers have drunk beer in the last six months, NI and RoI, May 2015
                                                                                                                                                                                                    • Figure 35: Irish consumers who have drunk beer in the last six months at pub/bar, by age of children in the household, NI and RoI, May 2015
                                                                                                                                                                                                  • At-home consumption more favourable in NI than RoI
                                                                                                                                                                                                    • Figure 36: Irish consumers who have drunk beer in the last six months at home (relaxing while watching TV), by gender, NI and RoI, May 2015
                                                                                                                                                                                                    • Figure 37: Irish consumers who have drunk beer in the last six months at home before going on a night out and at a nightclub, by age, NI and RoI, May 2015
                                                                                                                                                                                                  • Beer and watching sports on TV or live more favourable among men
                                                                                                                                                                                                    • Figure 38: Irish consumers who have drunk beer in the last six months watching a live sport or watching a sporting event on TV, by gender, NI and RoI, May 2015
                                                                                                                                                                                                • The Consumer – Preference towards Beer

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Irish men prefer high alcohol content in beer
                                                                                                                                                                                                      • Figure 39: Consumers’ preference towards beer NI and RoI, May 2015
                                                                                                                                                                                                    • No preference may be due to a lack of knowledge among Irish consumers
                                                                                                                                                                                                      • Light beer is more favourable than dark beer in IoI
                                                                                                                                                                                                        • Figure 40: If consumers prefer light beer or dark beer, NI and RoI, May 2015
                                                                                                                                                                                                      • Branding is a strong preference among Irish consumers
                                                                                                                                                                                                        • Figure 41: If consumers prefer beers that are made by a well-known brand or made by a smaller brand, NI and RoI, May 2015
                                                                                                                                                                                                      • Irish consumers prefer bottled beer to cans
                                                                                                                                                                                                        • Figure 42: If consumers prefer bottled beer or canned beer, NI and RoI, May 2015
                                                                                                                                                                                                        • Figure 43: Size of bottle/can that consumers would prefer when buying beer, NI and RoI, May 2015
                                                                                                                                                                                                    • The Consumer – Attitudes towards Beer

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Irish consumers seek more from premium beers
                                                                                                                                                                                                          • Figure 44: Agreement with statements relating to beer, NI and RoI, May 2015
                                                                                                                                                                                                          • Figure 45: Agreement with the statement ‘I would be interested in trying a beer aged in an oak barrel’, by social class, NI and RoI, May 2015
                                                                                                                                                                                                        • The demand for alcohol content information on beer has never been higher
                                                                                                                                                                                                          • Figure 46: Agreement with the statement ‘I would be interested in more information on how many alcoholic units are contained in specific beer brands’, by gender, NI and RoI, May 2015
                                                                                                                                                                                                        • Women significantly more interested in low-calorie beers
                                                                                                                                                                                                          • Figure 47: Agreement with the statement ‘I would be interested in beers with lower calories’, by gender, NI and RoI, May 2015
                                                                                                                                                                                                      • Appendix

                                                                                                                                                                                                        • NI Toluna tables
                                                                                                                                                                                                          • Figure 48: Types of beer that consumers have drunk in pubs/bars/clubs/ restaurants or another location out of home in the last six months, by demographics, NI, May 2015
                                                                                                                                                                                                          • Figure 49: Types of beer that consumers have drunk in pubs/bars/clubs/ restaurants or another location out of home in the last six months, by demographics, NI, May 2015 (continued)
                                                                                                                                                                                                          • Figure 50: Types of beer that consumers have drunk in home (ie their home or another person’s) in the last six months, by demographics, NI, May 2015
                                                                                                                                                                                                          • Figure 51: Types of beer that consumers have drunk in home (ie their home or another person’s) in the last six months, by demographics, NI, May 2015 (continued)
                                                                                                                                                                                                          • Figure 52: Types of beer that consumers have not drunk in home or out of home in the last six months, by demographics, NI, May 2015
                                                                                                                                                                                                          • Figure 53: Types of beer that consumers have not drunk in home or out of home in the last six months, by demographics, NI, May 2015 (continued)
                                                                                                                                                                                                          • Figure 54: Occasions when consumers have drunk beer in the last six months, by demographics, NI, May 2015
                                                                                                                                                                                                          • Figure 55: Occasions when consumers have drunk beer in the last six months, by demographics, NI, May 2015 (continued)
                                                                                                                                                                                                          • Figure 56: Occasions when consumers have drunk beer in the last six months, by demographics, NI, May 2015 (continued)
                                                                                                                                                                                                          • Figure 57: If consumers prefer light beer or dark beer, by demographics, NI, May 2015
                                                                                                                                                                                                          • Figure 58: If consumers prefer high-alcohol or low-alcohol beers, by demographics, NI, May 2015
                                                                                                                                                                                                          • Figure 59: If consumers prefer glass bottles or cans when drinking beer, by demographics, NI, May 2015
                                                                                                                                                                                                          • Figure 60: If consumers prefer beers that are made by a well-known brand or made by a smaller brand, by demographics, NI, May 2015
                                                                                                                                                                                                          • Figure 61: If consumers prefer lower-priced or higher-priced (eg premium) beers, by demographics, NI, May 2015
                                                                                                                                                                                                          • Figure 62: If consumers prefer high hop or low hop content in beers, by demographics, NI, May 2015
                                                                                                                                                                                                          • Figure 63: If consumers prefer flavoured or unflavoured beers, by demographics, NI, May 2015
                                                                                                                                                                                                          • Figure 64: If consumers prefer beers to be brewed in NI/RoI or beers that have been brewed abroad, by demographics, NI, May 2015
                                                                                                                                                                                                          • Figure 65: If consumers prefer beers to be highly carbonated or lowly carbonated, by demographics, NI, May 2015
                                                                                                                                                                                                          • Figure 66: Size of bottle that consumers would prefer when buying beer, by demographics, NI, May 2015
                                                                                                                                                                                                          • Figure 67: Size of can that consumers would prefer when buying beer, by demographics, NI, May 2015
                                                                                                                                                                                                          • Figure 68: Agreement with the statement ‘I am unsure what the term ‘craft beer’ means’, by demographics, NI, May 2015
                                                                                                                                                                                                          • Figure 69: Agreement with the statement ‘I am prepared to pay more for craft beers (ie made by a small-scale brewer)’, by demographics, NI, May 2015
                                                                                                                                                                                                          • Figure 70: Agreement with the statement ‘I would be interested in trying beer mixed with whiskey’, by demographics, NI, May 2015
                                                                                                                                                                                                          • Figure 71: Agreement with the statement ‘I think beer is becoming a more sophisticated drink’, by demographics, NI, May 2015
                                                                                                                                                                                                          • Figure 72: Agreement with the statement ‘I am more likely to try a new brand/type of beer at home rather than in a pub’, by demographics, NI, May 2015
                                                                                                                                                                                                          • Figure 73: Agreement with the statement ‘I'm only willing to pay more for beer if I can easily taste the difference from cheaper equivalents’, by demographics, NI, May 2015
                                                                                                                                                                                                          • Figure 74: Agreement with the statement ‘I would be interested in trying a beer aged in an oak barrel’, by demographics, NI, May 2015
                                                                                                                                                                                                          • Figure 75: Agreement with the statement ‘I would be interested in seeing more gluten-free varieties of beers’, by demographics, NI, May 2015
                                                                                                                                                                                                          • Figure 76: Agreement with the statement ‘I would be interested in buying beers with resealable lids/ closures’, by demographics, NI, May 2015
                                                                                                                                                                                                          • Figure 77: Agreement with the statement ‘I would be interested in trying beer products designed for mixing with other drinks (eg with juice/ carbonated drinks or other alcoholic drinks)’, by demographics, NI, May 2015
                                                                                                                                                                                                          • Figure 78: Agreement with the statement ‘I would be interested in more information on how many alcoholic units are contained in specific beer brands’, by demographics, NI, May 2015
                                                                                                                                                                                                          • Figure 79: Agreement with the statement ‘I would be interested in beers with lower calories’, by demographics, NI, May 2015
                                                                                                                                                                                                        • RoI Toluna tables
                                                                                                                                                                                                          • Figure 80: Types of beer that consumers have drunk in pubs/bars/clubs/ restaurants or another location out of home in the last six months, by demographics, RoI, May 2015
                                                                                                                                                                                                          • Figure 81: Types of beer that consumers have drunk in pubs/bars/clubs/ restaurants or another location out of home in the last six months, by demographics, RoI, May 2015 (continued)
                                                                                                                                                                                                          • Figure 82: Types of beer that consumers have drunk in home (ie their home or another person’s) in the last six months, by demographics, RoI, May 2015
                                                                                                                                                                                                          • Figure 83: Types of beer that consumers have drunk in home (ie their home or another person’s) in the last six months, by demographics, RoI, May 2015 (continued)
                                                                                                                                                                                                          • Figure 84: Types of beer that consumers have not drunk in home or out of home in the last six months, by demographics, RoI, May 2015
                                                                                                                                                                                                          • Figure 85: Types of beer that consumers have not drunk in home or out of home in the last six months, by demographics, RoI, May 2015 (continued)
                                                                                                                                                                                                          • Figure 86: Occasions when consumers have drunk beer in the last six months, by demographics, RoI, May 2015
                                                                                                                                                                                                          • Figure 87: Occasions when consumers have drunk beer in the last six months, by demographics, RoI, May 2015 (continued)
                                                                                                                                                                                                          • Figure 88: Occasions when consumers have drunk beer in the last six months, by demographics, RoI, May 2015 (continued)
                                                                                                                                                                                                          • Figure 89: If consumers prefer light beer or dark beer, by demographics, RoI, May 2015
                                                                                                                                                                                                          • Figure 90: If consumers prefer high-alcohol or low-alcohol beers, by demographics, RoI, May 2015
                                                                                                                                                                                                          • Figure 91: If consumers prefer glass bottles or cans when drinking beer, by demographics, RoI, May 2015
                                                                                                                                                                                                          • Figure 92: If consumers prefer beers that are made by a well-known brand or made by a smaller brand, by demographics, RoI, May 2015
                                                                                                                                                                                                          • Figure 93: If consumers prefer lower-priced or higher-priced (eg premium) beers, by demographics, RoI, May 2015
                                                                                                                                                                                                          • Figure 94: If consumers prefer high hop or low hop content in beers, by demographics, RoI, May 2015
                                                                                                                                                                                                          • Figure 95: If consumers prefer flavoured or unflavoured beers, by demographics, RoI, May 2015
                                                                                                                                                                                                          • Figure 96: If consumers prefer beers to be brewed in NI/RoI or beers that have been brewed abroad, by demographics, RoI, May 2015
                                                                                                                                                                                                          • Figure 97: If consumers prefer beers to be highly carbonated or lowly carbonated, by demographics, RoI, May 2015
                                                                                                                                                                                                          • Figure 98: Size of bottle that consumers would prefer when buying beer, by demographics, RoI, May 2015
                                                                                                                                                                                                          • Figure 99: Size of can that consumers would prefer when buying beer, by demographics, RoI, May 2015
                                                                                                                                                                                                          • Figure 100: Agreement with the statement ‘I am unsure what the term ‘craft beer’ means’, by demographics, RoI, May 2015
                                                                                                                                                                                                          • Figure 101: Agreement with the statement ‘I am prepared to pay more for craft beers (ie made by a small-scale brewer)’, by demographics, RoI, May 2015
                                                                                                                                                                                                          • Figure 102: Agreement with the statement ‘I would be interested in trying beer mixed with whiskey’, by demographics, RoI, May 2015
                                                                                                                                                                                                          • Figure 103: Agreement with the statement ‘I think beer is becoming a more sophisticated drink’, by demographics, RoI, May 2015
                                                                                                                                                                                                          • Figure 104: Agreement with the statement ‘I am more likely to try a new brand/type of beer at home rather than in a pub’, by demographics, RoI, May 2015
                                                                                                                                                                                                          • Figure 105: Agreement with the statement ‘I'm only willing to pay more for beer if I can easily taste the difference from cheaper equivalents’, by demographics, RoI, May 2015
                                                                                                                                                                                                          • Figure 106: Agreement with the statement ‘I would be interested in trying a beer aged in an oak barrel’, by demographics, RoI, May 2015
                                                                                                                                                                                                          • Figure 107: Agreement with the statement ‘I would be interested in seeing more gluten-free varieties of beers’, by demographics, RoI, May 2015
                                                                                                                                                                                                          • Figure 108: Agreement with the statement ‘I would be interested in buying beers with resealable lids/ closures’, by demographics, RoI, May 2015
                                                                                                                                                                                                          • Figure 109: Agreement with the statement ‘I would be interested in trying beer products designed for mixing with other drinks (eg with juice/ carbonated drinks or other alcoholic drinks)’, by demographics, RoI, May 2015
                                                                                                                                                                                                          • Figure 110: Agreement with the statement ‘I would be interested in more information on how many alcoholic units are contained in specific beer brands’, by demographics, RoI, May 2015
                                                                                                                                                                                                          • Figure 111: Agreement with the statement ‘I would be interested in beers with lower calories’, by demographics, RoI, May 2015

                                                                                                                                                                                                      Companies Covered

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

                                                                                                                                                                                                      Innovations in Beer - Ireland - June 2015

                                                                                                                                                                                                      £1,095.00 (Excl.Tax)