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The Night Out: Entertaining Out-of-Home - Ireland - November 2016

“The majority of Irish consumers think that nights out of the home are getting too expensive.  As such, operators within the night out economy will be increasingly challenged to demonstrate the value that they offer.  Introducing unusual and surprising concepts that can showcase their wares in a new light can help them to achieve this and stand out from rivals to ensure that they are one of the places that Irish consumers visit on a night out.”

James Wilson, Research Analyst

This report answers the following questions:

  • What are Irish consumers doing on a weeknight out?
  • What are Irish consumers doing on a weekend night out?
  • Do Irish consumers think nights out of the home are more expensive?

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Table of contents

  1. Overview

    • What you need to know
      • Issues covered in this Report
      • Executive Summary

          • The market
            • Figure 1: Estimated total value of night out activates, by segment, NI and RoI, 2016
          • Forecast
            • Figure 2: Indexed total value of activities that consumers take part when on a night out during a week or weekend, NI and RoI, 2011-21
          • Market factors
            • Restaurant prices rising across Ireland
              • Brexit impacts NI consumer confidence
                • RoI consumers’ finances improve; mixed picture in NI
                  • Companies, brands and innovations
                    • The consumer
                      • Relaxing activities popular for weeknights out
                        • Figure 3: Activities done by consumers outside of the home during weeknights in the last month, NI and RoI, August 2016
                      • Irish consumers like to eat out at the weekend
                        • Figure 4: Activities done by consumers outside of the home during weekend nights in the last month, NI and RoI, August 2016
                      • Drinking in pubs getting more expensive
                        • Figure 5: Agreement with statements relating to nights out of the home, NI and RoI, August 2016
                      • What we think
                      • Issues and Insights

                        • What are Irish consumers doing on a weeknight out?
                          • The facts
                            • The implications
                              • What are Irish consumers doing on a weekend night out?
                                • The facts
                                  • The implications
                                    • Do Irish consumers think nights out of the home are more expensive?
                                      • The facts
                                        • The implications
                                        • The Market – What You Need to Know

                                          • Night out economy to see marginal growth in 2016
                                            • Price of eating out of the home increases across Ireland
                                              • Brexit impacting consumer confidence
                                                • Personal finances improve in RoI, uneven recovery in NI
                                                • Market Size and Forecast

                                                    • Irish consumers still going out for the night
                                                      • Figure 6: Estimated total value of activities that consumers take part when on a night out during a week or weekend, IoI, NI and RoI, 2011-21
                                                    • Night out economy to continue growing
                                                      • Figure 7: Indexed total value of activities that consumers take part when on a night out during a week or weekend, NI and RoI, 2011-21
                                                  • Market Segmentation

                                                      • Foodservice sector drives the night out economy
                                                        • Figure 8: Estimated total value of night out activities, by segment, NI and RoI, 2016
                                                      • Steady growth for Irish foodservice market
                                                        • Figure 9: Estimated value of the Irish foodservice market (at consumer prices), IoI, NI and RoI, 2011-16
                                                      • Irish coffee shop market to continue growing in 2016
                                                        • Figure 10: Estimated value of the Irish café and coffee shop market, IoI, NI and RoI, 2011-16
                                                      • Tourists driving events sector, but Brexit will have impact in near future
                                                        • Figure 11: Estimated market value for events tourism, IoI, NI and RoI, 2011-16
                                                      • Cinema sales remain strong in 2016
                                                        • Figure 12: Estimated total value of cinema takings, IoI, NI and RoI, 2011-16
                                                      • On-trade sector to deliver robust sales in 2016
                                                        • Figure 13: Estimated total on-trade alcohol sales, IoI, NI and RoI, 2011-16
                                                      • Beer accounts for the majority of alcohol sales in licensed premises
                                                        • Figure 14: On-trade alcohol sales, by category, NI and RoI, 2016
                                                    • Market Drivers

                                                      • Restaurant and pub prices in RoI rising
                                                        • Figure 15: Annualised consumer price inflation vs prices of selected leisure activities, RoI, 2014-16
                                                      • Price of night out activities rises significantly in NI also
                                                        • Figure 16: Annualised consumer price inflation vs prices of selected leisure activities, RoI, 2012-16
                                                      • RoI consumers remain confident but future expectations dip
                                                        • Figure 17: Annualised consumer sentiment index, RoI, 2011-16
                                                      • Consumers in NI becoming less confident
                                                        • Figure 18: Indexed consumer confidence, NI, September 2008-September 2016
                                                      • Deal-of-the-day websites offer opportunities for foodservice providers
                                                        • Figure 19: Consumers who have used a deal-of-the-day service or website to book a meal at a restaurant/pub while on a short trip/holiday in the last 12 months, by presence of children, RoI and NI, October 2014
                                                      • RoI consumers have money to spend on leisure activities
                                                        • Figure 20: Financial health of RoI consumers, September 2015 and August 2016
                                                      • Mixed picture in NI could constrain growth in night out economy
                                                        • Figure 21: Financial health of NI consumers, September 2015 and August 2016
                                                    • Companies and Brands – What You Need to Know

                                                      • Subscription models offer potential to drive more night outs
                                                        • Scope for companies to capitalise on school holidays
                                                          • London launches the Night Tube
                                                          • Who’s Innovating?

                                                            • Scope for subscription models to drive more nights out
                                                              • iPic cinema offers premium experience
                                                                • Potential for board game bars to appeal to consumers seeking a non-alcoholic night
                                                                  • Scope for more kid-friendly activities during school holidays
                                                                    • London launches the Night Tube
                                                                    • The Consumer – What You Need to Know

                                                                      • Relaxing activities preferred for weeknights out
                                                                        • Irish consumers like to eat out at the weekend
                                                                          • Nights out becoming more expensive
                                                                          • The Consumer – Weeknights Out

                                                                              • Coffee shops and restaurants are popular weeknight out activities
                                                                                • Figure 22: Activities done by consumers outside of the home during weeknights in the last month, NI and RoI, August 2016
                                                                              • Irish women going to coffee shops for a weeknight out
                                                                                • Figure 23: Consumers who have visited a coffee shop outside of the home during weeknights in the last month, by gender, NI and RoI, August 2016
                                                                              • Restaurants a popular weeknight activity for urbanites
                                                                                • Figure 24: Consumers who have visited a restaurant outside of the home during weeknights in the last month, by location, NI, August 2016
                                                                                • Figure 25: Consumers who have visited a restaurant outside of the home during weeknights in the last month, by location, RoI, August 2016
                                                                              • Cinema appeals to singles for a weeknight out
                                                                                • Figure 26: Consumers who have visited a coffee shop outside of the home during weeknights in the last month, by marital status, NI and RoI, August 2016
                                                                            • The Consumer – Weekend Nights Out

                                                                                • Irish consumers eating out at the weekend
                                                                                  • Figure 27: Activities done by consumers outside of the home during weekend nights in the last month, NI and RoI, August 2016
                                                                                • Restaurants hold wide appeal as a weekend night out activity
                                                                                  • Figure 28: Consumers who have visited a restaurant outside of the home during weekend nights in the last month, by age, NI and RoI, August 2016
                                                                                • Young consumers attending live music events but more needs to be done to attract Boomers
                                                                                  • Figure 29: Consumers who have attended live music/concerts outside of the home during weekend nights in the last month, by age, NI and RoI, August 2016
                                                                                • ABC1s visiting the pub for a drink at the weekend
                                                                                  • Figure 30: Consumers who have gone to a pub (for a drink) outside of the home during weekend nights in the last month, by social class, NI and RoI, August 2016
                                                                              • The Consumer – Attitudes towards Nights Out of the Home

                                                                                  • Rising costs of nights out the main issue for Irish consumers
                                                                                    • Figure 31: Agreement with statements related to nights out of the home, NI and RoI, August 2016
                                                                                  • Older consumers still going out as often as a year ago despite thinking nights out are more expensive
                                                                                    • Figure 32: Agreement with statements relating to nights out of the home, by age, NI, August 2016
                                                                                    • Figure 33: Agreement with statements relating to nights out of the home, by age, RoI, August 2016
                                                                                  • Late-night public transport would be welcomed by young consumers
                                                                                    • Figure 34: Agreement with the statement ‘I would like public transport to operate later timetables at weekends (eg bus/train)’, by age, NI and RoI, August 2016
                                                                                    • Figure 35: National minimum taxi fare, RoI, effective from April 2015
                                                                                  • Young Irish consumers willing to pay for the cinema experience
                                                                                    • Figure 36: Agreement with the statement ‘I think it is worth paying for the cinema experience (eg big screen, atmosphere)’, by age, NI and RoI, August 2016
                                                                                  • Young consumers less likely to stay in one place on a night out
                                                                                    • Figure 37: Agreement with the statement ‘I like to visit more than one place on a night out (eg go to restaurant then pub)’, by age, NI and RoI, August 2016
                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                  • Data sources
                                                                                    • Generational cohort definitions
                                                                                      • Abbreviations
                                                                                      • Appendix – The Consumer

                                                                                        • NI Toluna data
                                                                                          • Figure 38: Activities done by consumers outside of the home during weeknights in the last month, by demographics, NI, August 2016
                                                                                          • Figure 39: Activities done by consumers outside of the home during weeknights in the last month, by demographics, NI, August 2016 (continued)
                                                                                          • Figure 40: Activities done by consumers outside of the home during weeknights in the last month, by demographics, NI, August 2016 (continued)
                                                                                          • Figure 41: Activities done by consumers outside of the home during weekend nights in the last month, by demographics, NI, August 2016
                                                                                          • Figure 42: Activities done by consumers outside of the home during weekend nights in the last month, by demographics, NI, August 2016 (continued)
                                                                                          • Figure 43: Activities done by consumers outside of the home during weekend nights in the last month, by demographics, NI, August 2016 (continued)
                                                                                          • Figure 44: Agreement with the statement ‘I like to visit more than one place on a night out (eg go to restaurant then pub)’, by demographics, NI, August 2016
                                                                                          • Figure 45: Agreement with the statement ‘I think drinking in pubs is getting too expensive’, by demographics, NI, August 2016
                                                                                          • Figure 46: Agreement with the statement ‘I find that nights out are more expensive compared to 12 months ago’, by demographics, NI, August 2016
                                                                                          • Figure 47: Agreement with the statement ‘I go out as much as I did 12 months ago’, by demographics, NI, August 2016
                                                                                          • Figure 48: Agreement with the statement ‘I find nights in (eg dinner party, home movie nights) more enjoyable compared to a night out’, by demographics, NI, August 2016
                                                                                          • Figure 49: Agreement with the statement ‘There are not enough non-alcoholic night out activities in my local area’, by demographics, NI, August 2016
                                                                                          • Figure 50: Agreement with the statement ‘I would like public transport to operate later timetables at weekends (eg bus/train)’, by demographics, NI, August 2016
                                                                                          • Figure 51: Agreement with the statement ‘I am more likely to go out for the night if I can avail of a special offer (eg early bird menu, half-price cinema ticket)’, by demographics, NI, August 2016
                                                                                          • Figure 52: Agreement with the statement ‘I would like to see more kid-friendly night out activities available’, by demographics, NI, August 2016
                                                                                          • Figure 53: Agreement with the statement ‘I prefer to take my kids to restaurants with play areas or kids’ activities’, by demographics, NI, August 2016
                                                                                          • Figure 54: Agreement with the statement ‘I think it is worth paying for the cinema experience (eg big screen, atmosphere)’, by demographics, NI, August 2016
                                                                                          • Figure 55: Agreement with the statement ‘I think night out venues should stay open for longer (eg coffee shops, pubs, restaurants)’, by demographics, NI, August 2016
                                                                                        • RoI Toluna data
                                                                                          • Figure 56: Activities done by consumers outside of the home during weeknights in the last month, by demographics, RoI, August 2016
                                                                                          • Figure 57: Activities done by consumers outside of the home during weeknights in the last month, by demographics, RoI, August 2016 (continued)
                                                                                          • Figure 58: Activities done by consumers outside of the home during weeknights in the last month, by demographics, RoI, August 2016 (continued)
                                                                                          • Figure 59: Activities done by consumers outside of the home during weekend nights in the last month, by demographics, RoI, August 2016
                                                                                          • Figure 60: Activities done by consumers outside of the home during weekend nights in the last month, by demographics, RoI, August 2016 (continued)
                                                                                          • Figure 61: Activities done by consumers outside of the home during weekend nights in the last month, by demographics, RoI, August 2016 (continued)
                                                                                          • Figure 62: Agreement with the statement ‘I like to visit more than one place on a night out (eg go to restaurant then pub)’, by demographics, RoI, August 2016
                                                                                          • Figure 63: Agreement with the statement ‘I think drinking in pubs is getting too expensive’, by demographics, RoI, August 2016
                                                                                          • Figure 64: Agreement with the statement ‘I find that nights out are more expensive compared to 12 months ago’, by demographics, RoI, August 2016
                                                                                          • Figure 65: Agreement with the statement ‘I go out as much as I did 12 months ago’, by demographics, RoI, August 2016
                                                                                          • Figure 66: Agreement with the statement ‘I find nights in (eg dinner party, home movie nights) more enjoyable compared to a night out’, by demographics, RoI, August 2016
                                                                                          • Figure 67: Agreement with the statement ‘There are not enough non-alcoholic night out activities in my local area’, by demographics, RoI, August 2016
                                                                                          • Figure 68: Agreement with the statement ‘I would like public transport to operate later timetables at weekends (eg bus/train)’, by demographics, RoI, August 2016
                                                                                          • Figure 69: Agreement with the statement ‘I am more likely to go out for the night if I can avail of a special offer (eg early bird menu, half-price cinema ticket)’, by demographics, RoI, August 2016
                                                                                          • Figure 70: Agreement with the statement ‘I would like to see more kid-friendly night out activities available’, by demographics, RoI, August 2016
                                                                                          • Figure 71: Agreement with the statement ‘I prefer to take my kids to restaurants with play areas or kids’ activities’, by demographics, RoI, August 2016
                                                                                          • Figure 72: Agreement with the statement ‘I think it is worth paying for the cinema experience (eg big screen, atmosphere)’, by demographics, RoI, August 2016
                                                                                          • Figure 73: Agreement with the statement ‘I think night out venues should stay open for longer (eg coffee shops, pubs, restaurants)’, by demographics, RoI, August 2016

                                                                                      The Night Out: Entertaining Out-of-Home - Ireland - November 2016

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