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Young People (18-24s) and their Attitudes to Alcohol - Ireland - July 2010

In response to increasing demand for data concerning the dynamic economy and growth markets of Northern Ireland and The Republic of Ireland, Mintel has developed a series of reports covering a wide variety of sectors within both of these dynamic regions. Each one provides detailed coverage of key drivers as well as providing the very latest volume and value data. Also included are assessments of emerging trends, the activities of existing market players, brand ownership details, supply structures, future scenarios and statistical forecasts.

The Irish Series is segmented according to Mintel’s existing report definitions, namely Finance, Leisure, Market, Retail and ‘Specials’. This provides unparalleled coverage and will be a must for all companies who are either already active in this region, or will be looking to enter these distinct marketplaces in the future.

This report has been produced as part of Mintel's Irish Series and is sold in Ireland exclusively through our sales agency OCO Consulting based in Belfast. For more information, please contact Jamie Mulholland on 028 90 241 849 (NI/UK) or 048 90 241 849 (ROI).

Alternatively, please visit www.ococonsulting.com for further details of OCO Consulting and Mintel’s progressive relationship.

If you are working outside of Ireland and are looking for more details about this particular report, please contact the Mintel information team on +44 (0)20 7606 6000 or email them at info@mintel.com.

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Table of contents

  1. Issues in the Market

      • Key themes in the report
        • Definition
          • Abbreviations
          • Insights and Opportunities

            • Making alcohol education attractive
              • Dancing underground
                • Value for money through wine and beer
                • Market in Brief

                  • 18-24 age group shows high alcohol usage
                    • Industry under increased scrutiny
                      • Spending a key restraint in alcohol expenditure
                        • High prevalence of innovation in 18-24 market
                        • Fast Forward Trends

                            • Trend 1: Man Gadgets
                              • What's it about?
                                • What we've seen
                                  • Specifics
                                    • What next?
                                      • Advancing packaging technology
                                        • Trend 2: An Inconvenient Fruit
                                          • What's it about?
                                            • What we've seen
                                              • Specifics
                                                • What next?
                                                • Internal Market Environment

                                                  • Key points
                                                    • Are younger consumers a key target?
                                                      • Figure 1: Percentage of respondents who have drunk alcohol in the last 12 months, by age, NI and RoI, 2009
                                                    • Alcohol abuse rife among young people
                                                      • Number of NI consumers drinking to excess on the rise
                                                        • Younger people the most likely to ‘binge’
                                                          • Figure 2: Proportion of men drinking more than 21 units a week, by age, NI, 1986-2006/07
                                                          • Figure 3: Proportion of women drinking more than 14 units a week, by age, NI, 1986-2006/07
                                                        • Young RoI consumers show similar trends to NI
                                                          • Figure 4: Percentage of students* who have used alcohol or been drunk the last 12 months, by selected countries, 2007
                                                        • The impact of alcohol misuse a costly one
                                                          • The impact on alcohol retailing
                                                            • Who is tackling the issue?
                                                            • Broader Market Environment

                                                              • Key points
                                                                • Unemployment threatening the outlook for youth spending
                                                                  • A lack of jobs for young people means less spending on leisure
                                                                    • Figure 5: Unemployment rate, RoI, January 2008-March 2010
                                                                    • Figure 6: Unemployment rate, NI, December 2006-February 2010
                                                                  • Unemployment hitting young people worst
                                                                    • Figure 7: Unemployment rates, by age, RoI, October 2007-December 2009
                                                                    • Figure 8: Unemployment rates, by age, NI, December 2006-February 2010
                                                                    • Figure 9: Consumer Confidence/ Consumer Sentiment Index, UK and RoI, January 2005-May 2010
                                                                    • Figure 10: Agreement with the statement ‘I go out to the pub less and socialise at home more’, by age, NI and RoI, September 2009
                                                                  • The rise of silver consumers diminishing ‘new business’
                                                                    • Population projections expect an increase in the number of older people
                                                                      • Figure 11: Population projections, by age, NI, 2008-58
                                                                      • Figure 12: Population projections, by age, RoI, 2006-41
                                                                      • Figure 13: Agreement with the statement ‘I like to try new drinks’, by age, NI and RoI, 2009
                                                                      • Figure 14: Agreement with the statement ‘It’s worth paying more for good-quality beer’, by age, NI and RoI, 2009
                                                                    • Making inroads to introduce minimum pricing
                                                                    • Competitive Context

                                                                      • Key points
                                                                        • Younger consumers biggest fans of the silver screen
                                                                          • Cash-strapped youngsters visit go to the flicks for cheap entertainment
                                                                            • Figure 15: What respondents like to do on a night out – all adults and 18-24-year-olds, NI, September 2009
                                                                            • Figure 16: What respondents like to do on a night out – all adults and 18-24-year-olds, RoI, September 2009
                                                                          • Restaurants provide better value for money
                                                                            • Weekly spend reflective of alcohol affinity
                                                                              • Figure 17: Average weekly spend, by item, NI, 2009
                                                                              • Figure 18: Average monthly expenditure, by item, RoI, 2003/04 and 2006/07
                                                                          • Strengths and Weaknesses

                                                                            • Strengths
                                                                              • Weaknesses
                                                                              • Targeting Younger Consumers

                                                                                • Key points
                                                                                    • Figure 19: Targeting younger consumers, Ireland, 2010
                                                                                  • Expanding the product portfolio
                                                                                      • Figure 20: Number of new alcohol product launches, by launch type, UK and Ireland, 2005-09
                                                                                      • Figure 21: Number of cider launches, in new varieties or product extension, UK and Ireland, 2005-10
                                                                                    • Going underground
                                                                                      • WKD delve into cider market
                                                                                        • Wine and beer top the charts
                                                                                          • Figure 22: Number of new alcohol product launches, by type of alcohol, UK and Ireland, 2005-10
                                                                                        • A decline in the number of FABs launched
                                                                                            • Figure 23: Number of launches of FABs, UK and Ireland, 2005-10
                                                                                          • New packaging
                                                                                            • A new spin on a familiar bottle
                                                                                              • Promotions
                                                                                                • Offering more than just a pint
                                                                                                  • Beck’s glass offers deemed a success
                                                                                                    • Beer and cider get the big laughs
                                                                                                      • Repackaging to tie in with sponsorship deal
                                                                                                        • Product reformulation
                                                                                                          • Responding to government calls
                                                                                                          • Companies and Products

                                                                                                            • Key points
                                                                                                              • Bars, pubs and nightclubs
                                                                                                                • Botanic Inns Limited
                                                                                                                  • Club 92
                                                                                                                    • Coach Nightclub
                                                                                                                      • Earth Nightclub at the Westcourt Hotel
                                                                                                                        • Fitzgerald Group
                                                                                                                          • Figure 24: Businesses owned by Fitzgerald Group, RoI, 2010
                                                                                                                        • Lavery’s
                                                                                                                          • McGowans
                                                                                                                            • The Music Factory at The Residents Hotel
                                                                                                                              • The Porterhouse Brewing Company
                                                                                                                                • Velvet Nightclub
                                                                                                                                  • Alcohol companies
                                                                                                                                    • Barry & Fitzwilliam Ltd
                                                                                                                                      • Figure 25: Selection of brands owned by Barry & Fitzwilliam, RoI, 2010
                                                                                                                                    • C&C Group plc
                                                                                                                                        • Figure 26: Brands owned by C&C Group, Ireland, 2010
                                                                                                                                      • Diageo
                                                                                                                                          • Figure 27: Diageo global priority brands, 2010
                                                                                                                                        • Heineken Ireland
                                                                                                                                            • Figure 28: Heineken Ireland brand portfolio, 2010
                                                                                                                                          • Dillon Bass/Irish Distillers Limited
                                                                                                                                            • Figure 29: Selection of brands from the Dillon Bass/Irish Distillers portfolio, 2010
                                                                                                                                        • Drinking Preferences Among 18-24s

                                                                                                                                          • Key points
                                                                                                                                            • Vodka and RTDs favourites among young consumers
                                                                                                                                              • Figure 30: Types of alcohol respondents enjoy drinking – all adults and 18-24-year-olds, NI, April 2010
                                                                                                                                              • Figure 31: Types of alcohol respondents enjoy drinking – all adults and 18-24-year-olds, RoI, April 2010
                                                                                                                                            • Vodka – the party drink
                                                                                                                                              • Figure 32: Agreement with occasions that respondents associate vodka with, by age, RoI and NI, April 2010
                                                                                                                                            • Pre-mixed getting a bad reputation
                                                                                                                                              • Interest in cider maintained by category innovation
                                                                                                                                                • Figure 33: Agreement with occasions that respondents associate cider with, by all adults and 18-24-year-olds, RoI and NI, April 2010
                                                                                                                                              • Wine and beer consumption less youth-oriented
                                                                                                                                                • Young consumers exorcise other spirits
                                                                                                                                                • Attitudes towards Alcohol among Young People

                                                                                                                                                  • Key points
                                                                                                                                                    • Money – the biggest inhibitor among younger consumers
                                                                                                                                                      • Figure 34: Negative associations respondents have with alcohol, NI and RoI, April 2010
                                                                                                                                                    • A cure for a hangover
                                                                                                                                                      • Figure 35: Agreement with the statement ‘The point of drinking is to get drunk’, by age, NI and RoI, 2009
                                                                                                                                                    • NI consumers conscious of long-term effects
                                                                                                                                                      • Figure 36: Percentage of respondents that associate alcohol with ‘too many calories’, by gender and age, RoI and NI, May 2010
                                                                                                                                                    • Positive associations with drinking
                                                                                                                                                      • Figure 37: Positive associations respondents have with alcohol, NI and RoI, April 2010
                                                                                                                                                    • Younger consumers are social butterflies
                                                                                                                                                      • Creating lifelong memories
                                                                                                                                                        • Alcohol a key way to kick back
                                                                                                                                                        • Appendix

                                                                                                                                                            • Figure 38: Percentage of respondents who have consumed alcohol in the last 12 months, by age, NI, 2005-09
                                                                                                                                                            • Figure 39: Percentage of respondents who have consumed alcohol in the last 12 months, by age, RoI, 2005-09
                                                                                                                                                            • Figure 40: Population projections, by age, RoI, 2006-41
                                                                                                                                                            • Figure 41: Population projections, by age, NI, 2008-58
                                                                                                                                                            • Figure 42: Consumption of alcohol out of home, by age, NI and RoI, 2009
                                                                                                                                                            • Figure 43: How often respondents go to the pub for a drink, by demographic breakdown, NI, September 2009
                                                                                                                                                            • Figure 44: How often respondents go to the pub for a drink, by demographic breakdown, RoI, September 2009
                                                                                                                                                        • Appendix – Drinking Preferences Among 18-24s

                                                                                                                                                            • Figure 45: Alcohol respondents enjoy drinking, by demographic breakdown, NI, April 2010
                                                                                                                                                            • Figure 46: Alcohol respondents enjoy drinking, by demographic breakdown, NI, April 2010
                                                                                                                                                            • Figure 47: Alcohol respondents enjoy drinking, by demographic breakdown, RoI, April 2010
                                                                                                                                                            • Figure 48: Alcohol respondents enjoy drinking, by demographic breakdown, RoI, April 2010
                                                                                                                                                            • Figure 49: Occasions respondents associate beer with, by demographic breakdown, NI, April 2010
                                                                                                                                                            • Figure 50: Occasions respondents associate beer with, by demographic breakdown, NI, April 2010
                                                                                                                                                            • Figure 51: Occasions respondents associate beer with, by demographic breakdown, RoI, April 2010
                                                                                                                                                            • Figure 52: Occasions respondents associate beer with, by demographic breakdown, RoI, April 2010
                                                                                                                                                            • Figure 53: Occasions respondents associate wine with, by demographic breakdown, NI, April 2010
                                                                                                                                                            • Figure 54: Occasions respondents associate wine with, by demographic breakdown, NI, April 2010
                                                                                                                                                            • Figure 55: Occasions respondents associate wine with, by demographic breakdown, RoI, April 2010
                                                                                                                                                            • Figure 56: Occasions respondents associate wine with, by demographic breakdown, RoI, April 2010
                                                                                                                                                            • Figure 57: Occasions respondents associate Champagne with, by demographic breakdown, NI, April 2010
                                                                                                                                                            • Figure 58: Occasions respondents associate Champagne with, by demographic breakdown, NI, April 2010
                                                                                                                                                            • Figure 59: Occasions respondents associate Champagne with, by demographic breakdown, RoI, April 2010
                                                                                                                                                            • Figure 60: Occasions respondents associate Champagne with, by demographic breakdown, RoI, April 2010
                                                                                                                                                            • Figure 61: Occasions respondents associate cider with, by demographic breakdown, NI, April 2010
                                                                                                                                                            • Figure 62: Occasions respondents associate cider with, by demographic breakdown, NI, April 2010
                                                                                                                                                            • Figure 63: Occasions respondents associate cider with, by demographic breakdown, RoI, April 2010
                                                                                                                                                            • Figure 64: Occasions respondents associate cider with, by demographic breakdown, RoI, April 2010
                                                                                                                                                            • Figure 65: Occasions respondents associate vodka with, by demographic breakdown, NI, April 2010
                                                                                                                                                            • Figure 66: Occasions respondents associate vodka with, by demographic breakdown, NI, April 2010
                                                                                                                                                            • Figure 67: Occasions respondents associate vodka with, by demographic breakdown, RoI, April 2010
                                                                                                                                                            • Figure 68: Occasions respondents associate vodka with, by demographic breakdown, RoI, April 2010
                                                                                                                                                            • Figure 69: Occasions respondents associate gin with, by demographic breakdown, NI, April 2010
                                                                                                                                                            • Figure 70: Occasions respondents associate gin with, by demographic breakdown, NI, April 2010
                                                                                                                                                            • Figure 71: Occasions respondents associate gin with, by demographic breakdown, RoI, April 2010
                                                                                                                                                            • Figure 72: Occasions respondents associate gin with, by demographic breakdown, RoI, April 2010
                                                                                                                                                            • Figure 73: Occasions respondents associate whiskey with, by demographic breakdown, NI, April 2010
                                                                                                                                                            • Figure 74: Occasions respondents associate whiskey with, by demographic breakdown, NI, April 2010
                                                                                                                                                            • Figure 75: Occasions respondents associate whiskey with, by demographic breakdown, RoI, April 2010
                                                                                                                                                            • Figure 76: Occasions respondents associate whiskey with, by demographic breakdown, RoI, April 2010
                                                                                                                                                            • Figure 77: Occasions respondents associate liqueurs with, by demographic breakdown, NI, April 2010
                                                                                                                                                            • Figure 78: Occasions respondents associate liqueurs with, by demographic breakdown, NI, April 2010
                                                                                                                                                            • Figure 79: Occasions respondents associate liqueurs with, by demographic breakdown, RoI, April 2010
                                                                                                                                                            • Figure 80: Occasions respondents associate liqueurs with, by demographic breakdown, RoI, April 2010
                                                                                                                                                            • Figure 81: Occasions respondents associate pre-mixed drinks/cocktails with, by demographic breakdown, NI, April 2010
                                                                                                                                                            • Figure 82: Occasions respondents associate pre-mixed drinks/cocktails with, by demographic breakdown, NI, April 2010
                                                                                                                                                            • Figure 83: Occasions respondents associate pre-mixed drinks/cocktails with, by demographic breakdown, RoI, April 2010
                                                                                                                                                            • Figure 84: Occasions respondents associate pre-mixed drinks/cocktails with, by demographic breakdown, RoI, April 2010
                                                                                                                                                        • Appendix – Attitudes towards Alcohol among Young People

                                                                                                                                                            • Figure 85: Negative associations respondents have with alcohol, by demographic breakdown, NI, April 2010
                                                                                                                                                            • Figure 86: Negative associations respondents have with alcohol, by demographic breakdown, NI, April 2010
                                                                                                                                                            • Figure 87: Negative associations respondents have with alcohol, by demographic breakdown, RoI, April 2010
                                                                                                                                                            • Figure 88: Negative associations respondents have with alcohol, by demographic breakdown, RoI, April 2010
                                                                                                                                                            • Figure 89: Positive associations respondents have with alcohol, by demographic breakdown, NI, April 2010
                                                                                                                                                            • Figure 90: Positive associations respondents have with alcohol, by demographic breakdown, NI, April 2010
                                                                                                                                                            • Figure 91: Positive associations respondents have with alcohol, by demographic breakdown, RoI, April 2010
                                                                                                                                                            • Figure 92: Positive associations respondents have with alcohol, by demographic breakdown, RoI, April 2010

                                                                                                                                                        Companies Covered

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                                                                                                                                                        Young People (18-24s) and their Attitudes to Alcohol - Ireland - July 2010

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