2022
0
Ireland Attitudes towards Craft Drinks Market Report 2022
2022-12-02T03:04:56+00:00
OX1101673
1495
158145
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Report
en_GB
"The craft alcoholic drink market in IoI is experiencing significant growth and opportunity for sustainable production but faces a large barrier in the form of the cost-of-living crisis, which could…

Ireland Attitudes towards Craft Drinks Market Report 2022

£ 1,495 (Excl.Tax)

Description

“The craft alcoholic drink market in IoI is experiencing significant growth and opportunity for sustainable production but faces a large barrier in the form of the cost-of-living crisis, which could impact sales as consumers are being more cautious about what they spend their money on. Also, consumers are drinking alcohol less often, but by positioning their products as premium and of high quality, there is a space for craft brands to sell during times of affordable indulgence.”

– Rebecca Blenman, Market Research Analyst

This Report will look at the following areas:

  • The impact of the cost-of-living crisis and conflict in Ukraine on the craft drinks market.
  • The growth of craft gin.
  • Craft brands are thriving in sustainable production progress.
  • Opportunities for growth of craft beer and cider.
  • Opportunities for craft subscriptions to appeal to at-home drinkers.

Table of Contents

  1. Overview

    • What You Need to Know
      • Key issues covered in this Report
        • COVID-19: Market Context
          • Issues covered in this Report
          • Executive Summary

              • The market
                • The short-, medium- and long-term impact of COVID-19
                  • Figure 1: Expected impact of COVID-19 on the craft drinks market, short, medium and long term, 2022-27
                • Alcoholic drink prices are on the rise
                  • Figure 2: Consumer price indices of alcoholic beverages, UK (including NI) and Ireland, 2020-22
                  • Figure 3: Consumer Price Index for all items, annual percentage change, 2021-22
                • Reduced consumer spending from the cost-of-living crisis and Ukraine war
                  • Figure 4: Financial confidence over the coming year, IoI, 2022
                • The Irish craft gin industry is growing
                  • Continued growth of craft beer and cider
                    • Figure 5: “I try to buy from local companies as much as possible”, IoI, 2022
                  • Craft subscriptions can cater to at-home drinkers
                    • Irish craft industry making large moves in commitments to sustainability
                      • Figure 6: Selected consumer attitudes towards sustainability, IoI, 2022
                    • Innovations
                      • The consumer
                        • Irish consumers are buying craft beer and cider
                          • Figure 7: Types of standard or craft alcoholic drinks consumers have bought in the last three months, NI, 2022
                          • Figure 8: Types of standard or craft alcoholic drinks consumers have bought in the last three months, RoI, 2022
                        • Money worries have consumers prioritising price
                          • Figure 9: Important factors when buying alcoholic drinks, NI and RoI, 2022
                        • Craft drinks’ flavour profiles attract consumers
                          • Figure 10: Factors consumers consider most important for an alcoholic drink to be considered ‘craft’, NI and RoI, 2022
                        • Buying craft supports the local economy
                          • Figure 11: Consumer behaviours relating to alcoholic craft drinks, NI and RoI, 2022
                        • Consumers expect more from craft brands’ ethical practices
                          • Figure 12: Consumer behaviours towards alcoholic drinks, NI and RoI, 2022
                        • What we think
                        • The Market – Key Takeaways

                          • Alcoholic drink prices are on the rise
                            • Reduced consumer spending from the cost-of-living crisis and Ukraine war
                              • The Irish craft gin industry is growing
                                • Continued growth of craft beer and cider
                                  • Craft subscriptions can cater to at-home drinkers
                                    • Irish craft industry making large moves in commitments to sustainability
                                    • Market Drivers

                                      • The short-, medium- and long-term impact of COVID-19
                                        • Figure 13: Expected impact of COVID-19 on the craft drinks market, short, medium and long term, 2022-27
                                      • Prices of alcoholic drinks are on the rise
                                        • Figure 14: Consumer price indices of alcoholic beverages, UK (including NI) and Ireland, 2020-22
                                        • Figure 15: Consumer Price Index for all items, annual percentage change, 2021-22
                                      • The cost-of-living crisis and Ukraine war are limiting consumer spending
                                        • Figure 16: Financial confidence over the coming year, IoI, 2022
                                        • Figure 17: Expected impact of the conflict in Ukraine on household finances, IoI, 2022
                                        • Figure 18: “How often have you drunk spirits in the last three months?”, NI and RoI, 2022
                                        • Figure 19: Selected key factors driving consumer behaviour around value – IoI, 2022
                                      • Growth of Irish craft gin
                                        • Figure 20: Consumers who have drunk gin in the last three months and how they drank it, NI and RoI, 2022
                                      • Craft beer and cider are significant players in the Irish market
                                          • Figure 21: “I try to buy from local companies as much as possible”, IoI, 2022
                                        • Craft subscriptions appealing to at-home drinkers
                                            • Figure 22: “Which of the following would encourage you to buy alcoholic drinks from one online retailer over another?”, NI and RoI, 2022
                                          • Craft industry leading in sustainability
                                            • Figure 23: Selected consumer attitudes towards sustainability, IoI, 2022
                                            • Figure 24: Agreement with statements relating to sustainability, NI and RoI, 2022
                                        • Companies and Innovations – Key Takeaways

                                          • Prevalence of ethical claims continues in the craft drinks sector
                                            • Nostalgia with a twist
                                              • Functional craft beer and innovative flavours
                                                • Sustainable use of materials
                                                • Who’s Innovating?

                                                    • Eco-friendly packaging claims are leading the IoI craft drinks list
                                                      • Figure 25: Top 10 claims in the craft carbonated soft drinks sector, UK and Ireland, 2017-22
                                                      • Figure 26: Top 10 claims in the craft alcoholic drinks sector, UK and Ireland, 2017-22
                                                      • Figure 27: Consumer attitudes and behaviours towards ethical food and drink, NI and RoI, 2022
                                                    • Creating a sense of nostalgia to appeal to younger consumers
                                                      • Figure 28: “I’m reminded of happy times when I see products and packaging styles from the past”, IoI, 2022
                                                    • Functional craft beer and innovative flavours
                                                      • Figure 29: Consumer attitudes towards added flavours and functional drinks, NI and RoI, 2021 and 2022
                                                    • Sustainable use of materials
                                                      • Figure 30: Consumer concerns relating to packaging, NI and RoI, 2022
                                                      • Figure 31: New releases of sustainably produced craft drinks, UK and Ireland, 2022
                                                  • Companies and Brands

                                                      • Black Castle
                                                        • Key facts
                                                          • Product portfolio
                                                            • Blood Monkey
                                                              • Key facts
                                                                • Product portfolio
                                                                  • Brand NPD
                                                                    • Figure 32: Product releases under Blood Monkey, UK and Ireland, 2021-22
                                                                  • Recent developments
                                                                    • Five Farms
                                                                      • Key facts
                                                                        • Product portfolio
                                                                          • Brand NPD
                                                                            • Figure 33: Product releases under Five Farms, UK and Ireland, 2021-22
                                                                          • Glendalough Distillery
                                                                            • Key facts
                                                                              • Product portfolio
                                                                                • Brand NPD
                                                                                  • Figure 34: Product releases under Glendalough Distillery, UK and Ireland, 2021-22
                                                                                • Recent developments
                                                                                  • Killowen Distillery
                                                                                    • Key facts
                                                                                      • Product portfolio
                                                                                        • Recent developments
                                                                                          • Papas Minerals Co
                                                                                            • Key facts
                                                                                              • Product portfolio
                                                                                                • Recent developments
                                                                                                  • Rye River Brewing Company
                                                                                                    • Key facts
                                                                                                      • Product portfolio
                                                                                                        • Recent developments
                                                                                                          • SynerChi Kombucha
                                                                                                            • Key facts
                                                                                                              • Product portfolio
                                                                                                                • Recent developments
                                                                                                                  • West Cork Distillers
                                                                                                                    • Key facts
                                                                                                                      • Product portfolio
                                                                                                                        • Brand NPD
                                                                                                                          • Figure 35: Product releases under West Cork Distillers, UK and Ireland, 2021-22
                                                                                                                        • Recent developments
                                                                                                                          • Wild Orchard Natural Beverages
                                                                                                                            • Key facts
                                                                                                                              • Product portfolio
                                                                                                                                • Recent developments
                                                                                                                                • The Consumer – Key Takeaways

                                                                                                                                  • Irish consumers are buying craft beer and cider
                                                                                                                                    • Money worries have consumers prioritising price
                                                                                                                                      • Craft drinks’ flavour profiles attract consumers
                                                                                                                                        • Buying craft supports the local economy
                                                                                                                                          • Consumers expect more from craft brands’ ethical practices
                                                                                                                                          • Types of Alcoholic Drinks Bought

                                                                                                                                              • Consumers are drinking more standard alcoholic drinks than craft
                                                                                                                                                • Figure 36: Types of standard vs craft alcoholic drinks consumers have bought in the last three months, NI and RoI, 2022
                                                                                                                                              • Craft beer and cider are popular with IoI consumers
                                                                                                                                                • Figure 37: Types of standard or craft alcoholic drinks consumers have bought in the last three months, NI, 2022
                                                                                                                                                • Figure 38: Types of standard or craft alcoholic drinks consumers have bought in the last three months, RoI, 2022
                                                                                                                                              • Consumers show a preference for standard still wine
                                                                                                                                                • Figure 39: Types of wine bought in the last three months, NI and RoI, 2022
                                                                                                                                                • Figure 40: “On which of the following occasions have you drunk wine in the last three months?”, NI and RoI, 2022
                                                                                                                                              • Men are more likely than women to buy craft
                                                                                                                                                • Figure 41: Consumers who have bought any craft alcoholic drink in the last three months, by gender, NI and RoI, 2022
                                                                                                                                                • Figure 42: Consumer attitudes relating to beer/cider, by gender, NI and RoI, 2019
                                                                                                                                            • Important Factors in Alcoholic Drinks

                                                                                                                                                • Price is the top factor, as are special offers/promotions
                                                                                                                                                  • Figure 43: Important factors when buying alcoholic drinks, NI and RoI, 2022
                                                                                                                                                  • Figure 44: “Have you been affected by any of these issues in the last two months?”, NI and RoI, 2022
                                                                                                                                                  • Figure 45: “Compared to your usual Christmas spending habits, do you expect to spend more, less or the same in the following areas for the upcoming Christmas period?”, IoI, 2022
                                                                                                                                                • Older consumers prioritise their favourite brand
                                                                                                                                                  • Figure 46: Consumers to whom a favourite brand is an important factor when buying alcoholic drinks, by age, NI and RoI, 2022
                                                                                                                                                  • Figure 47: “I love trying new experiences” describes me very well, by age, IoI, 2022
                                                                                                                                                • Financially healthy consumers consider ethical credentials
                                                                                                                                                  • Figure 48: Consumers to whom ethical credentials are an important factor when buying alcoholic drinks, by financial situation, NI and RoI, 2022
                                                                                                                                                  • Figure 49: Consumers to whom ethical credentials are an important factor when buying alcoholic drinks, by working status, NI and RoI, 2022
                                                                                                                                              • Important Factors for Craft Alcoholic Drinks

                                                                                                                                                  • Flavour offerings are important to craft drinks
                                                                                                                                                    • Figure 50: Factors consumers consider most important for an alcoholic drink to be considered ‘craft’, NI and RoI, 2022
                                                                                                                                                  • Consumers value high alcohol content less
                                                                                                                                                    • Figure 51: Consumers who have not drunk the following dark or white spirits in the last three months, NI and RoI, 2022
                                                                                                                                                • Behaviours towards Craft Alcoholic Drinks

                                                                                                                                                    • Consumers support local by buying from craft brands
                                                                                                                                                      • Figure 52: Consumer behaviours relating to alcoholic craft drinks, NI and RoI, 2022
                                                                                                                                                    • Men consider which pub/bar to visit based on the available craft options
                                                                                                                                                      • Figure 53: Consumers who would visit a specific pub/bar based on the craft drinks available, by gender, NI and RoI, 2022
                                                                                                                                                      • Figure 54: Consumers who have gone out for a drink (eg pub, nightclub) in the last three months, by gender, NI and RoI, 2022
                                                                                                                                                    • Younger generations are interested in more information on flavour
                                                                                                                                                      • Figure 55: Consumers who would feel encouraged to buy craft drinks with on-shelf flavour profile information, by age, NI and RoI, 2022
                                                                                                                                                      • Figure 56: “Being able to express my individuality is a top priority for me in life”, by age, IoI, 2022
                                                                                                                                                      • Figure 57: New releases of craft alcohol with backstory on-pack, UK and Ireland, 2022
                                                                                                                                                  • Attitudes towards Alcoholic Drinks

                                                                                                                                                      • Consumers have higher ethical expectations for craft brands
                                                                                                                                                        • Figure 58: Consumer behaviours towards alcoholic drinks, NI and RoI, 2022
                                                                                                                                                        • Figure 59: New releases of craft alcohol that detail an ethical production process, UK and Ireland, 2022
                                                                                                                                                      • Young consumers are interested in the story behind the brand
                                                                                                                                                        • Figure 60: “It is important that a brand has an interesting story behind it”, by age, NI and RoI, 2022
                                                                                                                                                        • Figure 61: Agreement that social media platforms have more information on companies compared to their websites, by age, NI and RoI, 2022
                                                                                                                                                        • Figure 62: New launches of craft alcoholic beverages with social media on packaging, Global, 2022
                                                                                                                                                      • The highly affluent more focused on quality
                                                                                                                                                        • Figure 63: “Alcoholic drinks produced on a small scale are better quality than those produced on a large scale”, by socio-economic status, NI and RoI, 2022
                                                                                                                                                        • Figure 64: Selected consumer attitudes towards beer and cider, by socio-economic status, NI and RoI, 2022
                                                                                                                                                        • Figure 65: “I have a budget that I try to stick to as much as possible”, by socio-economic status, IoI, 2022
                                                                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                      • Data sources
                                                                                                                                                        • Abbreviations

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