Ireland Attitudes towards In-home Drinking Market Report 2021
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Report Summary
“With vaccinations continuing in Ireland, the desire among Irish consumers to drink more at pubs and bars is increasing. However, concerns related to the spread of the Delta variant of COVID-19 may see many consumers prefer to spend more of their leisure time at home for the remainder of 2021.”
– Brian O’Connor, Senior Consumer Analyst
This report will look at the following areas:
- The impact of COVID-19 on drinking habits and how it has increased in-home drinking.
- The types of drinks consumers have when drinking at home.
- How often consumers drink at home.
- Where consumers typically buy alcohol for in-home use, and the role of online channels in this.
- Factors that would encourage consumers to buy more of their drinks online.
- How will the end of COVID-19 impact drinking habits – will consumers return to the on-trade?
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- COVID-19: market context
- What you need to know
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Executive Summary
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- The market
- Figure 1: Expected impact of COVID-19 on alcohol, short, medium and long term, April 2021
- Minimum unit pricing for RoI in 2022
- Alcohol prices increase in 2021
- Figure 2: Agreement with the statement ‘COVID-19/coronavirus has seen me spend a lot more of my leisure time at home’, NI and RoI, 2021
- Drive for out-of-home drinking remains strong…
- …but COVID-19 concerns may continue to drive in-home drinking
- Figure 3: How worried consumers are about the risk of being exposed to COVID-19, IoI, 2020-21
- Consumers more likely to report healthy finances
- Figure 4: How consumers rate their current personal financial situation, NI and RoI, 2018-21
- A third experimenting more with own-label alcoholic drinks
- Companies and Innovations
- The consumer
- Wine most popular in-home drink
- Figure 5: Types of alcohol that consumers have drunk at home in the last three months, NI and RoI, 2021
- Majority drink once per week or more
- Figure 6: How frequently consumers drink at home, NI and RoI, 2021
- Supermarkets most typical place to buy alcohol
- Figure 7: Where consumers have bought alcohol in the last three months, NI and RoI, 2021
- Price and postage costs key considerations for online alcohol purchasing
- Figure 8: Important factors when choosing online alcohol retailer, NI and RoI, 2021
- NI consumers enjoy drinking at home more than RoI
- Figure 9: Agreement with statements relating to in-home drinking, NI and RoI, 2021
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The Market – What You Need to Know
- Minimum unit pricing for RoI in 2022
- Alcohol prices increase in 2021
- Drive for out-of-home drinking remains strong…
- …but COVID-19 concerns may continue to drive in-home drinking
- Consumers more likely to report healthy finances
- A third experimenting more with own-label alcoholic drinks
- Minimum unit pricing for RoI in 2022
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Market Drivers
- Short-, medium- and long-term impact on the industry
- Figure 10: Expected impact of COVID-19 on alcohol, short, medium and long term, 2021
- Minimum pricing for RoI in 2022, still in limbo for NI
- Uptick in spirits and beer pricing in RoI
- Figure 11: Alcoholic beverage price inflation – off-trade, RoI, 2016-21
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- Figure 12: Alcoholic beverage price inflation, NI/UK, 2016-21
- Figure 13: Agreement with the statement ‘COVID-19/coronavirus has seen me spend a lot more of my leisure time at home’, NI and RoI, 2021
- Easing restrictions see less drinking at home, and urgency for drinking out of home
- Figure 14: How COVID-19 has changed consumer spending on alcohol, IoI, 2020-21
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- Figure 15: Activities consumers are most looking forward to after social distancing measures are relaxed, IoI, 2021
- COVID-19 concerns creeping up again – and will encourage more at-home drinking
- Figure 16: How worried consumers are about the risk of being exposed to COVID-19, IoI, 2020-21
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- Figure 17: How comfortable consumers feel visiting restaurants/bars during COVID-19, IoI, 2020
- Winter COVID-19 concerns might sustain in-home drinking further
- Figure 18: Agreement with statements relating to COVID-19 restrictions, IoI, 2021
- Consumer financial health improving through 2021 and COVID-19
- Figure 19: How consumers rate their current personal financial situation, NI and RoI, 2018-21
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- Figure 20: How consumers rate their current personal financial situation, NI and RoI, 2021
- A third experimenting more with own-label alcoholic drinks
- Figure 21: Agreement with the statement ‘COVID-19/coronavirus has encouraged me to experiment more with own-label alcoholic drinks’, NI and RoI, 2021
- Figure 22: Consumers’ preferences for branded vs own-label alcohol, NI and RoI, 2020
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- Figure 23: New releases of private-label drinks, UK and Ireland, 2021
- Short-, medium- and long-term impact on the industry
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Companies and Brands – What You Need To Know
- Beer and wine remain the most popular new launches
- Alcohol availability through food delivery services
- Low/no-alcohol options gaining interest
- Consumers become more attentive to gin quality
- Consumers continue to show interest in cocktail making from home
- Beer and wine remain the most popular new launches
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Who’s Innovating?
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- Beer the most popular new release
- Figure 24: New releases of alcoholic drinks, UK and Ireland, 2017-21
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- Figure 25: Qualities associated with different alcoholic drinks, UK, 2021
- Online ordering and delivery services to boost sales
- Health-conscious consumers show interest in low/no-alcohol options
- Figure 26: Top claims for alcoholic drinks, UK and Ireland, 2017-21
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- Figure 27: New releases of no/low-alcohol drinks, UK and Ireland, 2021
- Premium gin increases in popularity
- Figure 28: Top five claims for gin products, UK and Ireland, 2017-21
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- Figure 29: New releases of gin with a premium claim, UK and Ireland, 2021
- At-home cocktail making remains popular post-lockdown
- Figure 30: Parrot Bay Frozen Pouches 250ml
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Company Profiles
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- Off-licences
- Carry Out (RoI)
- Key facts
- Product portfolio
- Recent developments
- Molloy’s (RoI)
- Key facts
- Product portfolio
- Recent developments
- Next Door (RoI)
- Key facts
- Product portfolio
- O’Briens (RoI)
- Key facts
- Product portfolio
- Recent developments
- WineFlair (NI)
- Key facts
- Product portfolio
- Recent developments
- Winemark (NI)
- Key facts
- Product portfolio
- Recent developments
- Supermarket Retailers
- Marks & Spencer
- Key facts
- Product portfolio
- Recent developments
- Sainsbury’s
- Key facts
- Product portfolio
- Recent developments
- SuperValu
- Key facts
- Product portfolio
- Recent developments
- Tesco
- Key facts
- Product portfolio
- Recent developments
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The Consumer – What You Need to Know
- Wine most popular in-home drink
- Majority drink once per week or more
- Supermarkets most typical place to buy alcohol
- Price and postage costs key considerations for online alcohol purchasing
- NI consumers enjoy drinking at home more than RoI
- Wine most popular in-home drink
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In-home Drinking Usage
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- Still wine is the most popular type of alcoholic drink at home
- Figure 31: Types of alcohol that consumers have drunk at home in the last three months, NI and RoI, 2021
- Preference for still wine increases with age
- Figure 32: Types of wine that consumers have drunk at home in the last three months, by age, RoI and NI, 2021
- Women more likely to drink sparkling wine
- Figure 33: Usage of sparkling wine drunk at home in the last three months, by gender, NI and RoI, 2021
- Beer and cider more popular with men than women
- Figure 34: Beer and cider usage, by gender, NI and RoI, 2021
- Beer more popular among older consumers and cider more popular among younger consumers
- Figure 35: Beer and cider usage, by gender and age, NI and RoI, 2021
- Spirits more popular among people of high affluence
- Figure 36: Usage of white and dark spirits, by socio-economic group, RoI, 2021
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Frequency of In-home Drinking
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- Six in 10 drink once per week or more
- Figure 37: How frequently consumers drink at home, NI and RoI, 2021
- Figure 38: How frequently consumers drink at home, by gender, NI and RoI, 2021
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- Figure 39: Consumers who drink at home once per week or more often, by age, NI and RoI, 2021
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Purchasing Channels
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- Supermarkets and discounters key alcohol channels
- Figure 40: Where consumers have bought alcohol in the last three months, NI and RoI, 2021
- Mature consumers favour supermarkets; younger favour discounters
- Figure 41: Consumers who have bought alcohol via supermarkets (in-store) vs. discounters, by age, NI and RoI, 2021
- Younger and affluent consumers more likely to shop online for alcohol
- Figure 42: Consumers who have bought alcohol online (any) in the last three months, by age and socio-economic group, NI and RoI, 2021
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Important Factors when Buying Alcohol Online
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- Online alcohol purchasing cost-focused
- Figure 43: Important factors when choosing online alcohol retailer, NI and RoI, 2021
- Would drinkers wait longer – if it meant free delivery?
- Figure 44: Important factors when choosing online alcohol retailer relating to delivery, NI and RoI, 2021
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- Figure 45: Agreement with the statement ‘Cheaper/free delivery charges make me willing to wait a little longer for deliveries’, by gender, NI and RoI, January 2021
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Attitudes towards In-home Drinking
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- NI consumers more likely to compare in-home drinking favourably with drinking out of home
- Figure 46: Agreement with statements relating to in-home drinking, NI and RoI, 2021
- Drinking at home favoured comparably with pub drinks by RoI women
- Figure 47: Agreement with the statement ‘I find drinking alcoholic drinks while socialising at home just as enjoyable as drinking out of home’, by gender, NI and RoI, 2021
- Two thirds looking forward to out-of-home drinking post-COVID-19
- Figure 48: Agreement with the statement ‘I am looking forward to being able to drink more out of home post-COVID-19/coronavirus’, by generation, NI and RoI, 2021
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- Figure 49: Agreement with the statement ‘Post-COVID-19/coronavirus I expect to spend more time drinking at home than at pubs/bars’, by age, NI and RoI, 2021
- COVID-19 helping to drive drinks experimentation
- Figure 50: Agreement with the statement ‘The COVID-19/coronavirus outbreak has prompted me to try new brands of alcoholic drinks’, by age, NI and RoI, 2021
- Figure 51: New releases of gin with a premium claim, UK and Ireland, 2021
- Women more likely to be interested in at-home cocktail kits
- Figure 52: Agreement with the statement ‘At-home cocktail making kits appeal to me’, by gender, NI and RoI, 2021
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Appendix – Data Sources, Abbreviations and Supporting Information
- Data sources
- Generational cohort definitions
- Abbreviations
- Data sources
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