Table of Contents
Overview
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- What you need to know
- Issues covered in this Report
Executive Summary
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- The market
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- Figure 1: Estimated total beer market, by segment, IoI, 2018
- Figure 2: Estimated total cider sales, NI and RoI, 2013-18
- Forecast
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- Figure 3: Indexed estimated beer and cider sales, IoI, 2013-23
- Market factors
- UK and RoI beer excises among the highest in Europe
- Beer prices rising in pubs and bars
- Foodservice an important revenue stream for the on-trade
- Most Irish consumers upbeat on personal finances for the year ahead
- Companies and innovations
- The consumer
- Lager and stout top beers
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- Figure 4: Types of beer consumers have drunk in home or out of home in the last three months, NI and RoI, March 2018
- Apple continues to be key cider flavour
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- Figure 5: Types of cider drunk in the last three months, NI and RoI, March 2018
- While visiting a pub and relaxing at home key beer and cider drinking occasions
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- Figure 6: Occasions on which consumers have drunk beer and cider in the last three months, NI and RoI, March 2018
- Premium must be worth the price: taste is all important
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- Figure 7: Agreement with statements relating to beer and cider, NI and RoI, March 2018
The Market – What You Need to Know
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- Irish beer sales continue to grow in 2018
- High excise rates on beer a threat to on-trade sales
- Beer prices rising in pubs, declining in the off-trade
- Food pairing opportunity for pubs and brands
Market Size and Forecast
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- RoI sees stronger beer value growth from 2016-17
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- Figure 8: Total beer sales, by value, IoI, NI and RoI, 2013-23
- RoI on-trade increases, falls in NI
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- Figure 9: Total on-trade beer sales, by value, IoI, NI and RoI, 2013-23
- Figure 10: Total overseas visitors to RoI and visitors from GB, January 2016-April 2018
- Beer off-trade sees increased spending in 2017
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- Figure 11: Total off-trade beer sales, by value, IoI, NI and RoI, 2013-23
- Volume sales decrease from 2016-17
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- Figure 12: Total beer sales, by volume (LPA), on-trade and off-trade, IoI, 2013-23
- Cider continues to see strong value sales in 2017
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- Figure 13: Total cider sales, by value, IoI, NI and RoI, 2013-23
- Cider growth set to be slow but steady in terms of value
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- Figure 14: Total off-trade vs. on-trade cider sales, by value, IoI, NI and RoI, 2013-23
- Cider volume sales increase in off-trade, remain similar in on-trade
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- Figure 15: Total cider sales, by volume, on-trade and off-trade, IoI, 2013-23
Market Segmentation
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- Lager set to benefit from World Cup in 2018
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- Figure 16: Total lager sales, by value, IoI, off-trade and on-trade, 2013-23
- Stout sees decline in on-trade performance
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- Figure 17: Total stout sales, by value, IoI, off-trade and on-trade, 2013-23
- Ale continues to benefit from the craft trend
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- Figure 18: Total ale sales, by value, IoI, off-trade and on-trade, 2013-23
- Figure 19: Estimated market value of craft beer market, Europe, 2012-18
Market Drivers
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- On-trade prices continue to increase
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- Figure 20: Consumer price indices for beer, on-trade and off-trade, RoI, January 2013-February 2018
- Figure 21: Consumer price indices for beer, UK (including NI), January 2013-April 2018
- Beer excise remains at 2017 levels, but high beer prices might hamper tourism
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- Figure 22: UK and RoI excise duty rates per pint of beer (4% ABV) and cider (up to 7.5%), 2012-18
- Figure 23: Selected European beer excise rates, July 2017
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- Figure 24: How overseas visitors spent their money when visiting Ireland, 2017
- Pub an increasingly important foodservice venue
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- Figure 25: Estimated revenue of foodservice sales via pub channels, NI and RoI, 2016 and 2017
- Figure 26: Consumers who have visited a pub in the last month, NI and RoI, August 2016
- Pub grub offers meal pairing opportunity
- NI consumers still negative about future economic improvement
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- Figure 27: How consumers think the general economic condition of the country will change over the next 12 months, NI, April 2017-March 2018
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- Figure 28: How consumers think their personal financial situation will change over the next 12 months, NI, April 2017-March 2018
- RoI consumers more positive about both economy and personal finances
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- Figure 29: How consumers think the general economic condition of the country will change over the next 12 months, RoI, April 2017-March 2018
- Figure 30: How consumers think their personal financial situation will change over the next 12 months, RoI, April 2017-March 2018
Companies and Brands – What You Need to Know
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- Diageo launching new craft-style beers through its Open Gate Brewery
- Cider market becoming more competitive thanks to new mainstream brand launches from Heineken
- Rising demand for Irish craft beer as Porterhouse and Whitewater secure new export business
- BrewDog outgrows its craft status as its bar and brewery portfolio grows and IPO looms
Who’s Innovating?
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- Ethical claims dominate top 10, consumers attracted to higher-end products
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- Figure 31: Claims analysis of new beer and cider products launched, UK and Ireland, January 2014-April 2018
- Smaller cans becoming more prevalent, especially amongst craft brands
- Low-alcohol beer and cider launches increasing
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- Figure 32: New products launches in the UK and Ireland claiming to be low-alcohol, January 2014-April 2018
- World’s first ‘blockchain beer’ being brewed in NI
- Cider flavours heavily focused on fruit, but can take inspiration from botanicals
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- Figure 33: Flavour analysis of new cider products, excluding unflavoured/plain, UK and Ireland, January 2014-April 2018
Companies and Brands
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- AB InBev
- Key facts
- Product portfolio
- Brand NPD
- Recent developments
- Diageo
- Key facts
- Product portfolio
- Brand NPD
- Recent developments
- Molson Coors
- Key facts
- Product portfolio
- Brand NPD
- Recent developments
- The Cantrell & Cochrane Group (C&C)
- Key facts
- Product portfolio
- Brand NPD
- Recent developments
- Heineken Ireland
- Key facts
- Product portfolio
- Brand NPD
- Recent developments
- BrewDog
- Key facts
- Product portfolio
- Recent developments
- Craft beer and cider companies
- The Porterhouse Brewing Company
- Key facts
- Product portfolio
- Recent developments
- Whitewater Brewery
- Key facts
- Product portfolio
- Recent developments
- Long Meadow Cider
- Key facts
- Product portfolio
- Recent developments
- Hilden Brewery
- Key facts
- Product portfolio
- Carlow Brewing
- Key facts
- Product portfolio
The Consumer – What You Need to Know
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- Four in 10 drink lager
- NI cider drinkers have more diverse taste profiles than RoI
- Half relax at home while drinking beer/cider
- Taste is king among beer/ cider drinkers
Usage of Beer
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- Lager remains the key beer category in 2018
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- Figure 34: Types of beer consumers have drunk in home or out of home in the last three months, NI and RoI, March 2018
- Lager sees strongest use among middle-aged
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- Figure 35: Consumers who have drunk lager (eg Harp Heineken) in the last three months, by gender and age, NI and RoI, March 2018
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- Figure 36: Consumers who have drunk fruit-flavoured beer (eg Früli) the last three months, by age, NI and RoI, March 2018
- Stout embraced by 18-24s
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- Figure 37: Consumers who have drunk stout in the last three months, by gender and age, NI and RoI, March 2018
- Low-alcohol and low-sugar beers see very little usage
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- Figure 38: Consumers who have drunk low-sugar/low-calorie or low-alcohol/non-alcoholic beer in the last three months, NI and RoI, March 2018
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- Figure 39: Selected statements on how consumers manage their sugar intake, NI and RoI, June 2017
Usage of Cider
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- NI consumers favour more diverse cider flavour profiles, especially fruit-flavoured cider
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- Figure 40: Types of cider drunk in the last three months, NI and RoI, March 2018
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- Figure 41: Consumers who have drunk apple cider vs lager in the last three months, by gender, NI and RoI, April 2017
- NI consumers much more likely to drink fruit-flavoured cider than RoI consumers
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- Figure 42: Consumers who have drunk fruit-flavoured cider in the last three months, by gender, NI and RoI, March 2018
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- Figure 43: Consumers who have drunk fruit-flavoured cider in the last three months, by age, NI and RoI, March 2018
Occasions for Drinking Beer and Cider
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- Pub visit key location for drinking beer and cider
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- Figure 44: Occasions on which consumers have drunk beer and cider in the last three months, NI and RoI, March 2018
- The pub key for beer and cider drinkers
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- Figure 45: Consumers have drunk beer and/or cider in a pub or bar in the last three months, by gender, NI and RoI, March 2018
- Over-45s more likely to drink beer/ cider when relaxing at home
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- Figure 46: Consumers have drunk beer and/or cider at home while relaxing in the last three months, by age, NI and RoI, March 2018
- Beer and cider drunk with meals
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- Figure 47: Consumers have drunk beer and/or cider with a meal in and out of home in the last three months, NI and RoI, March 2018
Attitudes towards Beer and Cider
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- Taste is key to spending more on beer and cider
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- Figure 48: Agreement with statements relating to beer and cider, NI and RoI, March 2018
- Less affluent consumers will only pay more for taste
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- Figure 49: Agreement with the statement ‘I'm only willing to pay more for beer/cider if I can easily taste the difference compared to cheaper equivalents’, by age and social group, NI and RoI, March 2018
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- Figure 50: Agreement with the statement ‘I am prepared to pay more for craft beers/ ciders (ie made by a small-scale brewer)’, by social group, NI and RoI, March 2018
- Aged beers and ciders capture the interest of men
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- Figure 51: Agreement with the statement ‘I would be interested in trying a beer or cider aged in an oak barrel’, by gender, NI and RoI, March 2018
- Over half of consumers want the new and unusual from beers and ciders
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- Figure 52: Agreement with selected statement relating to beer/cider innovation, NI and RoI, March 2018
- Food waste used to brew could appeal to environmentally conscious?
Appendix – Data Sources, Abbreviations and Supporting Information
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- Definition
- Data sources
- Generational cohorts
- Abbreviations
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