Table of Contents
Executive Summary
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- The market
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- Figure 1: Estimated value of wine sales, NI and RoI, 2015-19
- Forecast
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- Figure 2: Indexed estimated value of wine sales, NI and RoI, 2015-25
- Market factors
- Price of wine rising in NI, falling in RoI
- RoI has highest excise tax on wine in Europe
- Branded wines favoured by Irish consumers
- Irish consumers remain financially insecure
- Companies, brands and innovations
- The consumer
- Consumers show strong preference for still wines
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- Figure 3: Types of wine bought in the last three months, NI and RoI, November 2019
- Bottles are the preferred format when drinking wine
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- Figure 4: Formats used when drinking wine in the last three months, NI and RoI, November 2019
- At home a key wine drinking occasion
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- Figure 5: Usage occasions for wine, NI and RoI, November 2019
- Consumers prepared to pay more for wines with good vintage
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- Figure 6: Factors consumers would be willing to pay more for when buying wine, NI and RoI, November 2019
- Low alcohol appeals to consumers looking to limit alcohol intake
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- Figure 7: Agreement with statements relating to attitudes towards sugar and alcohol content in wine, NI and RoI, November 2019
- Flavour descriptors help consumers choose a wine
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- Figure 8: Agreement with statements relating to wine packaging, NI and RoI, November 2019
- Consumers tend to stick to the same wine, but are open to products from new regions
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- Figure 9: Agreement with statements relating to wine choice behaviours, NI and RoI, November 2019
- Quality of own-label wines seen to be improving
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- Figure 10: Agreement with statements relating to wine, NI and RoI, November 2019
- What we think
The Market – What You Need to Know
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- 2019 to see subdued growth in wine sales
- Wine prices falling in RoI but increasing in NI
- Excise tax high on wine across NI and RoI
- Squeeze on Irish consumers’ finances continues
Market Size and Forecast
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- Irish wine market to see slow growth in 2019
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- Figure 11: Estimated total wine sales, by value, IoI, NI and RoI, 2015-25
- Volume sales of wine increase on the back of off-trade promotional activity
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- Figure 12: Estimated total wine sales, by volume, IoI, NI and RoI, 2015-25
- Wine sales to grow through to 2025
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- Figure 13: Indexed estimated value of wine sales, NI and RoI, 2015-25
- On-trade wine sales flat in 2019
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- Figure 14: Estimated on-trade wine sales, by value, IoI, NI and RoI, 2015-25
- Figure 15: Estimated on-trade wine sales, by volume, IoI, NI and RoI, 2015-25
- Off-trade sales to grow
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- Figure 16: Estimated off-trade wine sales, by value, IoI, NI and RoI, 2015-25
- Figure 17: Estimated off-trade wine sales, by volume, IoI, NI and RoI, 2015-25
Market Drivers
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- Wine prices rising in NI
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- Figure 18: Alcoholic beverage price inflation vs spirit prices, UK (including NI), December 2018-November 2019
- Figure 19: Alcoholic beverage price inflation vs spirit prices, RoI, December 2018-November 2019
- Wine excise rates highest in RoI
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- Figure 20: Excise tax per 750ml bottle of still wine and sparkling wine (13% ABV) in selected European countries, in euro, December 2018
- Branded wines popular among Irish consumers
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- Figure 21: Consumers’ preferences for branded vs own-label alcoholic drinks, NI and RoI, September 2019
- Branded products account for majority of wine launches
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- Figure 22: New wine products launched, branded vs private label, UK and Ireland, 2015-19
- Consumers show preference for non-traditional wine-producing regions
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- Figure 23: Percentage share of wine purchased in RoI, 2018
- New alcohol advertising restrictions become law
- Irish consumers have little disposable income
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- Figure 24: Financial health of Irish consumers, NI and RoI, November 2018 and November 2019
Companies and Innovations – What You Need to Know
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- NPD high in wine category
- Wine category dominated by sustainability claims
- Brands dominate wine category, but own-label NPD growing
Who’s Innovating?
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- Wine is the second most innovative drinks category
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- Figure 25: Total new alcoholic drinks launched, UK and Ireland, 2015-19
- Figure 26: Total new alcoholic drinks launched, by sub-category, UK and Ireland, 2015-19
- Sustainability a key focus for wine producers
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- Figure 27: New wine products launched, by top 10 claims, UK and Ireland, 2015-19
- Bottles dominate wine packaging NPD
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- Figure 28: New wine products launched, by top five packaging types, UK and Ireland, 2015-19
Companies and Brands – Key Players
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- Distributors
- Barry & Fitzwilliam
- Key facts
- Product portfolio
- Recent developments
- C&C Group Plc
- Key facts
- Product portfolio
- Brand NPD
- Recent developments
- Irish Distillers
- Key facts
- Product portfolio
- Brand NPD
- Retailers
- Direct Wine Shipments
- Key facts
- Product portfolio
- O’Briens
- Key facts
- Product portfolio
- Recent developments
- JN Wine
- Key facts
- Product portfolio
- Brand NPD
- Recent developments
- WineFlair
- Key facts
- Product portfolio
- Recent developments
- Winemark
- Key facts
- Product portfolio
- Recent developments
The Consumer – What You Need to Know
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- Still wines and bottle format popular among Irish consumers
- Consumers show preference for drinking wine at home
- A good vintage worth paying more for
- Low-alcohol wine appeals to consumers looking to reduce alcohol intake
- Small bottles could boost in-home drinking occasion
- Consumers open to trying wines from different regions
- Ordering wine on delivery service appeals to Irish consumers
Usage of Wine
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- Still wines favoured by Irish consumers
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- Figure 29: Types of wine bought in the last three months, NI and RoI, November 2019
- Usage of wine tied to age
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- Figure 30: Types of wine bought in the last three months, by age, NI, November 2019
- Figure 31: Types of wine bought in the last three months, by age, RoI, November 2019
- Wine popular among NI men
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- Figure 32: Types of wine bought in the last three months, by gender, NI and RoI, November 2019
Format Preferences
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- Bottles the preferred wine format
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- Figure 33: Formats used when drinking wine in the last three months, NI and RoI, November 2019
- Older consumers drinking wine from standard bottles
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- Figure 34: Usage of standard bottle (750ml) when drinking wine in the last three months, by age, NI and RoI, November 2019
- Figure 35: Usage of small bottle (eg 187ml or less) when drinking wine in the last three months, by age, NI and RoI, November 2019
Occasions for Drinking Wine
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- Wine most likely to be drunk at home
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- Figure 36: Usage occasions for wine, NI and RoI, November 2019
- Higher-income consumers drinking wine across different occasions
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- Figure 37: Usage occasions for wine, by social class, NI and RoI, November 2019
Motivations to Buy Wine
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- Consumers willing to pay more for good vintage and country of origin
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- Figure 38: Factors consumers would be willing to pay more for when buying wine, NI and RoI, November 2019
- Younger consumers will pay more for award-winning wine
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- Figure 39: Consumers who would be willing to pay more for award-winning wine, by age, NI and RoI, November 2019
Attitudes towards Sugar and Alcohol Content in Wine
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- Consumers interested in low-alcohol wine to limit alcohol intake
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- Figure 40: Agreement with statements relating to attitudes towards sugar and alcohol content in wine, NI and RoI, November 2019
- Low-alcohol wines appeal to young consumers
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- Figure 41: Agreement with the statement ‘I would be willing to switch to low-alcohol wines to help limit my overall intake’, by age, NI and RoI, November 2019
Attitudes towards Wine Packaging
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- Consumers find wine flavour descriptors helpful
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- Figure 42: Agreement with statements relating to wine packaging, NI and RoI, November 2019
- A wider range of smaller bottles appeals to parents
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- Figure 43: Agreement with the statement ‘A wider range of smaller-sized bottles (eg half size) would make me drink wine at home more often’, by presence of children in the household, NI and RoI, November 2019
Important Choice Factors
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- Consumers stick to same variety, but are open to wines from different regions
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- Figure 44: Agreement with statements relating to wine choice behaviours, NI and RoI, November 2019
- Women tend to choose the same wine variety
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- Figure 45: Agreement with the statement ‘I generally stick to the same variety of wine’, by gender, NI and RoI, November 2019
- Figure 46: Agreement with the statement ‘I like trying wines from countries I haven't had before’, by gender, NI and RoI, November 2019
Attitudes towards Wine
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- Consumers interested in ordering wine via delivery services
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- Figure 47: Agreement with statements relating to wine, NI and RoI, November 2019
- Ordering wine via delivery services appeals to men
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- Figure 48: Agreement with the statement ‘I would like to be able to order wine via delivery services (eg Deliveroo)’, by gender, NI and RoI, November 2019
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Market size rationale
- Generational cohort definitions
- Abbreviations
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