Table of Contents
Introduction and Abbreviations
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- Definitions
- Regional definitions
- Conversion factors
- Population
- Exchange rates
- BMRB Target Group Index (TGI) sample sizes
- Abbreviations
Executive Summary
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- Irish drinkers spend €7.1 billion
- Average consumption declining
- Four unique types of drinker
- Smoking ban boosts in-home drinking
- Low off-trade prices prompt Dubliners to drink at home
- Irish pub must do more to win back punters
- Restaurants benefit from a smoke-free environment
- More consumers willing to pay for quality…
- …but not for the same quality…
- …and can they find it?
- 47% of RoI adults still support the ban
- 51% in NI in favour of a smoking ban
- Smoking ban changed the drinking patterns of a minority
- Key target groups static
- Does the industry need to expand its appeal?
Market Factors
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- European comparison
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- Figure 1: Per capita consumption of alcohol of EU member states, 2002
- Sales move towards the off-trade
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- Figure 2: Agreement with “Most of my drinking is done at home”, NI and RoI, 2000-04
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- Figure 3: Volume sales of alcoholic beverages, on-trade and off-trade, NI and RoI, 1999-2004
- Economy and perceived well-being
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- Figure 4: Health of the economy, NI and RoI, 2002-05
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- Figure 5: Agreement with lifestyle statements by socio-economic status (percentage point difference from average), NI and RoI, 2004
- Per capita consumption declining
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- Figure 6: Per capita consumption of alcoholic beverages for 18+ adults, litres per annum, NI and RoI, 1999-2004
- Beer and spirits consumption decreasing
- Wine and FABs increasing
- The price of alcohol
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- Figure 7: Indexed national average prices, personal disposable income and alcohol prices, NI and RoI, 1999-2004
- Population changes
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- Figure 8: Trends and projections in the Irish population, by age group, 1999-2009
- Fewer drinkers aged 18-34
- More older drinkers
- Pubs and restaurant visiting
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- Figure 9: Usage of pubs, clubs and restaurants, NI and RoI, 2002-04
The Irish Alcohol Market
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- Figure 10: Indexed retail sales value of alcoholic drinks, NI and RoI, 1999-2004
- Soaring sales flattened by changing market factors in RoI
- NI market battling against the off-trade shift
- On- vs off-trade
- Northern Ireland
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- Figure 11: Indexed retail sales value of alcoholic drinks, on-trade and off-trade, NI, 1999-2004
- Republic of Ireland
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- Figure 12: Indexed retail sales value of alcoholic drinks, on-trade and off-trade, RoI, 1999-2004
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Market Segmentation
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- Northern Ireland
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- Figure 13: Value share of alcohol market, by category, on-trade and off-trade, NI, 2004
- Beer and spirits dominate the on-trade
- Wine leads the off-trade
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- Figure 14: Value sales growth by product, on-trade and off-trade, NI, 2004
- Wine and FABs share the growth
- Republic of Ireland
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- Figure 15: Value share of alcohol market, by category, on-trade and off-trade, RoI, 2004
- Beer dominates both channels
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- Figure 16: Value sales growth by product, on-trade and off-trade, RoI, 2004
Attitudes to Drinking
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- Irish attitudes to drinking
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- Figure 17: Agreement to selected drinking related statements, NI and RoI, 2004
- NI and RoI differences
- Drinking itself is not the goal…
- …trading up opportunities may provide an answer
- Trends in drinking attitudes in NI
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- Figure 18: Agreement to selected drinking related statements, NI, 2000-04
- More consumers willing to trade up for beer…
- …but not for wine
- Gender differences
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- Figure 19: Agreement to alcohol statements (percentage point difference from average), by gender, NI, 2004
- Quality beer separates the genders
- Age differences
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- Figure 20: Agreement with alcohol statements (percentage point difference from average), by age group, NI, 2004
- Pub culture for different ages
- Socio-economic status differences
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- Figure 21: Agreement with alcohol statements (percentage point difference from average), by socio-economic group, NI, 2004
- Trading up and in-home drinking splits the class divide
- Marital status
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- Figure 22: Agreement with alcohol statements (percentage point difference from average), by marital status, NI, 2004
- Singles still drive the market
- Nesting behaviour dictates drinking behaviour
- Regional variations
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- Figure 23: Agreement with alcohol statements (percentage point difference from average), by region, NI, 2004
- Belfast residents less likely to enjoy a night at the pub
- Additional drink related statements
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- Figure 24: Agreement to selected drinking related statements, NI, 2000-03
- Are consumers ambivalent about low alcohol beers?
- Drinkers vs non-drinkers (NI)
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- Figure 25: Agreement with selected lifestyle statements, drinkers and non-drinkers of alcohol (percentage point difference from average), NI, 2004
- Drinking attitudes in RoI
- Trends in drinking attitudes in RoI
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- Figure 26: Agreement with alcohol statements (percentage point difference from average), RoI, 2000-04
- More consumers will trade up for quality…
- …but probably not for the same quality
- More consumers do their drinking in-home
- 4 in 10 don’t move beyond their repertoire
- Gender differences
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- Figure 27: Agreement with alcohol statements (percentage point difference from average), by gender, RoI, 2004
- Men more loyal than women!
- Men trade up for beer
- Age differences
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- Figure 28: Agreement with alcohol statements (percentage point difference from average), by age group, RoI, 2004
- No night at the pub for grey drinkers?
- Socio-economic status differences
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- Figure 29: Agreement with alcohol statements (percentage point difference from average), by socio-economic group, RoI, 2004
- Affluent consumers trade up for wine
- Marital status
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- Figure 30: Agreement with alcohol statements (percentage point difference from average), by marital status, RoI, 2004
- New singles may be uncatered for
- Regional variations
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- Figure 31: Agreement with alcohol statements (percentage point difference from average), by region, RoI, 2004
- Dubliners more likely to drink at home
- Additional drink related statements
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- Figure 32: Agreement with alcohol statements (percentage point difference from average), RoI, 2000-04
- Longer opening times becoming less important
- Drinkers vs non-drinkers (RoI)
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- Figure 33: Agreement with selected lifestyle statements, drinkers and non-drinkers of alcohol (percentage point difference from average), RoI, 2004
Drinking Target Groups
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- Northern Ireland
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- Figure 34: Agreement with drink related statements (percentage point change from average), by cluster group, NI, 2004
- Figure 35: Market size of cluster groups, NI, 2004
- Consumption by cluster
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- Figure 36: Alcohol penetration by cluster groups (percentage point difference from average), NI, 2004
- Analysis of NI cluster groups
- Hard Core Drinkers
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- Figure 37: Socio-demographic make-up of Hard Core Drinkers, NI, 2004
- At-home Drinkers
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- Figure 38: Socio-demographic make-up of At-home Drinkers, NI, 2004
- Quality Conscious drinkers
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- Figure 39: Socio-demographic make-up of Quality Conscious Drinkers, NI, 2004
- Pub Drinkers
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- Figure 40: Socio-demographic make-up of Pub Drinkers, NI, 2004
- Non-drinkers
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- Figure 41: Socio-demographic make-up of non-alcohol drinkers, NI, 2004
- Understanding NI cluster groups
- Leisure and hobbies
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- Figure 42: Agreement with selected lifestyle statements (percentage point change from average), by cluster group, NI, 2004
- Quality Conscious also ‘culturally conscious’
- At-home Drinkers don’t entertain at home
- Hard Core Drinkers
- Lifestyle and luxury
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- Figure 43: Agreement with selected lifestyle statements (percentage point change from average), by cluster group, NI, 2004
- Style and fashion
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- Figure 44: Agreement with selected lifestyle statements (percentage point change from average), by cluster group, NI, 2004
- Quality Conscious with style
- Speaking to NI cluster groups
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- Figure 45: Agreement with media related statements (percentage point change from average), by cluster group, NI, 2004
- Hard Core Drinkers respond more to TV ads
- At-home Drinkers feel bombarded
- Quality Conscious interested in new media
- Pub Drinkers give average responses
- Republic of Ireland
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- Figure 46: Agreement with drink related statements (percentage point change from average), by cluster group, RoI, 2004
- Figure 47: Market size of cluster groups, RoI, 2004
- Consumption by cluster
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- Figure 48: Alcohol penetration by cluster groups (percentage point difference from average), RoI, 2004
- Analysis of RoI cluster groups
- Hard Core Drinkers
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- Figure 49: Socio-demographic make-up of Hard Core Drinkers, RoI, 2004
- At-home Drinkers
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- Figure 50: Socio-demographic make-up of At-home Drinkers, RoI, 2004
- Cost Conscious Drinkers
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- Figure 51: Socio-demographic make-up of Social Drinkers, RoI, 2004
- Pub Drinkers
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- Figure 52: Socio-demographic make-up of Pub Drinkers, RoI, 2004
- Non-drinkers
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- Figure 53: Socio-demographic make-up of non-alcohol drinkers, RoI, 2004
- Understanding RoI cluster groups
- Leisure and hobbies
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- Figure 54: Agreement with selected lifestyle statements (percentage point change from average), by cluster group, RoI, 2004
- Lifestyle and luxury
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- Figure 55: Agreement with selected lifestyle statements (percentage point change from average), by cluster group, RoI, 2004
- Style and fashion
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- Figure 56: Agreement with selected lifestyle statements (percentage point change from average), by cluster group, RoI, 2004
- Speaking to RoI cluster groups
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- Figure 57: Agreement with media related statements (percentage point change from average), by cluster group, RoI, 2004
- Hard Core Drinkers open to new media
- At-home Drinkers
- Cost Conscious Drinkers
- Pub Drinkers
The Smoking Ban – Past and Present
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- Before the ban…
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- Figure 58: Agreement with “Smoking should be banned in public places”, NI and RoI, 2001-03
- …after the ban (RoI)
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- Figure 59: Agreement with smoking ban related questions, RoI, 2004
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- Figure 60: Agreement with “The smoking ban was a good idea”, RoI, 2004
- Strong support still remains
- Who still supports the ban?
- In-home vs out-of-home drinking
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- Figure 61: Agreement with “Since the smoking ban I drink less in pubs and clubs”, RoI, 2004
- Changing behaviour of a few responsible for large on-trade change
- More new in-home drinkers
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- Figure 62: Agreement with “Since the smoking ban pubs offer a more pleasant drinking environment”, RoI, 2004
- Few believe pub environment is better as a result
- After the ban (NI)
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- Figure 63: Agreement with smoking ban related questions, RoI, 2004
- Figure 64: Agreement with “A smoking ban would be a good idea”, NI, 2004
- Majority still in favour in NI
- Changes to opening hours
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- Figure 65: Agreement with “I would prefer more flexible opening hours in pubs and clubs”, NI, 2004
- Low support for flexible opening
- How important is drinking?
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- Figure 66: Agreement with “My social life would not be the same without alcohol”, NI, 2004
- One in ten men require alcohol for their social life
Conclusions and Implications
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- Market and demographic issues
- Consumer issues
- Smoking ban issues
The Future
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- In-home drinking is the future – accept it!
- In-home drinking is the future – don’t accept it!
- EU tax harmonisation
Appendix
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- Marriage and children
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- Figure 67: Average age of women at marriage and birth of first child, NI and RoI, 1993-2002
- Excise duty
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- Figure 68: Excise duty on popular alcoholic beverages, by type, UK, 1999-2003
- Figure 69: Excise rates in RoI, 2003
- Irish alcoholic drinks market tables
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- Figure 70: Retail sales value of alcoholic drinks, NI and RoI, 1999-2004
- Figure 71: Retail sales value of alcoholic drinks, on-trade and off-trade, NI, 1999-2004
- Figure 72: Retail sales value of alcoholic drinks, on-trade and off-trade, RoI, 1999-2004
- Additional RoI drinking statements
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- Figure 73: Agreement with additional drink related statements (percentage point change from average), by cluster group, RoI, 2004
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