Table of Contents
Issues in the Market
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- Key themes in the market
- Definition
- Abbreviations
Insights and Opportunities
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- Consumers won’t travel far for a night out
- Healthy eating stays at home when consumers go out
- A little culture goes a long way
Fast Forward Trends
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- Trend 1: Experience is all
- Definition : Brands differentiation by transformation into "Experiences."
- Context: General observations
- What next?
- Drastic measures needed
- Show them what they’re missing
- Trend 2: Fashion is All
- Definition: Fashion is no longer just a market but a way of behaving that is becoming increasingly prevalent.
- Context: General observations
- What next?
- For one night only…
Market in Brief
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- The smoking issue
- Diversity important to the restaurant market
- TV is the biggest threat
- New innovations will make bar queues a thing of the past
- On-trade continues to suffer
- Eating and drinking are highest priority
- One venue is enough
- Money restrains younger consumers
Internal Market Environment
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- Key Points
- Smokers’ reaction to the ban
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- Figure 1: Smoking participation, by gender and age, 1998 & 2002
- Competition arising from the ban
- Consumers forced to get more health conscious
- The link between alcohol and crime
- Security is desirable
- Consumers expect a certain standard of dress code
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- Figure 2: Agreement with statements about dress code, by all adults, 2007
- Getting to and from a venue
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- Figure 3: Agreement with statements about transport, 2007
- Zero planning for a night out
- Drinkers are moving in-house
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- Figure 4: Per capita consumption (18+) of alcoholic beverages, on-trade and off-trade, NI and RoI, 2000-05
- It pays to drink at home
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- Figure 5: Off-trade and on-trade price changes, RoI, 2005-06
- Drink promotions are effective
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- Figure 6: Breakdown of the cost of a pint of beer, 2007
- Food important to pubs
- Restaurants become more diverse
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- Figure 7: Market size of food and alcohol sales in restaurants, NI & RoI, 2000-06
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- Figure 8: Market size of ethnic restaurants and takeaways, £m, 2001-11
- When does the weekend begin?
- Thursday
- Friday
- Saturday
- Fast food’s role in a night out
- Women rationalize eating habits
- Theatres rely on state funding
- Opportunity for other revenue streams
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- Figure 9: Theatre income, by source, RoI, 2003
Broader Market Environment
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- Key Points
- Unemployment falls as consumer confidence grows
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- Figure 10: Health of the economy, NI and RoI, 2002-07
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- Figure 11: Indexed leisure expenditure, NI and RoI, 2002-05
- Drop in household sizes may be beneficial
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- Figure 12: Number of households, by size, NI and RoI, 2000-05
- Population statistics
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- Figure 13: Population change, by age group, NI, 2000-20
- In NI:
- In RoI:
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- Figure 14: Population change, by age group, RoI, 2000-20
- Postponing commitment means more nights out
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- Figure 15: Average age at marriage, men and women, NI and RoI, 2000-05
- Figure 16: Average age of women at birth of first child, NI and RoI, 1991-2005
Competitive Context
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- Key Points
- Television is the biggest competitor for leisure time
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- Figure 17: Top leisure priorities, by gender, NI & RoI, 2005
- Over-55s are biggest TV viewers
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- Figure 18: Hours of TV watched per week, 2007, UK & NI
- Spending on TV
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- Figure 19: Retail sales of television sets, 2001-05
- Gamers grow up
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- Figure 20: Sales of video game hardware/software and PC games, NI, RoI, 2002-06
- Figure 21: Have you bought computer and video systems and games in the last 12 months, NI and RoI, 2003 and 2005
- Online gambling works up a storm
- DVDs: a cheap alternative to cinema?
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- Figure 22: Sales of DVD and VCRs, NI and RoI, 2002-05
- Bars and clubs competing with in-home drinking
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- Figure 23: Market value and volume, on- and off-trade, all-Ireland, 2000-06
- Adding value to compete
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key Points
- Avoiding the queues at the bar
- On-trade premises now have the opportunity to install a wine ‘jukebox’
- Employ queue-busters
- New music technology for the on-trade
- Silent dating
- Loyalty cards
- Cinemas not actively trying to innovate
Market Value and Forecast
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- Key Points
- Out-of-home spending continues to increase
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- Figure 24: Market size and forecast of total out-of-home dining/socializing spend, 2000-11
- On-trade is on the slippery slope
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- Figure 25: On-trade market value and volume, NI & RoI, 2000-12
- RoI
- Cinema thrives despite piracy and increased DVD popularity
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- Figure 26: Cinema market value, by admissions, 2000-10
- Movies may possibly see simultaneous cinema and home release
- Cinema prices set to continue rising.
- Mobile bar service
Companies and Products
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- Key Points
- Pubs
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- Figure 27: Number of pubs in NI and RoI, 2000-05
- NI
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- Figure 28: Pubs owned by selected pub groups in NI, 2006
- Botanic Inns
- Beannchor Group
- Carmichael Group
- RoI
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- Figure 29: Pubs owned by selected pub groups in RoI, 2006
- Capital Bars
- Fitzgerald Group
- Thomas Read Group
- Restaurants
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- Figure 30: Number of restaurants in NI and RoI, 2005 and 2006
- Rankin Group
- Jury’s/Doyle Hotel Group
- Cinemas
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- Figure 31: Cinema infrastructure, NI and RoI, 2006
- Figure 32: Main RoI & NI cinemas by site and screen number, 2007
- Ward Anderson
- VUE
- Storm Cinemas
- Cineworld Cinemas
- United Cinemas International
- Movie House Cinemas
- Theatre
- NI
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- Figure 33: Selection of theatres and seat numbers, NI, 2004
- Recent expansion to the Grand Opera House
- RoI
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- Figure 34: Selection of theatres and seat numbers, RoI, 2004
- Bowling
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- Figure 35: NI bowling alleys, 2007
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- Figure 36: RoI bowling alleys, 2007
The Consumer – Where People Go
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- Key Points
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- Figure 37: Participation in night out activities, NI and RoI, 2007
- Restaurant culture alive and kicking in NI
- Dining out popular with middle aged consumers
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- Figure 38: Frequency of consumers visiting restaurants in the evening, NI and RoI, 2006
- Ethnic food goes mainstream
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- Figure 39: Type of restaurant visited in the evening in the last three months, NI and RoI, 2006
- RoI consumers flock to the pub
- Staying in, but at someone else’s house
- Cinema – aimed at the under-25s?
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- Figure 40: Going to the cinema, by age, NI and RoI, 2007
- Silver screen for silver consumers
- Clubbing to death
- Lonely hearts club
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- Figure 41: Visits to night clubs, by marital status, NI & RoI 2006
- Club culture
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- Figure 42: Visiting of students to cultural events, GB, 2004 & 2006
Consumer – Attitudes Towards Nights Out
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- Key Points
- One venue IS enough
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- Figure 43: Consumer attitiudes towards nights out in relation to venue NI and RoI, 2007
- The calm before the storm
- Money isn’t everything
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- Figure 44: Consumer attitiudes towards nights out in relation to money NI and RoI, 2007
- Budget restrains younger consumers
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- Figure 45: Agreement with statement, My nights out are really restricted by the money I have, NI & RoI, by age, 2007
- Appealing to students
- RoI consumers put off by pub prices…
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- Figure 46: Agreement with statement, I think drinking in pubs is getting too expensive, NI & RoI, by work status, 2007
- …but not enough to stop visiting multiple venues
- Too much effort for consumers
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- Figure 47: Consumer attitiudes towards nights out in relation to ‘effort involved’, NI and RoI, 2007
- Travel woes
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- Figure 48: Agreement with statement, I don't like to travel far for a night out, NI & RoI, by age, 2007
- Staying in a cheap ‘night out’?
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- Figure 49: Agreement with statement, I don’t usually go out much, by socio-economic group, NI & RoI, 2007
- Dressing up for the night catwalk
- Irish consumers prefer alcohol and atmosphere
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- Figure 50: Consumer attitiudes towards nights out in relation to ‘effort involved’ NI and RoI, 2007
- Alcohol isn’t a key ingredient to a good night out… for some
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- Figure 51: Agreement with statement, I don’t need alcohol to have a good time, NI & RoI, by gender, 2007
- Atmosphere draws in the crowds
- Where everybody knows your age
Consumer Typologies
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- Key Points
- NI
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- Figure 52: NI Target groups according to attitudes towards nights out, 2007
- Music Nuts (17% of NI consumers)
- Coffee Lovers (16% of NI consumers)
- Elder Non-drinkers (25% of NI consumers)
- Booze Hounds (42% of NI consumers)
- RoI
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- Figure 53: RoI Target groups according to attitudes towards nights out, 2007
- Bar-hoppers (15% of RoI consumers)
- Penny Pinchers (20% of RoI consumers)
- Age Cliques (33% of RoI consumers)
- Shut-ins (32% of RoI consumers)
Appendix
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- Regional definitions
- Conversion factors
- Exchange rate
- Population 2006
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- Figure 54: BMRB Target Group Index (TGI) sample sizes
- Figure 55: MORI sample sizes
- Abbreviations
- Population tables
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- Figure 56: Forecast population change, in thousands, by age, NI, 2000-20
- Figure 57: Forecast population change, in thousands, by age, RoI, 2000-20
- Employment statistics
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- Figure 58: Percentage in employment, by age group, NI and RoI, 2000-05
- Consumer activities
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- Figure 59: Visit restaurant, by all demographics, NI and RoI, 2007
- Figure 60: Type of restaurant visited in the evening in the last three months, NI and RoI, 2004 &2006
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- Figure 61: Visit a pub in the evening, by all adults, NI and RoI, 2007
- Figure 62: Visit a friend’s house, by all adults, NI and RoI, 2007
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- Figure 63: Go to the cinema, by all demographics, NI and RoI, 2007
- Figure 64: Go to a night club, NI and RoI, 2007
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- Figure 65: Amount of time spent studying on an average weekday, students, GB, 2004 & 2006
- Consumer Attitudes
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- Figure 66: Agreement with statement – I like to visit more than one place on a night out, NI and RoI, 2007
- Figure 67: Agreement with statement –I like to go to a quiet place first before going somewhere else afterwards, NI and RoI, 2007
- Figure 68: Agreement with statement, I like to go to a quiet place first before going somewhere else afterwards, NI & RoI, by employment status, 2007
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- Figure 69: Agreement with statement –My nights out are really restricted by the money i have, NI and RoI, 2007
- Figure 70: Agreement with statement –I don’t need alcohol to have a good time, NI and RoI, 2007
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- Figure 71: Agreement with statement –I think drinking in pubs is getting too expensive, NI and RoI, 2007
- Figure 72: Agreement with statement –I’d choose a pub or club based on the music it plays, NI and RoI, 2007
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- Figure 73: Agreement with statement –I don’t want to have to dress up to go out, NI and RoI, 2007
- Figure 74: Agreement with statement – Money restricts me from going to more than one venue on a night out, NI and RoI, 2007
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- Figure 75: Agreement with statement –I don’t like to travel far for a night out, NI and RoI, 2007
- Figure 76: Agreement with statement –I prefer to go places where the crowd is my own age, NI and RoI, 2007
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- Figure 77: Agreement with statement –I usually don’t go out much, NI and RoI, 2007
- Figure 78: Agreement with statement –I don’t like going places where there is a dress code, NI and RoI, 2007
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- Figure 79: Agreement with statement –I would visit more places if more taxis/transport was available, NI and RoI, 2007
- Cluster tables
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- Figure 80: Activity clusters, NI, 2007
- Figure 81: Cluster demographics, NI, 2007
- Figure 82: Activity clusters, RoI, 2007
- Figure 83: Cluster demographics, RoI, 2007
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