Table of Contents
Issues in the Market
-
- Key themes in the report
- Definition
- Abbreviations
Insights and Opportunities
-
- Buy local
- Catering to restaurants
- The sharing game
Market in Brief
-
- Key themes in the report
- Beer drinkers in decline, but outlook remains positive
- Growth in home drinking damages beer market
- Future operating environment presents challenges
- Foreign influences introduce new competitors
- Bottled lager shows the strongest growth
- Impact of innovation
Fast Forward Trends
-
- Trend 1: Brands under Siege
- What's it about?
- What we've seen
- Specifics
- What next?
- Trend 2: Style Returns
- What's it about?
- What we've seen
- What next?
Internal Market Environment
-
- Key points:
- Falling sales for pubs…
-
- Figure 1: Indexed market value and volume sales in the on-trade, NI and RoI, 2000-07
- …and changing Irish attitudes mean more home drinking
- Implications for the beer market
- Random breath testing
-
- Figure 2: Number of drink driving arrests in RoI, 2001 to 2006
- Advertising spend is significant…
-
- Figure 3: Top alcohol producers/distributors, by advertising expenditure, RoI, 2006*
- …to encourage consumers to drink less?
- Responsible drinking
- Healthy interest growing in Ireland, but not for beer
-
- Figure 4: Agreement with ‘I should do more about my health’, NI and RoI, 2003-07
- Cutting the fat from the beer market
-
- Figure 5: Agreement with ‘I always look for the light/diet versions of food and drink’, NI and RoI, 2005-07
- Warning signs for beer
-
- Figure 6: Agreement with ‘I always check the nutritional content of food’, RoI and NI, 2005-07
- Sport is a strong arena for promotion…
-
- Figure 7: Agreement with selected sponsorship-related statements, RoI and NI, 2007
- …but for how long?
- Other avenues are open for beer
Broader Market Environment
-
- Key points:
- Mature tastes for the future RoI market
-
- Figure 8: Population change, by age group, RoI, 2000-20
- Lower population impact for NI
-
- Figure 9: Population change, by age group, NI, 2000-20
- Fewer responsibilities, more pub visits
-
- Figure 10: Average age of women at birth of first child, NI and RoI, 1991-2005
- Foreign tastes fragment the market
-
- Figure 11: Number of people coming to live in RoI, by country of last residence, 2006
- Figure 12: Number of people coming to live in Northern Ireland, by country of last residence, 2004/05 and 2005/06
- Off-trade pricing curbs inflation
-
- Figure 13: CPI for alcoholic beverages and tobacco, RoI and UK, 2002-06
- The RoI Groceries Order debate
Competitive Context
-
- Key points:
- Beer losing out to competing segments
-
- Figure 14: Beer market in context of the Irish alcohol drinks industry, all-Ireland, RoI and NI, 2000-07
- Wine is fast becoming the key competitor to beer
-
- Figure 15: Alcohol market value, by broad segment, RoI and NI, 2005 and 2007
- Wine’s potential is only limited by supply
- Are FABs past their peak?
- Can cider regain earlier momentum?
Strengths and Weaknesses in the Market
-
- Strengths
- Weaknesses
Who’s Innovating?
-
- Key points:
- Packing into the off-trade
- Bottled magic
- Get stout from a meal
- The perfect pint at home
- A bit more bite
- Lighter nights for the beer drinker
- Chill out in Irish weather
- Beer brands link up with events
Market Value and Forecast
-
- Key points:
- A sobering performance
-
- Figure 16: Market size and forecast for beer market, by value and volume, NI and RoI, 2000-12
- Future outlook
-
- Figure 17: Market size and forecast for all-Ireland beer market, by value and volume, 2000-12
- Further pressure on legislators to increase prices
- Fragmentation offset by consolidation by the bigger brands
-
- Figure 18: Market size and forecast for beer market, by value and volume, NI and RoI, 2000-12
Segment Performance
-
- Key points:
- Bottled lager clear growth sector
-
- Figure 19: Share of volume of beer trade, by segment, RoI, 2007
- Figure 20: Share of volume of beer trade, by segment, NI, 2007
- Bottled lager gaining on canned in RoI
-
- Figure 21: Value and volume of beer segments, RoI, 2002-07
- Moi – fashion-conscious?
- RoI stout and ale market contracting
- Draught lager growing moderately in NI
-
- Figure 22: Value and volume of beer segments, NI, 2002-07
- The end is NI for bottled stout?
Companies and Brands
-
- Key points:
- Consolidation of the beer industry
- Impact on Irish market
- Opening further doors for smaller importers
- Defining premium beers
- The conglomerates push their ranges
- …but smaller importers keep pace…
- …and are driven by diversity
- Barry Fitzwilliam Maxxium (BFM)
- Beamish & Crawford
- C&C
- Diageo
- Heineken Ireland
- InBev
- United Wine Merchants
Channels to Market
-
- Key points:
- On-trade beer sales fall across Ireland
-
- Figure 23: Value and volume sales of beer for the on- and off-trade, all-Ireland, RoI and NI, 2002-07
- Pub numbers declining in RoI
-
- Figure 24: Number of pubs, RoI and NI, 2004-06
- Implications and opportunities
- Licensing restricts beer entry to growing restaurant trade
-
- Figure 25: Number of restaurants and fully licensed restaurants, RoI and NI, 2005 and 2006
-
- Figure 26: Number of off-licences, RoI and NI, 2004-06
Beer Drinkers in Decline
-
- Key points:
- Draught lager leads the way
-
- Figure 27: Draught lager penetration, by gender and age, RoI and NI, 2007
-
- Figure 28: Draught lager penetration rates, by level of consumption, RoI and NI, 2003-07
- Canned lager unpopular with women
-
- Figure 29: Canned lager penetration, by gender and age, RoI and NI, 2007
-
- Figure 30: Canned lager penetration rates, by level of consumption, RoI and NI, 2003-07
- RoI heavy drinkers prefer cans...
- ...but a turn-off for NI drinkers
- Bottled lager comes into fashion…
-
- Figure 31: Bottled lager penetration, by gender and age, RoI and NI, 2007
- …and has implications for responsible drinking
- RoI shows strongest growth for bottled lager…
-
- Figure 32: Bottled lager penetration rates, by level of consumption, RoI and NI, 2003-07
- …but reflects overall market in NI
- A mature market for stout…
-
- Figure 33: Draught ale, bitter and stout penetration, by gender and age, RoI and NI, 2007
- …and more male-dominated
- Heavy users of stout remain loyal, but few
-
- Figure 34: Draught ale, bitter and stout penetration rates, by level of consumption, RoI and NI, 2003-07
-
- Figure 35: Canned ale, bitter and stout penetration, by gender and age, RoI and NI, 2007
- Canned stout can’t replace the pint
-
- Figure 36: Canned ale, bitter and stout penetration rates, by level of consumption, RoI and NI, 2003-07
- Bottled ale, bitter and stout is an older market
-
- Figure 37: Bottled ale, bitter and stout penetration, by gender and age, RoI and NI, 2007
- Bottled stout remains a small, but steady market
-
- Figure 38: Bottled ale, bitter and stout penetration rates, by level of consumption, RoI and NI, 2003-07
Target Consumer Groups
-
- Key points:
- RoI typologies
-
- Figure 39: Consumer typologies relating to lifestyle attitudes, RoI, 2007
- Home Drinkers (27% of the sample)
- Home Drinkers’ demographic breakdown
- Targeting Home Drinkers
- Health Conscious Drinkers (22% of the sample)
- Health Conscious Drinkers’ demographic breakdown
- Targeting Health Conscious Drinkers
- Pub Drinkers (28% of the sample)
- Pub Drinkers’ demographic breakdown
- Targeting Pub Drinkers
- Hardcore Drinkers (23% of the sample)
- Hardcore Drinkers’ demographic breakdown
- Targeting Hardcore Drinkers
- NI typologies
-
- Figure 40: Consumer typologies relating to lifestyle attitudes, NI, 2007
- Dieting Home Drinkers (35% of the sample)
- Dieting Home Drinkers’ demographic breakdown
- Targeting Dieting Home Drinkers
- Hardcore Drinkers (39% of the sample)
- Hardcore Drinkers’ demographic breakdown
- Targeting Hardcore Drinkers
- Lazy Pub Drinkers (25% of the sample)
- Lazy Pub Drinkers’ demographic breakdown
- Targeting Lazy Pub Drinkers
Appendix
-
- Broader Market Environment
-
- Figure 41: The economic outlook for RoI and NI, 2006-08
- Companies and brands
- Advertising and promotional campaigns
- Strengths and weaknesses
- The consumer
- Usage definitions
-
- Figure 42: Draught lager penetration rates, by level of consumption, RoI, 2003-07
- Figure 43: Draught lager penetration rates, by level of consumption, NI, 2003-7
- Target groups
- Statements used to create the RoI cluster groups:
- Statements used to create the NI cluster groups:
-
- Figure 44: Cluster groups, by lifestyle statements, RoI, 2007
- Figure 45: Cluster groups, by lifestyle statements, NI, 2007
-
- Figure 46: Cluster groups, by gender, age, socio-economic group, marital status, working status, presence of children, lifestage and region, RoI, 2007
- Figure 47: Cluster groups, by gender, age, socio-economic group, marital status, working status, presence of children, lifestage and region, NI, 2007
Back to top