Table of Contents
Issues in the Market
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- Key themes in the report
- Definition
- Market size rationale
- Abbreviations
Insights and Opportunities
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- The drive for health will only continue to grow
- Scope for new product development
- Plastic beer bottles
Market in Brief
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- Ireland has a strong relationship with alcohol and the pub
- In-home trend gains momentum
- Health an increasing issue
- Future of the market looks uncertain
- Beer and wine are market leaders
Fast Forward Trends
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- Trend 1: Empowered Seniors
- What’s it about?
- What we’ve seen
- What next?
- Trend 2: Never Say Die
- What’s it about?
- What we’ve seen
- What next?
Internal Market Environment
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- Key points
- NI consumption rates drop to their lowest in five years
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- Figure 1: Alcohol consumption in the last 12 months, NI and RoI, 2005-10
- Consumers less inclined to drink with age
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- Figure 2: Alcohol consumption in the last 12 months, by age, NI and RoI, 2010
- More men than women drink
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- Figure 3: Alcohol consumption in the last 12 months, by gender, NI and RoI, 2010
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- Figure 4: Agreement with selected statements relating to the negative effects of alcohol, by gender, NI and RoI, April 2010
- Health and diet trends a potential barrier to the alcohol market
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- Figure 5: Agreement with statements relating to health, NI and RoI, 2010
- Alcohol prices set to increase
- Wine industry could see price hikes too
- Irish consumers expect companies to be green
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- Figure 6: Agreement with statements relating to the environment and ethics, NI and RoI, 2010
- Local appeal
- Using local events to boost alcohol consumption
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- Figure 7: Percentage of visitors to NI, who visit a pub while in NI, 2009
- Shake-ups in NI and RoI alcohol legislation
- The minimum pricing debate
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- Figure 8: Minimum alcohol pricing rates, England and Wales, 2011
- Minimum pricing in the Irish alcohol market
- Critics of minimum pricing
Broader Market Environment
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- Key points
- Consumer spending improves in 2010, but trouble on the horizon
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- Figure 9: Economic outlook, NI and RoI, 2008-10
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- Figure 10: Consumer Sentiment/Confidence Index, January 2008-11
- RoI to experience harsher cutbacks
- 2010 sees unemployment levels increase
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- Figure 11: Unemployment rate, NI and RoI, July 2007-September 2010
- Figure 12: Consumers who have drunk alcohol in the last 12 months, by working status, NI and RoI, 2010
- Knock-on effect for drinks industry employment
- Mature consumers to become a more important segment
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- Figure 13: Agreement with the statement “my lifestyle has not been affected by the recession”, NI & RoI, April 2010
Strengths and Weaknesses
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- Strengths
- Weaknesses
Competitive Context
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- Key points
- Soft drinks a growing threat in both off-trade and on-trade channels
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- Figure 14: Total value sales of soft drinks market vs. alcohol market, all-Ireland, NI and RoI, 2006-10
- Restaurants the biggest competitor for the night-time entertainment market
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- Figure 15: Agreement with selected statements regarding pub and restaurant visiting, NI and RoI, 2005-10
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- Figure 16: Foodservice value of purchases (VOP) according to sector, all-Ireland, 2004-09
- Cinema attendance up
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- Figure 17: Agreement with the statement “I enjoy seeing films at the cinema more than on TV”, NI and RoI, 2005-10
Market Value and Forecast
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- Key points
- All-Ireland alcohol sales fall in 2010
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- Figure 18: Alcohol sales, by value and volume, on- and off-trade split, all-Ireland, 2004-14
- Growth of NI off-trade slows in line with decline of cross-border shopping trend
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- Figure 19: Alcohol sales, by value and volume, on- and off-trade split, NI, 2004-14
- RoI off-trade bounces back after a rough year in 2009
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- Figure 20: Alcohol sales, by value and volume, on- and off-trade split, RoI, 2004-14
Market Segmentation
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- Key points
- Beer important segment in the RoI region
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- Figure 21: Alcohol sales, by segment, on-trade (left) vs off-trade (right), by value, RoI, 2010
- Figure 22: Alcohol sales, by segment, on-trade, RoI, 2008-10
- Beer’s hold on the RoI off-trade diminishes
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- Figure 23: Alcohol sales, by segment, off-trade, RoI, 2008-10
- NI on-trade segments decline in 2010
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- Figure 24: Alcohol sales, by segment, on-trade (left) vs off-trade (right), NI, 2010
- Figure 25: Alcohol sales, by segment, on-trade, NI, 2008-10
- Wine dominates the NI off-trade
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- Figure 26: Alcohol sales, by segment, off-trade, NI, 2008-10
Who’s Innovating?
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- Key points
- Wine and beer see highest level of new product development
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- Figure 27: New product launches in the UK and Ireland, by sub-category, 2005-10*
- Beer NPD ramping up
- New product launches
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- Figure 28: New product launches in the UK and Ireland, by launch type, 2005-10*
- Plain flavouring for majority of NPD
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- Figure 29: New product launches in the UK and Ireland, by flavour, 2005-10*
- Premium the top claim
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- Figure 30: New product launches in the UK and Ireland, by product claims, 2005-10*
- Limited edition claims create ‘elite’ products
- Seasonal products increasingly sought
- Environmentalism takes off
- Appealing to female drinkers
Companies and Products
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- Key point
- NI pubs
- Botanic Inns
- Beannchor Group
- RoI pubs
- Capital Bars
- Fitzgerald Group
- Thomas Read Group
- Supermarkets
- Asda
- Musgrave
- Dunnes Stores
- Sainsbury’s
- Henderson Group
- BWG Foods
- Tesco
- Off-licence companies
- Curley’s
- Next Door
- Wineflair
Channels to Market
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- Key points
- NI pub trade sees more closures between 2008 and 2009
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- Figure 31: Number of on- and off-trade premises with alcohol licences, NI, 2005-09
- RoI – 914 alcohol retailers close between 2009 and 2010
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- Figure 32: Number of on- and off-trade premises with alcohol licences, RoI, 2005-10
Consumer Drink Preferences
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- Key points
- Majority of drinkers drink two to three times a week
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- Figure 33: Frequency of alcohol consumption, NI and RoI, 2010
- Strong increase in RoI in-home consumption
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- Figure 34: Alcohol consumed in home, NI and RoI, 2005-10
- Out of home drinking
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- Figure 35: Alcohol consumed outside the home, NI and RoI, 2005-10
- Younger consumers more likely to visit the pub
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- Figure 36: Consumers who have visited the pub in the last 12 months, for a drink, NI and RoI, 2010
- Food revenue an increasingly important revenue stream for pubs
- Lager is the most drunk type of beer
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- Figure 37: Types of beer drunk in the last 12 months, NI and RoI, 2010
- Room for low-alcohol beer
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- Figure 38: Consumers who have drunk low alcohol beer in the last 12 months, by gender, NI and RoI, 2010
- In-home beer drinking occasions
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- Figure 39: Occasions where consumers have drunk beer (in the home), NI and RoI, 2010
- Out of home beer drinking occasions
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- Figure 40: Occasions where consumers have drank beer (outside the home), NI and RoI, 2010
- Women are the biggest consumers of wine
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- Figure 41: Consumers who have drunk bottled wine in the last 12 months, by gender and socio-economic group, NI and RoI, 2010
- Wine is the perfect companion to a meal
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- Figure 42: Occasions where consumers have drank wine (in the home), NI and RoI, 2010
- Wine matched with meals outside the home also
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- Figure 43: Occasions where consumers have drank wine (in the home), NI and RoI, 2010
- Red, white or rosé?
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- Figure 44: Types of wine drank, by consumers, NI and RoI, 2010
- Vodka consumption remains consistent
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- Figure 45: Consumption of vodka in the last 12 months, NI and RoI, 2005-10
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- Figure 46: Consumers who have drunk vodka in the last 12 months, by gender and age, NI and RoI, 2010
- A shift in brand positioning
- RoI consumers drink more Irish whiskey
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- Figure 47: Consumers who have drunk Irish whiskey in the last 12 months, by gender and age, NI and RoI, 2010
- Cider usage increases by 6 percentage points between 2005 and 2010
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- Figure 48: Consumers who have drunk cider in the last 12 months, by gender, NI and RoI, 2010
- FABs see declining usage among Irish consumers
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- Figure 49: Consumers who have drunk pre-mixed spirits and alcohol carbonated (FABs), NI and RoI, 2005-10
Consumer Attitudes Towards Alcohol
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- Key points
- The pub held in high regard by Irish consumers
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- Figure 50: Agreement with selected statements relating to drinking, NI and RoI, 2010
- Sentiment for the pub grows
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- Figure 51: Agreement with the statement “I really enjoy a night out at the pub”, NI and RoI, 2005-10
- What do consumers enjoy about the pub?
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- Figure 52: Consumers who agree with various statements relating to the pub/nights out, September 2009
- Consumers will pay for quality, despite the recession
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- Figure 53: Agreement to statements relating to drinks quality, by socio-economic group, NI and RoI, 2010
- Over a third claim to drink mostly at home
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- Figure 54: Agreement with the statement “most of my drinking is done at home”, NI and RoI, 2005-10
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- Figure 55: Consumers who agree with various statements relating to the pub/nights out, September 2009
- Willingness to try new drinks
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- Figure 56: Agreement with the statement “I like to try new drinks”, by age, NI and RoI, 2005-10
Positive and Negative Associations with Alcohol
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- Key points
- What consumers do not like about drinking alcohol
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- Figure 57: Negative associations respondents have with alcohol, NI and RoI, April 2010
- Spending too much on alcohol is a major concern
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- Figure 58: Average cost of beer in supermarkets vs. on-trade average, May 2010
- Figure 59: Agreement with the statement “spending too much money”, by age, NI and RoI, April 2010
- Worst hangover ever
- Concerns about the impact of alcohol on health
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- Figure 60: Agreement with the statement “long term effect on my health”, by gender, NI and RoI, April 2010
- Calorie counters
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- Figure 61: Calorie content of selected alcoholic beverages, 2010
- What consumers like about drinking
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- Figure 62: Positive associations respondents have with alcohol, NI and RoI, April 2010
- Alcohol seen as helping consumers relax
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- Figure 63: Agreement with the statement “Helps me relax/takes the edge off”, NI and RoI, April 2010
- Alcohol shows a strong association with being social
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- Figure 64: Agreement with statements relating to drinking and socialising, NI and RoI, April 2010
- Drinking with a meal
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- Figure 65: Agreement with the statement “complements a good meal”, by gender and age, NI and RoI, April 2010
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- Figure 66: Response to question ‘Thinking about your typical night out, which of the following, if any, do you MOST enjoy doing?’, NI and RoI, September 2009
Consumer Target Groups
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- Key points
- NI target groups
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- Figure 67: NI target groups according to attitudes towards alcohol, 2010
- Hangover Sufferers
- Socialisers
- Relaxers
- RoI target groups
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- Figure 68: RoI target groups according to attitudes towards alcohol, April 2010
- Light Drinkers
- Socialites
- Hangover Haters
Appendix
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- Figure 69: Population projections, NI, by gender, 2006-20
- Figure 70: Population projections, RoI, by gender, 2006-20
- Figure 71: Population projections, by age, NI, 2000-20
- Figure 72: Population projections, by age, RoI, 2000-20
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- Figure 73: Pound to euro exchange rate used (annual average), 2004-13
- Consumer drinking preferences demographic tables – NI
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- Figure 74: Alcohol consumption in the last 12 months, by demographic groups, NI, 2010
- Figure 75: Frequency of alcohol consumption, by demographic groups, NI, 2010
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- Figure 76: Alcohol consumed in home, by demographic groups, NI, 2010
- Figure 77: Alcohol consumed out of home, by demographic groups, NI, 2010
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- Figure 78: Occasions where consumers have drunk beer (in the home), by demographic groups, NI, 2010
- Figure 79: Occasions where consumers have drunk beer (in the home – continued), by demographic groups, NI, 2010
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- Figure 80: Occasions where consumers have drunk beer (out of the home), by demographic groups, NI, 2010
- Figure 81: Occasions where consumers have drunk beer (out of the home – continued), by demographic groups, NI, 2010
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- Figure 82: Occasions where consumers have drunk wine (In-home), by demographic groups, NI, 2010
- Figure 83: Occasions where consumers have drunk wine (In-home – continued), by demographic groups, NI, 2010
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- Figure 84: Occasions where consumers have drunk wine (out of home), by demographic groups, NI, 2010
- Figure 85: Occasions where consumers have drunk white spirits (in- home), by demographic groups, NI, 2010
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- Figure 86: Occasions where consumers have drunk white spirits (out of home), by demographic groups, NI, 2010
- Consumer drinking preferences demographic tables – RoI
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- Figure 87: Alcohol consumption in the last 12 months, by demographic groups, RoI, 2010
- Figure 88: Frequency of alcohol consumption, by demographic groups, RoI, 2010
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- Figure 89: Frequency of alcohol consumption in home, by demographic groups, RoI, 2010
- Figure 90: Frequency of alcohol consumption out of home, by demographic groups, RoI, 2010
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- Figure 91: Occasions where consumers have drunk beer (in the home), by demographic groups, RoI, 2010
- Figure 92: Occasions where consumers have drunk beer (in the home – continued), by demographic groups, RoI, 2010
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- Figure 93: Occasions where consumers have drunk beer (out of the home), by demographic groups, RoI, 2010
- Figure 94: Occasions where consumers have drunk beer (out of the home – continued), by demographic groups, RoI, 2010
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- Figure 95: Occasions where consumers have drunk wine (in-home), by demographic groups, RoI, 2010
- Figure 96: Occasions where consumers have drunk wine (In-home – continued), by demographic groups, RoI, 2010
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- Figure 97: Occasions where consumers have drunk wine (out of home), by demographic groups, RoI, 2010
- Figure 98: Occasions where consumers have drunk wine (out of home – continued), by demographic groups, RoI, 2010
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- Figure 99: Occasions where consumers have drunk white spirits (in- home), by demographic groups, RoI, 2010
- Figure 100: Occasions where consumers have drunk white spirits (out of home), by demographic groups, RoI, 2010
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- Figure 101: Occasions where consumers have drunk dark spirits (in- home), by demographic groups, RoI, 2010
- Figure 102: Occasions where consumers have drunk dark spirits (out of home), by demographic groups, RoI, 2010
- Consumer attitudes towards alcohol demographic tables – NI
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- Figure 103: Agreement with selected statements relating to drinking, by demographic groups, NI, 2010
- Consumer attitudes towards alcohol demographic tables – RoI
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- Figure 104: Agreement with selected statements relating to drinking, by demographic groups, RoI, 2010
- RoI demographic tables for positive and negative associations with alcohol
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- Figure 105: Negative associations respondents have with alcohol, by demographic groups, RoI, April 2010
- Figure 106: Negative associations respondents have with alcohol, by demographic groups, RoI, April 2010
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- Figure 107: Positive associations respondents have with alcohol, by demographic groups, RoI, April 2010
- Figure 108: Positive associations respondents have with alcohol, by demographic groups, RoI, April 2010
- NI demographic tables for positive and negative associations with alcohol
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- Figure 109: Negative associations respondents have with alcohol, by demographic groups, NI, April 2010
- Figure 110: Negative associations respondents have with alcohol, by demographic groups, NI, April 2010
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- Figure 111: Positive associations respondents have with alcohol, by demographic groups, NI, April 2010
- Figure 112: Positive associations respondents have with alcohol, by demographic groups, NI, April 2010
- Consumer typologies
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- Figure 113: Target groups according to attitudes towards alcohol, NI, 2010
- Figure 114: Target groups according to attitudes towards alcohol, RoI, 2010
- Figure 115: Target groups according to attitudes towards alcohol, by demographic groups, RoI, April 2010
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- Figure 116: Target groups according to attitudes towards alcohol, by demographic groups, NI, 2010
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