Table of Contents
Issues in the Market
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- Key themes
- Definitions
- Consumption level categories:
- Abbreviations
Insights and Opportunities
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- Growth in the specialty/imported beer market
- Consumption of beer still remains highest with men
- Cider shines within a declining market
Market in Brief
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- Declining alcohol sales
- Declining pub trade
- Increased cost of living in 2012
- All eyes on Scotland’s minimum price per unit of alcohol
Fast Forward Trends
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- Trend 1: Guided Choice
- What’s it about?
- What we’ve seen?
- What next?
- Trend 2: Secret Secret
- What’s it about?
- What we’ve seen?
- What next?
Internal Market Environment
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- Key points
- NI consumption rates continue to decline
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- Figure 1: Alcohol consumption in the last 12 months, NI and RoI, 2007-11
- NI men drinking less
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- Figure 2: Consumption of alcohol in the past 12 months, by gender, NI and RoI, 2007-11
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- Figure 3: Short-term health intentions, RoI, 2005 and 2011
- Irish consumer alcohol consumption decreases with age
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- Figure 4: Alcohol consumption levels in the last 12 months, by age, NI and RoI, 2011
- Declining on-trade consumption
- UK government is set to tackle alcohol misuse
- Confusion over alcohol units
- Review of legislation relating to the sale of alcohol
- Minimum pricing consultation for NI
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- Figure 5: Responses to the statement ‘To what extent would you agree with the introduction of minimum pricing per unit of alcohol in NI?’ 2011
- Below-cost selling of alcohol in NI
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- Figure 6: Response to the statement ‘To what extent would you agree with the banning of below-cost sales in NI?’, 2011
- Other possible legislative measures outlined in the consultation to address alcohol misuse in NI
- Need for reform of alcohol licensing
- NI
- RoI
- Wider issues with alcohol licences in the on-trade in RoI
- Excise duty remains high
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- Figure 7: Beer taxation levels in the EU27 countries, 2011
- Figure 8: RoI and UK excise rates, 2011
- Speciality beer consumption increasing
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- Figure 9: Type of holiday taken vs. type of short break taken, NI and RoI, 2011
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- Figure 10: Agreement with the statement ‘I often drink beer with spicy foods’, by gender, NI and RoI, June 2011
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- Figure 11: Agreement with statements relating to at-home consumption of wines and beers tried whilst on holiday, by gender, NI and RoI, June 2011
- Contribution of beer and cider to the economy
- Declining pub sector
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- Figure 12: Percentage change in the retail sales in number of bars, RoI, 2007-10
- Cost of buying a pub
- Drinks industry sponsorship threatened
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- Figure 13: Types of festivals visited, NI, 2011
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- Figure 14: Types of festivals visited, RoI, 2011
- Tourism initiatives will boost beer and cider sales
Broader Market Environment
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- Key points
- Poor economic outlook for 2012
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- Figure 15: Economic outlook, RoI and NI, 2009-12
- Consumer confidence waning due to bleak economic outlook
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- Figure 16: Consumer Sentiment/Confidence Index, UK (inc NI) and RoI, December 2008-December 2011
- NI
- RoI
- Unemployment temporarily stabilises in NI
- Unemployment continues to rise in RoI
- Consumer Prices Index shows increased cost of living in 2011
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- Figure 17: CPI levels within the UK, December 2009-December 2011
- Figure 18: Most notable percentage increases in Consumer Prices Index categories, UK, 12-month rate December 2010-December 2011
- CPI increases in RoI also
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- Figure 19: Most notable percentage increases in Consumer Prices Index categories, RoI, 12-month rate December 2010-December 2011
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- Figure 20: Most notable percentage decreases in Consumer Prices Index categories, RoI, 12-month rate to December 2011
- Ageing population will impact on beer and cider usage
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- Figure 21: Population, by age, NI 2008-58
Strengths and Weaknesses
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- Strengths
- Weaknesses
Competitive Context
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- Key points
- Beer is market leader within the on-trade market
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- Figure 23: On-trade alcohol sales, by segment, NI and RoI, 2011
- Spirits consumption is high within the on-trade
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- Figure 24: Consumption of vodka, whiskey and rum, NI and RoI, 2007-11
- Wine dominates RoI off-trade sales
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- Figure 25: Off-trade alcohol sales, NI and RoI, 2011
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- Figure 26: Occasions where consumers have drunk wine (in the home), NI and RoI, 2011
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- Figure 27: Consumers who have drunk wine in the last 12 months, by gender and socio-economic group, NI and RoI, 2011
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- Figure 28: Types of wine drunk by consumers, NI and RoI, 2011
Market Value and Forecast
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- Key points
- Beer category shows further signs of decline
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- Figure 29: All-Ireland beer sales, by value and volume, 2007-16
- Bleak outlook from 2012 onwards for the beer industry
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- Figure 30: Beer sales, by value and volume, RoI and NI, 2007-16
- Unstable cider performance
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- Figure 31: All-Ireland cider sales, by value and volume, 2007-16
- Cider category shows mixed signals for growth
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- Figure 32: Cider sales, by value and volume, RoI and NI, 2007-16
Market Segmentation
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- Key points
- Lager sales increase
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- Figure 33: Sales within the Irish beer market, by sub-category, RoI, 2009 and 2010
- Figure 34: Predicted sub-category sales within the beer industry, RoI, 2011
Who’s Innovating?
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- Key points
- Product development is high within the beer and cider category
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- Figure 35: New product launches in the UK and Ireland, by sub-category, 2006-11
- Beer manufacturers place increased importance on packaging
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- Figure 36: Beer product launches in the UK and Ireland, by launch type, 2006-11
- Premiumisation continues to dominate the beer category
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- Figure 37: Beer product launches in the UK and Ireland, by claim category, 2006-11
- Product and flavour innovation strong within the cider category
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- Figure 38: Cider product launches in the UK and Ireland, by launch type, 2006-11
- Positioning of products is a key characteristic for cider manufacturers
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- Figure 39: Cider product launches in the UK and Ireland, by claim category, 2006-11
- Premium beer segment undergoes increased differentiation
- Future growth in beer could lie in explicit food matching
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- Figure 40: Agreement with the statement ‘I often drink beer with spicy foods’, by gender, NI and RoI, June 2011
- Cider market expands sweet flavour profile
Companies and Products
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- Beer manufacturers
- Diageo/Diageo Ireland
- Heineken Ireland
- Bulmers Original
- Molson Coors Brewing Company
- Drinks distributors
- Barry & Fitzwilliam Ltd
- Richmond Marketing
- Cider manufacturers
- Kopparberg
- The Gleeson Group (Gleeson’s) (cider producer and distributor)
- The Cantrell & Cochrane Group (C&C Group)
- Magners
- Anheuser-Busch InBev (AB InBev) UK and Ireland
The Consumer – Beer and Cider Usage
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- Key points
- Top-performing beer is draught lager
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- Figure 41: Types of beer drunk in the last 12 months, NI and RoI, 2011
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- Figure 42: Consumption of draught lager in the last 12 months, by gender and age, NI and RoI, 2007 and 2011
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- Figure 43: Consumption of wine in the last 12 months, by gender, NI and RoI, 2011
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- Figure 44: Consumption of bottled lager in the last 12 months, by gender and age, NI and RoI, 2007 and 2011
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- Figure 45: Female consumption of draught and bottled lager in the last 12 months, NI and RoI, 2011
- Draught lager consumption highest with women but female beer consumption still lagging behind
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- Figure 46: Consumption of draught lager, by gender, NI and RoI, 2007-11
- Draught ale, bitter and stout consumption exceeds bottled consumption
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- Figure 47: Consumption of draught and bottled ale, bitter and stout in the last 12 months, by gender and age, NI and RoI, 2011
- Low consumption levels of bottled ale, bitter and stout
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- Figure 48: Consumption of bottled ale, bitter and stout in the last 12 months, by gender and age, NI and RoI, 2011
- Canned lager consumption highest amongst men
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- Figure 49: Consumption of canned lager in the last 12 months, by gender and age, NI and RoI, 2007 and 2011
- Canned ale is more popular in RoI
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- Figure 50: Consumption of canned ale, bitter and stout in the last 12 months, by gender and age, NI and RoI, 2011
- Stout is a popular choice for men in RoI
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- Figure 51: Consumption of stout in the last 12 months, by gender and age, NI and RoI, 2011
- RoI consumers drink most cider
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- Figure 52: Consumption of cider in the last 12 months, by gender and age, NI and RoI, 2007 and 2011
- Sweet and dry cider most popular with men
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- Figure 53: Consumption of sweet cider in the last 12 months, by gender and age, NI and RoI, 2011
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- Figure 54: Consumption of dry cider in the last 12 months, by gender and age, NI and RoI, 2011
- Limited acceptance of low-alcohol beer and lager
The Consumer – Where Beer and Cider are Consumed
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- Key points
- Irish sentiment for the pub decreases
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- Figure 55: Agreement with the statement ‘I really enjoy a night out at the pub’, NI and RoI, 2007-11
- Support for the pub is greatest amongst 18-24-year-old males
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- Figure 56: Agreement with the statement ‘I really enjoy a night out at the pub’, by gender and age, NI and RoI, 2011
- Restaurants beer and cider sales promotions put even more pressure on pubs
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- Figure 57: Agreement with selected statements regarding pub and restaurant visiting, NI and RoI, 2007-11
- In-home consumption of alcohol is slowing down
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- Figure 58: Agreement with the statement ‘Most of my drinking is done at home’, NI and RoI, 2007-11
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- Figure 59: Agreement with the statement ‘Most of my drinking is done at home’, by gender, NI and RoI, 2009-11
- In-home consumption of beer highest amongst men
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- Figure 60: In-home consumption of beer/lager within the last 12 months, by gender and age, NI and RoI, 2011
- Consumption of beer is linked to social occasions
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- Figure 61: Occasions where consumers have drunk beer (in the home), NI and RoI, 2011
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- Figure 62: Frequency of in-home consumption of beer/lager, by gender, NI, 2011
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- Figure 63: Frequency of in-home consumption of beer/lager, by gender, RoI, 2011
- In-home cider consumption higher than elsewhere consumption
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- Figure 64: In-home consumption of cider, by gender and age, NI and RoI, 2011
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- Figure 65: Out-of-home consumption of cider, by gender and age, NI and RoI, 2011
Appendix
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- Figure 66: Population projections, by gender, NI, 2006-20
- Figure 67: Population projections, by gender, RoI, 2006-20
- Figure 68: Population projections, by age, NI, 2000-20
- Figure 69: Population projections, by age, RoI, 2000-20
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- Figure 70: Pound to euro exchange rate used (annual average), 2004-13
- Figure 71: Consumption of draught lager in the last 12 months, by demographics, NI, 2011
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- Figure 72: Consumption of bottled lager in the last 12 months, by demographics, NI, 2011
- Figure 73: Consumption of draught ale, bitter and stout in the last 12 months, by demographics, NI, 2011
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- Figure 74: Consumption of stout in the last 12 months, by demographics, NI, 2011
- Figure 75: Consumption of bottle ale, bitter and stout in the last 12 months, by demographics, NI, 2011*
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- Figure 76: Consumers who have drunk cider in the last 12 months, by demographics, NI, 2011
- Figure 77: Consumers who have drunk sweet cider in the last 12 months, by demographics, NI, 2011
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- Figure 78: Consumers who have drunk dry cider in the last 12 months, by demographics, NI, 2011
- Figure 79: Consumption of canned lager in the last 12 months, by demographics, NI, 2011
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- Figure 80: Consumption of canned ale, bitter and stout in the last 12 months, by demographics, NI, 2011
- Figure 81: Consumption of low-alcohol/alcohol-free beer and lager (bottles and cans) in the last 12 months, by demographics, NI, 2011
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- Figure 82: Agreement with the statement ‘I really enjoy a night out at the pub’, by demographics, NI, 2011
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- Figure 83: Consumption of draught lager in the last 12 months, by demographics, RoI, 2011
- Figure 84: Consumption of bottled lager in the last 12 months, by demographics, RoI, 2011
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- Figure 85: Consumers of draught ale, bitter and stout in the last 12 months, by demographics, RoI, 2011
- Figure 86: Consumption of stout in the last 12 months, by demographics, RoI, 2011
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- Figure 87: Consumption of bottled ale, bitter and stout in the last 12 months, by demographics, RoI, 2011
- Figure 88: Consumers who have drunk cider in the last 12 months, by demographics, RoI, 2011
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- Figure 89: Consumers who have drunk sweet cider in the last 12 months, by demographics, RoI, 2011
- Figure 90: Consumers who have drunk sweet cider in the last 12 months, by demographics, RoI, 2011
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- Figure 91: Consumption of canned lager in the last 12 months, by demographics, RoI, 2011
- Figure 92: Consumption of canned ale, bitter and stout in the last 12 months, by demographics, RoI, 2011
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- Figure 93: Consumption of low-alcohol/alcohol-free beer and lager (bottles and cans) in the last 12 months, by demographics, RoI, 2011
- Figure 94: Agreement with the statement ‘I really enjoy a night out at the pub’, by demographics, RoI, 2011
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- Figure 95: In-home consumption of beer/lager within the last 12 months, by demographics, NI, 2011
- Figure 96: Occasions where consumers have drunk beer (in the home), by demographics, NI, 2011
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- Figure 97: Occasions where consumers have drunk beer (in the home – continued), by demographics, NI, 2011
- Figure 98: Occasions where consumers have drunk beer (out of home), by demographics, NI, 2011
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- Figure 99: Occasions where consumers have drunk beer (out of home – continued), by demographics, NI, 2011
- Figure 100: In-home consumption of cider, by demographics, NI, 2011
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- Figure 101: Elsewhere consumption of cider, by demographics, NI, 2011
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- Figure 102: In-home consumption of beer/lager within the last 12 months, by demographics, RoI, 2011
- Figure 103: Occasions where consumers have drunk beer (in the home), by demographics, RoI, 2011
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- Figure 104: Occasions where consumers have drunk beer (in the home – continued), by demographics, RoI, 2011
- Figure 105: Occasions where consumers have drunk beer (out of home), by demographics, RoI, 2011
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- Figure 106: Occasions where consumers have drunk beer (out of home – continued), by demographics, RoI, 2011
- Figure 107: In-home consumption of cider, by demographics, RoI, 2011
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- Figure 108: Elsewhere consumption of cider, by demographics, RoI, 2011
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