Table of Contents
Issues in the Market
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- Key themes in the report
- Definition of entertaining in-home
- Consumer research
- Abbreviations
Future Opportunities
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- Carnivore, Herbivore…Locavore
- Guiding Choice
Market in Brief
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- Economic downturn boosts market for in-home entertaining
- Consumers’ love for cooking aids in-home events
- Irish consumers show highest engagement with winter events and dinner parties
- Supper clubs extend the concept of in-home entertaining
Internal Market Environment
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- Key points
- 25-34-year-olds increase their engagement with in-home entertaining
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- Figure 1: Agreement with the statement ‘I spend money more carefully than I used to’, NI and RoI, 2007-11
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- Figure 2: Agreement with the statement ‘The economic climate has seen me host more in-home events/gatherings’, by gender, age and socio-economic group, NI and RoI, June 2012
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- Figure 3: Agreement with the statement ‘The economic climate has seen me scale back my spending on in-home events/gatherings’, by gender, age and socio-economic group, NI and RoI, June 2012
- Growth in home sales parties
- Consumers love affair with cooking continues
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- Figure 4: Agreement with the statement ‘I love cooking’, NI and RoI, 2007 and 2011
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- Figure 5: Agreement with the statement ‘I love cooking’, by gender, NI and RoI, 2011
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- Figure 6: Consumers who have hosted a dinner party within the last year, by all consumers, NI and RoI, June 2012
- Interest in cooking supports rise in cookery classes
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- Figure 7: Consumer uptake of cookery classes, NI and RoI, 2009 and 2011
- Room for expansion in premium offerings when entertaining at home
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- Figure 8: Agreement with the statement ‘I would purchase artisan speciality foods if I was entertaining in home’, by gender, age and socio-economic group, NI and RoI, February 2012
- Opportunities for food and drink pairing
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- Figure 9: Agreement with statements relating to at-home consumption of wines and beers tried whilst on holiday, by gender, NI and RoI, June 2011
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- Figure 10: Agreement to statements relating to drink quality, NI and RoI, 2011
- Convenience is key
- Entertaining at home concept extends beyond friends
Broader Market Environment
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- Key points
- Continued price rises put pressure on consumers disposable income
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- Figure 11: CPI percentage change over 12 months, NI, April 2011-12
- RoI
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- Figure 12: CPI percentage change over 12 months, RoI, April 2011-12
- Rise in employment in NI not replicated in RoI
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- Figure 13: Employment rate for persons aged 16-64, NI, 2010-12
- Figure 14: Employment rate for persons aged 15-64, RoI, 2010-12
- Birth rate increasing in RoI
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- Figure 15: Birth rate in NI and RoI, 2000-09
- Ageing population
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- Figure 16: Population, by age, NI, 2008-24
- Figure 17: Population, by age, RoI, 2006-26
Strengths and Weaknesses
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- Strengths
- Weaknesses
Competitive Context
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- Key points
- Restaurant sector under pressure
- Unemployment impacting on cinema attendance
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- Figure 18: Cinema admissions, NI and RoI, 2000-11
- Increased food prices pose a challenge to entertaining at home
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- Figure 19: Detailed UK indices for food products, April 2011 and April 2012
- Food prices within RoI are more stable than in NI
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- Figure 20: CPI for food and non-alcoholic beverages, RoI, 2007-11
Who’s Innovating?
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- Key points
- National events create opportunities for home parties
- Retailers offer sharing products suitable for home entertaining
- Bite size products ideal for home entertaining
- Premium products minimise dinner party planning
Companies and Products
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- Retailers and Convenience Stores
- Asda (NI only)
- Tesco
- Sainsbury’s (NI only)
- Marks & Spencer
- The Co-operative (NI only)
- Lidl
- Aldi (RoI only)
- Iceland
- Musgrave Group
- Supervalu
- Centra
- Superquinn (RoI only)
- Londis
- Mace NI
- Costcutter
- BWG Foods
- Mace RoI
- Spar Ireland
- Spar UK
- Dunnes
- Off licences
- Curley’s Wine Cellar (NI only)
- Wineflair
- Next Door Trading Ltd
- Artisan producers
- Arcadia Delicatessen Ltd
- Greens Food Fare
The Consumer – Entertaining at Home Occasions
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- Key points
- In-home winter events and dinner parties are most popular
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- Figure 21: Top ten types of in-home entertaining events hosted within the last year, by all consumers, NI and RoI, June 2012
- Winter events and dinner parties appeal to both young and old
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- Figure 22: Consumers who have hosted an in-home Winter holiday party/dinner in the last year, by gender and age, NI and RoI, June 2012
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- Figure 23: Consumers who have hosted a dinner party in the last year, by gender and age, NI and RoI, June 2012
- Winter holiday parties/dinners experience growth
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- Figure 24: Percentage change regarding the top ten types of in-home entertaining events hosted within the last year compared to less than three years ago, NI and RoI, June 2012
- In-home calendar events show widest appeal across age groups
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- Figure 25: In-home calendar holiday events hosted in the last year, by age, NI and RoI, June 2012
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- Figure 26: In-home adult-oriented events hosted in the last year, by age, NI and RoI, June 2012
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- Figure 27: Other in-home events hosted in the last year, by age, NI and RoI, June 2012
The Consumer – Hosting In-Home Events
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- Key points
- Hosts show involvement in preparation of in-home events
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- Figure 28: Person in household responsible for organising last in-home event, by all consumers, NI and RoI, June 2012
- Consumers look for support network when organising in-home events
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- Figure 29: Person in household responsible for organising last in-home event, by gender, NI, June 2012
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- Figure 30: Person in household responsible for organising last in-home event, by gender, RoI, June 2012
- Men most likely to host winter holiday party/dinner while women opt for dinner parties
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- Figure 31: In-home events hosted within the last year, by gender, NI and RoI, June 2012
- Food for in-home entertaining centres on hosting household
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- Figure 32: Source of food and drink for the last in-home event, by all consumers, NI and RoI, June 2012
- Alcohol an important component of in-home entertaining
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- Figure 33: Agreement with statements relating to in-home entertainment, NI and RoI, June 2012
- Younger consumers prefer outside the home events
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- Figure 34: Agreement with statements regarding in-home entertaining events, by gender and age, NI and RoI, June 2012
- Smaller informal in-home events are preferred
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- Figure 35: Agreement with statements regarding the size and type of in-home entertaining event, by all consumers, NI and RoI, June 2012
- Invites sent through traditional means
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- Figure 36: Agreement with statements regarding how consumers invite guests to in-home events, by all consumers, NI and RoI, June 2012
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- Figure 37: Consumers who invite guests to in-home events by creating an “event” on a social networking site, by age group, NI and RoI, June 2012
Consumer Typologies
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- NI target groups
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- Figure 38: NI consumer typologies, June 2012
- Uninterested (43%)
- Characteristics
- Demographic pattern
- Understanding the Uninterested
- Cost Conscious (28%)
- Characteristics
- Demographic pattern
- Understanding the Cost Conscious
- Home Entertainers (19%)
- Characteristics
- Demographic pattern
- Understanding Home Entertainers
- Party Planners (10%)
- Characteristics
- Demographic pattern
- Understanding the Party Planners
- RoI target groups
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- Figure 39: RoI consumer typologies, June 2012
- Informal Eventers (33%)
- Characteristics
- Demographic pattern
- Understanding the Informal Eventers
- Self-Caterers (31%)
- Characteristics
- Demographic pattern
- Understanding the Self-Caterers
- Cost Concerned (19%)
- Characteristics
- Demographic pattern
- Understanding the Cost Concerned
- Other Homers (17%)
- Characteristics
- Demographic pattern
- Understanding Other Homers
Appendix
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- NI Toluna demographic tables
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- Figure 40: Consumers who have hosted a dinner party, by demographics, NI, June 2012
- Figure 41: Consumers who have hosted an adult birthday party, by demographics, NI, June 2012
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- Figure 42: Consumers who have hosted a child’s birthday party, by demographics, NI, June 2012
- Figure 43: Consumers who have hosted a cocktail party/wine and cheese, by demographics, NI, June 2012
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- Figure 44: Consumers who have hosted a sporting event party (football, rugby, boxing, etc), by demographics, NI, June 2012
- Figure 45: Consumers who have hosted a home sales party (jewellery, tupperware etc), by demographics, NI, June 2012
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- Figure 46: Consumers who have hosted a religious event (christening/baptism), by demographics, NI, June 2012
- Figure 47: Consumers who have hosted a winter holiday party/dinner (eg Christmas, new year, etc), by demographics, NI, June 2012
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- Figure 48: Consumers who have hosted a spring/summer holiday party/dinner (eg Easter, May Day, etc), by demographics, NI, June 2012
- Figure 49: Consumers who have hosted a Halloween party /other fancy dress party, by demographics, NI, June 2012
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- Figure 50: Consumers who have hosted an ethnic/cultural party (eg Chinese New Year party), by demographics, NI, June 2012
- Figure 51: Consumers who have hosted a graduation/school leaving party, by demographics, NI, June 2012
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- Figure 52: Consumers who have hosted an engagement party/bachelorette/bachelor party, by demographics, NI, June 2012
- Figure 53: Consumers who have hosted another type of event, by demographics, NI, June 2012
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- Figure 54: Person in household responsible for organising last in-home event, by demographics, NI, June 2012
- Figure 55: Source of food and drink for the last in-home event, by demographics, NI, June 2012
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- Figure 56: Source of food and drink for the last in-home event, by demographics, NI, June 2012 (continued)
- Figure 57: Agreement with statements relating to in-home entertainment, by demographics, NI, June 2012
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- Figure 58: Agreement with statements relating to in-home entertainment, by demographics, NI, June 2012 (continued)
- Figure 59: Agreement with statements relating to in-home entertainment, by demographics, NI, June 2012 (continued)
- NI consumer typologies tables
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- Figure 60: Consumer typologies, by demographics, NI, June 2012
- Figure 61: Person in household responsible for organising last in-home event, by consumer typology, NI, June 2012
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- Figure 62: Source of food and drink for the last in-home event, by consumer typology, NI, June 2012
- Figure 63: Agreement with statements relating to in-home entertainment, by consumer typology NI, June 2012
- RoI Toluna demographic tables
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- Figure 64: Consumers who have hosted a dinner party, by demographics, RoI, June 2012
- Figure 65: Consumers who have hosted an adult birthday party, by demographics, RoI, June 2012
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- Figure 66: Consumers who have hosted a child’s birthday party, by demographics, RoI, June 2012
- Figure 67: Consumers who have hosted a cocktail party/wine and cheese, by demographics, RoI, June 2012
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- Figure 68: Consumers who have hosted a sporting event party (football, rugby, boxing, etc), by demographics, RoI, June 2012
- Figure 69: Consumers who have hosted a home sales party (jewellery, Tupperware etc), by demographics, RoI, June 2012
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- Figure 70: Consumers who have hosted a religious event (christening/baptism), by demographics, RoI, June 2012
- Figure 71: Consumers who have hosted a winter holiday party/dinner (eg Christmas, new year’s, etc) by demographics, RoI, June 2012
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- Figure 72: Consumers who have hosted a spring/summer holiday party/dinner (eg Easter, May Day, etc), by demographics, RoI, June 2012
- Figure 73: Consumers who have hosted a Halloween party /other fancy dress party, by demographics, RoI, June 2012
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- Figure 74: Consumers who have hosted an ethnic/cultural party (eg Chinese New Year party), by demographics, RoI, June 2012
- Figure 75: Consumers who have hosted a graduation/school leaving party, by demographics, RoI, June 2012
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- Figure 76: Consumers who have hosted an engagement party/bachelorette/bachelor party, by demographics, RoI, June 2012
- Figure 77: Consumers who have hosted an other types of event, by demographics, RoI, June 2012
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- Figure 78: Person in household responsible for organising last in-home event, by demographics, RoI, June 2012
- Figure 79: Source of food and drink for the last in-home event, by demographics, RoI, June 2012
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- Figure 80: Source of food and drink for the last in-home event, by demographics, RoI, June 2012 (Continued)
- Figure 81: Agreement with statements relating to in-home entertainment, by demographics, RoI, June 2012
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- Figure 82: Agreement with statements relating to in-home entertainment, by demographics, RoI, June 2012 (continued)
- Figure 83: Agreement with statements relating to in-home entertainment, by demographics, RoI, June 2012 (continued)
- RoI consumer typologies tables
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- Figure 84: Consumer typologies, by demographics, RoI, June 2012
- Figure 85: Person in household responsible for organising last in-home event, by consumer typology, RoI, June 2012
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- Figure 86: Source of food and drink for the last in-home event, by consumer typology, RoI, June 2012
- Figure 87: Agreement with statements relating to in-home entertainment, by consumer typology RoI, June 2012
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