Table of Contents
Introduction
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- Key themes of the report
- Definition
- Data sources
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Total wine sales, by volume, IoI, NI and RoI, 2008-18
- Forecast
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- Figure 2: Total wine sales, by value, IoI, NI and RoI, 2008-18
- Market factors
- Taxation on wine increases in NI and RoI
- Poor harvests negatively impacting global wine prices
- Increased cost of living an issue for Irish consumers
- Alcohol a key component of in-home gatherings
- Alcohol taking a toll on Irish health
- Companies, brands and innovations
- The consumer
- Supermarkets a key channel for purchasing wine
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- Figure 3: Consumers who have bought wine in the last six months and where it was purchased, NI and RoI, May 2013
- Grape type most important factor when purchasing wine
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- Figure 4: Factors considered to be important when buying wine, NI and RoI, May 2013
- Well-known brands trusted to provide a consistently good product
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- Figure 5: Agreement with statements relating to wine, NI and RoI, May 2013
- What we think
Issues in the Market
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- Where are Irish consumers purchasing wine?
- What is the size of the wine industry in Ireland?
- What impact will the changes to the legislation regarding alcohol have on the wine industry?
- Who are the key distributors in the wine industry in Ireland?
- What are the alternatives to consuming wine?
Trend Applications
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- Guiding Choice
- Why Buy?
- Mintel Futures: Brand Intervention
Market Overview
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- Key points
- Duty increases put extra strain on the market
- Legality of wine tax rises questioned
- Poor harvests pushing global wine prices up
- Cost of living also impacting consumption of wine
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- Figure 6: Consumer Price Index, RoI, 2006-13
- Consumer prices decline in NI
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- Figure 7: Consumer Price Index, UK (inc NI), year-on-year percentage change, January 2006-13
- Irish consumers prefer drinking wine at home
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- Figure 8: Wine distribution channels, share of total market, RoI, 2011
- Figure 9: Agreement with the statement ‘A night out in a pub or bar has become more expensive’, by age, NI and RoI, September 2012
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- Figure 10: Agreement with the statement ‘I prefer in-home events as opposed to events/gatherings outside of the home (ie celebration in a restaurant)’, NI and RoI, June 2012
- Lack of disposable income contributing to in-home consumption of wine
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- Figure 11: Real household net disposable income, annual growth rates, 2005-11
- Alcohol’s impact on Irish consumers’ health
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- Figure 12: Number of alcohol-related deaths, NI, 2007-12
- Tackling alcohol misuse in Ireland
Competitive Context
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- Key points
- Beer dominates Irish alcoholic drinks market
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- Figure 13: Alcoholic drinks market share, RoI, 2012
- Figure 14: Total beer sales, by value, IoI, NI and RoI, 2008-18
- Cider sales set for decline in 2013
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- Figure 15: Total cider sales, by value, IoI, NI and RoI, 2008-18
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- Figure 16: Cider product launches in the UK and Ireland, by launch type, 2008-13
Market Size and Forecast
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- Key points
- Wine sales to continue declining in 2013
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- Figure 17: Total wine sales, by value, IoI, NI and RoI, 2008-18
- Volume sales to increase despite value decline
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- Figure 18: Total wine sales, by volume, IoI, NI and RoI, 2008-18
- On-trade struggles to continue in 2013
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- Figure 19: Total on-trade wine sales, by value, IoI, NI and RoI, 2008-18
- Volume sales on licensed premises also decline
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- Figure 20: Total on-trade wine sales, by volume, IoI, NI and RoI, 2008-18
- Off-trade wine sales continue to grow
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- Figure 21: Total off-trade wine sales, by value, trade, IoI, NI and RoI, 2008-18
- Off-trade volumes set for growth
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- Figure 22: Total off-trade wine sales, by volume, IoI, NI and RoI, 2008-18
Market Segmentation
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- Key points
- White wine accounts for half of Irish wine sales
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- Figure 23: Total white wine sales, by value, IoI, NI and RoI, 2008-18*
- Volume sales to increase
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- Figure 24: Total white wine sales, by volume, IoI, NI and RoI, 2008-18
- Red wine sales to decline across Ireland
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- Figure 25: Total red wine sales, by value, IoI, NI and RoI, 2008-18*
- Volume of red wine consumed to increase in 2013
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- Figure 26: Total red wine sales, by volume, IoI, NI and RoI, 2008-18
- Modest decline forecast for rosé wine sales in 2013
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- Figure 27: Total rosé wine sales, by value, IoI, NI and RoI, 2008-18*
- Rosé wine volumes edge up in 2013
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- Figure 28: Total rosé wine sales, by volume, IoI, NI and RoI, 2008-18
Strengths and Weaknesses
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- Strengths
- Weaknesses
Companies and Innovations
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- Examples of Innovation
- Number of new products launched declines
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- Figure 29: New product launches in the wine sub-category, UK and Ireland, 2008-13
- New product launches most common despite struggling market
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- Figure 30: New product development in the wine sub-category, by launch type, UK and Ireland, 2008-13
- Producers focus on ethical positioning
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- Figure 31: New product development in the wine sub-category, by claim category, UK and Ireland, 2008-13
- Company profiles
- Barry & Fitzwilliam Ltd
- Diageo
- Direct Wine Shipments
- Pernod Ricard (Irish Distiller and Dillon Bass)
- James Nicholson Wine
- Red Nose Wine
- The Corkscrew
- Tyrrell & Company (Wine Importers) Ltd
The Consumer – Location of Wine Purchases
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- Key points
- Supermarkets popular for purchasing white wine
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- Figure 32: Consumers who have bought wine in the last six months and where it was purchased, NI and RoI, May 2013
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- Figure 33: Consumers who have bought white wine in a supermarket in the last six months, by gender and social class, NI and RoI, May 2013
- One in five consumers purchase white wine in pubs and bars
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- Figure 34: Consumers who have purchased white wine in a pub/bar/club (or another similar out-of-home venue), by gender and age, NI and RoI, May 2013
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- Figure 35: Consumers who have purchased white wine in a pub/bar/club (or another similar out-of-home venue), by marital status, NI and RoI, May 2013
- Irish consumers purchasing red wine in restaurants
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- Figure 36: Consumers who have bought red wine in a restaurant in the last six months, by gender and age, NI and RoI, May 2013
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- Figure 37: Consumers who have bought red wine in a restaurant in the last six months, by work status, NI and RoI, May 2013
- Off-licence and wine merchant stores a key channel for red wine sales
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- Figure 38: Consumers who have bought red wine in an off-licence/wine merchant (in-store) in the last six months, by gender and age, NI and RoI, May 2013
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- Figure 39: Consumers who have bought red wine in an off-licence/wine merchant (in-store) in the last six months, by location, NI and RoI, May 2013
- Low demand among Irish consumers outside of red and white wine
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- Figure 40: Consumers who have not bought rosé wine, Champagne, sparkling wine or low-alcohol wine in the last six months, NI and RoI, May 2013
The Consumer – Factors Considered Important When Purchasing Wine
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- Key points
- Type of grape important to affluent Irish consumers
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- Figure 41: Factors considered to be important when buying wine, NI and RoI, May 2013
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- Figure 42: Consumers who consider type of grape (eg Chardonnay, Sauvignon Blanc) to be an important factor when buying wine, by age and social class, NI and RoI, May 2013
- ‘Cheap’ an important factor for less affluent consumers
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- Figure 43: Consumers who consider 'cheap' to be an important factor when buying wine, by social class, NI and RoI, May 2013
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- Figure 44: Consumers who consider 'cheap' to be an important factor when buying wine, by work status, NI and RoI, May 2013
- Irish women consider special offers important
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- Figure 45: Consumers who consider special offers (eg three-for-two etc) to be important when buying wine, by gender and age, NI and RoI, May 2013
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- Figure 46: Consumers who consider special offers (eg three-for-two etc) to be important when buying wine, by work status, NI and RoI, May 2013
- Recommendations a key influence on Irish consumers
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- Figure 47: Consumers who consider recommendations by friends, family and publications to be important when buying wine, by age, NI and RoI, May 2013
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- Figure 48: Consumers who consider recommendations by friends, family and publications to be important when buying wine, by where internet was accessed, NI and RoI, May 2013
- Four in ten state branding is important when buying wine
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- Figure 49: Consumers who consider a well-known brand important when buying wine, by gender and age, NI and RoI, May 2013
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- Figure 50: Consumers who consider a well-known brand important when buying wine, by work status, NI and RoI, May 2013
The Consumer – Attitudes Towards Wine
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- Key points
- Well-known brands trusted to provide good quality wine
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- Figure 51: Agreement with statements relating to wine, NI and RoI, May 2013
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- Figure 52: Agreement with the statement 'I trust well-known brands (eg Blossom Hill, Hardys) to provide a consistently good quality product’, by gender and social class, NI and RoI, May 2013
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- Figure 53: Agreement with the statement 'I trust well-known brands (eg Blossom Hill, Hardys) to provide a consistently good quality product’, by work status, NI and RoI, May 2013
- Young consumers view rosé wine as gender-neutral
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- Figure 54: Agreement with the statement ‘Rosé wine is suitable for men and women’, by gender and age, NI and RoI, May 2013
- Promotions encourage Irish consumers to switch brands
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- Figure 55: Agreement with the statement 'I would switch from my favourite brand if another was on promotion', by gender and age, NI and RoI, May 2013
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- Figure 56: Agreement with the statement 'I would switch from my favourite brand if another was on promotion', by work status, NI and RoI, May 2013
- Children impact out-of-home wine consumption
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- Figure 57: Agreement with the statement ‘I am drinking less wine in pubs and bars than I used to’, by gender and children present in the household, NI and RoI, May 2013
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- Figure 58: Agreement with the statement ‘I am drinking less wine in pubs and bars than I used to’, by age, NI and RoI, May 2013
- Wide range makes choosing wine difficult for RoI consumers
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- Figure 59: Agreement with the statement 'The wide range of wine available makes it difficult to choose', by work status, NI and RoI, May 2013
- Lack of wine knowledge inhibits young consumers’ decision-making
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- Figure 60: Agreement with the statement 'The wide range of wine available makes it difficult to choose', by gender and age, NI and RoI, May 2013
Appendix
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- NI Toluna tables
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- Figure 61: Consumers who have bought white wine in the last six months and where it was purchased, by demographics, NI, May 2013
- Figure 62: Consumers who have bought red wine in the last six months and where it was purchased, by demographics, NI, May 2013
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- Figure 63: Consumers who have bought rosé wine in the last six months and where it was purchased, by demographics, NI, May 2013
- Figure 64: Consumers who have bought Champagne in the last six months and where it was purchased, by demographics, NI, May 2013
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- Figure 65: Consumers who have bought sparkling wine in the last six months and where it was purchased, by demographics, NI, May 2013
- Figure 66: Consumers who have bought low-alcohol wine in the last six months and where it was purchased, by demographics, NI, May 2013
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- Figure 67: Factors considered to be important when buying wine, by demographics, NI, May 2013
- Figure 68: Factors considered to be important when buying wine, by demographics, NI, May 2013 (continued)
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- Figure 69: Factors considered to be important when buying wine, by demographics, NI, May 2013 (continued)
- Figure 70: Agreement with statements relating to wine, by demographics, NI, May 2013
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- Figure 71: Agreement with statements relating to wine, by demographics, NI, May 2013 (continued)
- Figure 72: Agreement with statements relating to wine, by demographics, NI, May 2013 (continued)
- RoI Toluna tables
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- Figure 73: Consumers who have bought white wine in the last six months and where it was purchased, by demographics, RoI, May 2013
- Figure 74: Consumers who have bought red wine in the last six months and where it was purchased, by demographics, RoI, May 2013
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- Figure 75: Consumers who have bought rosé wine in the last six months and where it was purchased, by demographics, RoI, May 2013
- Figure 76: Consumers who have bought Champagne in the last six months and where it was purchased, by demographics, RoI, May 2013
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- Figure 77: Consumers who have bought sparkling wine in the last six months and where it was purchased, by demographics, RoI, May 2013
- Figure 78: Consumers who have bought low-alcohol wine in the last six months and where it was purchased, by demographics, RoI, May 2013
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- Figure 79: Factors considered to be important when buying wine, by demographics, RoI, May 2013
- Figure 80: Factors considered to be important when buying wine, by demographics, RoI, May 2013 (continued)
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- Figure 81: Factors considered to be important when buying wine, by demographics, RoI, May 2013 (continued)
- Figure 82: Agreement with statements relating to wine, by demographics, RoI, May 2013
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- Figure 83: Agreement with statements relating to wine, by demographics, RoI, May 2013 (continued)
- Figure 84: Agreement with statements relating to wine, by demographics, RoI, May 2013 (continued)
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