Table of Contents
Overview
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- What you need to know
- Issues covered in this Report
Executive Summary
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- The market
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- Figure 1: Total wine sales, by segment, by value, NI and RoI, 2016
- Forecast
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- Figure 2: Indexed total wine sales, by value, IoI, on-trade and off-trade, 2011-21
- Market factors
- Increases in wine excise for NI and RoI
- Discounters could reap the benefits of higher wine costs
- Consumer sentiment falls between 2015 and 2017
- Chile trumps Australia
- Companies and innovations
- The consumer
- White wine most preferred type among Irish consumers
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- Figure 3: Types of wine consumers have drunk in home the last six months, Ni and RoI, April 2016
- Grape type and special offers motivate consumers to buy wine
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- Figure 4: Attributes (excluding price) which would see consumers choose one product over another when buying wine, NI and RoI, November 2016
- Descriptive terms highly important for targeting wine to Irish women
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- Figure 5: Agreement with statements relating to wine, NI and RoI, November 2016
The Market – What You Need to Know
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- Low growth in IoI wine market
- White wine accounts for largest sector
- Increases in wine excise for NI and RoI
- Discounters could reap the benefits of higher wine costs
- Consumer sentiment falls between 2015 and 2017
- Chile trumps Australia
Market Size and Segmentation
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- Growth in the wine market stalled by lower consumer sentiment
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- Figure 6: Total wine sales, by value, IoI, NI and RoI, 2011-21
- Figure 7: Total wine sales, by volume, IoI, NI and RoI, 2011-21
- On-trade improves in RoI, declines in NI
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- Figure 8: Total wine sales, by value, IoI, NI and RoI, on-trade, 2011-21
- Figure 9: Total wine sales, by volume, IoI, NI and RoI, on-trade, 2011-21
- Off-trade sees year-on-year growth
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- Figure 10: Total wine sales, by value, IoI, NI and RoI, off-trade, 2011-21
- Figure 11: Total wine sales, by volume, IoI, NI and RoI, off-trade, 2011-21
- 2017 likely to see price inflation for NI off-trade
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- Figure 12: Sterling (£) to euro (€) exchange rate, 2010-17
- White wine continues to be most valuable segment in IoI
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- Figure 13: Total wine sales, by segment, by value, NI and RoI, 2011-16
Market Drivers
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- Increases in wine tax and duty impacting sales
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- Figure 14: Excise rates for a €9 standard bottle of wine, RoI, 2011-16
- Figure 15: UK excise duty rates for wines, 2011-16
- UK and Ireland wines have highest excise rates in EU
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- Figure 16: Excise rates on a bottle of wine (€) for selected EU countries, 2016
- Discounters could reap the benefits of higher wine costs
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- Figure 17: Estimated market share of off-trade distribution channels for wine (volume sales), RoI, 2012 and 2015
- Consumer sentiment waning after Brexit and Trump election
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- Figure 18: Consumer confidence index, RoI, October 2015-December 2016
- Figure 19: Consumer sentiment index, NI, Q1 2012-Q4 2016
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- Figure 20: How consumers feel about their future personal situation after the results of Brexit, NI and RoI, August 2016
- Consumers see a night out as being more expensive
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- Figure 21: Agreement with selected statements relating to nights out of the home, NI and RoI, August 2016
- Figure 22: Consumer Price Index for all alcoholic beverages and wine, UK/NI, 2011-16
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- Figure 23: Consumer Price Index for all alcoholic beverages and wine, RoI, 2011-17
- Irish consumers shift in wine preference
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- Figure 24: Number of cases of table wine sold, by country of origin, RoI, 2008-15
- Natural disasters and extreme weather an issue for wine crops
Key Players and Innovations – What You Need to Know
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- Diageo leaves the table
- Health and wellness trends are the biggest threat to wine consumption
- Craft properties not being received
- Industry terms not resonating with consumers
Who’s Innovating?
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- 2016 sees increase in wine launches for the UK and Ireland
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- Figure 25: New products launched within the wine sector in the UK and Ireland, 2013-17
- Wine in a can
- Wine and alcohol consumption in the future
Key Players
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- Barry & Fitzwilliam
- Key Facts
- Product Portfolio
- Direct Wine Shipments
- Key Facts
- Product Portfolio
- Brand NPD
- Recent Developments
- Winemark
- Key Facts
- Product Portfolio
- Recent Developments
- James Nicholson Wine
- Key Facts
- Product Portfolio
- Brand NPD
- Recent Developments
- The Corkscrew
- Key Facts
- Product Portfolio
- Brand NPD
- Red Nose
- Key Facts
- Product Portfolio
- Brand NPD
- Recent Developments
- Tyrrell & Company
- Key Facts
- Product Portfolio
- Recent Developments
- Tindal Wine Merchants LTD.
- Key Facts
- Product Portfolio
- Brand NPD
- Recent Developments
- Irish Distillers (Pernod Ricard)
- Key Facts
- Product Portfolio
- Brand NPD
- Recent Developments
The Consumer – What You Need to Know
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- White wine most preferred type among Irish consumers
- Grape type and special offers motivate consumers to buy wine
- Descriptive terms highly important for targeting wine to Irish women
The Consumer – Types of Wine Used
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- White wine most preferred type among Irish consumers
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- Figure 26: Types of wine consumers have drunk in home or out of home in the last six months, Ni and RoI, April 2016
- Trend to night in helping to boost wine usage at home
- Wine sees strong usage among affluent consumers
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- Figure 27: Where consumers have bought still white wine in the last six months, by social class, NI and RoI, November 2016
- Men show stronger in-home usage of wine
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- Figure 28: Consumption of still red wine and rosé wine in the last six months, by gender, NI and RoI, November 2016
- Sparkling wines see stronger usage with married couples
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- Figure 29: Consumption of Champagne/ Prosecco/ Cava in the last six months, by marital status, NI and RoI, November 2016
The Consumer – Important Factors When Choosing Wine
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- Grape type important to RoI, special offers to NI
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- Figure 30: Attributes (excluding price) which would see consumers choose one product over another when buying wine, NI and RoI, November 2016
- Type of grape key consideration for the over-45s
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- Figure 31: Consumers who consider type of grape (eg Chardonnay, Sauvignon Blanc) important when choosing one wine over another, by age, NI and RoI, November 2016
- Special offers appeal more to NI consumers
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- Figure 32: Consumers who consider being on special offer important when choosing one wine over another, by social class, NI and RoI, November 2016
- Country of origin more important to men
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- Figure 33: Consumers who consider country of origin important when choosing one wine over another, by gender, NI and RoI, November 2016
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- Figure 34: Number of cases of table wine sold, by selected country of origin, RoI, 2008-15
The Consumer – Attitudes towards Wine
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- On-pack information appeals to Irish drinkers
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- Figure 35: Agreement with statements relating to wine, NI and RoI, November 2016
- Information key to encourage greater wine usage among women
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- Figure 36: Agreement with the statement ‘Terms used to describe the flavour of wine are helpful (eg on-pack, on menu etc)’, by gender, NI and RoI, November 2016
- Half of consumers prefer to stick to wines they know
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- Figure 37: Agreement with the statement ‘I generally stick to the same variety of wine’, by age, NI and RoI, November 2016
- Screwcaps find favour with less affluent consumers
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- Figure 38: Agreement with the statement ‘I prefer wines with screwcaps to wines with corks’, by social class, NI and RoI, November 2016
- Own-label and discounter wine seen as improving
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- Figure 39: Agreement with the statement ‘I find the quality of own-label/ discounter wine has improved in the last 12 months (eg Tesco Finest)’, NI and RoI, November 2016
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- Figure 40: Alcohol products that consumers would typically buy, own-label, NI and RoI, November 2016
Appendix – Data Sources, Abbreviations and Supporting Information
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- Definition
- Data sources
- Generational cohorts
- Abbreviations
Appendix – The Consumer
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- NI Toluna data
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- Figure 41: Where consumers have bought still white wine in the last six months, by demographics, NI, November 2016
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- Figure 42: Where consumers have bought still red wine in the last six months, by demographics, NI, November 2016
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- Figure 43: Where consumers have bought still rosé wine in the last six months, by demographics, NI, November 2016
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- Figure 44: Where consumers have bought Champagne/ Prosecco/ Cava in the last six months, by demographics, NI, November 2016
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- Figure 45: Where consumers have bought other sparkling wine (eg Moscato, Crémant) in the last six months, by demographics, NI, November 2016
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- Figure 46: Where consumers have bought any fortified wine (eg port/sherry/vermouth) in the last six months, by demographics, NI, November 2016
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- Figure 47: Where consumers have bought any dessert wine (eg Sauternes) in the last six months, by demographics, NI, November 2016
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- Figure 48: Where consumers have bought any wine in a box/pouch (eg bag in box) in the last six months, by demographics, NI, November 2016
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- Figure 49: Where consumers have bought any lower/non-alcohol still wine (eg 5.5 ABV or lower) in the last six months, by demographics, NI, November 2016
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- Figure 50: Where consumers have bought any fruit-flavoured wine (eg apple, strawberry) in the last six months, by demographics, NI, November 2016
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- Figure 51: Where consumers have bought wine on draught in the last six months, by demographics, NI, November 2016
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- Figure 52: Where consumers have bought any reduced sugar/ low-calorie wines (eg Skinny Prosecco), by demographics, NI, November 2016
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- Figure 53: Attributes (excluding price) which would see consumers choose one product over another when buying wine, by demographics, NI, November 2016
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- Figure 54: Attributes (excluding price) which would see consumers choose one product over another when buying wine, by demographics, NI, November 2016 (continued)
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- Figure 55: Attributes (excluding price) which would see consumers choose one product over another when buying wine, by demographics, NI, November 2016 (continued)
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- Figure 56: Agreement with the statement ‘I find the quality of own-label/ discounter wine has improved in the last 12 months (eg Tesco Finest)’, by demographics, NI, November 2016
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- Figure 57: Agreement with the statement ‘Concerns about not finishing the bottle put me off drinking wine at home’, by demographics, NI, November 2016
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- Figure 58: Agreement with the statement ‘Terms used to describe the flavour of wine are helpful (eg on-pack, on menu etc)’, by demographics, NI, November 2016
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- Figure 59: Agreement with the statement ‘I would drink wine at home with a meal more often if there was a wider range of smaller-sized bottles (eg half size)’, by demographics, NI, November 2016
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- Figure 60: Agreement with the statement ‘I have bought wine from an online retailer in the last 3 months’, by demographics, NI, November 2016
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- Figure 61: Agreement with the statement ‘I would like to be able to order wine with/without a meal via delivery services (eg Deliveroo)’, by demographics, NI, November 2016
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- Figure 62: Agreement with the statement ‘I would be interested in wine-based drinks with unusual fruity flavours (eg pear drops)’, by demographics, NI, November 2016
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- Figure 63: Agreement with the statement ‘I would like a wider range of wines sold in smaller bottle sizes (eg single serve) in pubs/bars restaurants’, by demographics, NI, November 2016
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- Figure 64: Agreement with the statement ‘Wine on tap in a pub/bar/restaurant would appeal to me’, by demographics, NI, November 2016
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- Figure 65: Agreement with the statement ‘I prefer wines with screwcaps to wines with corks’, by demographics, NI, November 2016
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- Figure 66: Agreement with the statement ‘I know enough about wine to make an informed decision when trying different types’, by demographics, NI, November 2016
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- Figure 67: Agreement with the statement ‘I generally stick to the same variety of wine’, by demographics, NI, November 2016
- RoI Toluna data
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- Figure 68: Where consumers have bought still white wine in the last six months, by demographics, RoI, November 2016
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- Figure 69: Where consumers have bought still red wine in the last six months, by demographics, RoI, November 2016
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- Figure 70: Where consumers have bought still rosé wine in the last six months, by demographics, RoI, November 2016
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- Figure 71: Where consumers have bought Champagne/ Prosecco/ Cava in the last six months, by demographics, RoI, November 2016
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- Figure 72: Where consumers have bought other sparkling wine (eg Moscato, Crémant) in the last six months, by demographics, RoI, November 2016
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- Figure 73: Where consumers have bought any fortified wine (eg port/sherry/vermouth) in the last six months, by demographics, RoI, November 2016
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- Figure 74: Where consumers have bought any dessert wine (eg Sauternes) in the last six months, by demographics, RoI, November 2016
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- Figure 75: Where consumers have bought any wine in a box/pouch (eg bag in box) in the last six months, by demographics, RoI, November 2016
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- Figure 76: Where consumers have bought any lower/non-alcohol still wine (eg 5.5 ABV or lower) in the last six months, by demographics, RoI, November 2016
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- Figure 77: Where consumers have bought any fruit-flavoured wine (eg apple, strawberry) in the last six months, by demographics, RoI, November 2016
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- Figure 78: Where consumers have bought wine on draught in the last six months, by demographics, RoI, November 2016
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- Figure 79: Where consumers have bought any reduced sugar/ low-calorie wines (eg Skinny Prosecco), by demographics, RoI, November 2016
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- Figure 80: Attributes (excluding price) which would see consumers choose one product over another when buying wine, by demographics, RoI, November 2016
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- Figure 81: Attributes (excluding price) which would see consumers choose one product over another when buying wine, by demographics, RoI, November 2016 (continued)
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- Figure 82: Attributes (excluding price) which would see consumers choose one product over another when buying wine, by demographics, RoI, November 2016 (continued)
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- Figure 83: Agreement with the statement ‘I find the quality of own-label/ discounter wine has improved in the last 12 months (eg Tesco Finest)’, by demographics, RoI, November 2016
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- Figure 84: Agreement with the statement ‘Concerns about not finishing the bottle put me off drinking wine at home’, by demographics, RoI, November 2016
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- Figure 85: Agreement with the statement ‘Terms used to describe the flavour of wine are helpful (eg on-pack, on menu etc)’, by demographics, RoI, November 2016
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- Figure 86: Agreement with the statement ‘I would drink wine at home with a meal more often if there was a wider range of smaller-sized bottles (eg half size)’, by demographics, RoI, November 2016
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- Figure 87: Agreement with the statement ‘I have bought wine from an online retailer in the last 3 months’, by demographics, RoI, November 2016
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- Figure 88: Agreement with the statement ‘I would like to be able to order wine with/without a meal via delivery services (eg Deliveroo)’, by demographics, RoI, November 2016
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- Figure 89: Agreement with the statement ‘I would be interested in wine-based drinks with unusual fruity flavours (eg pear drops)’, by demographics, RoI, November 2016
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- Figure 90: Agreement with the statement ‘I would like a wider range of wines sold in smaller bottle sizes (eg single serve) in pubs/bars restaurants’, by demographics, RoI, November 2016
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- Figure 91: Agreement with the statement ‘Wine on tap in a pub/bar/restaurant would appeal to me’, by demographics, RoI, November 2016
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- Figure 92: Agreement with the statement ‘I know enough about wine to make an informed decision when trying different types’, by demographics, RoI, November 2016
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- Figure 93: Agreement with the statement ‘I prefer wines with screwcaps to wines with corks’, by demographics, RoI, November 2016
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- Figure 94: Agreement with the statement ‘I generally stick to the same variety of wine’, by demographics, RoI, November 2016
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