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Beer - Ireland - June 2014

Published By :

Mintel

Published Date : Jul 2014

Category :

Beer

No. of Pages : 176 Pages


The Irish beer market continues to struggle in 2014, with volume and value sales in the on-trade continuing to decline, as consumers drink at home more. The market has however experienced a strong level of innovation in terms of flavour, packaging and new product launches by craft brewers, helping to widen the potential target market for beer.
Table of Content

Introduction
Key themes within the report
Definition
Data sources
Abbreviations

Executive Summary
The market
Figure 1: Estimated total beer market, by segments, NI and RoI, 2014
Forecast
Figure 2: Indexed beer value sales, IoI, on-trade and off-trade, 2009-19
Market factors
Beer prices increase between 2008 and 2014
Alcohol consumption declines
Key 18-24 target market migrating
Craft beer providers expected to increase by 71% by 2015
Pubs and restaurants key foodservice channels
Companies, brands and innovations
Figure 3: Indexed level of flavoured vs unflavoured new product launches to European beer market, 2009-14
The consumer
Lager – The dominant type of beer drunk in the last six months
Figure 4: Types of beer that consumers have drunk in the last six months, by location, NI and RoI, April 2014
Lager seen as the most sociable beer and craft beer as the most expensive – But worth paying more for
Figure 5: Qualities associated with different types of beer, NI, April 2014
Figure 6: Qualities associated with different types of beer, RoI, April 2014
Bottles preferred to cans
Figure 7: Agreement with statements relating to beer, NI and RoI, April 2014
What we think

Issues and Insights
What impact has craft beer had on the Irish beer market?
The facts
The implications
How can beer brands attract more female drinkers?
The facts
The implications
What bearing does packaging have on a consumer’s choice of beer?
The facts
The implications
What role does foodservice play in boosting usage of beer in Ireland? 
The facts
The implications
What impact do lower levels of disposable income have on consumers when choosing to drink beer?
The facts
The implications

Trend Application
Trend: Locavore
Trend: Minimize Me
Trend: Help Me Help Myself

Market Overview
Key points
Excise tax on beer increased 13% between 2008-14
Figure 8: UK and RoI excise duty rates for pint of beer (4% ABV), 2008-14
RoI sees excise increase 43% between 2012 and 2014
Beer prices increase between 2008 and 2013
Figure 9: Indexed growth of consumer prices for all items, beer sold via off-licenses and beer sold via licensed premises, RoI, 2008-14
Figure 10: Indexed growth of consumer prices for all items and beer (sold via off-license and licensed premises), UK (including NI), 2008-13
Low disposable income an issue for NI and RoI consumers
Figure 11: Indexed value changes in net incomes, cost of living and discretionary income, NI, 2008-18
Figure 12: Financial health of Irish consumers, NI and RoI, April 2014
Alcohol consumption levels decline
Figure 13: Litres of pure alcohol consumed by adults per annum, RoI, 1990, 2001, 2012 and 2013
Figure 14: Proportion of UK (including NI) consumers who drank alcohol in the last week, UK, 2008-12
Migration taking toll on beer usage in RoI
Figure 15: Indexed estimated migration for RoI, 2008-13
Migration grew in NI also
Figure 16: Indexed estimated migration for NI, 2008-13
Craft beer a growing segment of the market
Established craft brewers expanding
Changing tastes helping to boost craft beers
Restaurants and pubs are key foodservice establishments in Ireland
Figure 17: top five foodservice establishments (dine in) used in the last three months, NI and RoI, March 2014
Visitors to Ireland prefer pubs for eating out
Figure 18: Foodservice establishments that overnight visitors to NI used, 2011
Figure 19: How visitors to Ireland spent their money, IoI, 2012

Competitive Context
Key points
Cider market suffers similar decline to beer
Figure 20: Total cider market value, by on-trade and off-trade, NI and RoI, 2009-19
Cider exhibits strong in-home usage
Figure 21: Types of cider drunk in the last 12 months, by location, NI and RoI, January 2014
Increased taxation of wine in RoI impacting on-trade market
Figure 22: Total wine sales, by value, on-trade and off-trade, IoI, NI and RoI, 2009-19
Strengths and Weaknesses
Strengths
Weaknesses

Market Size and Forecast
Key points
Beer market growth to become static
Figure 23: Total beer sales, by value, IoI, NI and RoI, 2009-19
Figure 24: Total beer value, by on-trade and off-trade, IoI, 2009 and 2014
NI and RoI off-trade sector grows, but independent off-licenses losing out to supermarkets
Figure 25: Total off-trade beer sales, by value, IoI, NI and RoI, 2009-19
On-trade sales continue to decline in 2014
Figure 26: Total on-trade beer sales, by value, IoI, NI and RoI, 2009-19
Figure 27: Indexed Total on-trade beer value sales, NI and RoI, 2009-19
Craft beer could help shore up falling revenues
Figure 28: Estimated market value of craft beer market (on-trade and off-trade), IoI, NI and RoI, 2011-14
Volume sales
Figure 29: Total beer sales, by volume, IoI, NI and RoI, 2008-19
Figure 30: Total beer sales, by volume, on-trade and off-trade, IoI, 2008-19

Market Segmentation
Key points
Lager – The most valuable segment of the Irish beer market
Figure 31: Estimated total beer market, by segments, IoI, 2014
Lager off-trade growth driven by value propositions
Figure 32: Total on-trade and off-trade lager sales, by value, NI and RoI, 2009-19
Stout underperformed in 2013 due to hot summer
Figure 33: Total on-trade and off-trade stout sales, by value, NI and RoI, 2009-19
Stout suffering in off-trade too
Figure 34: Indexed off-trade stout sales, by value, NI and RoI, 2009-19
Ale sees strong growth, but from a low base
Figure 35: Total on-trade and off-trade ale sales, by value, NI and RoI, 2009-19
Figure 36: Indexed growth of off-trade sales of lager, stout and ale, IoI, 2009-19

Companies and Innovations
Key points
Innovations
Ethical and environmentally friendly package claims continue to lead the way while premium beer launches rise
Figure 37: Beer products launched by claim, UK and Ireland, 2009-14
Bottled beers account for 75% of new beer launches
Figure 38: New product launches to European beer market, by packaging type, 2009-14*
Marked increase in flavoured beer launches
Figure 39: Indexed level of flavoured vs unflavoured new product launches to European beer market, 2009-14
Figure 40: Top ten flavours of product launches for the European beer market, 2009-14
Fruit flavoured beers gear up for summer 2014
Irish craft beer launches focus on local origins
Companies – Major breweries
AB InBev
Diageo
Heineken Ireland
Molson Coors Brewing Company
SABMiller
The Cantrell and Cochrane Group
Companies – Craft breweries
Bo Bristle Brewery
Carlow Brewing
Dungarvan Brewing Company
Porterhouse Brewing Company
Whitewater Brewery

The Consumer – Usage of Beer
Key points
Over three quarters have drunk lager
Figure 41: Types of beer drunk in the last six months (in-home or out-of-home), NI and RoI, April 2014
Women prefer flavoured beers
Figure 42: Types of beer drunk in the last six months (in-home or out-of-home), by gender, NI, April 2014
Figure 43: Types of beer drunk in the last six months (in-home or out-of-home), by gender, RoI, April 2014
Belfast versus Dublin
Figure 44: Types of beer drunk in the last six months (in-home or out-of-home), by selected cities, NI and RoI, April 2014
NI beers drinkers tend to drink in-home more than RoI consumers
Figure 45: Where consumers drink beer, NI and RoI, April 2014
Figure 46: Household income, NI and RoI, April 2014
Women tend to prefer drinking beer at home
Figure 47: Where consumers drink beer, by gender, NI and RoI, April 2014
Lager most drunk in-home and out-of-home
Figure 48: Types of beer that consumers have drunk in the last six months, by location, NI and RoI, April 2014
One in ten drinking craft beer in-home and out-of-home
Figure 49: Consumers who have drunk craft beer (ie beer made from a small producer) in the last six months, by location, by gender and social class, RoI, 2014
Fruit beer shows strong usage among 18-24-year-olds
Figure 50: Consumers who have drunk lager vs fruit flavoured beer in the last six months, by age, NI and RoI, 2014

The Consumer – Characteristics Associated with Beer
Key points
Lager seen as the most sociable and refreshing beer
Figure 51: Top three characteristics associated with lager (eg Harp, Heineken), NI and RoI, April 2014
Stout seen as old-fashioned and having a strong flavour
Figure 52: Top three characteristics associated with stout (eg Guinness, Murphys), NI and RoI, April 2014
NI consumers less inclined to see stout as old-fashioned
Figure 53: Consumers who have drunk stout (eg Guinness, Murphys) in pubs/bars/clubs/restaurants in the last six months, by age, NI and RoI, April 2014
Craft beer seen as sophisticated, but expensive
Figure 54: Top three characteristics associated with craft beer (ie beer made from a small producer), NI and RoI, April 2014
Low and non-alcohol beers seen as healthier, but also bland
Figure 55: Top three characteristics associated with non/low-alcohol beer (eg Guinness Kaliber, Carling C2), NI and RoI, April 2014
Spirit beers seen as a young person’s drink
Figure 56: Top three characteristics associated with spirit flavoured beer (eg Desperados), NI and RoI, April 2014
Ale/bitter struggles to stand apart from stout and lager
Figure 57: Top three characteristics associated with ale/bitter (eg Smithwicks, Kilkenny), NI and RoI, April 2014

The Consumer – Attitudes Towards Beer
Key points
Packaging matters, with most preferring bottles to cans
Figure 58: Agreement with statements relating to beer, NI and RoI, April 2014
Women and young consumers most likely to prefer bottles to cans
Figure 59: Agreement with the statement “I prefer beer in bottles rather than cans”, by gender and age, NI and RoI, April 2014
Cans suffering from an image problem
Draught beers viewed as being better than both cans and bottles by men
Figure 60: Agreement with the statement “Draught beer tastes better than beer in bottles/cans”, by gender, NI and RoI, April 2014
Women highly in favour of smaller servings
Figure 61: Agreement with the statement “Smaller bottle sizes of beer would appeal to me”, by gender, NI and RoI, April 2014
Price increases would see many cut back on beer
Figure 62: Agreement with the statement “I would cut back on the amount of beer I drink if the price continues to rise”, by age, NI and RoI, April 2014
Figure 63: Agreement with the statement “I decide which beers to drink based on price”, by age, NI and RoI, April 2014
Quarter of RoI and a fifth want to see more craft beers sold
Figure 64: Agreement with the statement “I would like to see a better range of craft beers (ie made from small producers) in supermarkets and pubs/restaurants”, by social class, NI and RoI, April 2014
Dubliners prefer bottles and those in Belfast prefer draught beer
Figure 65: Agreement with statements relating to beer, Belfast and Dublin, April 2014

Appendix
Market segmentation – Volume
On-trade
Figure 66: On-trade beer market, by volume, by segments, NI, 2008-19
Figure 67: On-trade beer market, by volume, by segments, RoI, 2008-19
Off-trade
Figure 68: Off-trade beer market, by volume, by segments, NI, 2008-19
Figure 69: Off-trade beer market, by volume, by segments, RoI, 2008-19
NI Toluna data
Figure 70: Consumers who have drunk lager in the last three months and where they drank it, by demographics, NI, April 2014
Figure 71: Consumers who have drunk ale/bitter in the last three months and where they drank it, by demographics, NI, April 2014
Figure 72: Consumers who have drunk ale/bitter in the last three months and where they drank it, by demographics, NI, April 2014 (continued)
Figure 73: Consumers who have drunk craft beer (ie beer made from a small producer eg Galway Bay) in the last three months and where they drank it, by demographics, NI, April 2014
Figure 74: Consumers who have drunk stout (eg Guinness, Murphy’s) in the last three months and where they drank it, by demographics, NI, April 2014
Figure 75: Consumers who have drunk alcoholic ginger beer (eg Crabbies) in the last three months and where they drank it, by demographics, NI, April 2014
Figure 76: Consumers who have drunk fruit flavoured beer (eg Fruli) in the last three months and where they drank it, by demographics, NI, April 2014
Figure 77: Consumers who have drunk low-alcohol beer (eg Guinness Kaliber, Carling C2) in the last three months and where they drank it, by demographics, NI, April 2014
Figure 78: Consumers who have drunk non-alcoholic beer (eg Becks Blue) in the last three months and where they drank it, by demographics, NI, April 2014
Figure 79: Consumers who have drunk spirit flavoured beer (eg Desperados) in the last three months and where they drank it, by demographics, NI, April 2014
Figure 80: Consumers who have drunk other (eg gluten-free beer, wheat beer) in the last three months and where they drank it, by demographics, NI, April 2014
Figure 81: Agreement with statements relating to beer, by demographics, NI, April 2014
Figure 82: Agreement with statements relating to beer, by demographics, NI, April 2014 (continued)
Figure 83: Agreement with statements relating to beer, by demographics, NI, April 2014 (continued)
Figure 84: Qualities associated with lagers, by demographics, NI, April 2014
Figure 85: Qualities associated with lagers, by demographics, NI, April 2014 (continued)
Figure 86: Qualities associated with lagers, by demographics, NI, April 2014 (continued)
Figure 87: Qualities associated with ale/bitter, by demographics, NI, April 2014
Figure 88: Qualities associated with ale/bitter, by demographics, NI, April 2014 (continued)
Figure 89: Qualities associated with ale/bitter, by demographics, NI, April 2014 (continued)
Figure 90: Qualities associated with stout (eg Guinness, Murphy’s), by demographics, NI, April 2014
Figure 91: Qualities associated with stout (eg Guinness, Murphy’s), by demographics, NI, April 2014 (continued)
Figure 92: Qualities associated with stout (eg Guinness, Murphy’s), by demographics, NI, April 2014 (continued)
Figure 93: Qualities associated with craft beer (ie beer made from a small producer eg Galway Bay), by demographics, NI, April 2014 (continued)
Figure 94: Qualities associated with craft beer (ie beer made from a small producer eg Galway Bay), by demographics, NI, April 2014 (continued)
Figure 95: Qualities associated with craft beer (ie beer made from a small producer eg Galway Bay), by demographics, NI, April 2014 (continued)
Figure 96: Qualities associated with low-alcohol beer (eg Guinness Kaliber, Carling C2), by demographics, NI, April 2014
Figure 97: Qualities associated with low-alcohol beer (eg Guinness Kaliber, Carling C2), by demographics, NI, April 2014 (continued)
Figure 98: Qualities associated with low-alcohol beer (eg Guinness Kaliber, Carling C2), by demographics, NI, April 2014 (continued)
Figure 99: Qualities associated with spirit flavoured beer (eg Desperados), by demographics, NI, April 2014
Figure 100: Qualities associated with spirit flavoured beer (eg Desperados), by demographics, NI, April 2014 (continued)
Figure 101: Qualities associated with spirit flavoured beer (eg Desperados), by demographics, NI, April 2014 (continued)
RoI Toluna data
Figure 102: Consumers who have drunk lager in the last three months and where they drank it, by demographics, RoI, April 2014
Figure 103: Consumers who have drunk ale/bitter in the last three months and where they drank it, by demographics, RoI, April 2014
Figure 104: Consumers who have drunk craft beer (ie beer made from a small producer eg Galway Bay) in the last three months and where they drank it, by demographics, RoI, April 2014
Figure 105: Consumers who have drunk stout (eg Guinness, Murphy’s) in the last three months and where they drank it, by demographics, RoI, April 2014
Figure 106: Consumers who have drunk alcoholic ginger beer (eg Crabbies) in the last three months and where they drank it, by demographics, RoI, April 2014
Figure 107: Consumers who have drunk fruit flavoured beer (eg Fruli) in the last three months and where they drank it, by demographics, RoI, April 2014
Figure 108: Consumers who have drunk low-alcohol beer (eg Guinness Kaliber, Carling C2) in the last three months and where they drank it, by demographics, RoI, April 2014
Figure 109: Consumers who have drunk non-alcoholic beer (eg Becks Blue) in the last three months and where they drank it, by demographics, RoI, April 2014
Figure 110: Consumers who have drunk spirit flavoured beer (eg Desperados) in the last three months and where they drank it, by demographics, RoI, April 2014
Figure 111: Consumers who have drunk other (eg gluten-free beer, wheat beer) in the last three months and where they drank it, by demographics, RoI, April 2014
Figure 112: Agreement with statements relating to beer, by demographics, RoI, April 2014
Figure 113: Agreement with statements relating to beer, by demographics, RoI, April 2014 (continued)
Figure 114: Agreement with statements relating to beer, by demographics, RoI, April 2014 (continued)
Figure 115: Qualities associated with lagers, by demographics, RoI, April 2014
Figure 116: Qualities associated with lagers, by demographics, RoI, April 2014 (continued)
Figure 117: Qualities associated with lagers, by demographics, RoI, April 2014 (continued)
Figure 118: Qualities associated with ale/bitter, by demographics, RoI, April 2014
Figure 119: Qualities associated with ale/bitter, by demographics, RoI, April 2014 (continued)
Figure 120: Qualities associated with ale/bitter, by demographics, RoI, April 2014 (continued)
Figure 121: Qualities associated with stout (eg Guinness, Murphy’s), by demographics, RoI, April 2014
Figure 122: Qualities associated with stout (eg Guinness, Murphy’s), by demographics, RoI, April 2014 (continued)
Figure 123: Qualities associated with stout (eg Guinness, Murphy’s), by demographics, RoI, April 2014 (continued)
Figure 124: Qualities associated with craft beer (ie beer made from a small producer eg Galway Bay), by demographics, RoI, April 2014
Figure 125: Qualities associated with craft beer (ie beer made from a small producer eg Galway Bay), by demographics, RoI, April 2014 (continued)
Figure 126: Qualities associated with craft beer (ie beer made from a small producer eg Galway Bay), by demographics, RoI, April 2014 (continued)
Figure 127: Qualities associated with low-alcohol beer (eg Guinness Kaliber, Carling C2), by demographics, RoI, April 2014
Figure 128: Qualities associated with low-alcohol beer (eg Guinness Kaliber, Carling C2), by demographics, RoI, April 2014 (continued)
Figure 129: Qualities associated with low-alcohol beer (eg Guinness Kaliber, Carling C2), by demographics, RoI, April 2014 (continued)
Figure 130: Qualities associated with spirit flavoured beer (eg Desperados), by demographics, RoI, April 2014
Figure 131: Qualities associated with spirit flavoured beer (eg Desperados), by demographics, RoI, April 2014 (continued)
Figure 132: Qualities associated with spirit flavoured beer (eg Desperados), by demographics, RoI, April 2014 (continued)

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