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Wine - Ireland - June 2013

Published By :

Mintel

Published Date : Jul 2013

Category :

Alcoholic Beverages

No. of Pages : 125 Pages


With aggregate new product launches declining, flavour innovations similar to those seen in the cider category provide the drinks companies serving the Irish wine industry with an opportunity to breathe fresh life into a declining market and create potentially lucrative new revenue streams.
Table of Content

Introduction
Key themes of the report
Definition
Data sources
Abbreviations

Executive Summary
The market
Figure 1: Total wine sales, by volume, IoI, NI and RoI, 2008-18
Forecast
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
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
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
Figure 5: Agreement with statements relating to wine, NI and RoI, May 2013
What we think

Issues in the Market
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
Guiding Choice
Why Buy?
Mintel Futures: Brand Intervention

Market Overview
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
Figure 6: Consumer Price Index, RoI, 2006-13
Consumer prices decline in NI
Figure 7: Consumer Price Index, UK (inc NI), year-on-year percentage change, January 2006-13
Irish consumers prefer drinking wine at home
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
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
Figure 11: Real household net disposable income, annual growth rates, 2005-11
Alcohol’s impact on Irish consumers’ health
Figure 12: Number of alcohol-related deaths, NI, 2007-12
Tackling alcohol misuse in Ireland

Competitive Context
Key points
Beer dominates Irish alcoholic drinks market
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
Figure 15: Total cider sales, by value, IoI, NI and RoI, 2008-18
Figure 16: Cider product launches in the UK and Ireland, by launch type, 2008-13

Market Size and Forecast
Key points
Wine sales to continue declining in 2013
Figure 17: Total wine sales, by value, IoI, NI and RoI, 2008-18
Volume sales to increase despite value decline
Figure 18: Total wine sales, by volume, IoI, NI and RoI, 2008-18
On-trade struggles to continue in 2013
Figure 19: Total on-trade wine sales, by value, IoI, NI and RoI, 2008-18
Volume sales on licensed premises also decline
Figure 20: Total on-trade wine sales, by volume, IoI, NI and RoI, 2008-18
Off-trade wine sales continue to grow
Figure 21: Total off-trade wine sales, by value, trade, IoI, NI and RoI, 2008-18
Off-trade volumes set for growth
Figure 22: Total off-trade wine sales, by volume, IoI, NI and RoI, 2008-18

Market Segmentation
Key points
White wine accounts for half of Irish wine sales
Figure 23: Total white wine sales, by value, IoI, NI and RoI, 2008-18*
Volume sales to increase
Figure 24: Total white wine sales, by volume, IoI, NI and RoI, 2008-18
Red wine sales to decline across Ireland
Figure 25: Total red wine sales, by value, IoI, NI and RoI, 2008-18*
Volume of red wine consumed to increase in 2013
Figure 26: Total red wine sales, by volume, IoI, NI and RoI, 2008-18
Modest decline forecast for rosé wine sales in 2013
Figure 27: Total rosé wine sales, by value, IoI, NI and RoI, 2008-18*
Rosé wine volumes edge up in 2013
Figure 28: Total rosé wine sales, by volume, IoI, NI and RoI, 2008-18

Strengths and Weaknesses
Strengths
Weaknesses

Companies and Innovations
Examples of Innovation
Number of new products launched declines
Figure 29: New product launches in the wine sub-category, UK and Ireland, 2008-13
New product launches most common despite struggling market
Figure 30: New product development in the wine sub-category, by launch type, UK and Ireland, 2008-13
Producers focus on ethical positioning
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
Key points
Supermarkets popular for purchasing white wine
Figure 32: Consumers who have bought wine in the last six months and where it was purchased, NI and RoI, May 2013
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
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
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
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
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
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
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
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
Key points
Type of grape important to affluent Irish consumers
Figure 41: Factors considered to be important when buying wine, NI and RoI, May 2013
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
Figure 43: Consumers who consider \'cheap\' to be an important factor when buying wine, by social class, NI and RoI, May 2013
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
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
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
Figure 47: Consumers who consider recommendations by friends, family and publications to be important when buying wine, by age, NI and RoI, May 2013
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
Figure 49: Consumers who consider a well-known brand important when buying wine, by gender and age, NI and RoI, May 2013
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
Key points
Well-known brands trusted to provide good quality wine
Figure 51: Agreement with statements relating to wine, NI and RoI, May 2013
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
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
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
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
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
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
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
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
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
NI Toluna tables
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
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
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
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)
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
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
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
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
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
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)
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
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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