Table of Contents
Introduction
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- Key themes within the report
- Definition
- Data sources
- Abbreviations
Executive Summary
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- The market
- Forecast
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- Figure 1: Total beer sales, by value, NI and RoI, 2008-18
- Market factors
- Removal of beer duty escalator eases NI pub’s woes
- Excise duty on beer remains high in RoI
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- Figure 2: Top 10 excise duties for beer (€ per hectolitre) in the European Union (4.8% ABV), October 2012
- In-home drinking not just down to price
- Older consumers will be more important to the beer industry in the near future
- Companies, brands and innovations
- The consumer
- Lager is the most popular beer
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- Figure 3: Consumption of lager in the last 12 months, by location, NI and RoI, February 2013
- Lager is suitable for both sexes
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- Figure 4: Agreement with statements relating to beer, NI and RoI, February 2013
- What we think
Issues in the Market
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- What effect will government changes in legislation have on the Irish beer market looking forward?
- How has the size of the beer industry changed in Ireland?
- Where are Irish consumers drinking beer, and why?
- What are the current innovations in the beer category?
- What is the aging population’s effect on the Irish beer market?
Trend Applications
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- Fauxthenticity
- Sense of the Intense
- Mintel Futures: Old Gold
Market Overview
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- Key points
- Rethinking minimum pricing
- Minimum pricing aims to tackle affordability and availability
- Mixed opinions on minimum pricing
- Future for minimum pricing
- Scrapping the beer duty escalator
- Beer duty in RoI
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- Figure 5: Top 10 excise duties for beer in the European Union (4.8% ABV), October 2012
- Price is not the only motivator for in-home drinking
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- Figure 6: Agreement, with the statement ‘I prefer in-home events as opposed to events/gatherings outside the home, by gender, June 2012
- Pubs need to innovate in their offering
- Opposition to ban on alcohol’s sponsorship of events in RoI
- Sponsorship focus in NI
- Elderly set to emerge as the key consumer market
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- Figure 7: NI population, by age, 2010-56
- RoI expecting a similar boom in mature consumers
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- Figure 8: RoI population, by age, 2006-41
Competitive Context
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- Key points
- Wine suffers in the on-trade
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- Figure 9: On-trade wine sales, by value, NI and RoI, 2008-18
- Wine off-trade sees steady growth however
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- Figure 10: Off-trade wine sales, by value, trade, NI and RoI, 2008-18
- On-trade cider sees a similar decline to beer in the on-trade
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- Figure 11: On-trade cider sales, by value, NI and RoI, 2008-18
- Cider off-sales grow year-on-year
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- Figure 12: Off-trade cider sales, by value, NI and RoI, 2008-18
Strengths and Weaknesses
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- Strengths
- Weaknesses
Market Size and Forecast
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- Key points
- Beer market growth to become static
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- Figure 13: Total beer sales, by value, NI and RoI, 2008-18
- On-trade sector hurting
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- Figure 14: On-trade Beer sales, by value, NI and RoI, 2008-18
- Off-trade growth counteracting market decline
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- Figure 15: Off-trade beer sales, by value, NI and RoI, 2008-18
- Volumes increase despite value decreases
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- Figure 16: Total beer sales, by volume, NI and RoI, 2008-18
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- Figure 17: On-trade beer sales, by volume, NI and RoI, 2008-18
- Off-trade growth spurring beer volume increases
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- Figure 18: Off-trade beer sales, by volume, NI and RoI, 2008-18
Market Segmentation
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- Key points
- Lager tops the on-trade
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- Figure 19: On-trade lager, stout and ale sales, by value, NI, 2008-18
- Figure 20: On-trade lager, stout and ale sales, by value, RoI, 2008-18
- Off-trade lager also tops the market
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- Figure 21: Off-trade lager, stout and ale sales, by value, NI, 2008-18
- Figure 22: Off-trade lager, stout and ale sales, by value, RoI, 2008-18
- RoI on-trade volumes dwarf NI volumes
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- Figure 23: On-trade lager, stout and ale sales, by volume, NI, 2008-18
- Figure 24: On-trade lager, stout and ale sales, by volume, RoI, 2008-18
- Off-trade beer volumes in RoI exceed 50 million litres
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- Figure 25: Off-trade lager, stout and ale sales, by volume, NI, 2008-18
- Figure 26: Off-trade lager, stout and ale sales, by volume, RoI, 2008-18
Companies and Innovations
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- Declining beer market is evident in new product activity
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- Figure 27: New product development in the beer sub-category, UK and Ireland, 2008-13*
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- Figure 28: New product development in the beer sub-category, by launch type, UK and Ireland, 2008-13*
- The 360 lid
- Environmental claims become more prevalent
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- Figure 29: New product development in the beer sub-category, by claim category, UK and Ireland, 2008-13*
- Traditional beer flavours remain paramount in a declining market
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- Figure 30: New product development in the beer sub-category, by flavour, UK and Ireland, 2008-13*
- Company profiles
- AB InBev
- The Cantrell and Cochrane Group (C&C Group)
- Diageo
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- Figure 31: Diageo beer brands
- Heineken Ireland
- Molson Coors Brewing Company
- SABMiller (Miller Brands)
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- Figure 32: Miller Brand beer portfolio, UK
- Craft Breweries
- Whitewater Brewing Company
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- Figure 33: Beers brewed at Whitewater Brewery
- Dungarvan Brewing Company
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- Figure 34: Beers brewed at Dungarvan Brewery
- Bo Bristle Brewery
- Key facts
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- Figure 35: Bo Bristle brews
- Porterhouse Brewing Company
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- Figure 36: Porterhouse Brewing Company beers
- Carlow Brewing
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- Figure 37: Carlow Brewing beers
The Consumer – Consumption of Beer
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- Key points
- Lager remains popular in both the on- and off-trade
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- Figure 38: Consumption of lager in the last 12 months, by location, NI and RoI, February 2013
- Irish males most likely to consume lager in-home
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- Figure 39: Lager consumed in-home (ie yours or another person’s) in the last 12 months, by gender, NI and RoI, February 2013
- Employed Irish consume more lager in the on-trade
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- Figure 40: Lager consumed in pubs/bars/clubs/restaurants in the last 12 months, by working status, NI and RoI, February 2013
- Ale and stout have low appeal to Irish consumers
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- Figure 41: Consumption of ale/bitter in the last 12 months, by location, NI and RoI, February 2013
- A fifth of Irish males drink ales
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- Figure 42: Consumption of ale/bitter in the last 12 months, by location, by gender, NI and RoI, February 2013
- Low levels of stout consumption similar to ale
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- Figure 43: Consumers who have drunk stout in the last 12 months, by location, NI and RoI, February 2013
- Craft beers have low consumption despite growth in Ireland
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- Figure 44: Consumption of locally made craft beers in the last 12 months, by location, NI and RoI, February 2013
- Craft beer appeals to consumers with high internet usage
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- Figure 45: Consumption of locally made craft beers in pubs/bars/clubs/restaurants, by daily internet usage, NI and RoI, February 2013
- Irish consumers drink imported beer in-home more often than out
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- Figure 46: Consumption of imported beers, by location, NI and RoI, February 2013
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- Figure 47: Consumption of imported beer, by location, by gender, NI and RoI, February 2013
- Younger consumers appreciate flavoured beers
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- Figure 48: Consumption of fruit flavoured beers, by location, NI and RoI, February 2013
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- Figure 49: Consumption of fruit flavoured beer is pubs/bars/clubs/restaurants, by age, NI and RoI, February 2013
The Consumer – Attitudes Towards Beer
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- Key points
- Beer widely viewed as a unisex drink
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- Figure 50: Agreement with statements relating to beer, NI and RoI, February 2013
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- Figure 51: Agreement with the statement ‘beer is suitable for both men and women’, by gender and age, NI and RoI, February 2013
- RoI farmers least likely to agree beer is suitable for both sexes
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- Figure 52: Agreement with the statement ‘beer is suitable for both men and women’, by social class, NI and RoI, February 2013
- Many Irish consumers prefer a poured pint
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- Figure 53: Agreement with the statement ‘draught beer tastes better than beer in bottles/cans’, by age and gender, NI and RoI, February 2013
- TV and event sponsorship is well received
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- Figure 54: Agreement with ‘I notice when beer brands sponsor events or TV programmes’, by gender, NI and RoI, February 2013
- Sponsorship better received by younger consumers
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- Figure 55: Agreement with ‘I notice when beer brands sponsor events or TV programmes’, by age, NI and RoI, February 2013
- A fifth buy beer based on price
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- Figure 56: Agreement with ‘I decide which beers to drink based on price’, by gender, NI and RoI, February 2013
- Many plan to reduce beer consumption if prices continue to rise
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- Figure 57: Agreement with ‘I would cut back on the amount of beer I drink if the price continues to rise’, by gender, NI and RoI, February 2013
- Craft beers in Ireland
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- Figure 58: Agreement with statements relating to craft beer, NI and RoI, February 2013
- Craft beer may be a viable venture for larger brewers in Ireland
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- Figure 59: Agreement with statements relating to craft beer, NI and RoI, February 2013
Appendix
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- NI Toluna data
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- Figure 60: Consumers who have drunk lager, by location, by demographics, NI, February 2013
- Figure 61: Consumers who have drunk ale/bitter, by location, by demographics, NI, February 2013
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- Figure 62: Consumers who have drunk locally made craft beer (ie beer made in smaller independent breweries), by location, by demographics, NI, February 2013
- Figure 63: Consumers who have drunk imported beer, by location, by demographics, NI, February 2013
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- Figure 64: Consumers who have drunk stout, by location, by demographics, NI, February 2013
- Figure 65: Consumers who have drunk alcoholic ginger beer, by location, by demographics, NI, February 2013
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- Figure 66: Consumers who have drunk fruit flavoured beer, by location, by demographics, NI, February 2013
- Figure 67: Consumers who have drunk low-alcohol beer, by location, by demographics, NI, February 2013
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- Figure 68: Consumers who have drunk non-alcoholic beer, by location, by demographics, NI, February 2013
- Figure 69: Consumers who have drunk other kinds of beer, by location, by demographics, NI, February 2013
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- Figure 70: Agreement with statements relating to beer, by demographics, NI, February 2013
- Figure 71: Agreement with statements relating to beer (continued), by demographics, NI, February 2013
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- Figure 72: Agreement with statements relating to beer (continued), by demographics, NI, February 2013
- RoI Toluna data
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- Figure 73: Consumers who have drunk lager, by location, by demographics, RoI, February 2013
- Figure 74: Consumers who have drunk ale/bitter, by location, by demographics, RoI, February 2013
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- Figure 75: Consumers who have drunk locally made craft beer (ie beer made in smaller independent breweries), by location, by demographics, RoI, February 2013
- Figure 76: Consumers who have drunk imported beer, by location, by demographics, RoI, February 2013
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- Figure 77: Consumers who have drunk stout, by location, by demographics, RoI, February 2013
- Figure 78: Consumers who have drunk alcoholic ginger beer, by location, by demographics, RoI, February 2013
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- Figure 79: Consumers who have drunk fruit flavoured beer, by location, by demographics, RoI, February 2013
- Figure 80: Consumers who have drunk low-alcohol beer, by location, by demographics, RoI, February 2013
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- Figure 81: Consumers who have drunk non-alcoholic beer, by location, by demographics, RoI, February 2013
- Figure 82: Consumers who have drunk other kinds of beer, by location, by demographics, RoI, February 2013
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- Figure 83: Agreement with statements relating to beer, by demographics, RoI, February 2013
- Figure 84: Agreement with statements relating to beer (continued), by demographics, RoI, February 2013
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- Figure 85: Agreement with statements relating to beer (continued), by demographics, RoI, February 2013
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