Table of Contents
Executive Summary
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- The market
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- Figure 1: Estimated total beer market, by segment, IoI, 2015
- Market factors
- Tax on beer cut in NI and capped in RoI for 2015
- A strong exchange rate could see consumers favouring RoI prices
- Alcohol consumption decreases in NI, on the rise in RoI
- The booming craft beer industry
- Companies and innovations
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- Figure 2: Number of beer products launched, UK and Ireland, 2010-15
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- Figure 3: Beer products launched, by flavour (excluding plain/unflavoured), UK and Ireland, 2014
- The consumer
- Lager voted most popular beer both in home and out of home
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- Figure 4: Types of beer that consumers have drunk in home (ie their home or another person’s) and out of home (in pubs/bars/clubs/ restaurants or another location out of home) in the last six months, Ni and RoI, May 2015
- Drinking beer at a bar is more favourable among RoI while NI consumers prefer in-home consumption
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- Figure 5: Occasions when consumers have drunk beer in the last six months, NI and RoI, May 2015
- Irish consumers’ preference towards beer
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- Figure 6: Consumers preference towards beer, NI and RoI, May 2015
- Irish consumers seek more from premium beers
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- Figure 7: Agreement with statements relating to beer, NI and RoI, May 2015
- What we think
Issues and Insights
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- What impact has craft beer had on the Irish beer market?
- The facts
- The implications
- Is in-home consumption of beer taking over from out-of-home drinking?
- The facts
- The implications
- What are Irish consumers’ preferences when choosing a beer?
- The facts
- The implications
- Is the rise in consumer confidence benefiting the Irish beer market?
- The facts
- The implications
Market Overview
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- Key facts
- NI consumers relish the third year of beer tax cuts
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- Figure 8: UK and RoI excise duty rates for pint of beer (4% ABV), 2008-15
- Recent stages of deflation could cause a drop in the price of a pint
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- Figure 9: Annual percentage change of Consumer Price Index, UK (including NI) and Ireland, September 2014-April 2015
- Price of a pint of beer in RoI capped for the third year
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- Figure 10: Average annual price of beer/stout, RoI, 2008-15
- Irish consumers feel financially better off than three months ago
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- Figure 11: Irish consumers who rated their current financial situation as ‘Healthy (I have money left at the end of the month for a few luxuries or to add to my savings)’, NI and RoI, January 2014-May 2015
- The growing craft beer market in Ireland
- Samuel Adams and BrewDog expand beyond the craft beer market
- Supermarkets and ice cream brands launching craft beers
- Alcohol consumption is down in NI but increasing in RoI
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- Figure 12: Average alcohol consumption per person, UK (including NI), 2012-14
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- Figure 13: Average alcohol consumption per person, RoI, 2013 and 2014
Market Size and Forecast
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- Key points
- Irish beer market gets a 3.1% boost in 2014
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- Figure 14: Total beer sales, by value, IoI, on-trade and off-trade, 2010-19
- Off-trade beer sales are expected to decline in years to come
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- Figure 15: On-trade and off-trade percentage share of the total beer market, IoI, 2010-17
- Figure 16: Indexed total beer sales, by value, on-trade and off-trade, IoI, 2010-19
- On-trade beer sales are expected to increase in RoI with off-trade sales growing in NI
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- Figure 17: Total on-trade beer sales, by value, IoI, NI and RoI, 2010-19
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- Figure 18: Total off-trade beer sales, by value, IoI, NI and RoI, 2010-19
- Craft beer market to expect more growth in 2015
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- Figure 19: Estimated market value of craft beer market (on-trade and off-trade), RoI, 2012-16
- Volume of beer sales forecast to decrease in the years to come
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- Figure 20: Total beer sales, by volume, on-trade and off-trade, IoI, 2008-17
- Volume of pure alcohol sales projected to fall
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- Figure 21: Total beer sales, by volume of pure alcohol, RoI, 2012-17
Market Segmentation
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- Key points
- Lager accounts for the largest segment of the Irish beer market
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- Figure 22: Estimated total beer market, by segment, IoI, 2015
- Figure 25: Total lager sales, by value, IoI, off-trade and on-trade, 2010-19
- On-trade stout sales peaked in 2014
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- Figure 26: Total stout sales, by value, IoI, off-trade and on-trade, 2010-19
- The Irish on-trade ale market reached its peak in 2014
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- Figure 27: Total ale sales, by value, IoI, off-trade and on-trade, 2010-19
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Innovations
- NPD reached its peak in 2014 within the beer category
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- Figure 23: Number of beer products launched, UK and Ireland, 2010-15
- Environmentally friendly packaging still dominates the market in terms of claims
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- Figure 24: Beer products launched, by top five claims, UK and Ireland, 2009-15
- Plain or unflavoured beer remains the preferred variant among consumers
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- Figure 25: Beer products launched, by flavour (excluding plain/unflavoured), UK and Ireland, 2014
- Bottled beer continues to witness the most growth in terms of NPD
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- Figure 26: Beer products launched, by packaging type, UK and Ireland, 2009-15
- Figure 27: Beer products launched, by packaging size, UK and Ireland, 2014
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- Figure 28: Beer products launched, by packaging type, UK and Ireland, 2014 and 2015
Companies and Brands
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- AB InBev
- Key facts
- Product range
- Brand NPD
- Recent developments
- Diageo
- Key facts
- Product range
- Brand NPD
- Recent developments
- Heineken Ireland
- Key facts
- Product range
- Brand NPD
- Recent developments
- Molson Coors Brewing Company
- Key facts
- Product range
- Brand NPD
- Recent developments
- SABMiller
- Key facts
- Product range
- Brand NPD
- Recent developments
- The Cantrell and Cochrane Group (C&C Group)
- Key facts
- Product range
- Recent developments
- Bo Bristle Brewery
- Key facts
- Product range
- Recent developments
- Carlow Brewing
- Key facts
- Product range
- Brand NPD
- Recent developments
- Dungarvan Brewing Company
- Key facts
- Product range
- Brand NPD
- Recent developments
- Porterhouse Brewing Company
- Key facts
- Product range
- Brand NPD
- Recent developments
- Whitewater Brewery
- Key facts
- Product range
- Recent developments
- Hilden Brewery
- Key facts
- Product range
- Recent developments
The Consumer – Usage of Beer
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- Key points
- Lager dominates the Irish market
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- Figure 29: Types of beer that consumers have drunk in home (ie their home or another person’s) and out of home (in pubs/bars/clubs/ restaurants or another location out of home) in the last six months, Ni and RoI, May 2015
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- Figure 30: Irish consumers who have drunk lager (eg Harp, Heineken) in home (ie their home or another person’s) in the last six months, by gender, NI and RoI, May 2015
- Stout preferred among Irish men
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- Figure 31: Irish consumers who have drunk stout (eg Guinness, Murphy’s) in home (ie their home or another person’s) or out of home (in pubs/bars/clubs/ restaurants or another location out of home) in the last six months, by gender, NI and RoI, May 2015
- Craft beer usage peaks among younger consumers
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- Figure 32: Irish consumers who have drunk any beer made by a small producer (ie craft beer eg Galway Bay) out of home (in pubs/bars/clubs/ restaurants or another location out of home) in the last six months, by age, NI and RoI, May 2015
- ABC1 consumers show strongest usage of craft beer
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- Figure 33: Irish consumers who have drunk any beer made by a small producer (ie craft beer eg Galway Bay) out of home (in pubs/bars/clubs/ restaurants or another location out of home) in the last six months, by social class, NI and RoI, May 2015
- ‘Speers’ growing demand among 18-24s
The Consumer – Occasions for Drinking Beer
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- Key points
- At the pub/bar is the most popular occasion for drinking beer in RoI
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- Figure 34: Occasions when consumers have drunk beer in the last six months, NI and RoI, May 2015
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- Figure 35: Irish consumers who have drunk beer in the last six months at pub/bar, by age of children in the household, NI and RoI, May 2015
- At-home consumption more favourable in NI than RoI
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- Figure 36: Irish consumers who have drunk beer in the last six months at home (relaxing while watching TV), by gender, NI and RoI, May 2015
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- Figure 37: Irish consumers who have drunk beer in the last six months at home before going on a night out and at a nightclub, by age, NI and RoI, May 2015
- Beer and watching sports on TV or live more favourable among men
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- Figure 38: Irish consumers who have drunk beer in the last six months watching a live sport or watching a sporting event on TV, by gender, NI and RoI, May 2015
The Consumer – Preference towards Beer
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- Key points
- Irish men prefer high alcohol content in beer
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- Figure 39: Consumers’ preference towards beer NI and RoI, May 2015
- No preference may be due to a lack of knowledge among Irish consumers
- Light beer is more favourable than dark beer in IoI
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- Figure 40: If consumers prefer light beer or dark beer, NI and RoI, May 2015
- Branding is a strong preference among Irish consumers
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- Figure 41: If consumers prefer beers that are made by a well-known brand or made by a smaller brand, NI and RoI, May 2015
- Irish consumers prefer bottled beer to cans
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- Figure 42: If consumers prefer bottled beer or canned beer, NI and RoI, May 2015
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- Figure 43: Size of bottle/can that consumers would prefer when buying beer, NI and RoI, May 2015
The Consumer – Attitudes towards Beer
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- Key points
- Irish consumers seek more from premium beers
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- Figure 44: Agreement with statements relating to beer, NI and RoI, May 2015
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- Figure 45: Agreement with the statement ‘I would be interested in trying a beer aged in an oak barrel’, by social class, NI and RoI, May 2015
- The demand for alcohol content information on beer has never been higher
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- Figure 46: Agreement with the statement ‘I would be interested in more information on how many alcoholic units are contained in specific beer brands’, by gender, NI and RoI, May 2015
- Women significantly more interested in low-calorie beers
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- Figure 47: Agreement with the statement ‘I would be interested in beers with lower calories’, by gender, NI and RoI, May 2015
Appendix
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- NI Toluna tables
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- Figure 48: Types of beer that consumers have drunk in pubs/bars/clubs/ restaurants or another location out of home in the last six months, by demographics, NI, May 2015
- Figure 49: Types of beer that consumers have drunk in pubs/bars/clubs/ restaurants or another location out of home in the last six months, by demographics, NI, May 2015 (continued)
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- Figure 50: Types of beer that consumers have drunk in home (ie their home or another person’s) in the last six months, by demographics, NI, May 2015
- Figure 51: Types of beer that consumers have drunk in home (ie their home or another person’s) in the last six months, by demographics, NI, May 2015 (continued)
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- Figure 52: Types of beer that consumers have not drunk in home or out of home in the last six months, by demographics, NI, May 2015
- Figure 53: Types of beer that consumers have not drunk in home or out of home in the last six months, by demographics, NI, May 2015 (continued)
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- Figure 54: Occasions when consumers have drunk beer in the last six months, by demographics, NI, May 2015
- Figure 55: Occasions when consumers have drunk beer in the last six months, by demographics, NI, May 2015 (continued)
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- Figure 56: Occasions when consumers have drunk beer in the last six months, by demographics, NI, May 2015 (continued)
- Figure 57: If consumers prefer light beer or dark beer, by demographics, NI, May 2015
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- Figure 58: If consumers prefer high-alcohol or low-alcohol beers, by demographics, NI, May 2015
- Figure 59: If consumers prefer glass bottles or cans when drinking beer, by demographics, NI, May 2015
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- Figure 60: If consumers prefer beers that are made by a well-known brand or made by a smaller brand, by demographics, NI, May 2015
- Figure 61: If consumers prefer lower-priced or higher-priced (eg premium) beers, by demographics, NI, May 2015
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- Figure 62: If consumers prefer high hop or low hop content in beers, by demographics, NI, May 2015
- Figure 63: If consumers prefer flavoured or unflavoured beers, by demographics, NI, May 2015
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- Figure 64: If consumers prefer beers to be brewed in NI/RoI or beers that have been brewed abroad, by demographics, NI, May 2015
- Figure 65: If consumers prefer beers to be highly carbonated or lowly carbonated, by demographics, NI, May 2015
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- Figure 66: Size of bottle that consumers would prefer when buying beer, by demographics, NI, May 2015
- Figure 67: Size of can that consumers would prefer when buying beer, by demographics, NI, May 2015
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- Figure 68: Agreement with the statement ‘I am unsure what the term ‘craft beer’ means’, by demographics, NI, May 2015
- Figure 69: Agreement with the statement ‘I am prepared to pay more for craft beers (ie made by a small-scale brewer)’, by demographics, NI, May 2015
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- Figure 70: Agreement with the statement ‘I would be interested in trying beer mixed with whiskey’, by demographics, NI, May 2015
- Figure 71: Agreement with the statement ‘I think beer is becoming a more sophisticated drink’, by demographics, NI, May 2015
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- Figure 72: Agreement with the statement ‘I am more likely to try a new brand/type of beer at home rather than in a pub’, by demographics, NI, May 2015
- Figure 73: Agreement with the statement ‘I'm only willing to pay more for beer if I can easily taste the difference from cheaper equivalents’, by demographics, NI, May 2015
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- Figure 74: Agreement with the statement ‘I would be interested in trying a beer aged in an oak barrel’, by demographics, NI, May 2015
- Figure 75: Agreement with the statement ‘I would be interested in seeing more gluten-free varieties of beers’, by demographics, NI, May 2015
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- Figure 76: Agreement with the statement ‘I would be interested in buying beers with resealable lids/ closures’, by demographics, NI, May 2015
- Figure 77: Agreement with the statement ‘I would be interested in trying beer products designed for mixing with other drinks (eg with juice/ carbonated drinks or other alcoholic drinks)’, by demographics, NI, May 2015
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- Figure 78: Agreement with the statement ‘I would be interested in more information on how many alcoholic units are contained in specific beer brands’, by demographics, NI, May 2015
- Figure 79: Agreement with the statement ‘I would be interested in beers with lower calories’, by demographics, NI, May 2015
- RoI Toluna tables
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- Figure 80: Types of beer that consumers have drunk in pubs/bars/clubs/ restaurants or another location out of home in the last six months, by demographics, RoI, May 2015
- Figure 81: Types of beer that consumers have drunk in pubs/bars/clubs/ restaurants or another location out of home in the last six months, by demographics, RoI, May 2015 (continued)
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- Figure 82: Types of beer that consumers have drunk in home (ie their home or another person’s) in the last six months, by demographics, RoI, May 2015
- Figure 83: Types of beer that consumers have drunk in home (ie their home or another person’s) in the last six months, by demographics, RoI, May 2015 (continued)
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- Figure 84: Types of beer that consumers have not drunk in home or out of home in the last six months, by demographics, RoI, May 2015
- Figure 85: Types of beer that consumers have not drunk in home or out of home in the last six months, by demographics, RoI, May 2015 (continued)
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- Figure 86: Occasions when consumers have drunk beer in the last six months, by demographics, RoI, May 2015
- Figure 87: Occasions when consumers have drunk beer in the last six months, by demographics, RoI, May 2015 (continued)
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- Figure 88: Occasions when consumers have drunk beer in the last six months, by demographics, RoI, May 2015 (continued)
- Figure 89: If consumers prefer light beer or dark beer, by demographics, RoI, May 2015
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- Figure 90: If consumers prefer high-alcohol or low-alcohol beers, by demographics, RoI, May 2015
- Figure 91: If consumers prefer glass bottles or cans when drinking beer, by demographics, RoI, May 2015
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- Figure 92: If consumers prefer beers that are made by a well-known brand or made by a smaller brand, by demographics, RoI, May 2015
- Figure 93: If consumers prefer lower-priced or higher-priced (eg premium) beers, by demographics, RoI, May 2015
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- Figure 94: If consumers prefer high hop or low hop content in beers, by demographics, RoI, May 2015
- Figure 95: If consumers prefer flavoured or unflavoured beers, by demographics, RoI, May 2015
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- Figure 96: If consumers prefer beers to be brewed in NI/RoI or beers that have been brewed abroad, by demographics, RoI, May 2015
- Figure 97: If consumers prefer beers to be highly carbonated or lowly carbonated, by demographics, RoI, May 2015
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- Figure 98: Size of bottle that consumers would prefer when buying beer, by demographics, RoI, May 2015
- Figure 99: Size of can that consumers would prefer when buying beer, by demographics, RoI, May 2015
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- Figure 100: Agreement with the statement ‘I am unsure what the term ‘craft beer’ means’, by demographics, RoI, May 2015
- Figure 101: Agreement with the statement ‘I am prepared to pay more for craft beers (ie made by a small-scale brewer)’, by demographics, RoI, May 2015
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- Figure 102: Agreement with the statement ‘I would be interested in trying beer mixed with whiskey’, by demographics, RoI, May 2015
- Figure 103: Agreement with the statement ‘I think beer is becoming a more sophisticated drink’, by demographics, RoI, May 2015
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- Figure 104: Agreement with the statement ‘I am more likely to try a new brand/type of beer at home rather than in a pub’, by demographics, RoI, May 2015
- Figure 105: Agreement with the statement ‘I'm only willing to pay more for beer if I can easily taste the difference from cheaper equivalents’, by demographics, RoI, May 2015
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- Figure 106: Agreement with the statement ‘I would be interested in trying a beer aged in an oak barrel’, by demographics, RoI, May 2015
- Figure 107: Agreement with the statement ‘I would be interested in seeing more gluten-free varieties of beers’, by demographics, RoI, May 2015
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- Figure 108: Agreement with the statement ‘I would be interested in buying beers with resealable lids/ closures’, by demographics, RoI, May 2015
- Figure 109: Agreement with the statement ‘I would be interested in trying beer products designed for mixing with other drinks (eg with juice/ carbonated drinks or other alcoholic drinks)’, by demographics, RoI, May 2015
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- Figure 110: Agreement with the statement ‘I would be interested in more information on how many alcoholic units are contained in specific beer brands’, by demographics, RoI, May 2015
- Figure 111: Agreement with the statement ‘I would be interested in beers with lower calories’, by demographics, RoI, May 2015
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