Cathryn Hargan, Food & Beverage Division, Bord Bia – Irish Food Board

The Irish market is normally the first market that many alcoholic beverage companies target when they launch their new products.  Mintel’s report Alcohol Retailing, December 2012 makes interesting reading as it covers all aspects regarding the sale and consumption of all types of alcohol on the island of Ireland for both on and off- trade.

The following areas are covered:

• How will government legislation affect the Irish alcohol market in the future?
• What is alcohol’s impact on the health of the Irish consumer?
• What is the size of the alcohol retailing industry in Ireland?
• How does the Irish market consume alcohol?
• How are on-trade retailers competing versus off-trade?

The report finds that approximately 38% of NI and 32% of RoI consumers save money before going out by having drinks at home.  Even though this represents a benefit for the off-trade, it affects the on-trade and consequently may causes pub closures.  It also suggests that the pub sector battle this by organising regular events or themed nights to attract customers. With regard to home drinking, the report finds that 19% of NI and 24% of RoI consumers are likely to experiment with new brands at home.  This has now driven innovation in the sector – an example being flavoured ciders.

Consumers over the age of 65 are also reported as being likely to stay with the same brands of drinks – 68% in NI and 58% in RoI.  As this consumer segment will account for over a fifth of the population by 2041, manufacturers should consider aligning their brand values with causes that resonate with more elderly Irish consumers.

Bord Bia recently conducted a research report on the Craft Brewing sector in Ireland.  This is a dynamic and growth sector within the Irish drinks industry.  The current market share of the industry is 0.3% and volumes for 2012 are estimated to have grown by 44%.  Exports of craft beer are also on the increase as companies develop business in new markets. 

For further information on this please contact cathryn.hargan@bordbia.ie.