 |
|
|
|
|
Table of Contents
- Issues in the Market
- Key themes in the report
- Definition
- Abbreviations
- Market in Brief
- Key themes in the report
- Beer drinkers in decline, but outlook remains positive
- Growth in home drinking damages beer market
- Future operating environment presents challenges
- Foreign influences introduce new competitors
- Bottled lager shows the strongest growth
- Impact of innovation
- Internal Market Environment
- Key points:
- Falling sales for pubs...
- Figure 1: Indexed market value and volume sales in the on-trade, NI and
RoI, 2000-07
- ...and changing Irish attitudes mean more home drinking
- Implications for the beer market
- Random breath testing
- Figure 2: Number of drink driving arrests in RoI, 2001 to 2006
- Advertising spend is significant...
- Figure 3: Top alcohol producers/distributors, by advertising
expenditure, RoI, 2006*
- ...to encourage consumers to drink less?
- Responsible drinking
- Healthy interest growing in Ireland, but not for beer
- Figure 4: Agreement with ' I should do more about my health' , NI and RoI,
2003-07
- Cutting the fat from the beer market
- Figure 5: Agreement with ' I always look for the light/diet versions of
food and drink' , NI and RoI, 2005-07
- Warning signs for beer
- Figure 6: Agreement with ' I always check the nutritional content of
food' , RoI and NI, 2005-07
- Sport is a strong arena for promotion...
- Figure 7: Agreement with selected sponsorship-related statements, RoI
and NI, 2007
- ...but for how long?
- Other avenues are open for beer
- Broader Market Environment
- Key points:
- Mature tastes for the future RoI market
- Figure 8: Population change, by age group, RoI, 2000-20
- Lower population impact for NI
- Figure 9: Population change, by age group, NI, 2000-20
- Fewer responsibilities, more pub visits
- Figure 10: Average age of women at birth of first child, NI and RoI,
1991-2005
- Foreign tastes fragment the market
- Figure 11: Number of people coming to live in RoI, by country of last
residence, 2006Figure 12: Number of people coming to live in Northern
Ireland, by country of last residence, 2004/05 and 2005/06
- Off-trade pricing curbs inflation
- Figure 13: CPI for alcoholic beverages and tobacco, RoI and UK, 2002-06
- The RoI Groceries Order debate
- Market Value and Forecast
- Key points:
- A sobering performance
- Figure 16: Market size and forecast for beer market, by value and
volume, NI and RoI, 2000-12
- Future outlook
- Figure 17: Market size and forecast for all-Ireland beer market, by
value and volume, 2000-12
- Further pressure on legislators to increase prices
- Fragmentation offset by consolidation by the bigger brands
- Figure 18: Market size and forecast for beer market, by value and
volume, NI and RoI, 2000-12
- Segment Performance
- Key points:
- Bottled lager clear growth sector
- Figure 19: Share of volume of beer trade, by segment, RoI, 2007
- Figure 20: Share of volume of beer trade, by segment, NI, 2007
- Bottled lager gaining on canned in RoI
- Figure 21: Value and volume of beer segments, RoI, 2002-07
- Moi -- fashion-conscious?
- RoI stout and ale market contracting
- Draught lager growing moderately in NI
- Figure 22: Value and volume of beer segments, NI, 2002-07
- The end is NI for bottled stout?
- Companies and Brands
- Key points:
- Consolidation of the beer industry
- Impact on Irish market
- Opening further doors for smaller importers
- Defining premium beers
- The conglomerates push their ranges
- ...but smaller importers keep pace...
- ...and are driven by diversity
- Barry Fitzwilliam Maxxium (BFM)
- Beamish & Crawford
- C&C
- Diageo
- Heineken Ireland
- InBev
- United Wine Merchants
- Channels to Market
- Key points:
- On-trade beer sales fall across Ireland
- Figure 23: Value and volume sales of beer for the on- and off-trade,
all-Ireland, RoI and NI, 2002-07
- Pub numbers declining in RoI
- Figure 24: Number of pubs, RoI and NI, 2004-06
- Implications and opportunities
- Licensing restricts beer entry to growing restaurant trade
- Figure 25: Number of restaurants and fully licensed restaurants, RoI and
NI, 2005 and 2006
- Figure 26: Number of off-licences, RoI and NI, 2004-06
- Beer Drinkers in Decline
- Key points:
- Draught lager leads the way
- Figure 27: Draught lager penetration, by gender and age, RoI and NI,
2007
- Figure 28: Draught lager penetration rates, by level of consumption, RoI
and NI, 2003-07
- Canned lager unpopular with women
- Figure 29: Canned lager penetration, by gender and age, RoI and NI, 2007
- Figure 30: Canned lager penetration rates, by level of consumption, RoI
and NI, 2003-07
- RoI heavy drinkers prefer cans...
- ...but a turn-off for NI drinkers
- Bottled lager comes into fashion...
- Figure 31: Bottled lager penetration, by gender and age, RoI and NI,
2007
- ...and has implications for responsible drinking
- RoI shows strongest growth for bottled lager...
- Figure 32: Bottled lager penetration rates, by level of consumption, RoI
and NI, 2003-07
- ...but reflects overall market in NI
- A mature market for stout...
- Figure 33: Draught ale, bitter and stout penetration, by gender and age,
RoI and NI, 2007
- ...and more male-dominated
- Heavy users of stout remain loyal, but few
- Figure 34: Draught ale, bitter and stout penetration rates, by level of
consumption, RoI and NI, 2003-07
- Figure 35: Canned ale, bitter and stout penetration, by gender and age,
RoI and NI, 2007
- Canned stout can' t replace the pint
- Figure 36: Canned ale, bitter and stout penetration rates, by level of
consumption, RoI and NI, 2003-07
- Bottled ale, bitter and stout is an older market
- Figure 37: Bottled ale, bitter and stout penetration, by gender and age,
RoI and NI, 2007
- Bottled stout remains a small, but steady market
- Figure 38: Bottled ale, bitter and stout penetration rates, by level of
consumption, RoI and NI, 2003-07
- Appendix
- Broader Market Environment
- Figure 41: The economic outlook for RoI and NI, 2006-08
- Companies and brands
- Advertising and promotional campaigns
- Strengths and weaknesses
- The consumer
- Usage definitions
- Figure 42: Draught lager penetration rates, by level of consumption,
RoI, 2003-07
- Figure 43: Draught lager penetration rates, by level of consumption, NI,
2003-7
- Target groups
- Statements used to create the RoI cluster groups:
- Statements used to create the NI cluster groups:
- Figure 44: Cluster groups, by lifestyle statements, RoI, 2007
- Figure 45: Cluster groups, by lifestyle statements, NI, 2007
- Figure 46: Cluster groups, by gender, age, socio-economic group, marital
status, working status, presence of children, lifestage and region, RoI,
2007
- Figure 47: Cluster groups, by gender, age, socio-economic group, marital
status, working status, presence of children, lifestage and region, NI,
2007
|
|
|
|
|
|
View Cart
