Attitudes to Drinking: Sober Ireland? - Ireland

Published by: Mintel International Group Ltd.

Published: Aug. 1, 2006 - 99 Pages

Table of Contents

INTRODUCTION

Other Mintel publications

THE LIFESTAGE APPROACH

REGIONAL DEFINITIONS

Population 2005

BMRB Target Group Index (TGI) sample sizes

Sample sizes for Millward Brown data

Additional research

ABBREVIATIONS

SUMMARY OF KEY FINDINGS

NOT QUITE SOBER...BUT MAYBE A LITTLE DRIER!

A LEAKING TAP OF DEMAND?

HEALTH CONCERNS THE BIGGEST REASON FOR STOPPING

‘COST’ IS THE TOP REASON TO CUT DOWN IN ROI

DRINKING TO GET DRUNK IS ON THE WAY OUT...

...BUT THE ATTITUDE STILL EXISTS AMONG A SIGNIFICANT MINORITY

FEWER TEETOTALLERS IN THE FUTURE

COFFEE SHOPS COMPETE DIRECTLY WITH PUBS

NI ALCOHOL EXPENDITURE APPROACHES THE £1 BILLION MARK

ROI EXPENDITURE REACHES €59 BILLION

DRINKS INDUSTRY MISSING OUT ON LEISURE GROWTH

DEMAND FOR QUALITY BEERS

THREE IN TEN DRINKERS ‘DON’T NEED ALCOHOL TO HAVE A GOOD TIME’

HALF OF ROI DRINKERS FEEL THE PINCH

8% VOLUME DECLINE DUE TO NI SMOKING BAN FORECAST...

...ALTHOUGH LICENSING CHANGES WILL MINIMISE THIS

THE IRISH ALCOHOL INDUSTRY

THE ALCOHOLIC DRINKS CONSUMER BASE

Figure 1: Proportion of adults aged 18+ who consume alcoholic drinks, NI and RoI, 1996-2005

PER CAPITA ALCOHOL CONSUMPTION

Figure 2: Per capita consumption of alcoholic beverages by 18+ adults, litres per annum, NI andRoI, 2000-05

Beer dominant, but losing sales

Wine experiences continued success

FABs have filled their niche

Cider consumption buoyant

Spirits show no growth

Consistent decline in overall consumption

CONSUMER EXPENDITURE ON ALCOHOL

Figure 3: Value sales of alcoholic drinks, NI and RoI, 2000-05

Figure 4: Indexed value sales of alcoholic drinks and retail expenditure, NI and RoI, 2002-05

ON- VS OFF-TRADE

Figure 5: Percentage of volume sales sold through the on-trade and off-trade, NI & RoI, 2000-05

Figure 6: Indexed volume sales of alcoholic drinks, on-trade and off-trade, NI, 2000-05

Figure 7: Indexed volume sales of alcoholic drinks, on-trade and off-trade, RoI, 2000-05

Figure 8: Indexed national average prices and alcohol prices, UK/NI and RoI, 2000-05

FACTORS INFLUENCING LIFESTYLES

MORE IN-HOME DRINKING

Figure 9: Agreement with “Most of my drinking is done at home”, NI and RoI, 2000-05

PUBS AND RESTAURANT VISITING

Figure 10: Usage of pubs, clubs and restaurants, NI and RoI, 2002-05

Pubs losing the competition for leisure time

SOCIAL HUB COMPETITION

Figure 11: Visit coffee shops in the last year, NI and RoI, 2002-05

Figure 12: Venn diagram of coffee shops and pubs visiting, NI & RoI, 2005

25-34 BECOME THE TARGET MARKET OF CHOICE

Figure 13: Average age at marriage, men and women, NI and RoI, 2000-05

Figure 14: Average age of women at birth of first child, NI and RoI, 1991-2005

ECONOMY STILL STRONG

Figure 15: Health of the economy, NI and RoI, 2002-07

Figure 16: Percentage in employment, by age group, NI and RoI, 2000-05

EUROPEAN DRINKING COMPARISON

Figure 17: Annual per capita consumption of alcohol among 15+ adults, EU member states, 2003

CHANGING ATTITUDES TOWARDS DRINKING

Figure 18: Agreement to selected drinking-related statements, NI and RoI, 2005

Figure 19: Agreement to selected drinking related statements, NI and RoI, 2000-05

Demand for quality beers...

means more competition for brands

Will brand extensions be the solution?

In-home drinking is more prevalent

Drinking to get drunk is on the way out...

...but the attitude still exists among significant minority

TRADING UP FOR QUALITY

Figure 20: Agreement with “It's worth paying extra for good-quality beer”, by demographic groupings,NI and RoI, 2005

IN-HOME DRINKING

Figure 21: Agreement with “Most of my drinking is done at home”, by demographic groupings, NIand RoI, 2005

LIFESTAGE CHANGES

Figure 22: Agreement with “It's worth paying extra for good-quality beer”, by lifestage, NI & RoI,2005

Figure 23: Agreement with “I like to try new drinks”, by lifestage, NI & RoI, 2005

CHANGING PATTERNS OF CONSUMPTION

Figure 24: Change in drinking behaviour in the last five years, NI and RoI, February 2006

A leaking bucket?

Population size of segments

Figure 25: Market size of drinking groups, NI and RoI, February 2006

CHANGING CONSUMPTION

Figure 26: Change in drinking behaviour in the last five years, by age group, NI, February 2006

Figure 27: Change in drinking behaviour in the last five years, by age group, RoI, February 2006

59% (NI) and 41% (RoI) of pre-Baby Boom generation have never drunk alcohol

Only 14% (NI) and 4% (RoI) of under-25s have abstained

Fewer teetotallers in the future

25-34 is when most adults start to ‘cut down’

REASONS GIVEN FOR CHANGE IN CONSUMPTION

Why drink more?

Figure 28: Reasons for change in drinking behaviour, adults who consume more, NI & RoI, February2006

More social freedom the main reason why consumption increases

Cheaper off-trade alcohol allows adults to consume more

Why drink less?

Figure 29: Reasons for change in drinking behaviour, adults who consume less, NI & RoI, February2006

Health is the top reason to cut down in NI

‘Cost’ is the top reason to cut down in RoI

26% in NI and 18% in RoI lose interest in getting drunk

Career and family not as significant as thought

Why stop drinking?

Figure 30: Reasons for change in drinking behaviour, adults who have stopped drinking, NI & RoI,February 2006

Health concerns the biggest reason for stopping

Low interest in getting drunk a major stopping reason in NI

Implications of findings

ATTITUDES TOWARDS DRINKING

Figure 31: Attitudes to alcohol statements, NI & RoI, February 2006

Who needs alcohol?

Health issues

Controlling binge drinking

Expense of a night out

User information on drink labels

Drink for taste or as a means to an end?

Cutting down

GENDER DIFFERENCES

Figure 32: Agreement to alcoholic drink statements, by gender, NI & RoI, February 2006

More women than men ‘don’t need alcohol’

AGE ISSUES

Figure 33: Agreement to alcoholic drink statements, by age, NI & RoI, February 2006

Binge drinking concern higher among 35+ adults

Dublin drinkers most out of pocket

Figure 34: Agreement to alcoholic drink statements, by region, RoI, February 2006

ATTITUDES OF DRINKING GROUPS

Figure 35: Agreement to alcoholic drink statements, by drinking groups, NI & RoI, February 2006

Almost half of those who no longer drink don’t need alcohol

Drinking with a pro-alcohol attitude

The cost of a night out making many drink less in RoI

INDUSTRY VIEWS

SOCIETY AND ALCOHOL

THE DECLINE IN ALCOHOL CONSUMPTION

THE COST OF ALCOHOL

ARE WE MORE SOPHISTICATED?

THE NI SMOKING BAN

IN-HOME DRINKING

COFFEE SHOP CULTURE

KEEP AN EYE OUT FOR...?

RELEVANCY AND DRINKING

THE FUTURE

THE NI SMOKING BAN

Smoking ban forecasts

Figure 36: Forecast volume sales of alcohol on-trade, with and without a smoking ban, NI, 2004-10

Natural decline of 2% per annum on-trade expected without the ban

5% decline expected with the smoking ban

Figure 37: Forecast volume sales of alcohol off-trade, with and without a smoking ban, NI, 2004-10

Natural increase of 3% expected without the smoking ban

6% off-trade boost with the ban

NI LICENSING CHANGES

VOLUME SALES FORECAST

Long-term sales stay afloat in NI

Figure 38: Forecast volume sales of alcohol, NI, 2005-12

Long-term volume decline inevitable in RoI

Figure 39: Forecast volume sales of alcohol, RoI, 2005-12

ARE WE FACING A SOBER IRELAND?

APPENDIX

Population trends

Figure 40: Population change by age group, NI, 2000-20

Figure 41: Forecast population change, in thousands, by age, NI, 2000-20

Figure 42: Population change by age group, NI, 2000-20

Figure 43: Forecast population change, in thousands, by age, RoI, 2000-20

Earnings by age group (NI only)

Figure 44: Average weekly earnings by age group, NI, 2000-05

Volume sales of alcohol

Figure 45: Indexed volume sales of alcoholic drinks, NI and RoI, 2000-05

Figure 46: Volume sales of alcoholic drinks, NI and RoI, 2000-05

Figure 47: Volume sales of alcoholic beverages, by category, NI and RoI, 2000-05

Changing consumption by demographic sub-group

Figure 48: Demographic breakdown of alcohol consuming group, NI, 2006

Figure 49: Demographic breakdown of alcohol consuming groups, RoI, 2006

NI tables

Figure 50: Agreement to alcoholic drink statements, by socio-economic status, NI, February 2006

Figure 51: Agreement to alcoholic drink statements, by marital and parental status, NI, February2006

Figure 52: Agreement to alcoholic drink statements, by working status, NI, February 2006

Figure 53: Agreement to alcoholic drink statements, by region, NI, February 2006

RoI tables

Figure 54: Agreement to alcoholic drink statements, by socio-economic status, RoI, February 2006

Figure 55: Agreement to alcoholic drink statements, by marital and parental status, RoI, February2006

Figure 56: Agreement to alcoholic drink statements, by working status, RoI, February 2006

APPENDIX: RESEARCH METHODOLOGY

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Abstract

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