Night Out (The): Is One Venue Enough? - Ireland

Published by: Mintel International Group Ltd.

Published: Nov. 1, 2007

Table of Contents

Issues in the Market

Key themes in the market

Definition

Abbreviations

Insights and Opportunities

Consumers won’t travel far for a night out

Healthy eating stays at home when consumers go out

A little culture goes a long way

Market in Brief

The smoking issue

Diversity important to the restaurant market

TV is the biggest threat

New innovations will make bar queues a thing of the past

On-trade continues to suffer

Eating and drinking are highest priority

One venue is enough

Money restrains younger consumers

Internal Market Environment

Key Points

Smokers’ reaction to the ban

Figure 1: Smoking participation, by gender and age, 1998 & 2002

Competition arising from the ban

Consumers forced to get more health conscious

The link between alcohol and crime

Security is desirable

Consumers expect a certain standard of dress code

Figure 2: Agreement with statements about dress code, by all adults, 2007

Getting to and from a venue

Figure 3: Agreement with statements about transport, 2007

Zero planning for a night out

Drinkers are moving in-house

Figure 4: Per capita consumption (18+) of alcoholic beverages, on-trade and off-trade, NI and RoI, 2000-05

It pays to drink at home

Figure 5: Off-trade and on-trade price changes, RoI, 2005-06

Drink promotions are effective

Figure 6: Breakdown of the cost of a pint of beer, 2007

Food important to pubs

Restaurants become more diverse

Figure 7: Market size of food and alcohol sales in restaurants, NI & RoI, 2000-06

Figure 8: Market size of ethnic restaurants and takeaways, £m, 2001-11

When does the weekend begin?

Thursday

Friday

Saturday

Fast food’s role in a night out

Women rationalize eating habits

Theatres rely on state funding

Opportunity for other revenue streams

Figure 9: Theatre income, by source, RoI, 2003

Broader Market Environment

Key Points

Unemployment falls as consumer confidence grows

Figure 10: Health of the economy, NI and RoI, 2002-07

Figure 11: Indexed leisure expenditure, NI and RoI, 2002-05

Drop in household sizes may be beneficial

Figure 12: Number of households, by size, NI and RoI, 2000-05

Population statistics

Figure 13: Population change, by age group, NI, 2000-20

In NI:

In RoI:

Figure 14: Population change, by age group, RoI, 2000-20

Postponing commitment means more nights out

Figure 15: Average age at marriage, men and women, NI and RoI, 2000-05

Figure 16: Average age of women at birth of first child, NI and RoI, 1991-2005

Competitive Context

Key Points

Television is the biggest competitor for leisure time

Figure 17: Top leisure priorities, by gender, NI & RoI, 2005

Over-55s are biggest TV viewers

Figure 18: Hours of TV watched per week, 2007, UK & NI

Spending on TV

Figure 19: Retail sales of television sets, 2001-05

Gamers grow up

Figure 20: Sales of video game hardware/software and PC games, NI, RoI, 2002-06

Figure 21: Have you bought computer and video systems and games in the last 12 months, NI and RoI, 2003 and 2005

Online gambling works up a storm

DVDs: a cheap alternative to cinema?

Figure 22: Sales of DVD and VCRs, NI and RoI, 2002-05

Bars and clubs competing with in-home drinking

Figure 23: Market value and volume, on- and off-trade, all-Ireland, 2000-06

Adding value to compete

Strengths and Weaknesses in the Market

Strengths

Weaknesses

Who’s Innovating?

Key Points

Avoiding the queues at the bar

On-trade premises now have the opportunity to install a wine ‘jukebox’

Employ queue-busters

New music technology for the on-trade

Silent dating

Loyalty cards

Cinemas not actively trying to innovate

Market Value and Forecast

Key Points

Out-of-home spending continues to increase

Figure 24: Market size and forecast of total out-of-home dining/socializing spend, 2000-11

On-trade is on the slippery slope

Figure 25: On-trade market value and volume, NI & RoI, 2000-12

RoI

Cinema thrives despite piracy and increased DVD popularity

Figure 26: Cinema market value, by admissions, 2000-10

Movies may possibly see simultaneous cinema and home release

Cinema prices set to continue rising.

Mobile bar service

Companies and Products

Key Points

Pubs

Figure 27: Number of pubs in NI and RoI, 2000-05

NI

Figure 28: Pubs owned by selected pub groups in NI, 2006

Botanic Inns

Beannchor Group

Carmichael Group

RoI

Figure 29: Pubs owned by selected pub groups in RoI, 2006

Capital Bars

Fitzgerald Group

Thomas Read Group

Restaurants

Figure 30: Number of restaurants in NI and RoI, 2005 and 2006

Rankin Group

Jury’s/Doyle Hotel Group

Cinemas

Figure 31: Cinema infrastructure, NI and RoI, 2006

Figure 32: Main RoI & NI cinemas by site and screen number, 2007

Ward Anderson

VUE

Storm Cinemas

Cineworld Cinemas

United Cinemas International

Movie House Cinemas

Theatre

NI

Figure 33: Selection of theatres and seat numbers, NI, 2004

Recent expansion to the Grand Opera House

RoI

Figure 34: Selection of theatres and seat numbers, RoI, 2004

Bowling

Figure 35: NI bowling alleys, 2007

Figure 36: RoI bowling alleys, 2007

The Consumer - Where People Go

Key Points

Figure 37: Participation in night out activities, NI and RoI, 2007

Restaurant culture alive and kicking in NI

Dining out popular with middle aged consumers

Figure 38: Frequency of consumers visiting restaurants in the evening, NI and RoI, 2006

Ethnic food goes mainstream

Figure 39: Type of restaurant visited in the evening in the last three months, NI and RoI, 2006

RoI consumers flock to the pub

Staying in, but at someone else’s house

Cinema - aimed at the under-25s?

Figure 40: Going to the cinema, by age, NI and RoI, 2007

Silver screen for silver consumers

Clubbing to death

Lonely hearts club

Figure 41: Visits to night clubs, by marital status, NI & RoI 2006

Club culture

Figure 42: Visiting of students to cultural events, GB, 2004 & 2006

Consumer - Attitudes Towards Nights Out

Key Points

One venue IS enough

Figure 43: Consumer attitiudes towards nights out in relation to venue NI and RoI, 2007

The calm before the storm

Money isn’t everything

Figure 44: Consumer attitiudes towards nights out in relation to money NI and RoI, 2007

Budget restrains younger consumers

Figure 45: Agreement with statement, My nights out are really restricted by the money I have, NI & RoI, by age, 2007

Appealing to students

RoI consumers put off by pub prices…

Figure 46: Agreement with statement, I think drinking in pubs is getting too expensive, NI & RoI, by work status, 2007

…but not enough to stop visiting multiple venues

Too much effort for consumers

Figure 47: Consumer attitiudes towards nights out in relation to ‘effort involved’, NI and RoI, 2007

Travel woes

Figure 48: Agreement with statement, I don't like to travel far for a night out, NI & RoI, by age, 2007

Staying in a cheap ‘night out’?

Figure 49: Agreement with statement, I don’t usually go out much, by socio-economic group, NI & RoI, 2007

Dressing up for the night catwalk

Irish consumers prefer alcohol and atmosphere

Figure 50: Consumer attitiudes towards nights out in relation to ‘effort involved’ NI and RoI, 2007

Alcohol isn’t a key ingredient to a good night out… for some

Figure 51: Agreement with statement, I don’t need alcohol to have a good time, NI & RoI, by gender, 2007

Atmosphere draws in the crowds

Where everybody knows your age

Consumer Typologies

Key Points

NI

Figure 52: NI Target groups according to attitudes towards nights out, 2007

Music Nuts (17% of NI consumers)

Coffee Lovers (16% of NI consumers)

Elder Non-drinkers (25% of NI consumers)

Booze Hounds (42% of NI consumers)

RoI

Figure 53: RoI Target groups according to attitudes towards nights out, 2007

Bar-hoppers (15% of RoI consumers)

Penny Pinchers (20% of RoI consumers)

Age Cliques (33% of RoI consumers)

Shut-ins (32% of RoI consumers)

Appendix

Regional definitions

Conversion factors

Exchange rate

Population 2006

Figure 54: BMRB Target Group Index (TGI) sample sizes

Figure 55: MORI sample sizes

Abbreviations

Population tables

Figure 56: Forecast population change, in thousands, by age, NI, 2000-20

Figure 57: Forecast population change, in thousands, by age, RoI, 2000-20

Employment statistics

Figure 58: Percentage in employment, by age group, NI and RoI, 2000-05

Consumer activities

Figure 59: Visit restaurant, by all demographics, NI and RoI, 2007

Figure 60: Type of restaurant visited in the evening in the last three months, NI and RoI, 2004 &2006

Figure 61: Visit a pub in the evening, by all adults, NI and RoI, 2007

Figure 62: Visit a friend’s house, by all adults, NI and RoI, 2007

Figure 63: Go to the cinema, by all demographics, NI and RoI, 2007

Figure 64: Go to a night club, NI and RoI, 2007

Figure 65: Amount of time spent studying on an average weekday, students, GB, 2004 & 2006

Consumer Attitudes

Figure 66: Agreement with statement - I like to visit more than one place on a night out, NI and RoI, 2007

Figure 67: Agreement with statement -I like to go to a quiet place first before going somewhere else afterwards, NI and RoI, 2007

Figure 68: Agreement with statement, I like to go to a quiet place first before going somewhere else afterwards, NI & RoI, by employment status, 2007

Figure 69: Agreement with statement -My nights out are really restricted by the money i have, NI and RoI, 2007

Figure 70: Agreement with statement -I don’t need alcohol to have a good time, NI and RoI, 2007

Figure 71: Agreement with statement -I think drinking in pubs is getting too expensive, NI and RoI, 2007

Figure 72: Agreement with statement -I’d choose a pub or club based on the music it plays, NI and RoI, 2007

Figure 73: Agreement with statement -I don’t want to have to dress up to go out, NI and RoI, 2007

Figure 74: Agreement with statement - Money restricts me from going to more than one venue on a night out, NI and RoI, 2007

Figure 75: Agreement with statement -I don’t like to travel far for a night out, NI and RoI, 2007

Figure 76: Agreement with statement -I prefer to go places where the crowd is my own age, NI and RoI, 2007

Figure 77: Agreement with statement -I usually don’t go out much, NI and RoI, 2007

Figure 78: Agreement with statement -I don’t like going places where there is a dress code, NI and RoI, 2007

Figure 79: Agreement with statement -I would visit more places if more taxis/transport was available, NI and RoI, 2007

Cluster tables

Figure 80: Activity clusters, NI, 2007

Figure 81: Cluster demographics, NI, 2007

Figure 82: Activity clusters, RoI, 2007

Figure 83: Cluster demographics, RoI, 2007

Abstract

Going out for the night is becoming harder to do. Consumers are facing smoking bans, rampant price increases and its only getting harder to catch a taxi. More and more people are choosing to stay in for the night. Consumers that continue to maintain a social life at night are becoming harder to entertain, and are visiting different venues in one night, as well as a variety of different types of activities, ranging from cultural activities, to the more traditional night in the pub.

Key themes in the market:

• The temptation to stay at home at night it increasing, with more sophisticated in-home entertainment, and the increased cost of going out.
• Consumers are becoming much more demanding in their leisure needs, and are dipping their toes into a wider variety of activities.
• The smoking issue continues to cast its shadow over the on-trade market, contributing to the ‘retreat’ of consumers indoors.
• An aging population will drive further ‘sophistication’ in the market, by having to cater to more ‘mature’ tastes.

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