VODKA AND GIN-IRELAND-FEBRUARY 2018

VODKA AND GIN-IRELAND-FEBRUARY 2018

Feb 2018 Mintel Alcoholic BeveragesN/A Price :
$ 1479
Irish consumers are most likely to drink vodka and gin at a pub or bar or whilst they are on holiday. Moreover, as visiting a pub or bar is one of the most popular activities Irish consumers take part in when taking a trip, and with the number of domestic and overseas visitors to the island of Ireland increasing, this provides significant growth opportunities for vodka and gin brands in the on-trade.
Table of contents
OVERVIEW
What you need to know
Issues covered in this Report
EXECUTIVE SUMMARY
The market
Figure 1: Estimated total value of vodka and gin sales, NI and RoI, 2013-18
Forecast
Figure 2: Indexed estimated total value of vodka and gin sales, NI and RoI, 2013-23
Market factors
Spirit prices rising in the UK/NI
Health trend sees consumers drinking less overall, but gin category grows
Public Health (Alcohol) Bill nears implementation in RoI
Personal finances improve in RoI, NI consumers remain financially insecure
Companies, brands and innovations
The consumer
Most consumers have not drunk white spirits, unflavoured products hold potential for the category
Figure 3: Types of white spirits drunk in the last six months, by method of consumption, NI and RoI, October 2017
Pubs, parties and holidays the key drinking occasions for white spirits
Figure 4: Usage occasions for white spirits, NI and RoI, October 2017
White spirits seen as ideal gift by Irish consumers
Figure 5: Agreement with statements relating to white spirits, NI and RoI, October 2017
What we think
THE MARKET WHAT YOU NEED TO KNOW
Irish vodka and gin market continues to grow
Gin driving the UK/NI and RoI spirits category
RoI drinks industry to be challenged by Public Health (Alcohol) Bill
Improved personal finances could see RoI consumers trade up to premium and craft vodka and gin
MARKET SIZE AND FORECAST
Vodka and gin sales to grow in 2018
Figure 6: Estimated total value of vodka and gin sales, IoI, NI and RoI, 2013-23
Growth in vodka and gin sales to continue through to 2023
Figure 7: Indexed estimated total value of vodka and gin sales, NI and RoI, 2013-23
Growth in off-trade vodka and gin sales to continue
Figure 8: Estimated value of off-trade vodka and gin sales, IoI, NI and RoI, 2013-23
On-trade vodka and gin sales set for growth in 2018
Figure 9: Estimated value of on-trade vodka and gin sales, IoI, NI and RoI, 2013-23
MARKET SEGMENTATION
Vodka sales to grow in 2018 despite resurgence of gin
Figure 10: Estimated value of vodka sales, IoI, NI and RoI, 2013-23
Gin sales expected to continue growing
Figure 11: Estimated value of gin sales, IoI, NI and RoI, 2013-23
MARKET DRIVERS
Spirit prices rising in NI, falling in RoI
Figure 12: Consumer price index vs alcohol beverage and spirit prices, UK (including NI), January 2016-December 2017
Figure 13: Consumer price index vs alcohol beverage and spirit prices, RoI, January 2016-November 2017
Healthier lifestyles impacting alcohol consumption in RoI
Figure 14: Per capita alcohol consumption, RoI, 2000-16
Increase in NI consumers drinking alcohol
Figure 15: Percentage of consumers aged 18+ who drink alcohol, NI, 2015/16 and 2016/17
Spirits sector grows in RoI
Figure 16: Year-on-year percentage growth rates for alcohol consumption, by category, RoI, 2015-16
Gin usage increasing in UK; vodka in decline
Figure 17: Usage of vodka and gin, UK (including NI), 2016 and 2017
Public Health (Alcohol) Bill poses a challenge to drinks industry
GB visitors decline but overseas markets hold potential for Irish vodka and gin
Figure 18: Estimated total of overnight trips, IoI, NI and RoI, 2012-17
Domestic tourism provides vodka and gin growth opportunities, particularly in NI
Figure 19: Top 5 activities done by consumers during last short break (in Ireland or abroad), NI and RoI, September 2017
RoI consumers see personal finances improve
Figure 20: Financial health of Irish consumers, RoI, January 2017-January 2018
Figure 21: Financial health of Irish consumers, NI, January 2017-January 2018
COMPANIES AND BRANDS WHAT YOU NEED TO KNOW
Gin category sees strong NPD levels
Vodka and gin brands making eco-friendly packaging claims
Growing demand for gin sees brands expand capacity
WHOS INNOVATING?
High level of NPD in alcoholic beverages
Figure 22: Total new alcoholic drinks launched, UK and Ireland, 2013-17
Beer remains the dominant category, but vodka and gin NPD rising
Figure 23: Total new alcoholic drinks launched, by sub-category, UK and Ireland, 2013-17
Figure 24: Total new alcoholic drinks launched, by sub-category, UK and Ireland, 2013-17
Unflavoured products lead NPD in vodka and gin categories
Figure 25: New products launched in the vodka category, by top five flavours, UK and Ireland, 2013-17
Figure 26: New products launched in the gin category, by top five flavours, UK and Ireland, 2013-17
Environmental claims top specified claim made by vodka and gin brands
Figure 27: New vodka and gin products launched, by top five claims, UK and Ireland, 2013-17
More limited edition products entering the market
COMPETITIVE STRATEGIES KEY PLAYERS
Bacardi
Key facts
Product portfolio
Brand NPD
Recent developments
Beam Suntory/Catalyst Brands
Key facts
Product portfolio
Brand NPD
Recent developments
Diageo
Key facts
Product portfolio
Brand NPD
Recent developments
Drumshanbo Gunpowder Irish Gin
Key facts
Product portfolio
Brand NPD
Irish Distillers Pernod Richard
Key facts
Product portfolio
Brand NPD
Shortcross Gin
Key facts
Product portfolio
Brand NPD
Recent developments
William Grant & Son Ltd
Key facts
Product portfolio
Brand NPD
THE CONSUMER WHAT YOU NEED TO KNOW
Most consumers havent drunk white spirits in the last six months
White spirits drunk in pubs and bars and while on holiday
Recommendations important in winning new white spirit drinkers
USAGE OF WHITE SPIRITS
Most consumers do not drink white spirits
Figure 28: Types of white spirits drunk in the last six months, by method of consumption, NI and RoI, October 2017
Consumers of low affluence show low usage of white spirits
Figure 29: Consumers who have not drunk spirits in the last six months, by gender and social class, NI and RoI, October 2017
Irish Millennials prefer vodka with a mixer
Figure 30: Consumers who have drunk vodka with a mixer (eg cola/tonic) in the last six months, by gender and age, NI and RoI, October 2017
Gin with a mixer popular among younger consumers
Figure 31: Consumers who have drunk gin with a mixer (eg cola/tonic) in the last six months, by age, NI and RoI, October 2017
OCCASIONS FOR DRINKING WHITE SPIRITS
White spirits most likely to be drunk in pubs and bars
Figure 32: Usage occasions for white spirits, NI and RoI, October 2017
Affluent consumers drink white spirits at parties
Figure 33: Consumers who have drunk white spirits at a party (my home/friends home), by social class, NI and RoI, October 2017
Rural consumers choosing white spirits to relax at home
Figure 34: Consumers who drink white spirits when relaxing at home, by location, NI, October 2017
Figure 35: Consumers who drink white spirits when relaxing at home, by location, RoI, October 2017
Irish women drinking white spirits in pubs and bars
Figure 36: Consumers who drink white spirits at a pub or bar, by gender and age, NI and RoI, October 2017
ATTITUDES TOWARDS WHITE SPIRITS
Irish consumers open to receiving white spirits as a gift
Figure 37: Agreement with statements relating to white spirits, NI and RoI, October 2017
Men enjoy receiving white spirits as a gift
Figure 38: Agreement with the statement I enjoy being given white spirits as a gift, by gender and social class, NI and RoI, October 2017
Young consumers seeking advice from friends and family when trying new white spirits
Figure 39: Agreement with the statement I have tried a new white spirit after a recommendation by friends/family, by age, NI and RoI, NI and RoI, October 2017
Sugar putting 25-34-year-olds off pre-mixed drink
Figure 40: Agreement with the statement Concerns about added sugar put me off pre-mixed drinks, by age, NI and RoI, October 2017
APPENDIX DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Data sources
Market size rationale
Generational cohort definitions
Abbreviations

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