Executive Summary

Jul 2019
PROSPECTS
Total volumes sales of beer expected to fall marginally

Alcohol consumption in Ireland is anticipated to stagnate over the forecast period as consumers are expected to cut back, with beer likely to also see a marginal decline in total volume sales. While there remains a strong drinking culture in Ireland for socialising and celebrating, there has been a greater level of awareness over alcohol consumption levels in recent years due to a greater discussion about the impact alcohol has on one’s health, thanks to Irish media as well as public service campaigns from the Irish Health Service Executive (HSE).

Uncertainty around Brexit likely to impact the cost of production

Another significant challenge to the category over the forecast period is Brexit, particularly if the UK crashes out of the European Union without a deal. While this outcome is still uncertain at the time of writing, a no-deal Brexit and the reintroduction of a hard border on the island of Ireland would likely have an adverse effect on both domestic and imported beer sales.

Consumers set to opt for premium products and enable value growth

Irish consumers will continue to have more sophisticated tastes over the forecast period. While consumers are expected to drink less, they are more likely to drink a more premium product, which will assist with value sales growth over the forecast period.

COMPETITIVE LANDSCAPE
Diageo maintains leading position due to new innovations

Diageo Ireland led sales in 2018 due to the continued popularity of the Guinness brand in Ireland. The warm Irish summer in 2018 as well as the FIFA World Cup (Russia) with people gathering around their TVs to watch the games and socialise, had a positive impact on overall sales within the category.

Non/low alcohol beer sees rapid growth

The majority of new product development in 2018 focused on non/low alcohol beer with Heineken Ireland having the most high-profile launch with Heineken 0.0.

Slowdown in growth of craft beer

Craft beer continued to expand in 2018 with consumption of craft beer increasing once more, albeit at a slower rate. There continued to be tax relief on microbreweries in Ireland with 75 independent microbreweries operating in the country, compared to just 15 in 2012.

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Beer in Ireland

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Overview

Discover the latest market trends and uncover sources of future market growth for the Beer industry in Ireland with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Beer industry in Ireland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Beer in Ireland market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market volume shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Beer in Ireland?
  • What are the major brands in Ireland?
  • How has premium lager performed in the wake of the global recession, has it lost out to economy lager as consumers traded down?
  • What are the most popular flavours within non-alcoholic beer?
  • What are the market opportunities for ‘healthier’ beers like low calorie and/or low abv beers?
  • Has the implementation of a stricter drink driving law benefited sales of low/non-alcohol beer?
  • Has the recession benefited domestic lager over imported lager?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Beer in Ireland - Category analysis

HEADLINES

PROSPECTS

Total volumes sales of beer expected to fall marginally
Uncertainty around Brexit likely to impact the cost of production
Consumers set to opt for premium products and enable value growth

COMPETITIVE LANDSCAPE

Diageo maintains leading position due to new innovations
Non/low alcohol beer sees rapid growth
Slowdown in growth of craft beer

CATEGORY BACKGROUND

Lager price band methodology
Summary 1 Lager by Price Band 2018
Table 1 Number of Breweries 2013-2018

CATEGORY DATA

Table 2 Sales of Beer by Category: Total Volume 2013-2018
Table 3 Sales of Beer by Category: Total Value 2013-2018
Table 4 Sales of Beer by Category: % Total Volume Growth 2013-2018
Table 5 Sales of Beer by Category: % Total Value Growth 2013-2018
Table 6 Sales of Beer by Off-trade vs On-trade: Volume 2013-2018
Table 7 Sales of Beer by Off-trade vs On-trade: Value 2013-2018
Table 8 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 9 Sales of Beer by Off-trade vs On-trade: % Value Growth 2013-2018
Table 10 GBO Company Shares of Beer: % Total Volume 2014-2018
Table 11 NBO Company Shares of Beer: % Total Volume 2014-2018
Table 12 LBN Brand Shares of Beer: % Total Volume 2015-2018
Table 13 Forecast Sales of Beer by Category: Total Volume 2018-2023
Table 14 Forecast Sales of Beer by Category: Total Value 2018-2023
Table 15 Forecast Sales of Beer by Category: % Total Volume Growth 2018-2023
Table 16 Forecast Sales of Beer by Category: % Total Value Growth 2018-2023

Alcoholic Drinks in Ireland - Industry Overview

EXECUTIVE SUMMARY

Demand for alcohol in decline but warmer weather helps sustain sales
Discussions about new legislation boost consumer health awareness
Overall alcohol industry remains highly competitive
Retailers already responding to the passing of the Public Health (Alcohol) Bill
Consumers expected to drink less but will go premium over the forecast period

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 17 Number of On-trade Establishments by Type 2013-2018

TAXATION AND DUTY LEVIES

Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2018

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 18 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 19 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 20 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 21 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 22 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 23 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2018
Table 24 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2018
Table 25 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2018
Table 26 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2018
Table 27 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 28 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 29 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 30 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 31 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 32 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 33 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 3 Research Sources