Executive Summary

Jun 2018
PROSPECTS
Health and wellness likely to be used to help stem decline in category

A greater emphasis on health and wellness will continue to have a negative impact on the sales of RTDs/high-strength premixes in Ireland over the coming years. Sales are predominantly expected to decline as consumers are expected to seek out products that contain less sugar.

Changes to Irish legislation is set to pose a challenge to the category

The Public Health (Alcohol) Bill is set to be a significant challenge to the category in the coming years, particularly off-trade. The legislation is set to bring about minimum unit pricing, structural separation in supermarkets and other retailers, health warnings, calories and alcohol content as well as restrictions on the promotion and advertising of alcoholic drinks.

Spirit based RTDs likely to see sales growth due to new product development

The popularity of spirits such as gin and Irish whiskey has led to innovations in RTDs/high-strength premixes such as Jameson & Ginger Ale and Gordon’s & Tonic. They are likely to prove popular in the coming years through off-trade and this is likely to help volume sales growth of spirit-based RTDs and see them improving volume sales growth compared to the review period.

COMPETITIVE LANDSCAPE
West Coast Cooler becoming less popular and impacting Irish Distillers’ sales

Irish Distillers Ltd, the leading player in RTDs/high-strength premixes, lost share in 2017 with actual volume sales also declining. The company’s core brand West Coast Cooler is losing popularity amongst Irish consumers, particularly due to the demand for substitute products, particularly spirits such as gin and whiskies.

WKD NKD brand taps into the demand for low calorie

The WKD brand has performed well over the review period, despite all the challenges faced by the category. The brand has benefited from focusing on the rise in demand for health and wellness by introducing its WKD NKD range in late 2016.

Private label increasing but still remains small overall

Private label has a small but growing presence within RTDs/high-strength premixes, as consumer footfall continues to increase in discounters Lidl and Aldi, which predominantly sell private label products. However, these retailers are also adding some brands to their portfolios.

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Overview

Discover the latest market trends and uncover sources of future market growth for the RTDs/High-Strength Premixes 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 RTDs/High-Strength Premixes industry in Ireland, our research will save you time and money while empowering you to make informed, profitable decisions.

The RTDs/High-Strength Premixes 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 RTDs/High-Strength Premixes 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.

Rtds/High-Strength Premixes in Ireland - Category analysis

HEADLINES

PROSPECTS

Health and wellness likely to be used to help stem decline in category
Changes to Irish legislation is set to pose a challenge to the category
Spirit based RTDs likely to see sales growth due to new product development

COMPETITIVE LANDSCAPE

West Coast Cooler becoming less popular and impacting Irish Distillers’ sales
WKD NKD brand taps into the demand for low calorie
Private label increasing but still remains small overall

CATEGORY DATA

Table 1 Sales of RTDS/High-strength Premixes by Category: Total Volume 2012-2017
Table 2 Sales of RTDS/High-strength Premixes by Category: Total Value 2012-2017
Table 3 Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2012-2017
Table 4 Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2012-2017
Table 5 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Volume 2012-2017
Table 6 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Value 2012-2017
Table 7 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 8 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Value Growth 2012-2017
Table 9 GBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2013-2017
Table 10 NBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2013-2017
Table 11 LBN Brand Shares of RTDS/High-strength Premixes: % Total Volume 2014-2017
Table 12 Forecast Sales of RTDS/High-strength Premixes by Category: Total Volume 2017-2022
Table 13 Forecast Sales of RTDS/High-strength Premixes by Category: Total Value 2017-2022
Table 14 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2017-2022
Table 15 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2017-2022