Ireland Beer Market Insights 2012




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Product Synopsis

A detailed market research report on the Ireland beer industry. Researched and published by Canadean.

Introduction and Landscape

Why was the report written?

This report comprises of high level market research data on the Ireland beer industry, published by Canadean. The report covers total market (on- and off-premise) and includes valuable insight and analysis on beer market trends, brands, brewers, packaging, distribution channels, market valuation and pricing.

What is the current market landscape and what is changing?
The beer market is forecast to decline by around 2% in 2012 with lager continuing to lead the market but with consumption likely to be flat. The stout and ale segments are forecast to decline by just over 6% each.

What are the key drivers behind recent market changes?

Cross border shopping for beer is waning and as a consequence more beer is likely to be bought and consumed in the Republic which is good news for Irish brewers and retailers. The reduction in beer excise and also the reduction in VAT from 21.5% to 21% at the beginning of 2010 helped retailers in 2011.

What makes this report unique and essential to read?
The Ireland Beer Market Insight report is designed for clients needing a quality in-depth understanding of the dynamics and structure of the Beer market. The report provides a much more granular and detailed data set than our competitors. All data has been researched, brand upwards, by an experienced 'on-the-ground' industry analyst who conducts face-to-face interviews with key producers, leading companies in allied industries, distributors and retailers.

Key Features and Benefits
  • This report provides readers with an excellent way of gaining a thorough understanding of the dynamics and structure of the Ireland Beer industry. Data includes volumes from 2007 to 2011 plus forecasts for 2012, enabling historical and current trend analysis.
  • This report provides readers with in-depth market segmentation: mainstream, premium, super premium, discount, alcoholic strength, local segmentation, beer type.
  • This report provides data and analysis of the performance of both domestic and imported brands and reports on new product activity in 2011.
  • This report provides an analysis of industry structure, reports on company volumes and contains brewer profiles of major brewers
  • This report provides distribution channel data (on- vs. off-premise) and discusses the latest trends in the key sub-channels. Packaging data includes consumption volumes by pack material, type, size, refillable vs. non-refillable, multi-serve vs. single serve. Market valuation data and pricing data, including beer consumption by price segment/distribution channel and selected consumer beer prices are also included.

Key Market Issues
  • The Irish beer market suffered a setback in 2011 as consumption declined. This was despite the fact that the Irish government did not raise the excise on beer, keeping it at the same rate since December 2009. VAT was set at 21% throughout the year but was raised in January 2012 to 23%.
  • Cross border shopping declined in 2011 due to lower prices in Irish supermarkets caused by the reduction in excise duty in the Republic of Ireland. 
  • Irish supermarkets continued to promote premium and mainstream brands. Such activity is encouraging more at home consumption leading to fewer visits to the pub and falling consumption in the pub trade.
  • The on-premise consumption share has been declining year on year affecting brewers' and publicans' profits alike. 
  • The stout market itself continued to decline. Ireland's Mid-Strength Stout, was extended further nationally in 2011 to more than 600 pubs and also extending distribution to sports clubs, golf clubs and some traditional pubs.
Key Highlights
  • There is growing consumer interest in premium beers, many of which are imported for both the on-trade and he off-trade. 
  • A positive factor to reduce the Beer consumption decline, was the reduction in cross border shopping as consumers faced higher fuel costs for the drive north and also because the price differential between beer prices in the north narrowed in supermarkets.
  • Promotional pricing on multi-packs for branded mainstream and premium lager continued to provide low prices even for premium priced branded beer. 
  • Despite economic conditions beer imports for 2011 were up
  • Impact of key sporting events will slow down the overall beer decline in 2012.