Research conducted on behalf of Checkout by Empathy Research amongst a nationally representative sample of adults has found that just over one in five adults (22%) claim to always purchase alcohol at either an airport or shop at some point when travelling abroad.
A further 16% of adults claim to often purchase alcohol at either an airport or supermarket/shop at some point on their trip abroad. At the other end of the spectrum, only 1 in 7 (14%) claim to never purchase alcohol in this manner when travelling abroad.
Of those who are planning trips abroad this year, the most likely means of purchasing alcohol will be at the destination they are travelling to in a supermarket/shop, for consumption while abroad, with just over 3 in 4 (76%) claiming they are likely to do so. Almost half (45%) will purchase alcohol at the airport before they depart for Ireland, with almost 4 in 10 (38%) claiming they will purchase alcohol in a supermarket or shop at their destination for consumption upon return to Ireland.
In comparison, there will be relatively low levels of purchase in Irish airports, with only 15% claiming they will purchase alcohol before departure from Ireland for consumption while on holiday. Irish airports will be more likely to see passengers purchasing alcohol consumption upon return to Ireland (22%), either upon arrival or through shop and collect services.
Motivations for purchase vary with alcohol being cheaper (55%) and trying to save money on holiday (41%) key for those purchasing from supermarkets/shops for consumption while abroad. Those purchasing in foreign airports cite “duty free” as their main motivation (58%) with high levels of gifting in evidence (42%), a similar proportion also state that they believe alcohol to always be cheaper outside of Ireland (42%).
When it comes to general behaviour in relation to alcohol purchase and travel, almost 6 in 10 (57%) adults who will purchase alcohol, claim that their purchase of alcohol in the airport is usually unplanned and often led by offers seen on the day. Just over 4 in 10 (41%) agree that alcohol is so expensive in Ireland that they purposely wait until they can get duty free to purchase what they need. Finally, almost 1 in 5 (19%) of adults who purchase alcohol while travelling claim they have brought back more alcohol into Ireland than they were permitted to do.
For further information and more in-depth analysis on alcohol purchasing behaviour while travelling, please contact Robbie Clarke at Empathy Research.
© 2016 - Checkout Magazine
