Over a quarter (28%) of Irish consumers think they have seen more in-store merchandising of alcohol brands this year, compared to the previous year, according to the latest Consumer Insights survey from Empathy Research.
Of 953 participants, men were more of this opinion (31%) than women (25%).
When asked if in-store merchandising would sway Irish consumers to switch alcohol brands, over a fifth (42%) of adults indicated that they would be open to switching brands. Meanwhile, almost half (47%) of adults said that in-store merchandising would not make them switch brands.
Furthermore, 30% of Irish adults believe that in-store merchandising of alcohol brands is effective. Again, men are more likely (32%) to be of this opinion compared to women (27%), but by age it was the younger groups that believe in-store merchandising works, compared to older age groups. 44% of 18-24 year olds, 32% of 25-34 year olds and 33% of 35-44 year olds think in-store merchandising works while only 19% of 45-54 year olds and 27% of 55+ year olds agree.
Almost two-thirds of Irish consumers cited price promotions (63%) and price (62%) as the main factors that would encourage them to switch alcohol brands. Interestingly, more men said that price promotions (68%) and price (68%) would encourage them to switch alcohol brands than women (59% and 57% respectively).
When looking at this by age, the younger age groups are more likely to be influenced by price than older age groups. 78% of 18-24 year olds said that price would encourage them to switch alcohol brands, which was significantly higher than those aged 25-34 years (63%), 35-44 years (62%), 45-54 years (60%) and 55+ years (56%).
Other factors which would encourage adults to switch alcohol brands include special offers such as free glasses (41%) and word of mouth (39%). Interestingly, almost half (44%) of women surveyed said they would be encouraged to switch alcohol brands if it was recommended to them by family/friends, compared to only 34% of men.
Additionally, 27% of adults said that new products/flavours would encourage them to switch brands, with slightly more women of this opinion (28% vs. 26% men). While 61% of 18-24 year olds said that they would change alcohol brands if there they offered new products/flavours, this was much higher than all other age groups; 25-34 years (28%), 35-44 years (23%), 45-54 years (25%) and 55+ years (16%).
Click here for more information from Empathy Research.
© 2014 - Checkout Magazine by Genna Patterson
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