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75% Of Consumers Purchase Spirits In Supermarkets

By Publications Checkout
75% Of Consumers Purchase Spirits In Supermarkets

According to the latest Consumer Insights report from Empathy Research, supermarkets are by far the most popular place to buy spirits, with three out of every four (75%) spirit buyers purchasing them there. Independent off-licences place second with 22%, while discounters are the choice of 19%. Some 8% of spirits buyers purchase them at convenience stores.

There is a noticeable disparity across the different age groups. Just 66% of 18-24 year olds purchase spirits from supermarkets, compared to 76% of 25-34 year olds, 71% of 35-44 year olds, 79% of 25-54 year olds, and 77% of those aged 55+ years. Those aged under 25 are the most likely group to purchase from independent off-licences (41%), discounters (33%) and convenience stores (26%).

With regards to gender, slightly more females buy spirits from supermarkets (76% vs. 73% males) and independent off-licences (23% vs. 20% males). On the other hand, males (21%) are more likely to buy from discounters than females (18%).

Almost one in four (24%) Irish adults surveyed purchase spirits such as vodka, rum, whiskey or gin at least once a month. Younger age groups are far more likely to buy spirits at least once a month, with almost half (49%) of 18-24 year olds saying they do so. Indeed, the percentages decline as you go up through the age groups: 25-34 years (29%), 35-44 years (22%), 45-54 years (17%) and 55+ years (16%).

People who live in Dublin purchase spirits more frequently than those who live in other parts of Ireland. Almost a third (29%) of Dubliners buy spirits at least once a month, as opposed to 22% in Munster, 21% in Rest of Leinster, and 19% in Connacht/Ulster.


Nearly 1 in 4 (25%) regular spirit buyers ‘always’ purchase a soft drink or mixer when buying spirits, with females (30%) substantially more likely to do so than males (14%).

Click here for more information from Empathy Research.

© 2016 - Checkout Magazine by Niall Swan

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