More than three quarters of Irish consumers (77%) primarily purchase alcohol from supermarkets, while fewer than one in ten purchase from independent off-licences most often, according to the latest Consumer Insights report from Empathy Research.
Under 35s are mose likely to primarily purchase alcohol from an independent off-licence, with 17% of 18-24 year olds and 11% of 25-34 year olds saying they buy alcohol from independent off-licences most often, compared to 8% of 35-44 year olds, 5% of 45-54 year olds and 6% of 55+ year olds.
While just 8% of consumers say that they ask for advice when purchasing alcohol, more than two thirds (69%) of that number are likely to ask for advice when purchasing wine.
Although not many consumers say that they ask for advice when purchasing alcohol, more than two-fifths of consumers (43%) indicated they would be more likely to consider buying a particular brand of alcohol if someone offered them advice.
Female consumers (48%) are significantly more to be influenced by someone’s advice/recommendation than males (39%). Younger age groups also appear to more open to trying new brands of alcohol based on recommendations: 18-24 years (51%), 25-34 years (47%), 35-44 years (41%), 45-54 years (44%) and 55+ years (38%).
Dubliners are the most open to suggestions when it comes to alcohol, with almost half (48%) citing they would be more likely to buy a particular brand of alcohol if it someone recommended it. This is higher than all the other regions; Rest of Leinster (39%), Munster (40%) and Connacht/Ulster (46%).
Click here for more information from Empathy Research.
© 2015 - Checkout Magazine by Niall Swan
