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Retail Intelligence

Off-Trade Sees Drop As Customers Drink Less At Home

There has been a 6% year-on-year drop in the frequency of off-trade alcohol consumption amongst Irish adults. This drop results from just over 1 in 5 (21%) of alcohol drinkers claiming they are drinking less frequently at home, against 15% claiming to be drinking more frequently at home. Empathy Research on behalf of Retail Intelligence, sought to understand why consumers’ behaviour has changed when it comes to drinking alcohol in the off-trade.

With a significant amount of movement in relation to off-trade alcohol consumption, retailers are presented with frequent opportunities to engage with customers through new products and brands. The potential volume for increased sales may be possible through the popularity of craft beer with 13% claiming to consume in the off-trade already, with this figure rising to 1 in 5 (20%) for males. Just over half (54%) claim they are not brand loyal and do not always buy the same brands in the off-trade, presenting retailers with an opportunity to influence behaviour in-store through promotions and engaging displays.

The biggest driver of this drop in off-trade consumption, cited by just over a quarter (26%) of those who have reduced frequency, is a tiredness of drinking at home. As we have seen in other research, there is a sizeable proportion of consumers who are becoming ever more mindful of their health. As such, just under a quarter (24%) claim that reducing alcohol consumption for health reasons is a factor in their reduced off-trade consumption.

Reasons for increased off-trade consumption can be divided into three specific areas, just over a third (34%) claim that they prefer to drink at home than in the on-trade, with a similar proportion (33%) indicating that they don’t have as much money to spend on alcohol nowadays. Changes in personal family circumstances and that of their peers are also playing a significant role, limiting the opportunities for this cohort to go out socially as much as they did previously.

Please contact Robbie Clarke at Empathy Research for more information relating to products being consumed in the off-trade, triggers to purchase as well as changes in behaviour across demographics.

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