Beer in Ireland - New Market Research Report

As Ireland's economic situation continues to improve following the country's exit from the EU/IMF bailout programme during late 2013 and with employment levels improving, Ireland's beleaguered consumers finally feel that they are able to begin loosening the purse strings slightly. That said, however, caution remained the watchword throughout 2013 as consumers remained decidedly wary of overspending, with off-trade volume sales of beer returning to marginally positive territory thanks to falling unit prices in constant terms. On-trade sales of beer, meanwhile, continued to suffer further volume declines during 2013, falling by 2% as the majority of Irish consumers continued to entertain and consume alcohol in the home environment.

Competitive Landscape

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Diageo Ireland Ltd remained the leading player in beer in Ireland in 2013 with a 44% volume share. The company carries four of the country's six leading beer brands, of which Guinness is the outright leader, with a 21% volume share in 2013. The company also owns the Irish rights to AB InBev's Budweiser, the third ranked brand in beer in Ireland in 2013 with a 9% volume share. The Carlsberg brand, meanwhile ranked fourth with a 7% volume share, with the Smithwicks ale brand ranked sixth in 2013 with a 3% volume share.

Industry Prospects

Beer is expected to decline in total volume at a CAGR of -1% over the forecast period as changing social attitudes to alcohol consumption and the anticipated recovery of Ireland's economy are likely to support sales to a certain extent, preventing further declines. Irish people are renowned for their ability to consume large quantities of alcohol on a regular basis. While this remains true in general, there is a growing trend towards healthier lifestyles and a more positive attitude towards health and nutrition among the Irish population. This trend is likely to continue to gather pace during the forecast period, reducing demand for alcoholic drinks further. Further, whilst the worst of Ireland's recent economic catastrophe appears to have passed, there remains significant scope for improvement in the Irish economy. Disposable income levels are set to remain low in Ireland for the foreseeable future, ensuring that Irish consumers will remain decidedly cautious, with no major increases in spending levels predicted for the majority of the forecast period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Beer industry in Ireland with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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