CGA’s global REACH data has highlighted the growing appeal of moderation around the world in 2024—and Ireland has been no exception. Well over a third (37%) of consumers surveyed in the Republic and Northern Ireland are drinking less alcohol than a year ago—more than triple the number (12%) who are drinking more. A third (33%) of those drinking less are doing so for health reasons, while a similar number (34%) say it is because they are trying to save money.
After a surge in sales over festive celebrations, Dry January is likely to bring another wave of interest in moderation. According to CGA’s Consumer Pulse, a fifth (19%) of Ireland’s consumers took part in the pledge to cut out alcohol in January 2024, and another 23% moderated their consumption. This saw the no and low (NAB/LAB) category grow 16.8% volume in January 2024 vs the previous year and gain 0.5pp (percentage point) share of LAD.
This health movement impacts opportunities for suppliers and operators in alcoholic categories. However, cutting alcohol doesn’t mean that people want to reduce their visits to pubs, bars and restaurants, half of consumers are still going out in the On Premise at least once a week. Instead, they are moving towards no and low alcohol alternatives to spirits, beer and wine, or switching to the soft drinks category.
CGA’s REACH research delivers deep insights into the habits of moderating consumers. It shows nearly a third (31%) of them try to only drink alcohol at weekends, while a quarter (25%) save it for special occasions. Providing compelling alternatives to alcoholic drinks on casual mid-week occasions is essential if venues and suppliers are to keep guests engaged on quieter days, before tapping into treat and trade-up mentalities on Fridays and Saturdays.
No and low alcohol brands are set for more sales growth in 2025, and REACH data emphasises the importance of brand recognition in consumers’ choices. With a third (33%) of them trialling no and low drinks in the On Premise—more than those doing so at home—pubs and bars are vital channels for brand launches and promotions.
While beer is consumers’ most popular no and low alcohol option, it is closely followed by mocktails. A quarter (26%) of consumers are willing to try these, and the incorporation of fruit juices and low-sugar mixers can appeal to those who are heavily motivated by health in Dry January. Mocktails can attract a particularly desirable consumer group, as 25 to 34 year-olds, females and regular food-led visitors all over-index for them.
Katie Lawton, CGA’s senior client manager, Ireland, said: “January always brings a comedown for On Premise sales after the highs of festive occasions. Consumers are still keen to enjoy time in pubs, bars and restaurants, but they have some very different needs and motivations. For suppliers and venues, it’s a great time to secure trial and loyalty of no and low brands, but it’s essential to find the right ranging, serve styles and pricing. Understanding these moderating behaviours is key to formulating winning strategies in all categories—not just in Dry January but throughout 2025.”
Katie Lawton, CGA’s senior client manager, Ireland, said: “January always brings a comedown for On Premise sales after the highs of festive occasions. Consumers are still keen to enjoy time in pubs, bars and restaurants, but they have some very different needs and motivations. For suppliers and venues, it’s a great time to secure trial and loyalty of no and low brands, but it’s essential to find the right ranging, serve styles and pricing. Understanding these moderating behaviours is key to formulating winning strategies in all categories—not just in Dry January but throughout 2025.”
Playing to win in the Irish On Premise and other CGA by NIQ On Premise solutions provide many more insights into consumers’ engagement with the no and low alcohol category in Ireland, with expert analysis of categories, channels, occasions and much more. To learn how the services deepen understanding of consumer behaviours, and to explore opportunities for tailored analysis, contact the CGA team.
