CGA’s latest On Premise User Survey highlights recent growth in the no/low category in Ireland’s On Premise. More than a third (37%) of Ireland’s consumers buy no/low alcohol drinks more frequently than they did a year ago—and with four in five now proactively trying to lead a healthy lifestyle, there is plenty of headroom for growth.
CGA’s On Premise Measurement Service shows no or low alcohol lager remains the most popular drink in this space, though it has lost some share to stout and cider in the last three years. This reflects ongoing investment in new products by leading brands, helping to attract more consumers to alternatives to alcoholic beers.
There has also been extensive innovation in the mocktail and virgin cocktail category, which now ranks second to beer in popularity. With consumers of these drinks willing to pay an average of 50% more for no and low alternatives than soft drinks, this is a particularly valuable category to target.
CGA’s research offers many more insights into the demographics and motivations of no and low alcohol consumers in Ireland, including an over-indexing among younger consumers based in cities or towns. It emphasises the importance of good branding, since many consumers are drawn to no and low alcohol options that they recognise from standard alcohol brands.
“January is a great time for suppliers and operators to boost no and low alcohol drinks and keep health-focused consumers engaged with pubs, bars and restaurants,” said Sian Brennan, CGA by NielsenIQ’s client director, Ireland. “Dry January and new year’s resolutions to cut alcohol intake make this a prime month to tee up no and low brands for the rest of the year—but with competition intensifying it will be vital to nail the fundamentals of quality, value and serve. Suppliers will also need to work closely with operators to understand exactly what health-focused drinkers want and how best to reach them.”
CGA’s On Premise Measurement Service and On Premise User Survey provide deep insights into engagement with the no and low alcohol category in Ireland, including consumer demographics, drink types, channels and occasions. They help suppliers and operators to pinpoint opportunities and develop effective sales and marketing strategies across the On Premise. To learn more, email Sian Brennan at firstname.lastname@example.org.