Data from CGA’s OPUS suggests around a fifth (22%) of consumers in Ireland plan to go out for the occasion. With Valentine’s falling on a Monday in 2022, and COVID concerns still limiting visits to restaurants, pubs and bars, the figure is below what might usually be expected—but celebrations should nevertheless deliver increased spending.
Two thirds (65%) of those planning to go out for Valentine’s Day are aged 44 or under—nine percentage points more than the all-consumer average of 56%. They tend to be heavily engaged with the On Premise, as 36% drink out at least weekly, compared to 29% of all consumers. Numbers who eat out at least weekly are similarly higher among Valentine’s Day visitors (46%) than the average (38%).
Cocktails and Prosecco are likely to be among the most popular drinks on Valentine’s Day, the OPUS research shows. Two in five (40%) of those heading out for the occasion say they typically drink cocktails—a sharp over-indexing compared to the Ireland-wide average of 28%. There is a similar gap in preferences for Prosecco between those going out on Monday (36%) and the average (24%). Cider, craft beer and vodka all over-index too.
“Valentine’s Day always provides a useful injection of sales at an otherwise quiet time of year, but it will be more important than ever as Ireland’s On Premise builds back from COVID and lockdowns,” says Sian Brennan, CGA’s client director, Ireland. “It’s a particularly good time for suppliers to build trial and loyalty for their spirits and sparkling wine brands, and effective in-outlet activity will be key to unlocking sales potential.”
CGA’s OPUS research combines with the On Premise Measurement service to provide a definitive picture of consumers’ habits and sales trends in Ireland’s On Premise. They provide crucial insights into consumers’ engagement with special occasions like Valentine’s Day, and help suppliers and operators understand drinkers’ preferences and market trends all year round. To learn more, email Sian Brennan at firstname.lastname@example.org.