On-trade

22% of Irish consumers will drink local brands

Irish consumers are seeking local venues and drinks brands following the reopening of indoor hospitality at restaurants, pubs and bars again.
New habits that were established during Lockdowns — including working from home, reducing travel and providing greater support to communities — are likely to continue to influence consumer behaviour for at least as long as Covid-19 concerns persist.

New habits that were established during Lockdowns — including working from home, reducing travel and providing greater support to communities — are likely to continue to influence consumer behaviour for at least as long as Covid-19 concerns persist.

Prior to the reopening, CGA’s ‘Reach’ consumer survey found that nearly nine in 10 (86%) planned to visit local venues more or as often as they did before the pandemic.

More than a fifth (22%) said they’ll drink local brands when they go back to the on-premise — an increase of six percentage points from a pre-Covid survey.

The appeal of local venues and drinks has been evident in CGA’s research around the world as markets reopen.

 

Consumers to return to city centres in due course

New habits that were established during Lockdowns — including working from home, reducing travel and providing greater support to communities — are likely to continue to influence consumer behaviour for at least as long as Covid-19 concerns persist.

However, CGA’s data also suggest that consumers who’ve stayed away from city centres in the last 16 months will return in due course. More than a third (35%) say they’re looking forward to visiting centres to eat and drink when normality returns. This is echoed in open markets worldwide where around half (47%) of consumers have been visiting city centres at least as often as they did pre-Covid.

 

Present desire to stay local embraced

CGA’s survey of business leaders meanwhile shows that operators are embracing consumers’ desire to stay close to home. More than three-quarters (78%) expect the trend to have a positive impact on their business this year.

“After so many months in Lockdown, consumers in Ireland are clearly very keen to get back to their tried and trusted venues and drinks,” says Sian Brennan, CGA’s Client Director for Ireland, “It’s a very positive trend for pubs, bars, restaurants and drinks brands that are rooted in Ireland’s communities, though less welcome for city centre operators and big drinks manufacturers.

“Dublin and other cities will get back to their pre-Covid vibrancy as visitors and workers return, but for the time being businesses throughout the sector will need a hyper-local focus in their sales and marketing.”

While Ireland’s restaurants, pubs and bars have been able to host guests outdoors since early June, they’ve only been allowed to serve inside from last Monday. However, several major restrictions remain in place and it will be some time before service returns to normal.

 

CGA’s extensive consumer and business research services can provide suppliers and operators with in-depth analysis of key trends as Ireland’s On-Premise reopens.

To learn more, email Sian Brennan at sian.brennan@cgastrategy.com.

 

 

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