37% of Irish consumers have reduced alcohol consumption in the past year – CGA
34% of consumers in the Republic and Northern Ireland are drinking less to save money (Photo by ELEVATE via Pexels)
In the past year more consumers in Ireland have moderated their alcohol consumption than increased it.
CGA by NIQ reveals the drivers behind moderation trends and advises on how to boost sales of no/low drinks during Dry January 2025.
More than a third (37%) of consumers in the Republic and Northern Ireland are drinking less alcohol than a year ago – more than triple the number (12%) who are drinking more, according to recent CGA by NIQ research, with 33% of those drinking less for health reasons and 34% of those drinking less doing so to save money.
Last January 19% of Ireland’s consumers took part in the annual pledge to cut out alcohol and another 23% moderated their consumption. This saw the NAB/LAB category grow 16.8% by volume in January 2024, compared with the previous year, gaining a 0.5pp (percentage point) share of LAD (Long Alcoholic Drinks).
But the research shows that rather than reducing their visits to pubs, bars and restaurants, half of consumers still visit the on premise at least once a week during Dry January, 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 in Ireland revealing that nearly a third (31%) 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.
With no and low alcohol brands set for more sales growth in 2025, brand recognition is important in consumers’ choices with 33% trialling no and low drinks in the on premise – more than those doing so at home – making pubs and bars a vital channel for brand launches and promotions.
While beer is consumers’ most popular no and low alcohol option, it is closely followed by mocktails. With a quarter (26%) of consumers willing to try these, 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, senior client manager, Ireland CGA, 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.
“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.”
