Christmas off-trade value sales down 10%

The eight weeks ending on the 26th of December last year saw retail sales down by 2.4% generally but Beer, Wine, Spirits and Tobacco growth rates were up 2%. However this should be set against a 0.9% decline in volumes and a 2.9% increase in prices.

 

Purchasing of beer, cider and wine for home consumption totalled €441 million in this period, down 9.5% compared to last year.

“Long Alcohol Drinks spend was down 6%,” reports NielsenIQ, “Small and large multipacks increased share of sales by +9.3% vs last year as Single Pack share continues to shrink. A number of factors drove this, Legislation, Covid restrictions and Minimum Unit Pricing anticipation.”

Interesting too to see the consumer reaction to MUP. Where last October 40% of those surveyed said that they’d not change their consumption or buying habits once MUP is introduced this sentiment had shrunk to 31% by January 2022 after its introduction.

Where 13% said that they’d stop or reduce alcohol back in October last year, this had grown to 20% in January with that sentiment was highest among 40 to 54 year-olds at 27%.

However 11% intended to switch to cheaper brands, with this the most prominent response from 20% of 18 to 24 year-olds in January.

Some 4% of survey respondents in January intended to switch to a lower ABV product and this was most prominent among 18 to 24 year-olds at 6%.

Indeed the value of the NoLo market saw considerable growth in the week ending the 26th of December 2021 at 20.6% compared to a growth of 9.4% in 2020 compared to 2019.

Carbonated drinks saw a €4 million increase in sales in the period compared to 2020.