Off-trade

Consumers chose less boozy Christmas

Despite Omicron, many people returned to the pubs this Christmas and as a result take-home alcohol sales saw value decline by 5% compared to Christmas 2020, reports NielsenIQ.

 

The growth in NoLo sales, coupled with the strong growth in soft drinks indicates that many Irish consumers chose to have a less boozy Christmas this year.  

The growth in NoLo sales, coupled with the strong growth in soft drinks indicates that many Irish consumers chose to have a less boozy Christmas this year.

Lager sales were the main driver of this decline with consumers spending €6 million less this Christmas versus Christmas 2020 with Champagne & Sparkling wine sales down 3.8% this Christmas compared to last.

NoLos represented the only growth segment in the alcohol market, with sales up 26% compared to Christmas 2020.

Confectionery (including soft drinks, crisps and snacks, chocolate and sweets) was the standout category performer in the grocery category in terms of value growth this Christmas.

Confectionery represented 47% of incremental sales.

Overall, Irish shoppers spent €12 million more on this category versus a year ago, reports NielsenIQ, with soft drinks being the lead performer with sales up 11% compared to Christmas 2020.

The growth in NoLo sales, coupled with the strong growth in soft drinks indicates that many Irish consumers chose to have a less boozy Christmas this year.

“Despite all indications leading up to Christmas this year, the Irish FMCG market managed to hold on to the extraordinary growth seen in 2020,” said Karen Mooney, Commercial leader at NielsenIQ Ireland, “As Omicron began to spread widely in the week running up to Christmas 2021, Irish shoppers redirected spend into the home which meant we avoided a sales decline this year. We also saw a return to pre-pandemic Christmas trends as consumers chose to spend less on alcoholic drinks and more on soft drinks and no/low alcoholic beverages.”

 

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