With the popularity of non-alcoholic drinks continuing to increase, new research from Exterion Media’s Work.Shop.Play research panel identifies a number of key consumer trends that illustrate the changing consumption habits of Irish urbanites.
The survey, which delivered 676 responses from Adults 18+, on consumption patterns of non-alcoholic beers, ciders, wines and spirits, was issued to the Irish Work.Shop.Play community in November 2019 and reveals that over 28% of Irish Urbanites are buying non-alcoholic beer at least once per month. Several factors are influencing consumer decision to go alcohol free. According to the research 48% cited “socialising and driving” as the main reason while 23% cited “driving the next day” as the next main reason. In addition, 18-34 year olds aversion to hangovers (27%) and their desire to “stay in control” (19%) significantly influence this demographic group’s choice of tipple.
Some 72% of respondents said they would like more brand choice and wider availability in bars and restaurants with 44% looking for better range in supermarkets and off-licences.
Around 75% also believe that non alcoholic beverages have become more socially acceptable while 70% of 18-34 year-olds believe that everyone is more focussed on their health and well-being. 70% of the WorkShopPlay panel are also more conscious of their alcohol consumption now than they were five years ago and plan to try more non-alcoholic beers in the future (68%). In addition, some 23% believe that there is still a stigma around drinking non-alcoholic drinks with 17% of all respondents stating they often abstain from drinking alcohol during November, January or Lent.
According to Antoinette O’Callaghan, marketing manager of Exterion Media: “This survey clearly identifies emerging trends in drinking behaviours in Ireland. We see the changes in consumption habits and the increased awareness of physical and mental well-being. The results make it clear that demand in this sector is growing and that consumers would welcome more choice and wider availability.”
Work.Shop.Play is an award winning online consumer panel operated by Exterion Media Ireland. The panel community are invited to take part in regular surveys that deliver insights into the everyday lives of Out-of-Home audiences in Ireland.