CGA by NIQ has reported on changing drinking trends in the past few years and advises how to keep drink sales healthy, despite new habits.
Some 37% of consumers in the Republic and Northern Ireland are drinking less alcohol than they did a year ago.
This is more than triple the number of people who are drinking more (12%), according to recent research by CGA by NIQ.
It added that some 33% of those drinking less did so for health reasons, while 34% were cutting back to save money.
Last January, some 19% of Irish consumers took part in Dry January, cutting out alcohol for the month, while another 23% reported moderating their consumption.
This saw the non-alcoholic and low-alcohol market grow by 16.8% by volume in January 2024, compared to the previous year.
However, the research showed that rather than reducing visits to pubs and restaurants, consumers still tended to visit these businesses once a week during Dry January, moving towards low- and no-alcohol alternatives, or switching to soft drinks.
Consistency
CGA’s REACH research revealed that nearly a third of Irish consumers (31%) only drink alcohol on weekends, while 25% save it for special occasions.
Based on this research, the organisations are highlighting the importance of providing low- and no-alcohol options to maintain sales and offer consumers alternatives to enjoy while socialising.
Providing compelling alternatives to alcoholic drinks on casual midweek occasions is essential if venues and suppliers aim to keep consumers engaged before tapping to treat and trade-up mentalities on Fridays and Saturdays.
With low- and no-alcohol brands set for more sales growth in 2025, brand recognition is important in consumers’ choices, with some 33% trying non-alcoholic beverages on premise – more than are doing so at home – making bars and restaurants vital for brand launches and promotions.
‘Different Needs And Motivations’
While non-alcoholic beer is currently a favourite for consumers, it is closely followed by mocktails.
With a quarter (26%) of consumers willing to try mocktails, incorporating different juices and low-sugar mixers can appeal to those motivated by health in Dry January.
Speaking about the findings, Katie Lawton, CGA’s senior client manager for Ireland, 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 low and no 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.”
Read More: Spirit Sales Lift Ahead Of Christmas – CGA by NIQ
