According to the latest Consumer Insights report from Empathy Research, supermarkets are by far the most popular place to buy spirits, with three out of every four (75%) spirit buyers purchasing them there. Independent off-licences place second with 22%, while discounters are the choice of 19%. Some 8% of spirits buyers purchase them at convenience stores.
There is a noticeable disparity across the different age groups. Just 66% of 18-24 year olds purchase spirits from supermarkets, compared to 76% of 25-34 year olds, 71% of 35-44 year olds, 79% of 25-54 year olds, and 77% of those aged 55+ years. Those aged under 25 are the most likely group to purchase from independent off-licences (41%), discounters (33%) and convenience stores (26%).
With regards to gender, slightly more females buy spirits from supermarkets (76% vs. 73% males) and independent off-licences (23% vs. 20% males). On the other hand, males (21%) are more likely to buy from discounters than females (18%).
Almost one in four (24%) Irish adults surveyed purchase spirits such as vodka, rum, whiskey or gin at least once a month. Younger age groups are far more likely to buy spirits at least once a month, with almost half (49%) of 18-24 year olds saying they do so. Indeed, the percentages decline as you go up through the age groups: 25-34 years (29%), 35-44 years (22%), 45-54 years (17%) and 55+ years (16%).
People who live in Dublin purchase spirits more frequently than those who live in other parts of Ireland. Almost a third (29%) of Dubliners buy spirits at least once a month, as opposed to 22% in Munster, 21% in Rest of Leinster, and 19% in Connacht/Ulster.
Nearly 1 in 4 (25%) regular spirit buyers ‘always’ purchase a soft drink or mixer when buying spirits, with females (30%) substantially more likely to do so than males (14%).
Click here for more information from Empathy Research.
© 2016 - Checkout Magazine by Niall Swan
