Nearly two-thirds (64%) of Irish shoppers are more likely to buy alcohol products if they are on special offer, according to the latest Consumer Intelligence report from Empathy Research.
Of the 1,106 respondents to the survey, the younger age groups appeared to be the most influenced by promotional offers on alcohol. Almost three-quarters of 18-24 (72%) and 25-34 years olds (72%) agreed that a promotion influences their sales choice of alcohol products. Older age groups showed promotions do affect them, but less so, with 60% of 35-44 year olds and 61% of 45+ year olds agreeing with this statement.
Regionally, those least affected by alcohol promotions were living in Connacht/Ulster (55%) while Dublin (62%), rest of Leinster (66%) and Munster (66%) were noticeably more prone to promotional influence on alcoholic drinks.
When asked if they would try an alcohol brand they wouldn’t normally drink, if it were on promotion, 42% of respondents agreed they would. Men were more likely (52%) to try something new because of an offer, than women (37%). The older the participant, the less likely they are to try a new product due to promotions, 45+ (35%), 35-44 (40%), 25-34 (54%) and 18-24 (50%).
51% of survey participants said they would be more willing to switch alcohol brand if a rival brand was on promotion. Women were less likely to switch (49%) than men (55%), while respondents with children (54%) were more likely to try something new on promotion than those without children (47%), indicating budgets may be a bigger concern for families. Younger age groups are also more likely to switch alcohol brands if there is a better promotion; 18-24 (62%), 25-34 (59%), 35-44 (51%) and 45+ years (44%).
Lastly, on the issue of structural separation of alcohol products, 13% of Irish consumers would prefer if alcohol was not structurally segregated in-store. Significantly more males (20%) were of this opinion compared to females (9%).
© 2013 - Checkout Magazine by Genna Patterson
