Ireland's operators and suppliers can expect to receive a boost in sales from couples celebrating Valentine's Day, according to research from on premise measurement, insight and research consultancy CGA.
Data
CGA stated that data from its OPUS survey suggests 22% of consumers in Ireland are planning to go out for the Valentine's Day, however, with Valentine's Day being on a Monday this year and COVID-19 still being a concern, the figure is below what might usually be expected, but celebrations should still result in increased spending.
According to CGA, 65% of those planning to go out for Valentine's Day are aged 44 or under, which is nine percentage points higher than the all-consumer average of 56%, and they tend to be heavily engaged with the on premise, as 36% drink out at least weekly, compared to 29% of all consumers.
Numbers who eat out at least weekly are similarly higher among Valentine's Day visitors, at 46%, than the average, which is 38%, according to CGA.
CGA said that the OPUS research shows that cocktails and prosecco are likely to be among the most popular drinks on Valentine's Day, the OPUS research shows, with 40% of those heading out for Valentine's Day saying that they typically drink cocktails, which is a sharp over-indexing compared to the Ireland-wide average of 28%.
CGA added that there is a similar gap in preferences for Prosecco between those going out on Monday (36%) and the average (24%), and that cider, craft beer and vodka all over-index too.
Statement By CGA Client Director, Ireland
CGA client director, Ireland, Sian Brennan stated, "Valentine's Day always provides a useful injection of sales at an otherwise quiet time of year, but it will be more important than ever as Ireland's on premise builds back from COVID-19 and lockdowns. It's a particularly good time for suppliers to build trial and loyalty for their spirits and sparkling wine brands, and effective in-outlet activity will be key to unlocking sales potential."
OPUS Research Information
CGA stated that its OPUS research combines with the on premise measurement service to provide a picture of consumers’ habits and sales trends in Ireland’s on premise, and that they provide insights into consumers’ engagement with special occasions such as Valentine's Day, and help suppliers and operators understand drinkers’ preferences and market trends all year round.
Additionally, CGA noted that the above research relates to the island of Ireland.
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