Summer Sizzlers
1 June 2012 | Gillian Farrell
Summer Survey
From our survey a staggering 47.4% of people will be holidaying at home this year. This is a great opportunity for retail, tourism and the general entertainment industry to show Irish people how good it can be to holiday in Ireland.
And with the weather picking up and summer sports tournaments kicking off we asked 116 consumers what they will be doing to enjoy the summer holidays and the sporting events of the season.
When the weather is good we can see nearly an even split between people going out and entertaining at home. (49.6% entertaining at home and 50.4% going out) so this is a prime time for the on trade and grocery industry.
The majority (73%) of those who like to entertain at home when the weather is good like to have BBQs and for those who like to go out, 77.3% love a pub with a good beer garden.
Top 5 Foods of choice during the summer are;
- BBQ foods – Chicken, steaks, burgers, etc
- Salads
- Fruit
- Ice-Cream
- Cold Meats
Top 5 Foods of choice during the summer are;
- Cold beers
- Soft Drinks
- Wine
- Prosecco/sparkling wine
- Cocktails
Other choices being water, cider, juices & punch
As mentioned in the retail watch article there is an expectation that people are going to really get in to summer sporting events which may see a spike in retail, tourism and entertainment. We at CPM believe it to be true too but we decided to ask the public to be sure. When asked if they will be watching any summer sporting events 90.8% agreed that they would be watching them.
When asked which ones they will be watching 73% said they would watch the Olympics, 84% said they will watch the Euro 2012 and 28% said Wimbledon and others mentioning the golf majors, GAA, hurling & rugby.
52.5% of those watching the games plan to go out to watch them and out of the 47.5% that will be watching them at home, 53.1% plan to invite people over to watch the games with them.
So there’s proof in the pudding that to leverage an impact in sales this summer whether you are in the grocery trade, tourism, or on trade you will need to get behind the sporting events of the summer and bring out the summer food & drinks of choice as mentioned above.
