58% of Dubliners consume soft drinks at least once a week – PML Group Focus research

Soft Drinks Montage

Out of home specialist company PML Group recently commissioned a deep dive piece of research into the soft drink sector. It is the latest in their Focus research series in association with Ipsos MRBI.

The research looked at a range of aspects of the soft drinks market including consumption and purchasing habits, advertising and sponsorship, brand attributes, what influences the brand choices of consumers and the importance of health considerations in driving decision making.

Consumption of soft drinks is high among the Dublin sample (300 16-54 year olds), with almost 6 in 10 consuming soft drinks at least once a week. This is highest among males at 63% and 16-24 year olds at 65%. Coca Cola is the brand most people consume more than once a month. Buying individual cans is the most popular method of consuming drinks and supermarkets are by far the most popular outlets for purchasing.

When it comes to advertising, over 25% of respondents said that the quality of a brand’s advertising would definitely influence their product choice. Again this figure was higher among males (28%) and 16-24s (39%). 48% of the group were aware of Coke Zero’s sponsorship of the Dublin Bikes Scheme.

7UP is seen as the most refreshing of the soft drinks on the market while Coca Cola scored highest for being cool/trendy. Interestingly, 26% of Dubliners believe Lucozade is an Irish brand while 17% believe the same of 7UP.

The research highlights the growing importance of low sugar/sugar free content for Dublin consumers. More than one in three surveyed say they would choose a diet or light version of a drink before the regular version and this figure is over 50% among the 45+ age group. However, sugar content still ranks behind taste and price when it comes to factors that influence a consumer’s brand choice.

Commenting on the research, Colum Harmon, marketing director at PML Group said “With so much choice available to consumers in the market and new challenges to soft drink producers emerging, this research gives advertisers in the sector an up to date feel for the attitudes and opinions of Dubliners towards their brands. It contains interesting and surprising insights that we would be happy to share.”

A full presentation on the Focus Soft Drinks research is available from PML Group.


More than a quarter of Dubliners intend to change car in 2015

Cars 2015

The latest iQ research from PML Group reveals that 29% of Dubliners intend to change their car in 2015, with the majority intending to buy a used car rather than a new one.

The research, conducted by Ipsos MRBI on behalf of PMLG, highlighted that 21% of the total respondents plan to purchase a used car in 2015, while 8% said that they plan to purchase a new one. Used cars proved to be more popular than new ones across all age groups in PMLG’s research, with 17% of respondents aged 45-54 saying they plan to buy a used car and 10% in the same age group plan on buying a brand new car in 2015. Unsurprisingly, younger people are less likely to purchase a new car with 4% of 16-24 year olds saying they plan to buy one, while 22% intend to buy a used car.

Used cars appear to be becoming increasingly popular to buy, as 2014 figures from Motorcheck.ie revealed that used car sales, which had remained relatively unchanged for the past number of years, increased by almost 50,000 last year. However, new car sales finished on a high in 2014 with 96,254 new cars sold. According to Motorcheck.ie, that is more than 22,000 extra registrations than in 2013, or an increase of 30%.

As a whole Irish car sales for new and used vehicles were very high in 2014 and it is expected that this trend in car sales will continue into 2015. PML’s iQ research indicates that people aged 25-34 will be most likely to buy a car in 2015, as this age group was the highest percentage at 38%.


Tourism and Travel research reveals that ‘staycations’ are popular amongst Irish people

Tourism & Travel montage

New research carried out by PML Group indicates that 62% of Irish people would definitely consider holidaying in Ireland over the next 12 months.

As part of PMLG’s Focus research series, the study concentrated on the tourism and travel sector and was carried out in conjunction with Ipsos MRBI. The study revealed that adults aged 45-54 were most likely to have a ‘staycation’ in the next 12 months, with 84% saying that they would definitely consider holidaying in Ireland. July was the overall favourite month to go on holiday, followed by June and September as the second and third favourites.

When asked if they would consider visiting Northern Ireland within the next year, 79% of respondents said they would possibly or definitely consider a trip to NI. Belfast came out as the top place to visit in NI, being most popular amongst people aged 16-24. Giant’s Causeway was another popular destination to visit, with 42% of people saying they would definitely consider visiting and it was most popular among 25-34 year olds. Derry, Fermanagh and Tyrone and Sperrins were other top Northern Ireland areas that respondents would consider visiting.

When planning a short break or holiday in Ireland, 50% of people have used the Trip Advisor website, followed by Discover Ireland and Discover NI at 44% and 28% respectively.

When asked about travelling abroad, 25% of respondents said that they had visited the UK in the last 12 months. 19% had travelled to Spain and 13% had visited France, with 8% visiting Italy and Germany respectively. 7% of respondents also said that they had been to America in the last year.

When travelling abroad, more males (58%) than females (49%) are aware of pre-paid foreign currency cards.

In terms of airlines, Ryanair came out top when it comes to changing for the better while Aer Lingus is seen by the public as number one for customer service.