In 2024, volume sales of alcoholic beverages in Ireland declined, driven by longer-term trends shaping performance. Legislative measures and increasing health and wellness concerns have contributed to the continued reduction in consumption. Health remains the key driver of growth for no- and low-alcohol drinks, with non-alcoholic categories recording some of the fastest growth rates in 2024, albeit from relatively modest base levels.

Volume sales of spirits recorded a marginal decrease in Ireland in 2024. Irish whiskey continues to flourish in the country. The number of operational distilleries in Ireland has grown significantly, with over 50 now in production, which is an impressive increase from five a decade ago. Jameson remains the dominant force in terms of volume, holding its position as the leading brand in the market. Nevertheless, single malt Scotch whisky continues to command considerable prestige, maintaining stro

Volume sales of beer decreased in Ireland in 2024, impacted by the broader decline in alcohol consumption. This decline is driven by growing health consciousness, legislative measures, and shifting social habits, particularly among younger generations. The continued closure of pubs and restaurants, due to rising operating costs and reduced consumer spending in the on-trade channel, is further dampening sales. However, as overall consumption falls, many consumers are trading up to higher-quality

Volume sales of cider/perry declined in Ireland in 2024, with a fall in sales driven by several factors. The category is highly mature, and despite manufacturers’ efforts to encourage year-round consumption, such as introducing winter-themed flavours and products suited to mulled cider, many consumers still associate cider/perry with summer. This strong seasonality means that on-trade sales are particularly dependent on favourable weather. Both the summers of 2023 and 2024 were marked by below-a

Volume sales of wine increased in Ireland in 2024, driven by sales of still wines. Per capita wine consumption in Ireland remains among the lowest in Western Europe. However, this relative immaturity in the market is supporting resilience and offering growth opportunities. Natural wine gained momentum in 2024, driven by a growing emphasis on sustainability and rising health concerns related to pesticide use, encouraging interest in low-intervention and organic wines.

Volume sales of RTDs increased in 2024, supported by several key consumer trends. Rising interest in cocktails has played a notable role, with RTDs offering a more affordable and accessible alternative to on-trade spirits. Financial pressures continued to shape purchasing decisions in 2024, making the price and convenience of RTDs particularly appealing. The category also benefits from a broad and expanding range of brands, formats, and flavour profiles, enhancing its relevance for a variety of

Volume sales of tobacco in Ireland continued to decline in 2024, following the trend observed throughout the review period. This decrease is primarily due to a combination of strict regulatory measures and consecutive price increases aimed at reducing tobacco consumption. Policies such as plain packaging, advertising restrictions, and higher excise duties have placed significant pressure on the industry.

Volume sales of cigarettes recorded a double-digit fall in 2024 to total 1.8 billion sticks. Despite continued growth in value sales, the overall volume of tobacco consumption continued to decline. This downward trend was primarily driven by successive tax hikes, with a EUR1 rise in the cost of a 20-pack implemented in 2024. Furthermore, the focus on effective anti-smoking campaigns has influenced consumer behaviour. As tobacco products become more expensive, a significant portion of consumer de

Volume sales of cigars and cigarillos decline in 2024, while the products account for only a small portion of the overall tobacco market. Limited appeal, combined with shifting consumer preferences and stricter regulations, is fuelling the shrinking presence of cigars and cigarillos.

Value sales of e-vapour products increased in 2024; however, despite positive volume growth, volume expansion slowed. Ongoing discussions surrounding the ban on disposable vapes have generated uncertainty within the category, influencing consumer behaviour and dampening industry confidence. In 2024, Ireland implemented a comprehensive ban on the sale, manufacture, and import of disposable (closed-system single-use) vapes. The legislation, which is part of the Nicotine Inhaling Products Bill, was

The rate of growth in retail value sales of pet care will slow slightly but remain robust in 2025. Growth will be supported by continuing price increases across all product categories, driven by higher manufacturing and distribution costs. However, the ongoing decline in the country’s canine population will weigh on growth. Moreover, the country’s feline population is set to decline in 2025 for the first time during the review period. On the other hand, pet humanisation continues to drive premiu

The rate of growth in retail current value sales of cat food will slow slightly in 2025. Pet humanisation continues to drive higher spending on premium cat food, with specialised offerings growing in popularity. There is growing demand for cat food that addresses specific health concerns, such as digestive health, weight management and joint support. Meanwhile, manufacturers are introducing new ingredients, including natural and organic options, to address the desires of cat owners. Consumers in

The rate of growth in retail current value sales of dog food will remain robust in Ireland during 2025, coming in at a similar rate to the previous year. However, retail volume sales were little better than static. Although the country’s canine population continued to decrease, pet humanisation continues to deepen, leading to increased willingness on the part of some consumers to spend on their pets and driving a shift from mid-priced to premium dog food. These products are readily accessible th

The rate of growth in other pet food will accelerate slightly but remain modest in 2025, underpinned by a rising population of birds, fish and small mammals/reptiles in Ireland. The cost of owning these pets is significantly lower than dogs or cats, and they are more suitable for smaller living spaces and apartments. Thus, many people looking for a pet are likely to prefer a small mammal to a cat or dog. There is growing consumer interest in specialised, premium nutritional products for these pe

The rate of growth in retail current value sales of pet products will slow in 2025. Economic uncertainty is exerting pressure on consumer spending. As a result, pet owners in Ireland continue to prioritise their pets' essential needs over non-essentials, such as clothes and toys. Thus, economic pressures have slowed demand growth for perceived discretionary ‘other’ pet products, redirecting the focus of owners towards sustaining pet healthcare, alongside the essential use of cat litter. Nonethel

Fragrances in Ireland saw robust current value growth in 2024, supported by strong consumer interest in premium scents, gifting occasions and self-expression. As social events and travel remained stable, consumers invested in both every day and luxury fragrances. Premium unisex and niche scents continue to gain momentum, while seasonal promotions and new launches help to drive footfall in beauty specialists. The growing role of fragrance in daily self-care also contributes to overall category gr

In 2024, retail value sales in beauty and personal care in Ireland increased, mainly thanks to a mix of stronger consumer spending and rising interest in premium and personalised beauty. Big players like L’Oréal and Procter & Gamble saw solid gains, especially in anti-ageing offerings and skin care more broadly. There was a reduction in overall inflation, with the beauty and personal care industry facing increased consumer spending on beauty and personal care products as prices settled down.

Bath and shower in Ireland recorded low growth in current value terms in 2024, supported by consistent demand for everyday hygiene staples like body wash and soap. Growth remained modest as consumer habits stabilised, with most shoppers maintaining simple routines rather than expanding their product use. While volume sales struggled, with some declines seen in the category, value growth was supported by small trade-ups to products with added skin benefits, pleasant fragrances or sensitive-skin p

Colour cosmetics in Ireland saw solid current value growth in 2024, supported by renewed consumer interest in beauty as a form of self-expression and confidence. Everyday make-up use is picking up, particularly in facial products and lip colour, as consumers seek polished looks for work, socialising and content creation. Growth continues to be fuelled by accessible, trend-led brands offering bold pigments and skin-enhancing finishes that appeal to younger shoppers and TikTok-driven beauty trends

Skin care in Ireland saw strong growth in current value terms in 2024. Skin care continues to benefit from by increased consumer interest in targeted routines, ingredient-led products and wellness-aligned self-care. As inflation eased, shoppers in 2024 returned to premium and specialised products - particularly in anti-ageing and hydration-focused segments. Skin care also benefits from high engagement on social media platforms, where influencers and dermatologists help educate consumers on routi

Sun care in Ireland rose robustly in terms of current value sales in 2024, supported by growing awareness of year-round sun protection, increased travel, and the accelerating crossover between sun care and skin care. Consumers seek lightweight, skin-caring formulas with added benefits such as hydration, anti-ageing, and antioxidant protection. Premium and dermatologically tested products are gaining popularity, while education around daily SPF use - not just during summer – helps to boost everyd

In 2024, men’s grooming in Ireland saw solid current value rises. Local male consumers are increasingly engaged in personal care routines beyond basic shaving. Further, men’s grooming is benefiting from by rising interest in skin care, beard care, and premium fragrances, with many men trading up to products offering added skin benefits or modern packaging. The continued blurring of gendered marketing also allowed brands to expand their appeal across a broader male audience.

Hair care in Ireland posted strong current value growth in 2024, supported by increased consumer spending on scalp health, repair treatments and premium product formats. Shoppers treat hair care more like skin care, favouring solutions with active ingredients like keratin, biotin and peptides. Items such as salon professional products and intensive masks saw strong uptake, driven by interest in home treatments and post-colour care. Frequent innovation and ingredient-led marketing also helped dri

In 2024, depilatories in Ireland continued to see current value growth as local consumers maintained consistent grooming routines, supported by interest in convenience, comfort and skin-friendly options. Demand for at-home hair removal remains steady across razors, creams and bleaches, with shoppers balancing between premium and affordable solutions. Seasonal demand around summer and holidays continues to support overall performance, alongside product improvements in gentleness and moisturising