Over 55s staying away from the pub and drinking at home

By Nicholas Robinson contact

- Last updated on GMT

Sofa surfers: over 55s are not visiting the pub
Sofa surfers: over 55s are not visiting the pub

Related tags: Public house, Beer, Alcoholic beverage, Pub association

Over 55s are more likely to drink at home instead of going to a traditional British pub, new YouGov research has claimed in its Getting in-home drinkers to go out report.

The figures fly in the face of previous research, which claimed younger consumers were more likely to avoid the pub.

Some 15% of British adults choose to drink at home rather than go to the pub, according to the report, which showed younger people are less likely to stay in and drink.

Almost half (50%) of those aged over 55 will skip a trip to the pub and would rather sit on the couch and have a drink.

Rather drink at home

This is compared with 8% of those aged 18–24 and 10% of 25–34 year-olds who claimed they would rather drink at home instead of the pub.

Researchers said: “YouGov Profiles’ data shows that in-home drinkers are more likely than average to be married women aged over 45 who are solely responsible for the weekly shop. Price drives in-home drinkers’ shopping decisions with 86% saying they always look out for special offers.”

Most of those asked (90%) said time was a major deciding factor to not leave the house for a drink, while 82% said being able to relax was important.

Alcohol was part of a good night and not for getting drunk for 90% of respondents, the research showed.

YouGov Report’s Nasra Aharchich said: “Pubs currently face a variety of pressures – both economically and in terms of changing social habits.

‘Creative approaches’

“Pub operators, breweries and landlords may need to take creative approaches to get more punters through their doors.

“Any marketing activity by pubs needs to meet the priorities of those who currently do most of their drinking at home. A major part of this could be by tailoring their offering to the often busy lifestyles of non-pub goers.”

Meanwhile, a survey of 2,000 adults by subscription free satellite service Freesat claimed one in three 18 to 30-year-olds would prefer to watch a boxset on TV than go out on a Friday or Saturday​ night.

A British Beer & Pub Association spokesman described the findings as a long-term trend and said: “This highlights the importance of a great pub offer – casual dining has, of course, been the backbone of the pubs’ transformation to attract new customers, but live sport – where you can’t get the great atmosphere of the pub when watching at home – great beer and great entertainment, are all crucial, as is making customers aware of what's on offer.”

Related news

Show more

Related products

show more

WHY DRAFT AF? ALCOHOL FREE. THE FACTS.

WHY DRAFT AF? ALCOHOL FREE. THE FACTS.

BrewDog | 27-Jul-2020 | Infographic

Draft AF is a UK wide opportunity.

Beers and ciders under 3.5% ABV grew by 37.2% in volume and 46.4% in value during 2019 (source: CGA,...

The Morning Advertiser magazine – digital edition

The Morning Advertiser magazine – digital edition

William Reed Business Media | 08-Jun-2020 | Sponsored Link

Here a summary of what you can find in our latest e-reader version of The Morning Advertiser (MA) – and for a limited period, you can read it for free.

Related suppliers

Spotlight

Follow us

Pub Trade Guides

View more

FREE EMAIL NEWSLETTER

Subscribe to The Morning Advertiser

The definitive voice for the pub trade

Get the latest news, analysis and insights from the uk pub sector straight to your inbox!