Carlsberg report breaks down Millennial stereotype

By Stuart Stone contact

- Last updated on GMT

Millennial myth: the Carlsberg report reveals behaviour of Millennials is more diverse than initially thought
Millennial myth: the Carlsberg report reveals behaviour of Millennials is more diverse than initially thought

Related tags: Carlsberg uk, Demographics

The third edition of Carlsberg UK’s Consumer Insights Report delves into the broadly defined Millennial mass identity comprising 14m 18 to 35-year-olds.

An important demographic for operators, the report reveals the importance of recognising the factions within the Millennial age bracket.

The report comprises data from 1,677 consumers and has been broken down by age groups to highlight current consumer attitudes and behaviours.

Taking a segmented approach, Carlsberg research acknowledges that while there are common traits across the demographic, there are fundamental differences in consumption habits and behaviours between 18 and 25-year-olds and 26 to 35-year-olds.

Carlsberg UK vice-president of national sales Alistair Gaunt said: “The pub remains the number one consumer choice for out-of-home occasions and while this is fantastic news, the past few years haven’t been without their challenges.

“This report provides meaningful insights into consumer habits, the rise of consumer expectations and the evolving way we need to approach our definitions of consumer groups. For instance, the findings from the report have shown that by using one simple descriptor of ‘Millennial’ for such a wide and profitable collective of people, operators can really be missing a trick.

“Our passion is brewing premium-quality beer brands and catering for the needs of our customers, working with them to identify opportunities for growth and to cultivate environments that provide reasons for consumers to visit and return, time and time again.”

Created to inspire pub and bar operators, the report explores four key trends to strike a chord with 18 to 35-year-olds.

Premiumisation​ – The treat economy trend of recent years shows no signs of declining. As a result, while pub visits have become less frequent, and when consumers do visit their local they look for premium choices and experiences – with the average spend per head up by 3%.

Experiences ​– Consumer search for experiences continues to drive the leisure and hospitality market. The report shows that half of participants feel they need to find new experiences to enjoy during their down time.

Health and moderation​ – According to the report’s findings, 50% of the population moderate their alcohol consumption in order to maintain a balanced and healthy lifestyle. Other leisure sectors are starting to win consumers over, with 26 to 35-year-olds now more likely to visit the gym than the pub. Despite this, the age group still sees social value in the pub, with many consumers open to seeing a broader range of events at their local – including film and book clubs, or even a venue for exercise classes.

Technology​ – Technology, such as strong online presence, booking facilities and free Wi-Fi, continues to affect consumer habits.

The report flagged experiences as being especially important given the increased propensity to share on social media. Sundays were identified as being particularly prominent in the increased appetite for social media, with the use of #SundayFunday having grown by 55% in the past three years. 

Related topics: Beer

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