On-trade beer volume drops by a third

By Nikkie Thatcher

- Last updated on GMT

All change: the report stated beer sales have levelled out in recent years due to a change in drinking habits from consumers
All change: the report stated beer sales have levelled out in recent years due to a change in drinking habits from consumers
The total volume of beer consumed in the on-trade has fallen by 36% (11,867,182hl) since January 2007, new research has revealed.

Marston’s has unveiled its On-Trade Beer Report 2019-2020​, which includes data from CGA, Kantar Worldpanel and Alcovision in a bid to understand the sales and drinker trends.

As of March 2019, on-trade beer sales volume had dropped to 20,655,821hl from 32,523,003hl in January 2007 (figures from the British Beer & Pub Association)

The report stated: “On-trade beer volumes have levelled out in recent years after a change in drinking habits, favouring drinking at home rather than in the pub.

“Last year was a fantastic year for the beer category with the exceptionally hot weather and the World Cup providing customers with more beer drinking occasions.”

Further growth

It added: “We expect to see further growth in ale from beers influenced by craft styles with more hoppy flavours, including contemporary keg beers, mainstream craft and niche craft ales.

“Within lager, classic lager will continue to decline as consumers drink less but better and further growth will come from mainstream premium brands and into world beer.”

The report also outlined macro trends in the impacting consumer behaviour that, in turn, affects the beer category.

First of all was premiumisation – almost half of drinkers are readily looking to premiumise their drink choice. Consumers continue to drink less but better.

Some 65% of consumers are proactively trying to lead a healthy lifestyle. Health and wellbeing are increasingly important in an age of increased responsibility. The alcohol-free beer and low-alcohol category is forecast to grow further to cater for these consumers.

Extra mile

Another trend was authenticity. Consumers seek out brands that lead on sustainability and responsibility credentials.

Also, as consumers are leading busier lifestyles and are increasingly time-starved, the report claimed improving the in-pub experience and making it easier for consumers will drive growth.

The last trend the report identified was experience. It said: “We live in an experience economy where making memories through shared moments is key.

“Consumers are willing to pay more for products and experiences that go the extra mile. Service, knowledge and quality are crucial to a high-quality, in-pub experience.”

Related topics: Beer

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