Draught volume data for May, collected by VIANET on behalf of Oxford Partnership, showed while volumes remained steady last month consumer preferences shifted, with premium and world lagers leading the charge in hospitality venues across the UK.
Premium lager volumes have risen by 7.3% over the last 12 weeks, with world lager up by 10.3%, according to the data.
In contrast, core lager and world 4% lager experienced declines of 5.2% and 1.6% respectively.
This pointed to a notable consumer pivot toward more premium and globally recognised options as economic pressures persist, the real time market intelligence firm said.
Economic pressures
Oxford Partnership CEO Alison Jordan said: “This sustained growth in the premium category shows that, even as economic pressures persist, consumers are prioritising quality and are willing to spend more for it.”
Elsewhere, craft beer saw a continued decline of 3.9% and stout proved resilient with a 5.4% gain, rounding off a month of mixed but telling consumer trends.
Despite a minor year-to-date decline in the number of operating outlets (-0.7%), trading hours also increased last month. The figures showed operating hours have risen 0.57% over the past four weeks, with venues extending opening times to meet demand.
Meanwhile, over the last 12 weeks, average dwell time has seen a 12.3% uptick and occupancy levels have risen 5.6%.
Purposeful visits
Jordan added: “We’re seeing fewer but more purposeful visits. Consumers are making each occasion count, staying longer and spending more per visit.”
Spending patterns further reinforced this shift. The latest card transaction data from Barclays showed a 2.5% increase in pub and bar spending and a 2.6% rise in restaurants.
Year-on-date, drink spend per head has climbed 5%, while food spend rose 6.6%, demonstrating social experiences remain a priority despite inflation.
Regionally, suburban venues outperformed other areas over the past 12 week, with growth of 2.2%.
Meanwhile, rural and city locations presented a more mixed picture. London continues to trail with YTD volumes down -3.9%, though early signs of stabilisation are emerging.
