Growth was largely driven by stout, premiumisation and health trends, according to Pints and Progress report from CGA by NIQ.
The segment outperformed other major drinks categories, rising 0.5 percentage points year-on-year to account for 71.8% of total drinks volumes. It was also the only category to grow market share.
Stout was the standout performer in the first half of the year, gaining 1.8 percentage points and now making up 10.5% of LAD volumes.
Meanwhile premiumisation continued to shape the market, with world lager and premium cider both increasing their share.
Good value
Premium world lager is now LAD’s largest sub-category, accounting for more than a quarter of volumes, with many consumers still willing to trade up despite economic pressures.
While price continued to be an ongoing concern, especially for lager drinkers, more than half of LAD drinkers saw premium lager as good value, and the figure was even higher for stout at 67%.
Health trends were also influential. No and low alcohol beers grew volume share by 0.3 percentage points, and sales have doubled over the past two years.
Independent venues benefited from LAD’s growth, adding 0.4 percentage points to reach 38% of the category’s sales. Community pubs also saw gains, increasing their share by 0.3 points.
Regionally, London lead the charge with 14.2% of the UK’s LAD volumes. Growth also seen in Lancashire, the East and South West, while Yorkshire and the South East saw slight declines.
Competitive market
LAD drinkers were also found to be among the most active in the on-trade, with 40% of consumers stating they go out at least weekly—well above the national average of 33%.
Recent data from The Morning Advertiser’s beer report also showed stout had been one of the big winners over the past year as well as speciality lagers. Read the free to access report here.
As the summer season hits full swing, the LAD category looks well positioned to build on a strong start to the year, CGA said.
CGA by NIQ insight director Lucrezia Morris said: “It’s been a solid first half of 2025 for the LAD category in Britain and gains for premium and stout brands are an encouraging sign of consumer confidence.
“However, in a competitive market where many people remain cautious about their spending, suppliers and operators will need to be at the top of their game to achieve volume growth. It will be crucial to stay laser-focused on the preferences, habits and motivators of LAD drinkers and flex activations accordingly.”
