The consumer research group’s head of alcohol Kevan Mulcahey pointed out that, currently, beer, as a category, runs the risk of limiting its appeal to new consumers because typical pub beer drinkers are older men.
“We have identified three key core areas in need of development that offer great opportunities for beer in the on-trade: food occasions, young men and the female market,” said Mulcahey.
On the subject of food, Mulcahey said that the proportion of men and women that drink beer when eating a meal drops drastically, meaning there is an opportunity for pubs to encourage beer drinking throughout the course of a meal through food matching and not just as an aperitif.
When it comes to young men, he said: “Another finding shows that young men are also less interested in beer.
“Among 18 to 24-year-olds, beer’s share of repertoire is a third lower than it is for total male drinkers.
“This can be changed by tapping into high-tempo occasions where speers (spirit beers) have seen success.”
The final area of opportunity is the female market, according to Kantar’s research.
Women don’t consider beer as much as other they do other drinks, mainly because of the way it is marketed, preferring spirits, particularly vodka. Women also influence the drinking habits of men around them, with men often eschewing beer for other categories in mixed-sex occasions.
“Womens’ influence is especially key in growing the market,” said Mulcahay.
“Get it right and the impact is twofold; more female drinkers leading to incremental business, as well as a greater acceptance of beer so that men feel more comfortable drinking it in the presence of females. There is a big size of the prize: our estimates are conservative, but amount to about £1.6bn.”