Off-trade beer volume overtook on-trade volume in 2015 and this trend has continued year on year as consumers’ drinking habits have changed, favouring drinking at home rather than in the pub, according to Marston’s Off-Trade Beer Report 2019-20.
In 2000, 23,352 barrels of beer were sold in the on-trade compared to just 12,635 in 2017.
The report reveals a total of 4.3m pints of beer were sold through the off-trade in the year to March 2019.
The switch
With the switch from on-trade beer volume to the off-trade, more drinkers are looking to recreate the pub experience in their own home.
Mini kegs were created to satisfy this shopper need and have continued to grow in popularity over time.
Sales of all mini kegs are up 62% year on year and with 59% of ale drinkers and 45% of lager drinkers having trialled mini kegs.
And, despite 2018 being a good year for beer with the hot weather and the World Cup providing consumers with more beer drinking occasions in the on-trade, more consumers still opted for the home sofa.
Home comfort
According to a survey, commissioned by Stonegate Pub Company and Molson Coors, 87% of consumers chose to watch sport in the comfort of their own home.
The survey was set to explore consumer habits and concerns regarding sports in the on-trade.
Stonegate sports marketing manager Stephen Cooper said: “This research has offered true insight into sports in the on-trade and has highlighted numerous ways in which we, as an industry, can improve the experience for customers.”
Marston’s innovation manager Meriam Hough said: “Over the next 12 months, the Marston’s innovation team will be focusing on answering the changing needs of the consumer.
“It is important to understand how lifestyle trends will affect the future of innovation in beer, bringing the consumer into the heart of everything we do.”
