The exclusive data shows draft commands a 70% share of all beer sales, with packaged products taking the remaining 30%. A breakdown of the category reveals draft is particularly popular in craft beer, where nearly four fifths (78%) of all volumes are achieved by draft serves, compared to 73% of domestic / premium beers. Packaged formats have their highest share in imports at 39%, and volumes have grown by 2.1%—making this the only segment in year-on-year growth.
CGA’s On Premise User Survey (OPUS) meanwhile indicates that 41% of Canadian beer drinkers prefer draft serves, while 29% choose packaged and 30% consume both. OPUS uncovers important differences in preferences by age group—including a gravitation of younger adults towards bottled or canned beers. Nearly half (45%) of those between the Legal Drinking Age and 24 say they prefer packaged formats, compared to just 26% of those aged 45 to 54. Convenience, transportability and quick serve times are among the reasons why younger beer consumers opt for packaged over draft.
Format preferences vary by province as well as age group. Draft over-indexes in western regions including British Columbia and Alberta, while packaged formats have a higher than average share in Quebec, where imported beers are most popular.
Mitch Stefani, CGA by NIQ’s client solutions director – Americas, said: “While beer volumes are in slight decline year-on-year, growth in the value of sales represents progress for Canada’s suppliers and operators. Draft’s enduring popularity shows how it is synonymous with the On Premise, and its importance to the fundamental experience of purchasing beer while out. However, younger adults’ appetite for packaged beer shows strategies for bottled and canned serves can’t be neglected. Despite a competitive environment, our research pinpoints hotspots for growth across the beer category, making it imperative to adapt sales mix and assortment to the evolving needs of consumers.”
Mitch Stefani, CGA by NIQ’s client solutions director – Americas, said: “While beer volumes are in slight decline year-on-year, growth in the value of sales represents progress for Canada’s suppliers and operators. Draft’s enduring popularity shows how it is synonymous with the On Premise, and its importance to the fundamental experience of purchasing beer while out. However, younger adults’ appetite for packaged beer shows strategies for bottled and canned serves can’t be neglected. Despite a competitive environment, our research pinpoints hotspots for growth across the beer category, making it imperative to adapt sales mix and assortment to the evolving needs of consumers.”
CGA’s exclusive Canada OPM Report delivers more analysis of beer sales and preferences by age, segment and location, plus insights into the value of promotions. Expert support is available to help businesses identify trends and create successful strategies.
To discover more about CGA by NIQ’s OPM and OPUS solutions, contact Mitch Stefani at mitch.x.stefani@nielseniq.com or visit https://cgastrategy.com/unlock-the-potential-of-opm.
