Resilience in a Changing Market
Ongoing market turbulence has accelerated hospitality closures across the board. Yet the pub count has shown surprising stability, currently accounting for 36% of licenced hospitality venues in Britain. In fact, both community and high street pubs are now in modest year-on-year growth, a welcome variance to the long-term decline of the previous decade.
Notably, the latest data shows a jump in weekly visitation (+7 percentage points vs 2024) for community pubs, driven by younger Gen Z (+11pp) and millennial consumers (+17pp). Younger consumers are commonly more selective in their choices, but vitally, they show up when a venue feels authentic, safe, and inclusive.
But it’s not just specific demographics contributing to higher pub visitation rates.
The Power of Purposeful Occasions
Almost half of hospitality leaders expect pubs to thrive in the next 12 months (+6pp compared to last year), in part due to a measurable uplift in planned and purposeful occasions, particularly in group-oriented and entertainment driven visits. These anticipated, social, and emotionally driven occasions are ripe for bringing people together for live sports, after work drinks, quizzes, and formal meals. Almost a third (32%) of leaders report adding entertainment options to their offering in the past year, more than double the amount (15%) that made the addition in the year prior.
And they’re happening earlier.
The data reflects pubs are still the beating heart of Britain’s social scene. But the rhythm has changed. Correspondingly, this opens a unique window for beverage brands to tailor their portfolios to the moments that matter most, as well as optimize stocking decisions across different pub types.
The 21st Century Local
Consumers in the 2020s clearly crave connection, besides a pint and a packet of crisps. 43% (+6pp) say feeling part of a community influences where they choose to eat or drink. And almost one in five (+6pp) say it’s more important for their pub to feel “local” than a year ago.
What’s more, this sense of belonging is translating into new demographics. The modern ‘Local’ is younger, more urban, and whiter collar, while retaining the same warmth and familiarity that have always defined the British pub.
As a result, inclusivity, and purpose, from sustainability credentials to community events, now underpin what makes a good Local.
The Emotional Economics of the Pub
Hospitality has always been about people. And the pub remains the third space between home and work for many, offering a comforting constant in an uncertain world.
Over half (55%) of consumers rank “welcoming atmosphere” as the number one reason they choose a pub. This reinforces how today’s consumers want a place where they feel safe, recognised, and connected when meeting others or visiting solo. And this need is transcending generations.
How brands and suppliers can harness the power of the pub
To effectively tap into the potential of pubs, brands and suppliers must first understand the evolving pub consumer. This means gaining insight into their needs, drink preferences, and the influences that shape their choices—allowing for more aligned and impactful customer activations. It’s essential to reshape pub strategies into tailored and targeted plans that speak directly to specific audiences with relevant sales stories. Additionally, exploring insights into non-branded estates and bespoke pub segments can help craft strategies that truly resonate, ensuring that every activation feels authentic and well-positioned within its unique environment.
In Summary
Resilience has been the major focus as the sector faces challenge after challenge, but the emerging narrative for pubs is relevance. Community pubs have evolved into multi-generational hubs of culture, conversation, and connection while younger audiences are bypassing distance and redefining what ‘The Local’ means.
Danielle Rowlands, Hospitality Operator Client Director, summarised: “Almost three quarters of consumers go out as their main way to socialise with people, growing 10 percentage points compared to last year’s study, and increasing even further for the next generation of consumers. This universal craving for community and connection is far more buoyant than trend cycles, even in challenging conditions. As the local pub continues to deliver, it’s fundamental for both operators and suppliers to understand how and where these emotional ties form. Because this is the key to long-term loyalty, advocacy, and growth.”
Danielle Rowlands, Hospitality Operator Client Director, summarised: “Almost three quarters of consumers go out as their main way to socialise with people, growing 10 percentage points compared to last year’s study, and increasing even further for the next generation of consumers. This universal craving for community and connection is far more buoyant than trend cycles, even in challenging conditions. As the local pub continues to deliver, it’s fundamental for both operators and suppliers to understand how and where these emotional ties form. Because this is the key to long-term loyalty, advocacy, and growth.”
Rachel Weller, Commercial Leader – UK & Ireland, said “With pubs increasingly attracting a younger crowd with evolving expectations, the first step for any brand or supplier is to truly understand this new consumer base—their needs, drink preferences, and the influences that shape their choices. From there, it’s critical to move away from a ‘one size fits all’ mindset. You simply can’t approach 36,000 outlets with the same sales story; there’s too much variation. Instead, we need tailored, targeted strategies that speak directly to each segment. Finally, activation must be relevant to the customer. Tools like PubTrack offer invaluable insights into non-branded estates and bespoke pub segments, helping us craft strategies that genuinely resonate.”
Pubtrack reveals what drives pub-consumer choice across occasions, need states, and the path to purchase. Linked directly to Outlet Index, CGA by NIQ’s licensed venue database, Pubtrack enables segmentation by outlet characteristics such as quality tiers and unbranded estates and can be mapped to internal client segmentations for even greater precision. This unlocks targeted activation, tailored sales stories, and strategies that convert. It’s not just data—it’s precision insight, built for growth. Learn more about CGA by NIQ’s PubTrack solution and its unrivalled insights into Britain’s pub universe by contacting the experts here.
