CGA by NIQ’s On Premise Measurement (OPM) service reveals year-on-year volume growth of 6.7% against a backdrop of falling sales in many other drinks categories. Value growth has been even higher at 9.9%.
Here are five key insights into this thriving segment.
1 World lager takes share from standard
The world lager category holds 41% of lager sales volumes in the On-Premise channel, having added an additional 3.8 percentage points of share in just 12 months. Most of the growth has come at the expense of standard lagers, and all other lager segments except no and low alcohol have seen volumes drop year-on-year.
2 Euros boosts sales
CGA’s sales data revealed how the Euro 24 football tournament generated a big uplift in drinks sales, and world lager was the biggest winner of all. Sales in the three months to mid-August were 11.0% ahead of the same period last year. Pubs—where 60.3% of the category’s sales are made—benefited particularly well from live sport, which 71% of world lager consumers is better experienced in the On Premise than at home.
3 Drinkers are heavily engaged
CGA’s BrandTrack service shows that world lager consumers are some of the On Premise’s most valuable visitors. More than a third (37%) of them drink out weekly—7 percentage points more than the average consumer—and they spend £13 a month more on eating and drinking out.
4 Opportunities in food-led occasions
Meal occasions represent a key area of growth potential for world lager. Two thirds (68%) of world lager consumers have visited a food-led pub in the last three months, making it their top channel. More than half (55%) say they typically drink world lager when out for a casual meal—another sign of the versatility of the category.
5 Consumers focused on value and quality
Over a third (37%) of world lager drinkers say they are loyal to their favourite brand—slightly more than the average among all consumers. They also over-index by 3 percentage points for interest in quality when choosing a drink. This makes it vital to communicate quality credentials and generate loyalty in an increasingly competitive world lager landscape.
CGA’s fusion of volumetric and consumer data provides authoritative and actionable insights into the world lager category, helping suppliers and operators optimise brand positioning, range, price, activations and much more. To learn about the suite of solutions and tailored analysis, contact CGA by NIQ Client manager Megan Davies here.
