Gym a bigger draw than pub for UK Millennials – Carlsberg study

By December 14, 2017Beer, Beverage trends

Older Millennials in the UK are more likely to visit the gym than the pub, according to a new Carlsberg industry report that highlights the challenges facing the country’s on-premise.

Carlsberg UK’s Consumer Insights Report reveals that consumers aged 26-35 are shunning social drinking for exercise. The trend aligns with health and wellness concerns that have seen many consumers moderate alcohol intake, the report added.

Meanwhile, the amount of people of all age groups visiting the pub weekly is falling, from 34% in 2012 to 29% this year. The report blamed moderation trends as well as the rise of alternative leisure opportunities.

Carlsberg’s consumer insights report, now in its third year, is intended as a guide for UK on-premise owners looking to boost sales. Among new opportunities were continuing trends for premiumisation that have seen the average spend in UK bars climb by 3%, and the report suggests bar owners capitalise by offering “premium choices, experiences and serves”. The report also reveals several “wants” from different demographics including cocktail masterclasses, opening early for breakfast, community meetings and coffee mornings.

Alistair Gaunt, Carlsberg’s VP for nationals sales at Carlsberg UK, said: “The pub remains the number one consumer choice for out-of-home occasions and whilst this is fantastic news, the last few years haven’t been without their challenges. This report provides meaningful insights into consumer habits, the rise of consumer expectations and the evolving way we need to approach our definitions of consumer groups.”

Source: Gym a bigger draw than pub for UK Millennials – Carlsberg study