Beer buying trends

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Beer is big business in the UK with annual sales in excess of £18 billion a year. According to the Institute of Brewing & Distilling, 25 million drinkers maintain around 700,000 jobs directly or indirectly related to brewing or beer selling.

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mySupermarket’s analysts studied beer buying habits, discovering that exactly a third of all beer was bought by shoppers aged 35-44 years old. On the other end of the scale those aged 65+ accounted for only 5% of beer purchases.

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Stereotypically, one might assume that more men buy beer. While this is the case, mySupermarket sees the margin between the two sexes as being quite small. 46% of beer buyers are in fact women.

 

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When breaking down the data by geography, residents of South London are big fans of a tipple taking up two of the top five places in the UK that buy the most beer. South West London (e.g. Battersea & Wimbledon) leading the way, followed by Reading, the Tonbridge area, York and then South East London (e.g. Charlton & Greenwich). On the end of the scale Guernsey accounted for the least beer purchases.

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Amongst beer buyers across the UK, the average spend is £18.89 with Tesco the supermarket leading the way with the most beer products in stock. Finally, the mySupermarket analysts looked at the most popular time of the week for beer purchases. Wednesday, followed closely by Thursday are key online beer shopping days collectively taking up nearly 32% of all purchases. The end of the week is the least popular beer shopping days with under 12% of all purchases taking place on a Saturday.

 

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Data analysed spans from April 2015 to April 2016 inclusive.

mySupermarket Business Solutions is a retail technology service that supports brands and categories in FMCG with a 360 degree real-time solution to make their brands shine online. We help you improve your digital knowledge to become a digital category champion.

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