• Post-pandemic behavioural shift: in-home meal occasion growing ahead of out-of-home meals[1]
  • Mealtime occasion now accounts for 43% of all drinking occasions in the home[2] – presenting stores with opportunity to boost shopper spend
  • Beer growing ahead of alcohol in all key at-home meal occasions[3], according to Budweiser Brewing Group

The pandemic has seen a shift towards in-home meal occasions with beer at their heart, presenting an £85m opportunity for the Off-Trade,[4] according to consumer insights from Budweiser Brewing Group.

Lockdowns saw many develop a new love for cooking and eating at home, with 2.2m households claiming to do so for entertainment more often than before the pandemic.[5] This lasting habit has contributed to in-home meal occasions now growing ahead of the curve (+1.71% in weight) compared with out-of-home meals.[6] Many are also increasingly enjoying an alcoholic drink with meals at home; 71% of Off-Trade alcohol purchases are made with food compared with 66% in February 2020.[7] Significantly, mealtimes now account for 43% of all drinking occasions in the home. [8]

Within this, beer sits at the heart of the mealtime occasion and ahead of the rest of the alcohol category. 63% of at-home beer consumption takes place with food, compared to just 58% for total alcohol.[9] Beer is also seeing yearly growth in consumption across all key mealtime occasions.[10] Overall, these changing behaviours equate to a significant £85m sales opportunities for stores.[11]

“Spending more time at home during lockdowns has fostered a lasting love and enjoyment of preparing meals for ourselves. A growing number of us are also choosing to pair those with an alcoholic drink and, for many, this is a beer,” says Mark Wingfield-Digby, Off-Trade Sales Director, Budweiser Brewing Group. “Understanding the new landscape of mealtime occasions, and how to merchandise beer and food effectively in-store, will be key for retailers to win this year.”

Budweiser Brewing Group has identified five key mealtime occasions, and highlighted how retailers can leverage these to capitalise on the £85m opportunity:

  • Weekend Special Meals 

The most valuable mealtime occasion for retailers (worth £19.2m),[12] Weekend Special Meals command the second highest prize per occasion out of all mealtimes, with beer currently witnessing a +16% YOY growth in consumption within this occasion, ahead of any other key mealtime occasion.[13]

These are treat occasions and as such, premium, craft and world beers overindex.[14] Canny retailers should stock up on a wide range of premium and super premium beer brands, such as Corona, Stella Artois, and Budweiser.

  • Everyday Meals 

Stores shouldn’t forget about the humble Everyday Meal, worth a significant £15.5m for retailers.[15] It holds a 22% share of all drinking occasions in the home,[16] and is the second most valuable mealtime occasion for the beer category.

The occasion tends to feature one-two people, with beer fulfilling the role of relaxing and refreshment alongside dishes such as pizza and steak. Continental beers over-index during these occasions so Leffe, which 87% of consumers associate with food,[17] is a strong candidate for retailers to cross merchandise alongside Everyday Meal fare.

  • Mediterranean/Mexican 

This emerging mealtime occasion is currently worth £6.5m for the Off-Trade. While not the most valuable mealtime, the range of beers consumed during these occasions presents an opportunity for retailers. For example, continental, standard and premium lagers are a big part of the occasion.

In-store Mexican-themed display with fajitas and so premium beers like Corona can help to inspire shoppers to host themed nights. Corona in particular stands out as a key player within Mediterranean/Mexican meals, over indexing during the occasion,[18] so stocking this brand will be key to leveraging the occasion.

  • BBQs 

A key beer sales driver in the warmer months, BBQs represent a £7.1m opportunity for the Off-Trade. This opportunity may be bigger than ever in Summer 2022, with Brits looking to reunite at outdoor gatherings following two years of Covid disruptions.

Burgers are a BBQ staple, consumed during nearly 20% of these occasions,[19] and best when accompanied by an ice-cold beer, and retailers can boost sales by cross-merchandising in store. Premium brands such as Corona and Stella Artois are among the top brands chosen for these occasions so stocking them should be top of mind for retailers.[20] Refreshing is the driver for the beers enjoyed during BBQs and these two premium brands cater to this need.

  • Evening Snacks

Finally, it’s important for retailers to not forget about the Evening Snack – which represents a huge £30.7m opportunity. Beer is consumed during a considerable 39% of these occasions.[21]

Continental, standard lager are a big part of these occasions but some premium brands also over-index too here. Therefore to maximise sales, stores can showcase beer brands next to evening snack favourites.

[1] Kantar Alcovision | 1 m/e 30th April 2021

[2] Kantar/BBG AlcovisionOccasion Study –2020/21 & BBG Demand Landscape Study – 2019/20

[3] Kantar Worldpanel

[4] Kantar Alcovision | 1 m/e 30th April 2021

[5] COVID-19 Impact Survey | Kantar data to 16/5/21

[6] Kantar Alcovision | 1 m/e 30th April 2021

[7] Kantar Alcovision | 1 m/e 30th April 2021

[8] Kantar/BBG AlcovisionOccasion Study –2020/21 & BBG Demand Landscape Study – 2019/20

[9] Kantar Alcovision | 1 m/e 30th April 2021

[10] Kantar Worldpanel

[11] Kantar Alcovision | 1 m/e 30th April 2021

[12] Kantar Alcovision | 1 m/e 30th April 2021

[13] Kantar Alcovision | 1 m/e 30th April 2021

[14] Kantar Usage Panel, Beer at Weekend Special Meals, 52w/e 11 Jul 21, % Occasions, Index vs Total Food & Drink

[15] Kantar Alcovision | 1 m/e 30th April 2021

[16] Kantar/BBG AlcovisionOccasion Study –2020/21 & BBG Demand Landscape Study – 2019/20

[17] Bulbshare research 2020

[18] Kantar Alcovision | 1 m/e 30th April 2021

[19] Kantar Usage Panel, BBQ Meat 52w/e 11 Jul 21, % Servings, Index on Total Beer

[20] Kantar Usage Panel, Total In home/Carried out, 52w/e 11 Jul 21, Total Beer, Filtered to 18+

[21] Kantar Usage Panel, Beer at the Evening Snack, 52w/e 11 Jul 21, % Occasions, Index vs Total Food & Drink

Comments are closed.

Agreement

To use this website, you must be aged 18 years or over
I AGREE
* by clicking above, I agree that I am over 18 years of age