A new YouGov report explores the current push and pull factors behind home drinking, offering the on-trade insights to attract drinkers back into pubs and bars.
The report, 'Getting In-Home Drinkers To Go Out', is only available for a significant cost, but several trade publications have reported on key findings. CLH news reports that one in seven Brits (15%) almost always stay in to drink, whilst The Morning Advertiser highlighted the unsurprising finding that the proportion was highest for older adults, half of whom who mainly drink only at home. Home drinkers are most likely to be married women aged over 45, who are typically responsible for the weekly shop.
Price is highlighted as a key driver for home drinkers with 86% saying that they always look out for special offers. Limits on free time is also cited as a significant factor for 90% of home drinkers, whilst the same number (90%) say they don’t drink to get drunk. Nasra Aharchich of YouGov Reports said:
“Pubs currently face a variety of pressures – both economically and in terms of changing social habits. Pub operators, breweries and landlords may need to take creative approaches to get more punters through their doors. Any marketing activity pubs do needs to meet the priorities of those who currently do most of their drinking at home. A major part of this could be tailoring their offering to the often busy lifestyles of non-pub goers."
Can pubs pull drinkers back?
Earlier this year we reported on the continued decline in pub numbers, highlighting the importance of diversification for many pubs to survive. Consumers though are of course price conscious and there can be little questioning that the widening gap between on and off-trade prices has played a significant role in driving the shift. Last year saw a landmark turning point for beer sales as more was sold for home consumption for the first time, declining from nearly 88% of beer sold in pubs and bars in 1980.
Sheffield research in 2016 exploring drinking cultures identified nearly half (46 per cent) of all drinking occasions 'involved moderate, relaxed drinking in the home'. On trade drinking occasions include going out for a few drinks with friends (11% of occasions) and going out for a meal as a couple or with family (9%).The research also found 10% of drinking occasions involved groups of friends moving between home and pub drinking, often described as 'pre-loading'. Also of note may be research describing a 'rich tapestry' of heavier drinkers and the growth in alcohol consumption up to the early 2000s fuelled by women drinkers and the 'democratisation' of wine. More recently, 'premiumisation' has become an important strategy for the on-trade to appeal to image conscious consumers.
As such, attracting people into pubs depends on which groups and types of drinkers - or indeed non-drinkers - are sought. The proportion of young people drinking has notably been in decline with a variety of reasons suggested including reduced affordability and improved parenting. The growth in abstainers or those seeking lower alcohol drinks has spurred some drinks sector innovation, with others seeking to encourage pubs to better cater for those mindful of their alcohol units or calories.
Drinking amongst older adults in contrast has been rising, particularly amongst the 'baby boomers', but the YouGov findings may suggest this group is particularly tempted by the convenience and other appeals of home drinking. Meanwhile middle aged home drinkers have been targeted by campaigns as a key group of risky drinkers. Drinkaware's Have a little less, feel a lot better campaign has been aimed at men aged 45-64, encouraging them to consider the benefits of cutting back. The insight report identified multiple reasons behind home drinking including relaxation, treating oneself and socialising. Such factors, in addition to the obvious price and convenience pulls of home drinking are certainly not small challenges for the pub sector.
Could Ministers do more for pubs?
From a policy perspective, the on-trade may feel little has been done to help its cause. The pub sector has cited ever greater economic challenges and calls have been made to further balance the playing field with various national levers. The Association of Licensed Multiple Retailers (ALMR) has blamed pub closures on 'spiralling business rates', though the last budget announced pubs with a rateable value under £100,000 would receive £1,000 discount on their rates, affecting 90% of pubs. Recent alcohol duty cuts though are more likely to hinder than help the on-trade through widening the price gap.
As for Minimum Unit Pricing (MUP), should the imminent final verdict see it get the green light, its impact on Scotland's alcohol consumption and retailing practices will undoubtedly be examined very closely. Wales and Ireland already wish to follow suit, but England is yet to commit after the infamous 2012 U-turn. Licensing legislation has also been under scrutiny in recent years with an IAS report on the Licensing Act ten suggesting current legislation was insufficient in regards to the off-trade, recommending set opening hours such as 10am till 10pm. None of these seem to be issues mentioned by the new pubs minister to date.
For now the number of pubs looks likely to see a continued decline, and with it a possible further entrenchment of home drinking patterns and social norms. Current policy approaches seem to offer little in terms of direct support for the on-trade for now, but MUP could well prove a game changer.
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