FEAST YOUR EYES ON OUR TOP MEAL OCCASIONS

Food for thought: Mealtimes with beer presents £85m sales opportunity for stores *consumer insight from Budweiser Brewing Group

So what are these key meal occasions that we can focus on dual siting of beer to grow these sales.

• Weekend Special Meals  

The most valuable mealtime occasion for retailers (worth £19.2m), 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. 

These are treat occasions and as such, premium, craft and world beers overindex.

• Everyday Meals  

Stores shouldn’t forget about the humble Everyday Meal, worth a significant £15.5m for retailers. It holds a 22% share of all drinking occasions in the home, 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.

• 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 can help to inspire shoppers to host themed nights.

• 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, and best when accompanied by an ice-cold beer, and retailers can boost sales by cross-merchandising in store. Premium brands are the top brands chosen for these occasions.

• 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.  

Continental and standard lager are a big part of these occasions.

CHEERS 🙂