The Gender Pint Gap Revisited FINAL - Flipbook - Page 29
THE GENDER PINT GAP: REVISITED/INFLUENCES
28
2023: Which, if any of the following, first influenced you to try
beer?
2023
Age
Women in the 25
- 44 year old age
group are the
largest group
influenced by
family to first try
beer (40%).
This drops to 21%
of women in the
55 + age group
who stated family
influenced them
to first try beer,
with 27% of them
stating it was
friends
influencing them.
Regionality
Women in
London are
most
influenced by
friends (40%) to
first try beer.
Women in
Wales are least
influenced by
friends (32%) to
first try beer.
Social Grade
There is a slight
variation in
friends
influencing
women between
social grades
with 37% of
ABC1’s stating
friends
influence them
to try beer
compared to
33% of C2DE’s.
2023 in more detail:
Only 3% of women overall have been influenced to try a beer which has been recommended by a retailer.
Welsh women are the most influenced by price: over 12% of this group cited price as their motivation to try beer.
There is a big disparity between men and women recollecting what first influenced them to try beer. 32% of women can’t
recall what led them to their first experience of beer
.Family (24%) and friends (35%) are still the main influences for women first trying beer.
The low price of beer is the next reason but only for 5% of women compared to 9% five years ago.
18- to- 24 year-old women are far more likely to be influenced to try a beer if they have a recommendation from staff
(9%) rising to 13% in the London region, compared to 3% overall.
They are also the biggest group to respond positively to advertising (4%).
