THE GENDER PINT GAP: REVISITED/INFLUENCES342018 Revisited: Which, if any, of the following wouldencourage you to purchase beer in a supermarket?2018AgeAcross all agegroups,promotional anddiscounted offerswere the mostimportantinfluence inwomen’s decisionto purchase beer(26%).It was significantlyhigher for womenin the 18 3 24 yearold age group (35%)and less importantfor women in the55 + age group(21%).RegionalityWomen in theEast were mostinfluenced bypromotionsand discounts.Women inScotland wereless likely to beinfluenced bythis factor with18% of themciting thisinfluencingtheir purchasedecision.Social GradeABC1 womenwere moreinfluencedpromotion anddiscounting(29%), comparedto 22% of C2DEwomen.2018 insights70% of men stated price, discounts, or promotional offers as their key motivator in 2018 compared to 46% of women.A good range of ‘craft’ and locally brewed beers also heavily influenced purchase by men (46%) but was much lower forwomen (27%).Confidence in staff recommendation was much lower in the off-trade than in the on-trade for both men and women.There was a huge opportunity for at-shelf communication.
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