The Gender Pint Gap Revisited FINAL - Flipbook - Page 36
THE GENDER PINT GAP: REVISITED/INFLUENCES
2023: Which, if any, of the following would encourage
you to purchase beer in a supermarket?
35
2023 insights
2023
Age
Regionality
Women in the
Midlands are most
Women in the 18 likely to be influenced
24 year old age
to purchase beer if it is
group are the most
on promotion or
influenced by low
discounted.
price (34%).
For all other age
groups
promotional offers
and discounted
pricing is the
biggest incentive
to encourage them
to purchase beer.
London women are
least likely to be
influenced by
promotional offers or
discounts.
Social Grade
ABC1 women
are more
influenced by
promotional
offers and
discounts
(30%),
compared to
20% of C2DE
women.
Scottish women are
more encouraged by
low price than any
other factor.
2023 in more detail:
52% of women stated “nothing would encourage me to purchase beer in a supermarket” suggesting an overhaul of how the off-trade
is positioning beer needs to be examined.
Price, promotion, and discounting continue to score highly amongst both men and women as an influencing factor to purchase beer,
with 47% of women citing it as their reason.
This is especially high amongst women aged between 25 and 44 where it accounts for 55% of responses.
Price and promotion has less influence for women aged 55+ to purchase beer, with only 32% citing this as a reason (compared to
47% overall).
Men are much more influenced by advertising than women, especially those age 35 to 44 (13% versus only 7% of women in same age
group). This suggests that advertising is primarily targeted towards men.
