The Gender Pint Gap Revisited FINAL - Flipbook - Page 37
THE GENDER PINT GAP: REVISITED/INFLUENCES
Commentary and Opportunities
Unlike the on-trade, price does play a big factor in the off-trade
in encouraging women to buy beer. But we must put this into
context: are they buying beer for themselves? Or for someone
else in their household?
36
Local Provenance
2023: How much more or less likely would you be to
choose a beer for yourself that has been brewed locally
compared to one that has not?
As mentioned previously in this report, 60% of female shoppers
in England, Wales and Northern Ireland do the food shopping
for their (total) households. If they’re not the ones consuming
the product, they’re more likely to go for discounted offers and
price over an informed choice.
This is supported by the statistic that 46% of men are
encouraged to buy based on a good range of craft and locally
produced beer, whereas this falls to 20% for women.
Does provenance matter? (see graph opposite)
We know from media reports that during the pandemic there
was a huge increase in consumers choosing, and supporting,
‘local’ producers.
But it appears that rather than being an informed choice, much
of this was driven by enforced restrictions leading to a change in
purchase behaviour.
Post pandemic, attitudes towards provenance appear to have
reverted to pre-pandemic levels and whilst still a significant
influence in choice, there is little variance between men and
women.
Women are slightly less likely to choose a beer based on its
provenance (37% compared to 43% of men), but it could be
argued that men are making the ‘informed’ choice and are more
familiar with local producers.
2023 insights
Women in the 18 – 24 year old age group are more likely to buy ‘local’ than any
other age group (12%).
Women in the South are the most influenced by local provenance and more
likely to buy a beer which has been produced locally (13%).
ABC1 women are more influenced by locality and provenance (13%) compared to
7% of C2DE women.
