The Gender Pint Gap Revisited FINAL - Flipbook - Page 35
THE GENDER PINT GAP: REVISITED/INFLUENCES
34
2018 Revisited: Which, if any, of the following would
encourage you to purchase beer in a supermarket?
2018
Age
Across all age
groups,
promotional and
discounted offers
were the most
important
influence in
women’s decision
to purchase beer
(26%).
It was significantly
higher for women
in the 18 3 24 year
old age group (35%)
and less important
for women in the
55 + age group
(21%).
Regionality
Women in the
East were most
influenced by
promotions
and discounts.
Women in
Scotland were
less likely to be
influenced by
this factor with
18% of them
citing this
influencing
their purchase
decision.
Social Grade
ABC1 women
were more
influenced
promotion and
discounting
(29%), compared
to 22% of C2DE
women.
2018 insights
70% 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 for
women (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.
