World Cup retailers learn how Brits like beer

With the World Cup underway, beer retailers and brewers will watch the effects be undermined by one important thing — price.

Research from the business advisory firm, Deloitte, reveals 50 percent of British consumers believe brand is more important than price when choosing which beer to buy.

The survey included cider and lager in with beer, and was taken from a sample of 984 people ages 18 or higher. It was conducted last December. Retailers may struggle to predict how much they need to satisfy demand. According to Deloitte, using England’s performance in the World Cup as a forecasting tool is not wise.

"Getting the right amount of beer into the store to meet consumer demand is not an easy task," said Tim Wilson, director in consulting at Deloitte. "Last time there was a European Nations game some supermarkets ran out of beer, so the pressure is really on."

Over half of consumers leave their beer buying to the very last minute. Beer is a strong impulse purchase with 76 percent saying they will buy beer as part of the grocery shop even if they had not planned to do so.

The survey shows 76 percent prefer to buy beer at the supermarket where beer is bought as part of the grocery shop. This is highest amongst women (82 percent) whereas men prefer the off licence.

Research showed that 18-24 is the smallest age group to buy beer in supermarkets, and the largest age group buying beer in off licences and convenience stores.

Multi-pack offers are five times more likely to persuade customers to make a purchase than advertising or, even large displays in store which according to the research is the least effective method.

If consumers’ favourite brands were not on the shelf, 52 percent would choose another brand, including 71 percent from ages 21-34. Almost 20 percent would leave and return to the store later which could mean a lost sale, whereas 23 percent will try another retailer.

"Consumers can be persuaded to drop their usual brand if they find the right offer at the right price," Wilson said. "It seems that the grocers’ ability to fund additional price cuts on the major beer brands should enable them to emerge the winners during the World Cup."

The Scots (71 percent) and those from the North East (73 percent) know which brand of beer they plan to purchase before a shopping trip.

Source: euFootball.BIZ © Copyright 2006 - All rights reserved.