Backed by massive advertising support from brewers, the UK has witnessed a very evident shift in drinking patterns in recent years and for the first time, the top-ten-selling, off-trade beer brands in 1999 were all lagers. The popularity of lager in the UK can be measured by the fact that it now accounts for almost two thirds of the total beer market by volume, double the proportion in 1980. Some 42% of the population now drink lager, with sales increasing in volume to reach an estimated 4.5 billion litres since 1994, and as a result young consumers are more likely to start drinking lager than any other alcoholic drink.

Backed by massive advertising support from brewers, the UK has witnessed a very evident shift in drinking patterns in recent years and for the first time, the top-ten-selling, off-trade beer brands in 1999 were all lagers. The popularity of lager in the UK can be measured by the fact that it now accounts for almost two thirds of the total beer market by volume, double the proportion in 1980. Some 42% of the population now drink lager, with sales increasing in volume to reach an estimated 4.5 billion litres since 1994, and as a result young consumers are more likely to start drinking lager than any other alcoholic drink.

In the last six years, sales of canned lager have expanded by 26% as increasing numbers of people are choosing to drink more often at home. Changes in packaging technology, aligned to consumer demand, have led to an increase in pack formats and key marketing opportunities may develop in the use of differing packaging formats, such as promoting the use of a keg to add an on-trade atmosphere to a domestic party.

As multiple grocers take an increasing share of the off-trade market, the choice of lagers is now prolific in the UK. There are an ever increasing number of foreign imports appearing on supermarket shelves, the manufacturers of which are spending millions to establish a foothold in the market. Many drinkers though will remain loyal to a brand or small repertoire even when there are special offers available, but fashionable drinks such as premium packaged spirits are causing a minor threat to the young drinker's leisure Pound. Alongside a substantial advertising spend, is it a case of availability or visibility that will ensure future drinkers continue to purchase lager products?

Canned lager sales are increasing as people are choosing to drink more often and at home.

This report covers the market for canned lager sold in the UK for consumption largely in the home via the off-trade. With advertising support seen as crucial, along with the implementation of new formats to cater for consumer demand, Canned Lager examines UK drinking habits and consumer attitudes towards brand value and its associations. This report analyses advertising in general as well as consumers' preferred venues for consumption, whether at home or out socially, and considers the impact of new bars on the profile of the lager drinker. As e-commerce impacts on the marketplace, can lager manufacturers and outlets provide the service to cope with the demand for convenience? With added information about the amount being brought back in to the UK from abroad by consumers, Canned Lager determines the likely future pattern for the UK lager sector.

Other Mintel reports of relevance include:

In-home Drinking, Market Intelligence, September 1999

Off Licences, Retail Intelligence, May 1999

Dark Spirits, Market Intelligence, April 1999

Off-Trade Lager, Market Intelligence, March 1999

White Spirits, Market Intelligence, March 1999

Fortified Wine, Market Intelligence, December 1998

Cider, Market Intelligence, October 1998

Alcoholic Soft Drinks, Market Intelligence, September 1998

Champagne and Other Sparkling Wine, Market Intelligence, September 1998

Alcoholic Mixables, Market Intelligence, July 1998

Ales and Stouts, Market Intelligence, June 1998

Liqueurs, Market Intelligence, June 1998

RTD Alcoholic Drinks, Market Intelligence, April 1998

Adult Soft Drinks, Market Intelligence, March 1998

Low Alcohol and Alcohol-free Drinks, Market Intelligence, January 1998

Alcoholic Drinks Retailing, Retail Intelligence, January 1997

On-trade Lager, Market Intelligence, January 1997

Bottled Lager, Market Intelligence, February 2000

Draught Lager, Market Intelligence, March 2000

RTD Alcoholic Drinks, Market Intelligence, April 2000.