Lager has been the big success story of the British drinks industry for the last decade and is steadily eroding the share of throat held by the more traditional ales and stouts brewed in the UK. In 2004, every Top Ten brand in the take home market was a lager and the category is expected to account for 80% of all beer volume by 2010 in a market worth an estimated £11+ billion in 2005.

The category is still trying to convince British consumers that drinking beer with food is acceptable: indeed, a quarter of all drinking occasions are now accompanied by food but watching sport remains the favourite pastime of many lager drinkers and where many brand owners choose to invest their monies.

About the market…

Lager has been the big success story of the British drinks industry for the last decade and is steadily eroding the share of throat held by the more traditional ales and stouts brewed in the UK. In 2004, every Top Ten brand in the take home market was a lager and the category is expected to account for 80% of all beer volume by 2010 in a market worth an estimated £11+ billion in 2005.

The category is still trying to convince British consumers that drinking beer with food is acceptable: indeed, a quarter of all drinking occasions are now accompanied by food but watching sport remains the favourite pastime of many lager drinkers and where many brand owners choose to invest their monies.

There seems little sign of the market slowing down in the near future and the extended choice of lagers now on offer (standard, premium, speciality, flavoured and low carb etc.) seems certain to keep the nation’s lager drinkers happy.

About Mintel’s research…

Pooling together the most innovative consumer research and latest market analysis, Mintel's new report offers you all the insight and inspiration you need for designing clever, creative and profitable marketing strategies. Use Mintel's research to:

Develop the next big idea in the lager market

Discover what consumers think about lager and tailor your business accordingly

Pin point market potential before your competitors

Find out how to best reach key audiences with the most effective marketing communications

Measure market forecasts and build realistic business models.

Intriguing findings include…

It seems a good Summer can have a dramatic effect on the sales. It’s claimed that for every additional degree of heat, in excess of 20ºC, beer sales should grow by 3% in volume terms.

80% of the top ten lagers in 2004 claimed some form of foreign provenance.

36% of people say they know which lager they will drink before they walk into a pub