News & Updates
Premium Bottled Ale Category adds 376,000 shoppers in 2015.
1st July 2016
The Marston’s PBA Report launched today, reveals that 376,000 more shoppers purchased PBA in 2015 than ever before. Category growth of 92% over the past 6 years is also outlined, taking the total value of the PBA category to £538m - the category remains on course to achieve the £1bn category value by 2020, as outlined in last year’s report.
The PBA category increase in value can be attributed to a number of factors including:
Although growth continues to be strong there’s still a great deal of work to do for the category to reach its £1bn goal by 2020, as Paul Warren, Senior Category Manager for Marston’s Beer Company explains:
Retail environment is crucial to the category achieving its potential, the top ten PBA brands deliver 35% of the category sales value, with 53% of shoppers sticking to their favourite beers when purchasing PBA. Providing more space to and keeping stock of these brands is vital to future growth
Shoppers say that retailers should do more to improve the availability of PBAs as outlined in the report, with ‘out of stocks’ resulting in 25% of shoppers opting to buy nothing. The category ‘drive brands’ such as Hobgoblin and Old Speckled Hen deliver most of the category recruitment.
The biggest single opportunity for growth lies in the convenience channel - we estimate that if range, space and value are correct, then the growth opportunity is worth £113m.
Convenience shopping is generally for immediate consumption and over half of under 18-54 year olds consume straight from the fridge, meaning chilling is crucial.
Download the Marston’s Annual Bottled Ale Report 2016 (PDF 7 MB)
For more information on the PBA Report or to request images, please contact firstname.lastname@example.org or 01926 338811.