Pubs remain the number one destination for people on a night out – but licensees need to be on top of their game to ensure the next generation keep on going.
That's the message in Carlsberg UK's Consumer Insights Report which reveals the habits of more than 1,600 people.
The 18 to 35-year-old market will remain a tough nut to crack with those in that bracket now more likely to go to the gym than the pub.
Customers are to be found in a coffee shop as often they are a pub, with 29 per cent going to either once a week. That figure has fallen from 34 per cent in 2012.
However, once people are in the pub they tend to treat themselves, with spending up on average by three per cent per head.
You are still likely to see more money from the older generation with baby boomers spending an average of 50 per cent more than millennials on a pub visit.
The younger generation are open to pubs catering for different experiences with breakfast, cocktail classes, coffee mornings and yoga sessions all given as reasons to inspire a visit to the pub.
According to the report the trends of premiumisation, craft beer, casual dining and healthier lifestyles will continue to be big drivers of business as the trade evolves.
Alistair Gaunt, vice president national sales at Carlsberg UK, said: "The pub remains the number one consumer choice for out-of-home occasions and whilst this is fantastic news, the last few years haven't been without their challenges.
"This report provides meaningful insights into consumer habits, the rise of consumer expectations and the evolving way we need to approach our definitions of consumer groups."
• Here's what the last Consumer Insights report had to say.