Section one
The economics of going out have been reframed.
Rising prices have reshaped expectations. The average pint now costs between £5.17 and £5.50. Alcohol and food prices continue to rise faster than headline inflation, with official data showing alcohol prices alone up over five per cent year-on-year in late 2025. These sustained cost increases have reframed the pub visit from a low-friction, frequent activity into a more considered purchase.
The competition is not only between pubs. Supermarkets have invested heavily in premium craft beers, ready-to-drink cocktails and home-entertaining meal deals that compete directly for the same occasion. When a consumer can buy a four-pack of craft IPA for the price of a single pint, the pub visit must justify itself on experience, not product.
The pubs that communicate what makes them worth the visit are best placed to compete. Those that stay invisible cede ground not only to other venues, but to the sofa.
£5.17
average UK pint price in 2026, £5.17 to £5.50.
+5%
year-on-year rise in alcohol prices (late 2025).
4-pack
of supermarket craft IPA can cost less than a single pint at the bar.
A generational gradient in visit frequency
The shift from habitual to intentional visiting is real, but it does not affect all demographics equally. Our consumer survey reveals a pronounced generational gradient.
Adults aged 25 to 34 are the most frequent visitors by a significant margin: 59% visit weekly or more. The 18-24 group visits less frequently, likely reflecting lower disposable income and different social routines. Frequency then falls progressively through the 35-44, 45-54 and 55-64 brackets, before stabilising among over-65s at 27% weekly. Gender differences are modest but consistent: men are more likely to visit weekly or more (43% versus 32% of women).
Visit frequency by age group
The implication is clear: frequency has declined, but intent has increased. These less frequent visits are typically higher value. Visibility at the point of decision has never mattered more commercially.
Section two
Low and no alcohol: moderation goes mainstream.
The growth of low and no alcohol drinks reflects a structural shift in consumer behaviour, rather than a passing trend. Health awareness, price sensitivity and changing social norms are all contributing to a long-term decline in alcohol consumption, particularly among younger and mid-life consumers.
Industry data shows that no- and low-alcohol beer is now one of the fastest-growing segments in the drinks market, accounting for a growing share of on-trade sales, with volumes continuing to rise year on year according to the British Beer and Pub Association. For many consumers, moderation is now the default, not the exception.
For pubs, this represents both a challenge and an opportunity. While overall alcohol volume may be lower, well-designed low and no alcohol ranges can protect spend per visit, broaden appeal and support longer dwell time. Crucially, these drinks enable mixed groups to stay together, rather than splitting occasions across venues.
Opportunity lies not in treating low and no alcohol as a compromise, but as a premium, considered choice.
Pints & Profits, 2026
Clear visibility on menus, credible brands and confident promotion signal inclusivity and modernity, reinforcing the pub's role as a place for everyone, regardless of drinking preferences.
Moderation is no longer a niche behaviour. Pubs that normalise choice, rather than prioritising alcohol volume alone, are better aligned with how people socialise today.
Section three
Why people visit: socialising, occasions and a changing purpose.
Socialising with friends remains the primary reason for visiting a pub or restaurant, cited by 79% of all respondents. This holds across every age group, though it is highest among 18-24s (91%) and declines to 69% among over-65s.
Special occasions such as birthdays, anniversaries and celebrations are cited by half of consumers. Events such as football, live music and quizzes show sharp demographic variation: 36% of 25-34s compared with nine per cent of over-65s.
Business meetings are a notable feature of the 25-34 cohort, cited by a quarter of that group. This aligns with the broader trend towards pub desking and the use of pubs as informal working and meeting spaces.
Section four
Emerging innovation: pub desking & daytime use
One of the quieter but more significant behavioural shifts signalled within industry data and operator behaviour is the expanded use of pubs during daytime hours, particularly for remote and hybrid working. Often described as pub desking, this reflects broader changes in working patterns documented in ONS labour data.
Evidence from operators points to growing interest in daytime menus, coffee offerings, WiFi availability and quieter midweek trading periods. While still selective, this behaviour is increasingly referenced in operator commentary and sector research.
Pub desking works best where it complements, rather than competes with, the core pub experience. While it will not suit every location or brand, it represents a credible opportunity to improve asset utilisation without diluting hospitality’s core proposition.
The pub is not just a place to eat and drink. It is a social hub.
Pints & Profits, 2026
There is a renewed appreciation of the pub’s role as a community anchor, particularly in towns and villages where other amenities such as village shops and Post Offices have disappeared. The pub is not simply a place to eat and drink. It is a social hub. This strengthens emotional loyalty, but only where operators remain visible, responsive and relevant to local audiences.
The diversity of reasons for visiting, from socialising and celebrations to business meetings and community connections, underlines why a professional approach to marketing matters. Each motivation implies a different message, a different audience and often a different channel. Reaching the right people with the right offer at the right time is not something that happens by accident. It requires planned, consistent and segmented communication.
