Glass half full or half empty? How UK beer and cider brands are faring

An analysis of consumer perception of beer and cider brands in the UK

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Contents

1. Introduction 1

2. Beerandadvertising:which brandsarethetopperformers? 5

3. PeronivsStellaArtois:winning thebattleofthepremiumlagers 10

4. Casestudy:OldSpeckledHen 15

5. Beer,cider,andwomen 18

6. BeermapofBritain 19

7. Profileofaciderdrinker 20

8. Pubdrinkersvshomedrinkers 22

9. Conclusion 24

10.Aboutthedata 25

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1. Introduction

The brewing industry has experienced many changes in recent years, from pub closures and the increase in at-home drinking — to the rise of microbreweries and cider undergoing an image revival.

Facedwithanevolvingmarket,morethaneverbeerandciderbrandsneedtoknowwhotheircustomersareandhowtheycanreachandengagenewaudienceseffectively.

WehaveusedYouGov’ssyndicateddata–YouGovBrandIndex(ourbrandtrackingandperceptiontool)andYouGovProfiles(ouraudiencesegmentationandprofilingtool)–tolookmorecloselyatboththebrandsandtheirdrinkers.

Aswellasassessingthebrandswiththemosteffectiveadcampaigns,andprofilingdifferenttypesofdrinkers,wewillalsohighlightwheredifferentbeerandciderbrandsstandintermsofperceivedquality, andhowlikelyacustomeristorecommendabrand.

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Peroni vs Stella ArtoisWhichbrandiswinningthebattleofthepremiumlagers?

Bestqualitybrands

Consumer perception of whether a brand represents poor or good quality

Readcasestudy

Rank Brand Name ScorePrevious

ScoreChange in Score

1 Guinness 34 34 –2 Peroni 25 23 �23 OldSpeckledHen 22 22 –4 StellaArtois 19 19 –5 Hobgoblin 18 17 –6 Kronenbourg1664 17 17 –7 SanMiguel 178 Kopparberg 159 LondonPride 14 14 –10 Magners 14 14 –11 Grolsch 14 14 –12 Brewdog 1413 Bulmers 12 12 –14 AbbotAle 11 12 –15 Marston'sPedigree 11 11 �116 Beck's 10 11 �117 ThatchersGold 1018 Heineken 10 9 �119 GreeneKingIPA 10 10 �120 Ruddles 7 8 –21 Murphy's 7 8 –22 Budweiser 7 7 –23 Caffrey's 7 7 –24 Boddingtons 6 7 �125 EstrellaDamm 626 Innis&Gunn 627 JohnSmith's 6 6 �128 Strongbow 6 6 –29 Tetley's 6 6 –30 Carlsberg 5 5 –31 Worthington's 4 4 –32 SavannaDryCider 233 Heverlee 134 Miller 1 1 –35 CoorsLight 036 BudLight -137 Carling -3 -2 �138 Foster's -4 -3 –39 Tennent’sLager -4 -4 –

Please note: Some brands on this list were not tracked in the previous time period. Data compares time period 01/03/16–28/02/17 with 01/03/17–28/02/18.

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Advertisingawarenessbybrand

How many consumers have noticed a brand’s advertising

BudweiserWhichaudiencewasmostengagedbythereturnofBudweiser’sfrogs?

Readcasestudy

Rank Brand Name %Previous

%Change

in %

1 Guinness 12 11 �12 StellaArtois 9 10 �13 Strongbow 8 7 �14 Budweiser 7 4 �35 Carlsberg 6 6 –6 Foster's 6 5 �17 CoorsLight 48 Heineken 4 3 �19 Carling 4 5 �110 Magners 3 3 –11 Kronenbourg1664 3 3 –12 ThatchersGold 213 Brewdog 214 Tetley's 2 2 –15 Peroni 2 2 –16 BudLight 217 Kopparberg 218 Bulmers 2 2 –19 SanMiguel 120 Hobgoblin 1 1 –21 JohnSmith's 1 1 –22 Tennent’sLager 1 1 –23 OldSpeckledHen 1 1 –24 Beck's 1 1 –25 GreeneKingIPA 1 1 –26 LondonPride 1 1 –27 Innis&Gunn 028 EstrellaDamm 029 Miller 0 0 –30 Grolsch 0 0 –31 Marston'sPedigree 0 0 –32 AbbotAle 0 0 –33 Boddingtons 0 0 –34 Worthington's 0 0 –35 SavannaDryCider 036 Murphy's 0 0 –37 Caffrey's 0 0 –38 Ruddles 0 0 –39 Heverlee 0

Please note: Some brands on this list were not tracked in the previous time period. Data compares time period 01/03/16–28/02/17 with 01/03/17–28/02/18.

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Rank Brand Name ScorePrevious

ScoreChange in Score

1 Brewdog 49

2 Peroni 44 43 �1

3 Kopparberg 44

4 OldSpeckledHen 44 45 �1

5 Hobgoblin 44 46 �2

6 Guinness 44 42 �1

7 LondonPride 40 41 �1

8 AbbotAle 39 39 –

9 Marston'sPedigree 38 39 �1

10 ThatchersGold 35

12 EstrellaDamm 35

12 SavannaDryCider 31

13 SanMiguel 31

14 Ruddles 29 30 �1

15 Magners 29 29 –

16 GreeneKingIPA 29 32 �3

17 Kronenbourg1664 28 28 –

18 Bulmers 25 26 –

19 StellaArtois 25 24 �1

20 CoorsLight 24

21 Grolsch 24 25 �1

22 Murphy's 23 22 �1

23 Beck's 20 21 �1

24 Caffrey's 20 19 �1

25 Budweiser 18 17 �1

26 Heineken 17 17 –

27 Strongbow 17 16 –

28 Tetley's 15 15 –

29 JohnSmith's 15 14 –

30 Boddingtons 14 15 –

31 BudLight 12

32 Carlsberg 12 11 �1

33 Worthington's 10 10 –

34 Miller 9 9 –

35 Tennent’sLager 6 6 �1

36 Foster's 5 5 –

37 Carling 4 6 �2

Please note: Some brands on this list were not tracked in the previous time period. Data compares time period 01/03/16–28/02/17 with 01/03/2017–28/02/18.

Brandsmostrecommendedbytheircustomers

Which brands do customers tell their friends and colleagues to avoid and which do they recommend?

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2. Beerandadvertising:whichbrandsarethetopperformers?

The drinks industry invests a lot in advertising each year and many brands have successfully set themselves apart from their competition with memorable and iconic campaigns.

Butwhichbrands’advertsachievethegreatestcutthoughwiththepublic?Consideringitsrichadvertisinghistory,it’snosurprisethatofallthebrands wetrackinthiscategoryGuinnesshasthehighestAdAwarenessscore. Morethanoneinten(12%)saytheyhaveseenanadfortheIrishstout.

Guinness has the highest Ad Awareness over the past year

Which of the following brands have you seen an advertisement for in the past two weeks?

Data as of 28/02/18.

Strongbow

Stella Artois

Guinness 12%

9%

8%

Guinness’sscorehasbeenconsistentlyhighoverrecentyears,owing tomemorablecampaignsandactivityarounditssponsorshipofthe SixNationsChampionship.

StellaArtoisisinsecond-place.Ninepercentsaytheyhaverecently seenadforthebrand,followedbyStrongbowinthird(8%).

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StellaArtois’scorepeakseverysummer,mostlikelyduetoitssponsorship ofWimbledonandits“OnetoRemember”seasonalcampaigns.

Strongbowhassimilar,albeitsmaller,annualincreases,duetoitssponsorshipofTeamGBatthe2016Olympicsaswellasitspartnershipswithvariousmusicfestivals.Inaddition,cider’sboominpopularityoverthepastdecade islargelyfuelledbyits“coolandrefreshing”summerimage.

Stella Artois’ and Strongbow’s Ad Awareness peaks around summer

Which of the following brands have you seen an advertisement for in the past two weeks?

Guinness Stella Artois Strongbow

2%

6%

10%

14%

18%

Mar 2018Sep 2017Mar 2017Sep 2016Mar 2016

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Fourth-placedBudweiser’sAdAwarenessscorehasusuallybeenlow.Thereare,however,twonotablespikes–onearounditssponsorshipofthe2014WorldCupandanotherinsummer2017whenitbroughtbackthefamous“Budweiserfrogs”tolaunchBudLightintheUK.

Budweiser’sparentcompanyABInBev,chosethefamousBudweiserfrogstolaunchsisterbrandBudLightintheUKinMay2017.ThetacticseemstohaveworkedwithBudweiser’sAdAwarenessscorepeakingat+13,meaningaroundoneineightBritsrecalledbeingexposedtothecampaign.

AdAwarenesswasparticularlyhighamongthe35-44agegroup,many ofwhomwouldhavebeenintheirearly-to-mid-teenswhenthefrogsfirstdebutedin1995.Atthetimeoftheoriginalad’srelease,theuseoftalkinganimalsledtoBudweiserbeingaccusedofencouragingunder-agedrinking.

Return of Budweiser frogs causes leap in Ad Awareness

Which of the following brands have you seen an advertisement for in the past two weeks?

0%

5%

10%

15%

Mar 2018Sep 2017Mar 2017Sep 2016Mar 2016

Budweiser Ad Awareness

BacktoRankings

Budweiser:Kingofads?

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WhodidBudweiser’sadcampaignreach?

TheadverthadthehighestAdAwarenessamongstmenbetweentheagesof 35-44,followedby meninolderagebrackets.Scoresamongmenbelowtheageof35 weresignificantlylower.

71% followfootball

52% interested insports

vs. 35% nat rep

13% Chelseafans

vs. 3% nat rep

Family orientated

WatchTVduringearlypeak

Disengagedfromsocialmedia58% vs 43% nat rep

Likelytoshopusingpromotionaldealsorcodes

Ienjoyseeingmyfavouritemusicartistsperformlive

` Loyal

` Matter-of-fact

` Frugal

` Perfectionist

` Humorous

` Analytical

Personality

74%vs 53%

I’mhappytospendmoneytosupportmyfavouritemusicartists 66%

vs 46%

Music fans

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ImpactofBudweiser’scampaignonitsbrandhealth

Budweiser’s Value score remains low despite memorable ad campaign

BrandIndex perception scores

4

8

12

Recommend

Satisfaction

Reputation

Value

Quality

Impression

Budweiser Sector average

DespiteariseinAdAwareness,Budweiser’sValuescoreremainslowat+1. Bycomparison,Guinnesshasthehighestvaluescoreon+11andevenpremiumcompetitorssuchasPeroni(+2),StellaArtois(+3)andKronenbourg(+3)areperceivedtobebettervalueformoneythanBudweiser.

ThiscouldbeanareawhereBudweisercouldlooktoimproveitsstanding,especiallysincethosewiththehighestadrecallarethetypeofpeoplewhoseesavingmoneyasapriority–beingmuchmorelikelytousepromotionalcodesanddiscounts.

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3. PeronivsStellaArtois:winningthebattleofthepremiumlagers

Premium lagers are big business both in terms of brewing and marketing. When it comes to the brands that are seen as being the highest quality, two stand out: Peroni and Stella Artois.

However,overthepastfewyearsagaphasopenedupbetweenthem,withPeroniseeingitsQualityscoregraduallyincreasewhileStellaArtois’slowlyfalls.

In2014,amongthegeneralpublicbothbrandswereseentobealmostequalinquality,withStellaArtoison+21andPeronislightlyaheadon+22.However,sincethattime,Peronihasincreasedto+25whileStellaArtoishasfallento+19, justaheadofthirdplacedKronenbourg(+17).

Peroni vs Stella Artois: which premium lager comes out on top among the general public?

Nat rep: YouGov Brandlndex Quality score (which of the following brands do you think represents poor/good quality?)

2017201620152014

22 21 2220

23

19

25

19

Peroni Stella ArtoisBacktoRankings

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Thedifferenceisevenmorepronouncedamongthosewhoregularlydrinkbeerandcider.Whilein2014StellaArtoishadascoreof+25andPeroniwason+30,nowPeroni’sQualityscorehasimprovedto+33whileStellaArtois’s hasfallento+23,almostlevel-peggingwithKronenbourg(+22).

What’s the most popular premium lager among beer drinkers?

Beer and cider drinkers only: YouGov Brandlndex Quality score (which of the following brands do you think represents poor/good quality?)

2017201620152014

30

25

30

25

31

24

33

23

Peroni Stella Artois

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Who should these brands be focusing on to improve perception of quality?

Thereareclearagedifferenceswhenitcomestoperceptionsofqualityforbothbrands.Amongbeerandciderdrinkers,Peroni’shighestscorescomefromtheyoungestgroup(18-34year-olds)andgetsitslowestscoresfrom theoldestgroup(thoseaged50+).TheoppositeistrueforStellaArtois,whereitperformsrelativelypoorlyamongyoungerdrinkersbutmuchbetteramongtheoldergroup.

However,acrossthethreeagegroups,StellaArtoisonlymatchesPeroniamongone–thoseagedfiftyandover.Amongthetwoyoungerage groups,Peroniiscomfortablyaheadwhenitcomestoperceptionsofquality. Thisindicatesthatthebrandisattractingnewyoungdrinkerswhichcould leadtothisgroup’songoingloyaltyastheyage.

Peroni vs Stella Artois: perception of quality by age

Beer and cider drinkers only: Does a brand represent poor or good quality?

50+

35-49

18-3439

13

23

37

27

27

Peroni Stella Artois

Butwhoarethesemillennialdrinkersandhowcouldotherbrandswoothem?

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2% 41%

18%

identify themselves as being single

are married vs 43% of the population in general

other

in a relationship but not married or in a civil partnership

39%

Profileofmillennialbeerandciderdrinkers

Who they are

Personality

Relationship status

62%are male

One fifth have changed job in the last year

plan to change job this year21% 23%

24%Only a quarter

are parentsvs 60% of the nation

37%  vs 18% nat rep

30%  vs 14% nat rep

7%  vs 2% nat rep

10%  vs 3% nat rep

18%  vs 8% nat rep

Playing computer games 45% vs 28% nat rep

Playing sports 24% vs 12% nat rep

Enjoy exercising 40% vs 30% nat rep

Hobbies More likely to eat takeawaysExample shows patronage over the past three months

` Livetoeat

` Seethemselvesasfunny

` Headrulestheheart

` Theyrelaxbydrinkingandpartying

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How they can be engaged

When drinking out, it’s most likely to be:

Afterworkdrinkswithcolleagues

Aregularnightout

Goingtoaliveevent

Catchingupwithfriends

vs 35% nat rep

Online via mobile

50PE R C E NT

as likely to listen to a podcast (12% vs 6% nat rep)

Podcasts

2X

have been active on Snapchat in the last 30 days

48%

use Facebook to organise their social life

AC TIVE !

40%

Bus stops

Catching up with friends

Profileofmillennialbeerandciderdrinkers

Drinking habits

This equates to 2,975,000 millennial beer or cider drinkers who when going off-trade are doing so for friend catch-ups.

When buying alcohol from shops it is more likely to be for:

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4. Casestudy:OldSpeckledHen

In recent years, Greene King’s Old Speckled Hen has been in decline when it comes to both purchase consideration and overall brand health.

Old Speckled Hen has become less popular in recent years

Nat rep: Overall brand health includes Impression, Quality, Value, Satisfaction, Recommend and Reputation metrics

12%

14%

16%

18%

20%

Mar 2018Mar 2017Mar 2016Mar 2015Mar 2014

Consideration Overall brand health

Whilethesefallshavehappenedacrossallagegroups,thebrandhas beenhitparticularlyhardamongayoungeraudience.

Tocombatthesefallsandtoreachintoadifferentaudience,itrecentlylauncheda£1.1mcampaignurgingdrinkersto“seekaricherlife”.Theadfeaturesanurbanfoxdissatisfiedwithcitylifehitchhikingitswaytothecountrysidethroughvalleys,acrosssprings,andpastacosyruralpub servingOldSpeckledHen.Ultimatelyitreachesthetopofamountain havingheededthecalltoactiontoexploreand“seekaricherlife”.

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Thescaleofinvestmentinthiscampaignmakessense.Withitsscores fallingmostamongyoungerpeople,theadseemstobeappealingto amoreyouthful,urban,andadventurousdemographic.

Butwhatdoesthedatasayaboutwhetherthiscampaignwillattract anewaudienceforthebrandwhilealsoretainingcurrentcustomers?

AppealingtocurrentOldSpeckledHencustomerswhileattractingnewones

17%

Cycling

vs 12% nat rep

Existing customers

ThedatashowsthatthecontentoftheadappearstobeagreatmatchforexistingOldSpeckledHencustomers.

Fishing

6%vs 4% nat rep

Bird-watching

14%vs 9% nat rep

Hiking,climbingor outdoorpursuits

32%vs 18% nat rep

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Holiday activities

Youngdrinkersarealsomorelikelythanaveragetobekeenonoutdoorpursuits.ThisindicatesthatthethemesandimageryintheadvertarelikelytostrikeachordwithcurrentOldSpeckledHendrinkers,aswellasthosewhomaybeinthemarkettotryanewale,orwouldconsiderreturningtothebrand.

Camping,walkingorhiking

37%vs 25% nat rep

10%

Mountain-biking

vs 3% nat rep

23%

Hiking,climbingor outdoorpursuits

30%vs 18% nat rep

Cycling

vs 12% nat rep

Hobbies

It’salsoafairlygoodfitwithpotentialyoungerconvertsi.e.18-34swholikealeandwhomayhavebeenanOldSpeckledHendrinkerinthepast.Thisgrouphasslightlydifferenthobbiesthantheiroldercounterparts.However,whiletheyenjoyplayingcomputergamesandexercising,thereareafewnotableoverlaps.

Newconverts

Boating

7%vs 2% nat rep

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5. Beer,cider,andwomen

Women represent a big market to brewers and in recent years, some brands have attempted to market beer and cider that is aimed squarely at females.

TheseincludeMolsonCoors’Animeein2011,Carlsberg’sEvethefollowingyear,and,morerecently,Brewdog’sattempttosubvertthe“beerforwomen”tropewithanironicpinklabel.

Manyoftheseeffortshavebeenmetwithcriticism,withacommonthemebeingthatfemaledrinkersjustwantpintsofbeerorcider.

Butwhatbeerorciderarewomenmostlikelytochoose?

We looked at the top brand choices among women who say they are likely to buy beer or cider in the next 30 days.

Upperendcontinentalbeersandcidersdowell,withonethird(33%)ofwomensayingtheywouldconsiderdrinkingKopparbergandthreeinten(30%)sayingPeroniappealstothem.Othercontinentalbeersalsoperformstrongly(suchasEstrellaandStellaArtois).BrewdogistheonlyBritishbeerinthetopten.

Ciderbrandsalsofeatureprominently,withalmostaquarter(23%)ofwomensayingtheywouldconsiderdrinkingMagners.Bulmersisnotfarbehindon22%andStrongbowandThatcher’sGoldareconsideredby20%and19%ofwomenrespectively.Alesdonottendtofeaturehighlyonwomen’smostconsideredlist.

Rank Brand %

1 Kopparberg 33

2 Peroni 30

3 Brewdog 28

4 EstrellaDamm 25

5 SanMiguel 23

6 Magners 23

7 Bulmers 22

8 StellaArtois 21

9 Strongbow 20

10 ThatchersGold 19

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6.BeermapofBritain

Our data shows there are some regional variations by choice of brand.

ThisbeermapofBritaindemonstrateswhatmakeseachregionuniqueintermsoftheirdrinkingchoices.Itshowswhichbrandsaresignificantlymorelikelytobechosenincertainregionsthanacrossthenationoverall.

Close-up of London

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7. Profileofaciderdrinker

The rise of brands such as Thatcher’s Gold and Kopparberg in the past few years has drawn attention to the cider drinker.

Whilealotofpeoplemixtheirdrinks,manyonlyhavecider.Butwhatsetstheseconsumersapart,andhowcanalcoholfirms,supermarkets,andadvertisersreach–andappealto–them?

Asmaybeexpectedfromabroadlyyoungerdemographic,ciderdrinkersaremorelikelythandrinkersingeneraltobeopen-minded,careabouthowtheypresentthemselvesonsocialmedia,andalsohaveapassionfortravel.

Althoughastheyaremorelikelytosaytheydon’ttrustadvertising,brandsshouldbecarefulaboutcomingacrossasgenuine.

ê Tuitionfees ê Minimumwage ê Climatechange ê Abortionrestrictions ê Gaymarriage

Whotheyare

Peoplewhodrinkatleastonecideraweek,rarelyorneverdrinklager,stout,orale,andareinthemarkettobuybeerorciderinthenext30days

Theyarecomparedwitheveryonewhoisinthemarkettobuybeerorciderinthenext30daysi.e.thosewhodon’tjustdrinkcider.

Issues that are important to them

Criteria

Attitudes DemographicsCiderdrinkersover-indexamongthreegroupsinparticular:

Femalesaged18-24

Malesaged18-24

Femalesaged45-54

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Media consumption

Attitudes to advertising and media usage

Howcantheybereached?

Accesssocialmediaviamobilephoneorlaptop

Highinternetand socialmediausers

Tendnottousenewspaperappsorreadmagazines

LowusersofliveTV andTVondemand

Donotlistentotheradio

Arenotregularcinemagoers

Cider Drinkers“ I feel bombarded by advertising”

“ I often notice adverts at bus stops or on the side of buses”

“ I think adverts are just a waste of my time”

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8. Pubdrinkersvshomedrinkers

These are the features that most set these different groups apart:

Peopleagedover55makeuphalf(50%)withmenaccountingforthemajorityofthose.

ê Morelikelytoberetired ê Morelikelytobesingle

Homedrinkerstendtoover-indexamongwomenaged35-44.

ê Morelikelytohavechildren ê Morelikelytonotbeworking

Recent figures from the British Beer & Pub Association show that sales of beer in shops now outstrips sales in pubs.

Buthowdifferentarein-homedrinkerswiththosewholiketoheadtotheirlocal?Herewelookatthedatatoseewhoismorelikelytohaveatippleintheirhouseandwhoismorelikelytogooutforadrink.

Pub drinkers Home drinkers

Demographics

Criteria Pub drinkers: drinkatthepubonceaweekormoreandrarelyorneverdrinkathome

Home drinkers: drinkathomeonceaweekormoreandarerarelyorneverinthepub

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Financial factors

Thisgroupdonottendto havemoneyworries.

ê Confidentaboutmakingandkeepingabudget

ê Believeit’sworthpayingextraforgoodqualitybeerandwine

ê Happywiththeirstandardofliving

Thisgrouptendtohavelessdisposableincome.

ê Shoparoundforthelowestprices ê Agreethatretailcreditallowsthemtobuythingsthey couldn’tnormallyafford

ê Wouldpaymoreforgoodsthatdon’tcontainartificialadditives

Pub drinkers Home drinkers

Social habits

Theyarenotoverlyconcernedaboutroutines.

ê Donotworryaboutchange ê Liketotrynewdrinks ê Passionateabouttravelling ê Playandwatchalotofsportsespeciallycricket,snooker,andfootballl

Saytheycanbe“toosensitive”sometimesandalmosthalfdescribethemselvesasintroverted.

ê Theylikethebrandsthey buytohaveamoralmessage

ê Likestomeditateand spendtimeinthegarden

ê Enjoyartsandcrafts, cooking,knitting,andsewing

Pub drinkers Home drinkers

Media consumption

Theyareveryengagedwiththeworldatlarge.

ê Morethenhalfhavereadanationalnewspaperinthepastweek

ê Significantlymorelikelytohavenoticedads,especiallyonbillboards,taxisandbuses

Oftendisengagedfrom manyformsofmedia

ê Radioadsaretheones theynoticemostoften

ê Morelikelytoagree thatliveTVisathing ofthepast

Pub drinkers Home drinkers

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9. Conclusion

The brewing industry has evolved in many ways in the past decade — the shift from in-pub to at-home drinking, the continuing strength of cider brands, and increased competition from microbreweries. But the challenge for all involved remains the same: to find and reach customers in the most effective way possible.

Brandsneedtoconsiderthequalitiesthatwillappealtodistinctaudiences.Forexample,at-homedrinkerstendtolookforagoodprice,whilein-pubonesarelikelytosaythatthey“liketryingnewdrinks”andbelievethatit’sworthpayingextraforgoodqualitybeerorwine.

OldSpeckledHen’sadvertisingcampaignisagreatexampleofabrandtappingintothemeswhichwillretaincurrentcustomerswhileneatlybranchingouttoyoungerdemographicswhomayyetbetemptedaway fromcraftbeerorcider.

Wecanhelpbrandsunderstandwhatcustomerswant,onwhatoccasionstheyarechoosingtodrinkalcohol,aswellaswhichchannelsareeffectiveatappealingtothedrinkersmostlikelytobeconvincedtotrysomethingnew.Thedatainthisreportrepresentsonlyafractionofwhatweknowaboutbeerandciderbrands’audiences–getintouchifyouwanttofindoutmore.

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10.Aboutthedata

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Thesheerquantityofdatathatwasanalysedforthisreportmakesitimpossibletoshowallofthe1,000sofdemographic,attitudinalandbehavioursplitsthatweredataminedorthelargenumberofbrandmetricsanalysed.

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David Ellis, Director

+442070126216david.ellis@yougov.com

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