Popular 24-can multipacks of beer could soon be a thing of the past as a result of the discounting that has led consumers to expect cheap deals in the category.
Buyers have predicted that within two years consumers will be purchasing packs of either 18 or 20 cans and bottles as the larger format disappears.
Kingsize multipack offerings have become synonymous with lager as retailers have driven down prices and shoppers learned to expect lower prices.
But retailers are eager to maintain the recent “sensible” pricing of beer, in which the bulk of 24-packs sold for at least £10 - £1.01 more than the
record low seen in 2002. Somerfield’s beer buyer, Andy Carling, said: “The 24-pack will be under pressure to maintain its current price point. As costs, such as duty, go up, a typical pack could rise to between £15 and £16.99. Packs of 18 and 20 cans or bottles that can hit the £11.99 price point will replace the bigger size within two years.
“Consumers probably wouldn’t notice the difference because they are going to pick up a case anyway, even if there are fewer cans.”
Glenn Payne, head beer buyer at Safeway, said: “Everyone wants to make some money from beer and something has to give.
“If consumers still want to buy slabs of beer there will be a move towards packs of 18s and 20s cans and bottles.”
But brewers were less willing to sound the death knell, arguing that consumers still want larger packs.
Kevin Brownsey, Coors off-trade sales director, said: “We believe 24-packs are critical for stocking up on beer at home. We have seen no indications the 24-pack is becoming less popular.”
Rosie Davenport

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