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Greene King Leisure Tracker July 2014

The on-trade had hoped that the FIFA World Cup would increase spending in pubs for the duration of the tournament. However spend on drinking outside of the home fell in this period with the average British household cut back spend on Drinking Out by £3 to £40 in June compared to May.

The report concludes that deep discounting on alcohol among major supermarkets coupled with the timing of fixtures and England’s early exit have played a part in influencing British households to watch the World Cup in the comfort of their homes.  In June, there was a 6% decline in total household leisure spending from May, which is thought to be as a direct result of people staying at home to watch World Cup games.

Steve Jebson, Greene King’s commercial director said: “It has been a mixed month for leisure spending, with Eating Out up, but Drinking Out and Other Leisure down. The World Cup is bound to have affected household leisure decisions, with many choosing to stay at home and watch the tournament on TV. Furthermore, latest figures on consumer confidence have shown that, while people are feeling more confident about the
improving economy, on a personal level they are still feeling cautious about their own financial situation.”

Supermarkets also gave people a reason to stay at home, with heavy discounts on alcohol. Steve added: “We know that people spent more money on beer to drink at home in June, as sales in supermarkets grew by 19%1 – another reason why this month’s figures are lower than May’s. However, we anticipate that July’s figures are likely to recover, as the weather has generally improved and there are less sporting events on TV.”