New data service reveals first pub findings

Social drinks-led occasions are on the rise, with more consumers prioritising drinks and small snacks when visiting pubs and bars.

These are the first summaries from a new data-led service called Away From Home (AFH) from insight specialist IGD.

While this pattern may mean reduced spend per visit, it could be good news for wet-led pubs. Insights also show that younger consumers continue to drink less, alternating between alcohol and soft drinks.  

Meanwhile, IGD believes tenanted pubs are expected to continue to decline in number, as the landscape shifts towards managed venues with larger capacities and a wider variety of options and funding available.  

What is AFH?

IGD’s new AFH proposition kicks off with the launch of the AFH five-year market forecast for 2025-2030. The new service has been developed in recognition of the need for a whole-market viewpoint of the AFH sector and marks a significant milestone for IGD as its first new insight product for 15 years. 

The business says that AFH accounts for over a third of the total UK food and drink market, up 2.5% in the year to April, and is worth £102.3bn.

"We listened to what the industry needed and built a flexible, client-centric solution that does the heavy lifting of insight and reflects the full AFH market," says Nicola Knight, head of away from home at IGD. "Our AFH data models have been developed over time to fill the gaps left by the absence of consolidated industry data, offering a credible and consistent view of market size." 

"This service is built around offering strategic foresight. We don’t just report on the market, we help you see what’s next. With five-year market forecasts, global research, and analysts who visit over 40 countries annually, we bring future trends to life. Our insights support long-term planning, innovation, and a clearer vision for growth in the ever-evolving AFH channel."

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