One half approve of beer sales in grocery and convenience
Most think The Beer Store is Canadian-owned
TORONTO APRIL 7th, 2014 - In a random sampling of
public opinion taken by the Forum Poll™ among 928 Ontarians 18 years of age and
older, one half approve of the job The Beer Store does selling beer (52%),
whereas just more than a quarter disapprove (28%). Disapproval is highest among
the youngest (35%).
Two thirds buy beer at retail
Two thirds of the adults in
Ontario buy beer at retail to drink at home (65%), and incidence is, once
again, highest among the youngest (69%) and the least wealthy (less than $20K -
72%). Beer is purchased, on average, about twice a month, or once every two
weeks, but just less than a fifth (17%) purchase weekly or more often.
Half purchase beer at The Beer Store
Among beer purchasers, one
half buy mostly at The Beer Store (51%), while 4-in-10 buy mostly at the LCBO.
One tenth split their business equally between the two (8%).
The Beer Store, grocery stores and C-stores seen as appropriate for beer
While 3-in-10 select The Beer
Store as the most appropriate place to sell beer (30%), just fewer think grocery
stores (22%) or convenience stores (20%) are most appropriate. Fewer select the
LCBO (10%) or brewery owned stores (6%), while a tenth think all of these
channels are appropriate (11%).
Wide majority likely to buy beer in grocery/C-store
Seven-in-ten Ontario adults
who purchase beer are likely to buy beer at a convenience store or grocery
store (70%), while 3-in-10 are not. Fully one half say they are "very
likely" to do so (54%).
Far fewer will buy at grocery/C-store with price premium
Just more than one quarter
are likely to buy beer in grocery or convenience stores if there is 10% price
premium over The Beer Store (28%), and just one eighth are "very
likely" (16%), which indicates a high degree of price sensitivity in the
beer category. Fully 7-in-10 are unlikely to buy in this environment if the
premium applies (70%).
One half in total favour beer sales in grocery/C-stores
While just less than half of
Ontarians in total approve of beer sales at grocery and convenience stores
(48%), just less than this disapprove (44%). Few don't have an opinion (8%).
Among beer purchasers, however, close to 6-in-10 approve of the alternate
distribution channels (57%) and just more than a third disapprove (36%). Among
non-purchasers, results are flipped (approve - 31%, disapprove - 59%).
3-in-10 rate The Beer Store as "Excellent"
Three-in-ten Ontarians in
total rate The Beer Store as excellent for products and services (30%), while
just one tenth rate it "poor" (9%). The Beer Store is given its
highest ratings by Gen X (45 to 54 - 38%) and the least wealthy (less than $20K
Two thirds believe The Beer Store is Canadian-owned
Almost two thirds of Ontario
adults think The Beer Store is Canadian-owned (62%), whereas just one fifth
correctly state it is foreign-owned (22%). This knowledge is most common to
those who disapprove of the job The Beer Store is doing (39%).
surprising that many Ontario beer drinkers will appreciate the convenience of
buying their brew at the corner store, but beer is a very price sensitive
product; aficionados know the price of every bottle. As little as a 10% retail
premium may keep them going to The Beer Store, as much as some don't like to,"
said Forum Research President, Dr. Lorne Bozinoff.
Lorne Bozinoff, Ph.D. is the president and
founder of Forum Research. He can be reached at email@example.com or at (416) 960-9603.