Budweiser Labor Day Study Reveals Beer + Food Trends

On Sep 2, 2016

With the help of Learndipity Data Insights, Budweiser asked 2,000 Americans (ages 21+) about their eating, drinking, and leisure plans for Labor Day 2016.

BUDWEISER LABOR DAY USA SURVEY

>>  BARBECUING VS. MOVIE WATCHING:

• A big win for barbecue lovers:  214 million Americans (67%) plan to fire up the grill this year while 115 million Americans (36%) plan to watch a movie at a theater or at home.

• Other top Labor Day activities include having some quiet time (35%), doing an outdoor activity like hiking (27%), attending a party (26%), and shopping (23%).

>>  HAMBURGERS VS. HOT DOGS:

• Across the U.S., 150M Americans (70% of barbecue-goers) expect to bite into a juicy burger compared to 109M hot dogs eaters (51%).

• New trend:  Barbecued chicken (40%), now edges out steak (37%) and ribs (32%) on Labor Day plates.

>>  DOMESTIC BEER (BUDWEISER) VS. IMPORTED BEER

• 98M Americans (44% of barbecue-goers) will drink an ice-cold domestic beer like Budweiser, while only 49M (22%) will drink an imported beer.

• At a Labor Day BBQ, those drinking domestic beer like Budweiser are perceived as more “genuine and approachable” (70% agree for women, 59% agree for men) compared to those drinking imported beer (36% and 29%, respectively).

>>  BARBECUE LOVE:  SOUTH VS. MIDWEST VS. EAST VS. WEST

• Surprise!  Eastern states have the highest percentage of Labor Day barbecue plans (70% of all residents).

• The Western U.S. (67%) tops the South (65%) and Midwest (63%) for second place (email us for state results).

 

SOURCE:  Budweiser Labor Day USA Survey (conducted by Learndipity Data Insights)

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