Tayto research confirms that pork scratchings make beer taste better

New research from Tayto Group reveals a major opportunity for wholesalers and cash & carries to drive incremental sales across retail and hospitality channels.

Beer and pork scratchings have sat side by side for generations, whether behind the bar or in convenience stores ahead of a big match or night in.

Now, new research from Tayto Group, the UK’s No.1 producer of pork snacks with the leading pork scratching brands Midland Snacks and Mr Porky, proves that pork scratchings make beer taste better.

The findings present a compelling sales opportunity for wholesalers and cash & carries supplying both the on-trade and independent retail sectors.

To understand the impact of pork scratchings on the beer-drinking experience, Tayto Group conducted a controlled social study in a pub environment, supported by a 2,000-person consumer survey and scientific analysis.

Consumers tasted the same beer under the same conditions, with one key difference – some paired their pint with pork scratchings, while others did not.

For consumers who paired their pint with pork scratchings:

• 76% agreed that pork scratchings make beer taste better

• Rated the beer 21.2% tastier and 16.7% more refreshing

• Are 4x more likely to rate the beer 9 or 10 (out of 10)

• Are 24.1% more likely to buy another pint

• Rated pork scratchings as the No.1 snack pairing with lager, ahead of crisps and nuts

• Are willing to pay an average of 85p more per pint for the enhanced drinking experience

For wholesalers, the findings highlight a significant opportunity to drive incremental sales by helping customers capitalise on the proven relationship between beer and pork scratchings.

For independent retailers, merchandising pork scratchings alongside beer fixtures can encourage impulse purchases and help shoppers upgrade their match-day and social occasions.

For pubs, bars and hospitality venues, the research reinforces the important role that bar snacks play in enhancing the customer experience, increasing spend per head and encouraging repeat purchases.

Tayto Group is encouraging wholesalers to support customers with cross-category merchandising solutions (including clip strips), secondary siting, and point-of-sale materials that place pork scratchings wherever beer is purchased or consumed.