1、 2023 Nielsen Consumer LLC.All Rights Reserved.GERMANY ON PREMISE CONSUMER PULSE REPORTCGA by NIQ,May 2024 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.SUMMARY:TOPLINE VISITATION&INTENTION2Despite a decrease in drink led visits last month,consumers are

2、going out more in May.Furthermore,32%of consumers have stated going out less to the On Premise,2 percentage points below last months decrease in visitation rate.On the other hand consumers continue to increase the amount they spend on the On Premise,mostly due to higher-prices for eating and drinkin

3、g out.The rate of delivery ordered also has seen a decrease with less consumers ordering compared to last month.When ordering drinks in a bar,caf or restaurant consumers are mainly swayed by whether what they typically drink is available,how their drink of choice matches the food ordered and what th

4、eir friends are drinking.Menus are also determinant of drink choice if it stands out on the menu,implying that there is a particular group of consumers more responsive to visual aids.Consumers mostly discover new drinks through the physical menu as well as though friends and family recommendations.W

5、hen it comes to RTDs,30%of consumers have purchased them in the past 6 months and a further 36%are open to try it.Over 2 in 5 consumers who drink RTDs like to experiment new RTD brands and flavours highlighting the space for innovative recipes.Pre-mixed Cocktails and Spirits and mixers are the most

6、drunk RTDs.Despite the popularity of Alcopops,German consumers are planning to reduce consumption by 12 percentage points.RTDs are often purchased in supermarkets though there is opportunity in the On Premise,particularly for pre-mixed Cocktails.3 2023 Nielsen Consumer LLC.All Rights Reserved.3 2023

7、 Nielsen Consumer LLC.All Rights Reserved.CGAS MONTHLY CONSUMER PULSEThis monthlyOn-PremiseConsumer Pulse report is intended to capture consumers consumption patterns and how they fluctuate in the transition period from April 2024 to May 2024 in Germany.ThisstudylooksintoconsumersOn-Premisebehaviour

8、 over thepast monthand tests visitintention for the month ahead.In other countries,this monthly check-in has become a staple for beverage suppliers and other businesses interested in the channel.These monthly updates will help interested parties to stay close to the consumers intentions and behaviou

9、rs for our beloved On Premise channel.For this May 2024 issue,we surveyed 1003 consumers(aged 18+)between the 24th 30th May 2024.These consumers were situated across all German regions and must typically visit On Premise venues at least once within a 3-month period.This report touches upon hot topic

10、s including changes in beverage trendiness as well as the consumption of RTDs.2023 Nielsen Consumer LLC.All Rights Reserved.KEY METRICS/ON PREMISEVISITATION45 2023 Nielsen Consumer LLC.All Rights Reserved.5 2023 Nielsen Consumer LLC.All Rights Reserved.VISITATION IN THE ON PREMISE OVER THE PAST MONT

11、HSOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT MAY 2024 SAMPLE:1003-1007 LOOKING BACK 96%visited the On Premise this month.+2pp vs April89%90%92%90%90%91%89%87%87%90%50%47%46%45%46%45%48%48%46%48%AugSeptOctNovDecJanFebMarchAprilMayVisits this month to the On PremiseHave been out to eat in the

12、last monthHave been out for a drink in the last month6 2023 Nielsen Consumer LLC.All Rights Reserved.6 2023 Nielsen Consumer LLC.All Rights Reserved.VISITATION PLANS FOR THE ON PREMISE MONTH AHEADSOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT MAY 2024 SAMPLE:1003-100754%Plan to go out to drink

13、in the next month+1pp vs April85%Plan to go out to eat in the next month-1pp vs April 5%dont plan to visit the on premise next month=0pp vs AprilLOOKING AHEAD7 2023 Nielsen Consumer LLC.All Rights Reserved.7 2023 Nielsen Consumer LLC.All Rights Reserved.HOW DOES YOUR CURRENT BEHAVIOUR COMPARE TO HOW

14、 FREQUENTLY YOU USUALLY GO OUT?Change in frequency of visitation19%Going out more often+2pp vs April49%Going out the same+1pp vs April32%Going out less often-2pp vs AprilSOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT MAY 2024 SAMPLE:1003-10078 2023 Nielsen Consumer LLC.All Rights Reserved.8 202

15、3 Nielsen Consumer LLC.All Rights Reserved.ON WHICH DAY(S)OF THE WEEK HAVE YOU VISITED A BAR,RESTAURANT OR OTHER SIMILAR VENUE OVER THE PAST MONTH?SOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT MAY 2024 SAMPLE:940-959 8%12%14%18%49%56%18%MondayTuesdayWednesdayThursdayFridaySaturdaySundayDays of

16、 the week visited(vs April)=0pp-1pp+2pp+2pp-1pp-3pp-2pp9 2023 Nielsen Consumer LLC.All Rights Reserved.9 2023 Nielsen Consumer LLC.All Rights Reserved.HOW OFTEN HAVE YOU VISITED BARS,RESTAURANTS AND OTHER SIMILAR VENUES OVER THE PAST MONTH?SOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT MAY 2024

17、 SAMPLE:940-9592%10%30%57%Everyday/almosteveryday3-5 times a weekOnce or twice a weekOnce or twice a monthVisiting habits(vs April)+3pp-2pp-1pp0pp 2023 Nielsen Consumer LLC.All Rights Reserved.Going out more|Going out lessAverage household incomeGenderLocation of residenceTypically visits the On Pre

18、mise62%45%38%55%City centre/town centre 52%41%48%59%68%15%46,69140,880Rural/suburbanAt least weekly56%26%18%17%32%51%18-3435-5455+Going out moreGoing out lessAge groupsSOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT MAY 2024 SAMPLE:188,327 Those visiting the on premise more frequently than usual

19、 are typically younger,more likely to be located within the city/town centre and with a higher average household income than those who are visiting less often 10At least monthly26%48%2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.44%Of Gen Z are going out

20、 more often this month+25pp vs average consumer38%Of Gen Z are spending more overall on eating and drinking out this month+8pp vs average consumer SOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT MAY 2024 SAMPLE:167-100311 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.Al

21、l Rights Reserved.YOU HAVE SAID THAT YOU ARE CURRENTLY GOING OUT MORE FREQUENTLY THAN USUAL,WHY IS THIS?11%12%13%14%15%18%22%23%37%38%I want to support local businessesI want to support the hospitality sectorI feel safe in hospitality venues nowI have been able to save money recentlyThere are new pl

22、aces that I have wanted to tryI am visiting while I have enough disposable incomeThere have been more events than usualTo make up for missed occasions previouslyThe time of yearI have been treating myselfReasons for going out to the on premise more frequently than usual(vs April)-6pp-11pp+5pp+4pp+5p

23、p-7pp-4pp-6pp+1pp-5ppSOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT MAY 2024 SAMPLE:172-18812 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.SOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT MAY 2024 SAMPLE:172-327 YOU SAID THAT YOU ARE CURRENTLY G

24、OING OUT LESS FREQUENTLY THAN USUAL,WHY IS THIS?5%6%8%16%25%33%53%59%The atmosphere isnt as good as usual when outThe time of yearThe weatherMy friends/family arent going out as much as usualI am spending money on other thingsI have less disposable income than usualCost of living increasesPrice incr

25、eases in eating and drinking outReasons for going out to the on premise less frequently than usual(vs April)-2pp-4pp-6pp+1pp+1pp13-6pp+1pp+3pp 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.SOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT MAY 2024 SAMP

26、LE:1003HAVE YOU CHANGED YOUR BEHAVIOUR IN ANY OF THE FOLLOWING WAYS OVER THE PAST MONTH,COMPARED TO USUAL,IN BARS,RESTAURANTS AND SIMILAR VENUES?30%30%48%50%22%20%How much I spend on eating and drinking out overallHow much I spend when out per visitChange in on premise behavioursIncreasedStayed the

27、sameDecreasedNET Change+8pp+10pp14 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.9%9%9%10%11%13%19%63%71%I have been having more drinks during visitsI am buying more premium drinks brands when outI have been celebrating more special occasionsI have more

28、expendable incomeI am going out less often so treating myself when I doI am buying higher quality food when outI have been treating myself moreThe price of drinks is more expensiveThe price of food is more expensiveReasons for increased spend per visit(vs April)WHICH IF ANY OF THE FOLLOWING ARE REAS

29、ONS WHY YOU ARE SPENDING MORE NOW WHEN OUT PER VISIT IN BARS,RESTAURANTS AND SIMILAR VENUES?SOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT MAY 2024 SAMPLE:294-299-1pp-3pp=0pp=0pp-1pp+1pp-1pp-1pp-2pp 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.15%1

30、9%31%37%38%63%64%I am opting for non-alcoholic options instead of alcoholI am choosing cheaper drink optionsI am no longer choosing additional food items(e.g.starters/desserts/sides)I am drinking fewer drinks when outI am choosing cheaper food optionsI am watching what I spendI am trying to save mon

31、eyReasons for decreased spend per visit(vs April)WHICH IF ANY OF THE FOLLOWING ARE REASONS WHY YOU ARE SPENDING LESS NOW WHEN OUT PER VISIT IN BARS,RESTAURANTS AND OTHER SIMILAR VENUES?SOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT MAY 2024 SAMPLE:206-221-1pp+4pp+2pp-10pp-3pp-3pp=0pp 2023 Niels

32、en Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.5%5%9%11%12%17%19%22%28%28%29%35%44%CiderDigestifsReady to drink alcoholEnergy drinksAperitifsSpiritsNo/low alcohol optionsSchorleWineCocktailsHot drinksSoft drinksBeerDrink choice of those who have visited the On Prem

33、ise in the past month(vs April)+2pp-2pp=0pp-3pp+2pp+1pp=0pp=0pp=0pp=0pp=0pp=0ppSOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT MAY 2024 SAMPLE:940-959WHICH OF THE FOLLOWING HAVE YOU HAD IN BARS,RESTAURANTS AND SIMILAR VENUES IN THE PAST MONTH?-1pp18 2023 Nielsen Consumer LLC.All Rights Reserved.

34、18 2023 Nielsen Consumer LLC.All Rights Reserved.16%61%23%Less frequentlyAs frequentlyMore frequentlyFrequency of planning to visit bars,restaurants or other similar venues over the next monthHOW OFTEN DO YOU PLAN TO VISIT BARS,RESTAURANTS OR OTHER SIMILAR VENUES OVER THE NEXT MONTH?SOURCE:CGA MONTH

35、LY ON PREMISE CONSUMER PULSE REPORT MAY 2024 SAMPLE:1001,166+23pp for Gen Z 2023 Nielsen Consumer LLC.All Rights Reserved.Tracking delivery consumption 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.55%Of Consumers have ordered delivery in the past month2

36、3%Have not ordered delivery this month 23%Never order delivery=0pp vs April SOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT MAY 2024 SAMPLE:1003,100721 2023 Nielsen Consumer LLC.All Rights Reserved.21 2023 Nielsen Consumer LLC.All Rights Reserved.HOW OFTEN HAVE YOU ORDERED DELIVERY/TAKE AWAY IN

37、THE PAST MONTH?(EX.DELIVEROO,UBER EATS)SOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT MAY 2024 SAMPLE:167-10072%7%10%16%20%Every day/Almostevery day3-5 times a weekOnce or twice a weekOnce every twoweeksOnce a month=0pp-3pp+3pp+1pp+25pp for Gen Z-1pp22 2023 Nielsen Consumer LLC.All Rights Reser

38、ved.22 2023 Nielsen Consumer LLC.All Rights Reserved.YOU HAVE SAID YOU HAVE ORDERED DELIVERY IN THE PAST MONTH,HOW MUCH DO YOU USUALLY SPEND ON DELIVERY EVERY MONTH?SOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT MAY 2024 SAMPLE:40463Average Spend on delivery a month for all consumers Consumers

39、aged 18-34Consumers aged 35-54Consumers aged Ages:55+Average Spend on delivery a month 716349 2023 Nielsen Consumer LLC.All Rights Reserved.Hot topic:Path of Purchase 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.24SOURCE:CGA MONTHLY ON PREMISE CONSUMER

40、PULSE REPORT MAY 2024 SAMPLE:1003WHEN ORDERING DRINKS IN A BAR OR RESTAURANT WHICH OF THE FOLLOWING INFLUENCE WHAT DRINKS YOU ORDER?47%36%20%17%17%15%12%12%8%7%What I habituallydrink beingavailableWhether the drinkgoes with what Iam eatingWhat my friendsare drinkingWaiter/BartenderrecommendationsSom

41、ething standingout on the menuPromotions oroffersVenue specialities The brands on thebeer tap handlesThe bottlesdisplayed at theback of the barBranded signs inthe venueWhat influences consumers when choosing drinks 25 2023 Nielsen Consumer LLC.All Rights Reserved.25 2023 Nielsen Consumer LLC.All Rig

42、hts Reserved.WHICH OF THE FOLLOWING INFLUENCES YOUR DRINKS SELECTION THE MOST WHEN ORDERING DRINKS IN A BAR OR RESTAURANT?33%21%8%7%5%What I habitually drink being availableWhether the drink goes with what I am eatingWhat my friends are drinkingSomething standing out on the menuWaiter and Bartender

43、recommendationsWhat influences consumers the most when choosing drinks SOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT MAY 2024 SAMPLE:87126 2023 Nielsen Consumer LLC.All Rights Reserved.26 2023 Nielsen Consumer LLC.All Rights Reserved.HOW OFTEN DO YOU ORDER NEW DRINKS YOUVE NEVER TRIED BEFORE A

44、FTER SEEING THEM ON.?6%7%11%18%19%33%41%34%40%35%40%16%The back of thebarThe onlinemenuThe physicalmenuVery OftenOftenNot oftenNeverSOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT MAY 2024 SAMPLE:986-995Visual prompts27 2023 Nielsen Consumer LLC.All Rights Reserved.27 2023 Nielsen Consumer LLC.A

45、ll Rights Reserved.7%11%14%17%28%34%28%38%35%48%23%17%Recommended on social mediaRecommended bywaiters/bartendersRecommended byfriends/familyChart TitleVery OftenOftenNot oftenNeverHOW OFTEN DO YOU ORDER NEW DRINKS YOUVE NEVER TRIED BEFORE AFTER HAVING THEM.?SOURCE:CGA MONTHLY ON PREMISE CONSUMER PU

46、LSE REPORT MAY 2024 SAMPLE:995-998Verbal prompts 2023 Nielsen Consumer LLC.All Rights Reserved.Hot Topic:RTDs29 2023 Nielsen Consumer LLC.All Rights Reserved.29 2023 Nielsen Consumer LLC.All Rights Reserved.HAVE YOU PURCHASED RTDS IN THE PAST 6 MONTHS?30%Yes36%No,but I would be willing to try it34%N

47、o and I would not be willing to try itSOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT MAY 2024 SAMPLE:1003RTD consumption over past 6 months30 2023 Nielsen Consumer LLC.All Rights Reserved.30 2023 Nielsen Consumer LLC.All Rights Reserved.WOULD ANY OF THE FOLLOWING ENCOURAGE YOU TO PURCHASE RTDS

48、FOR THE FIRST TIME IN PUBS,BARS AND RESTAURANTS?SOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT MAY 2024 SAMPLE:36544%18%15%15%13%13%11%11%If they weregood value formoneyLower alcoholoptions beingavailableIf my favouritecocktail wasavailable inRTD formatIf they weremore visible inpubs,restaurant

49、s,bars etc.More RTDflavours tochoose fromIf my favouritemixer brandmade RTDsMore healthinformationMoreappealingpackaging31 2023 Nielsen Consumer LLC.All Rights Reserved.31 2023 Nielsen Consumer LLC.All Rights Reserved.Pre-mixed CocktailsSpirits and mixersAlcopopsHard Seltzers52%50%31%28%WHICH TYPE O

50、F RTDS HAVE YOU PURCHASED IN THE PAST SIX MONTHS?PLEASE SELECT ALL THAT APPLYSOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT MAY 2024 SAMPLE:301+12pp vs consumers who consider purchasing in the future 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.WHE

51、RE HAVE YOU PREVIOUSLY PURCHASED RTDS?SOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT MAY 2024 SAMPLE:85-15666%14%20%65%22%13%60%26%14%57%27%16%In SupermarketsIn bars,pubs,restaurants etcBoth out at bars,pubs,restaurants and supermarketsSpirits and MixersAlcopopsHard SeltzersPre-mixed Cocktails3

52、3 2023 Nielsen Consumer LLC.All Rights Reserved.33 2023 Nielsen Consumer LLC.All Rights Reserved.WHICH OF THE FOLLOWING STATEMENTS BEST APPLIES TO YOU?SOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT MAY 2024 SAMPLE:29927%30%43%I typically stick with the same RTD categoryI typically stick with th

53、e same RTD brandI like to experiment with new RTDs and like to try new brands and flavours 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.Optimise your On Premise channel strategy with CGAs On Premise User SurveyBuild sales stories for your brands to demo

54、nstrate the benefits of prioritising your brands to operatorsUnderstand the biggest factors influencing drink choice across key On Premise channelsIdentify which channels to target with digital advertisements and solutions 2023 Nielsen Consumer LLC.All Rights Reserved.UK-$17,748USA-$22,185France-$16

55、,417South Korea-$17,526Italy-$16,417Mexico-$19,523Germany-$19,967Australia-$17,525Canada-$17,748Spain-$16,417 Understand the market nuances and the needs of hospitality professionals at a market level by purchasing country-specific Bartender Report Market-level reports are available for all countrie

56、s included in the study and provide a rich insight into how to win with hospitality professionals,how to drive advocacy and the trends impacting specific countriesWhat you will receive An in-depth report providing market level findings and recommendations allowing you to build relationships with thi

57、s crucial audience,delivered in local language A virtual presentation of findings,delivered by CGA expertsInvestment35Market-specific insights based on a robust sample of 150 bartenders per countryGlobal Bartender Reports 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Ri

58、ghts Reserved.Global REACH PresentationsRegional REACH reportsOPUS LiteAt CGA,May marks the release of our annual Global On Premise insights report REACH.Alongside the usual look at On Premise visitation,trending categories and venue choice factors,this years report looks the topical issues affectin

59、g the industry such as sustainability,the cost of living crisis,social media and advocacy,education and others.If youd like to enquire about a presentation for you and your team,please get in touch via the contact information on the next slide.Following on from our annual Global REACH report will be

60、 our regional REACH reports aiming to explore more closely the nuances by market dependent on global location.For the German On Premise this will be in the form of a dedicated European report.Get in touch to discuss the available options.If youd like something a little closer to home,2023 sees the l

61、aunch of our OPUS Lite package,which provides market level insights on those trends impacting the On Premise globally.Flexible options are available to suit your teams needs,whether that be through a ready made insight report or full access to the data set.Get in touch to find out more.Want to know

62、more about how global trends are currently impacting the German On Premise?2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.OPUS SelectOPUS CoreIf youd like to investigate a more specific topic more tailored to you and your business,2023 sees the launch of

63、the OPUS Select package.This provides market level insights focussing on specific topics from.-Channel/Occasion deep dive-Category overview-Hot topic-Custom Business Case-Demographic deep dive-And more!Get in touch to find out more.OPUS Core subscription allows you to delve into the details of consu

64、mer behaviour in the On Premise,from granular detail about each channel,occasion and drink category,as well as identifying how key trends are impacting the industry.Get in touch to find out more.Want to know more about the German On Premise?To learn more or to speak to a member of the team,please feel free to get in touch:Contact UsMIRIAM STIRNIMANNCLIENT SUCCESS&INSIGHT MANAGERMiriam.S BILAL KADDOURICLIENT SOLUTIONS DIRECTORBilal.KBETH LARMERSENIOR CONSUMER RESEARCH EXECUTIVEBClick here to receive latest and exclusive insights from Germany On Premise directly to your inbox