1、 2023 Nielsen Consumer LLC.All Rights Reserved.SOUTH KOREA ON PREMISE CONSUMER PULSE REPORTCGA by NIQ,May 20242 2023 Nielsen Consumer LLC.All Rights Reserved.2 2023 Nielsen Consumer LLC.All Rights Reserved.This monthly On Premise Consumer Pulse report is intended to be a fast-turnaround temperature

2、check of the channel and the consumers who visit bars and restaurants in Korea.This study looks into their On Premise behaviour over the past month and tests visit intention for the month ahead.In other countries,this monthly check-in has become a staple for beverage suppliers and other businesses i

3、nterested in the channel.These monthly updates will help interested parties to stay close to the consumers intentions and behaviours for our beloved On Premise channel.For this May 2024 issue,we surveyed 750 consumers(aged 19+)between May 22nd 3rd June.These consumers were situated across all the Ko

4、rea regions and must typically visit On Premise venues at least once within a 3-month period.This reports hot topic this month looks at future drink trends from the consumers perspective.CGAS MONTHLY CONSUMER PULSE 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Re

5、served.On Premise visitation slightly down in MayThough fewer,consumers visit for more occasions which sees a positive rise for both food and drink-led visitsLines blurring between occasionsDespite a slight decline in the number of consumers visiting the On Premise overall vs last month(-2pp),there

6、is more overlap in the number of consumers visiting for both a food-led(+2pp)and drink-led occasion(+2pp).This highlights the importance of catering brands to both food-led and drink-led occasions to appeal to a broader group of consumers.Steadying frequency of visitationThe frequency of visitation

7、is starting to steady with a decrease in consumers visiting the On Premise more often vs last month and an increase in those visiting the same amountOf those visiting the On Premise more,2 in 5 are doing so to try new places.Price increases in eating and drinking out is the top reason why consumers

8、are visiting lessBeer and local drink continually popularBeer(59%)and standard soju(48%)continue to be the most widely consumed drink choices across May and have both had a+3pp increase since AprilWith the lack of visitation by 1 in 5 consumers being driven by the price increases of eating and drink

9、ing out,having cheaper options/serves is important when targeting these consumers 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.Wine may be the next big trend in the On PremiseWhile riding the trend may attract new consumers,brand/category recognition pl

10、ays a large part in drink choiceCategory trendsAlmost 1 in 5 consumers would turn to a non-alcoholic category if their initial drink choice was not available with 18%stating that they would consume soft/hot drinks.This is closely followed by wine,which over 1 in 5 consumers believe could become the

11、next trend,capitalizing on this is important to grab the attention of those who are more experimental with their drink choice.The importance of brand/category recognitionOver 2 in 5 consumers find out about new drink trends through family/friends,highlighting the importance of word of mouth.Social m

12、edia and advertisements also play a large part for consumers when noticing trends.Ensuring your brand is being marketed sufficiently is important when wanting to reach a large amount of consumers.Targeting specific venues is keyConsumers are most likely to try a new brand/category in a mixture of bo

13、th food and drink led venues,with Korean BBQ restaurant being the most favored.It is important for your brand to be paired well with food within these venues to increase the likelihood of consumer buy-in.2023 Nielsen Consumer LLC.All Rights Reserved.KEY METRICS/ON PREMISE VISITATION56 2023 Nielsen C

14、onsumer LLC.All Rights Reserved.6 2023 Nielsen Consumer LLC.All Rights Reserved.97%97%94%95%96%97%95%92%89%86%91%90%87%89%51%44%46%44%48%51%53%NovDecJanFebMarAprMayHave visited the On Premise in the last monthHave been out to eat in the last monthHave been out for a drink in the last monthSOURCE:CGA

15、 MONTHLY ON PREMISE CONSUMER PULSE REPORT MAY 2024 SAMPLE:750WHICH OF THE FOLLOWING STATEMENTS APPLY TO YOU?Proportion of consumers visiting the On Premise7 2023 Nielsen Consumer LLC.All Rights Reserved.7 2023 Nielsen Consumer LLC.All Rights Reserved.SOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPO

16、RT MAY 2024 SAMPLE:75054%Plan to go out to drink in the next month87%Plan to go out to eat in the next monthWHICH OF THE FOLLOWING STATEMENTS APPLY TO YOU?Proportion of consumers planning to visit the On Premise next month93%of consumers plan to make a visit to the On Premise next month8 2023 Nielse

17、n Consumer LLC.All Rights Reserved.8 2023 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:71514%13%17%15%50%54%26%MondayTuesdayWednesda

18、yThursdayFridaySaturdaySundayDays of the week visiting the On Premise 2023 Nielsen Consumer LLC.All Rights Reserved.HOW OFTEN HAVE YOU VISITED BARS,RESTAURANTS AND SIMILAR VENUES OVER THE PAST MONTH?Frequency visiting On Premise to eat and drink in the past month3%55%42%Everyday/almost everydayWeekl

19、yMonthlyVisiting habits(vs March)-3pp+4pp-1ppSOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT MAY 2024 SAMPLE:71510 2023 Nielsen Consumer LLC.All Rights Reserved.10 2023 Nielsen Consumer LLC.All Rights Reserved.HOW DOES YOUR CURRENT BEHAVIOUR COMPARE TO HOW FREQUENTLY YOU USUALLY GO OUT?21%Going

20、out more often59%Going out the same20%Going out less oftenSOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT MAY 2024 SAMPLE:750Frequency of visit over the past month vs typical behaviour-5pp vs April+5pp vs April0pp vs Mar 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All

21、 Rights Reserved.11%11%12%14%15%15%22%31%32%33%40%I feel safe in hospitality venues nowI want to support local businessesI want to support the hospitality sectorI have been able to save money recentlyI am visiting while I have enough disposable incomeThe time of year(e.g.Autumn/Winter)To make up for

22、 missed occasions previouslyI have been treating myselfI am no longer concerned about COVID-19There have been more events than usualThere are new places that I have wanted to trySOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT MAY 2024 SAMPLE:15711Reasons for going out to the On Premise more freq

23、uently than usualYOU SAID THAT YOU ARE CURRENTLY GOING OUT MORE FREQUENTLY THAN USUAL,WHY IS THIS?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:14845%41%31%22%14%9%5%5%3%Price increases

24、in eating and drinking outCost of living increasesI have less disposable income than usualMy friends/family arent going out as much as usual I am spending money on other thingsThe atmosphere isnt as good as usual when out The weatherConcerns around COVID-19The time of year(e.g.Autumn/Winter)Rising c

25、ost of living 12Reasons for going out to the On Premise less frequently than usualYOU SAID THAT YOU ARE CURRENTLY GOING OUT LESS FREQUENTLY THAN USUAL,WHY IS THIS?2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.SOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE

26、REPORT MAY 2024 SAMPLE:75013%20%30%32%54%57%50%51%33%23%20%18%How often I go out for drinksHow often I go out for foodHow much I spend on eating and drinking out overallHow much I spend when out per visitIncreasedStayed the sameDecreased13Change in On Premise behavioursHAVE YOU CHANGED YOUR BEHAVIOU

27、R IN ANY OF THE FOLLOWING WAYS OVER THE PAST MONTH,COMPARED TO USUAL,IN BARS,RESTAURANTS AND SIMILAR VENUES?NET Change+14pp+10pp-3pp-20pp 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.71%52%22%18%18%16%13%11%9%The price of food is more expensiveThe price

28、 of drinks is more expensiveI have been treating myself moreI am buying higher quality food when outI have been celebrating more special occasionsI have been having more drinks during visitsI have more expendable incomeI am going out less often so treating myself when I doI am buying more premium dr

29、inks brands when outWHICH,IF ANY,OF THE FOLLOWING ARE REASONS 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:237Reason for increased spend per visitRising cost of living 2023 Nielsen Consumer

30、 LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.70%65%63%66%65%76%71%51%52%41%43%49%53%52%Nov-23Dec-23Jan-24Feb-24Mar-24Apr-24May-24Price of food increasePrice of drinks increasePrice of food increase vs Prices of drinks increase over 6 monthsWHICH,IF ANY,OF THE FOLLOWING ARE

31、REASONS 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:237 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.60%41%26%19%19%11%6%I am watching what I

32、 spendI am trying to save moneyI am choosing cheaper food optionsI am drinking fewer drinks when outI am no longer choosing additional food items(e.g.starters/desserts/sides)I am choosing cheaper drink optionsI am opting for non-alcoholic options instead of alcoholSOURCE:CGA MONTHLY ON PREMISE CONSU

33、MER PULSE REPORT MAY 2024 SAMPLE:134Reason for decreased spend per visitWHICH.IF ANY,OF THE FOLLOWING ARE REASONS WHY YOU ARE SPENDING LESS NOW WHEN OUT PER VISIT IN BARS,RESTAURANTS AND SIMILAR VENUES?2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.59%48%

34、37%26%18%15%15%15%14%14%BeerStandard sojuSoft drinksHighball drinksWine(including sparkling wine)Takju(including Makgeolli,Dongdongju)Hot drinksWhiskyDistilled soju(e.g.Won Soju,Hwayo,Ilpoom Jilroetc.)Cocktails+3pp+3pp0pp+1pp-1pp-2pp-1pp=0pp-1pp=0ppSOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT

35、 MAY 2024 SAMPLE:715Drink choice of those who have visited the On Premise in the past month(top 10)Indexed vs previous monthWHICH OF THE FOLLOWING HAVE YOU HAD IN BARS,RESTAURANTS AND SIMILAR VENUES IN THE PAST MONTH?18 2023 Nielsen Consumer LLC.All Rights Reserved.18 2023 Nielsen Consumer LLC.All R

36、ights Reserved.SOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT MAY 2024 SAMPLE:4225%8%16%33%54%12%No alcohol(0%)Low alcohol(0%-1%)Light strength(1%-3.5%)Mid strength(3.5%-4.5%)Normal strength(4.5%-5.5%)High strength(5.5%+)Strengths of beer consumers drunk in past monthWHICH STRENGTH OF BEER HAVE

37、 YOU HAD IN BARS,RESTAURANTS AND SIMILAR VENUES IN THE PAST MONTH?19 2023 Nielsen Consumer LLC.All Rights Reserved.19 2023 Nielsen Consumer LLC.All Rights Reserved.SOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT MAY 2024 SAMPLE:42186%55%24%7%Domestic beer(i.e.beerproduced in this country)Importe

38、d beer(i.e.beerproduced outside of thiscountry)Craft beerNon-alcoholic beerConsumption of beer servesWHICH OF THE FOLLOWING BEER SERVES DO YOU TYPICALLY DRINK WHEN OUT OF HOME?2023 Nielsen Consumer LLC.All Rights Reserved.Hot topic:Drink Trends in South Korea 2023 Nielsen Consumer LLC.All Rights Res

39、erved.WHICH OF THE FOLLOWING DRINK OPTIONS WOULD YOU CHOOSE WHEN EATING AND/OR DRINKING OUT,IF YOUR USUAL DRINK CHOICE IS UNAVAILABLE E.G.THE DRINK IS NOT SOLD AT THE VENUE?SOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT MAY 2024 SAMPLE:75018%16%15%13%6%5%Soft/hot drinks(including tonic)Wine(inc

40、ludingsparkling wine)Takju(includingMakegeolli,Dongdongju)CocktailsJeodoju(e.g.Fruitwine,Plum wine,Herb wine)Sake/CheongjuDrink choice if usual choice is not available 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.22WHICH OF THE FOLLOWING DRINK CATEGORIE

41、S DO YOU THINK HAS THE POTENTIAL TO BE THE NEXT BIG TREND IN EATING AND DRINKING OUT VENUES?SOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT MAY 2024 SAMPLE:750Wine(including sparkling wine)CocktailsSoft drinks(including tonic)Takju(including Makegeolli,Dongdongju)Jeodoju(e.g.Fruit wine,Plum wine

42、,Herb wine)Sake/Cheongju22%15%13%11%11%5%Drink categories consumers believe have the potential to become trends in the On Premise 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.42%28%26%24%23%20%11%6%Friends/familySocial mediaplatforms e.g InstagramAdvert

43、isementsOffers/promotionsin venuesWork colleaguesOnline blogsFood and drinkmagazinesAttending eventse.g.trade shows23SOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT MAY 2024 SAMPLE:750HOW DO YOU TYPICALLY FIND OUT ABOUT NEW DRINKS TRENDS/CATEGORIES?How consumers find out about new drink trends 2

44、023 Nielsen Consumer LLC.All Rights Reserved.24SOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT MAY 2024 SAMPLE:750WHICH VENUES ARE YOU MOST LIKELY TO TRY A NEW DRINK CATEGORY/BRAND?3%9%9%10%14%15%16%18%18%19%20%22%31%NightclubsHotelsChinese restaurantSoju barLounge barJapanese restaurantPublic r

45、aw fish restaurantFusion bar(e.g.Japanese Isakaya,Chinese Lam skewers)Malt/cocktail barHOFKorean traditional restaurantBeer speciality storeKorean BBQ restaurantVenues consumers are most likely to try a new category/brand 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Ri

46、ghts Reserved.25SOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT MAY 2024 SAMPLE:750FINALLY,WED LIKE YOU TO TELL US ABOUT A NEW DRINK CATEGORY OR BRAND THAT HAS STOOD OUT TO YOU WHEN EATING AND DRINKING OUT OVER THE PAST MONTH?HighballsSakeSojuCrush beerHighball,the design was prettyHighballs are

47、 sold at every storeHighball with a unique tasteI saw a lot about Japanese sake at Japanese restaurants Sweet potato sake was recommended to me at an izakayaThe bottle caught my eye because it was prettyVarious fruit soju brandsZero Soju since it is low in calories but not low in alcoholSoju.Zero re

48、lated brands like SaeroAmong the beers,Crush stood out in terms of its bottle design and designCrush Beer-The bottle has a unique shape,but I think its unique because you can drink it from a cup of the same shape as the bottleCrush,spring at a beer bar,because the package is prettyCategories/brands

49、that have stood out to consumers in the On PremiseOn Premise SegmentationCGA ON PREMISE SOLUTIONSEssential Services to support your On Premise Strategies Consumer Insights+Robust insights tracking behaviour,habits,and preferences of consumers in the On Premise+Understand brand and category consumpti

50、on to build selling stories for your portfolio+Highlight channel visitation and national account engagement to support your key account teams and conversations with retailers+Understand the size and shape of the South Korean On Premise+Build strategies catering to the ever-changing outlet dynamics s

51、haping the channel+Determine which channels are in growth or decline+Integrate Outlet Index to better your conversations with distributors and retailersOn Premise Measurement+Statistically robust model providing volumetric measurement of alcohol sales in bars and restaurants+Use as a barometer for B

52、rand and Category performance in any market+Track KPIs such as brand and category share,competitive benchmarking,volume and value velocity(Rate of Sale),total distribution points and priceLIVE NOWLIVE NOWCOMING Q3 2024 2023 Nielsen Consumer LLC.All Rights Reserved.JAEPIL SOHNClient Solutions Directo

53、r Jaepil.SJO STEPHENSON-THOMPSONClient DirectorJo.StephensonTFind out how build a successful On Premise strategyFor more information on how CGA by NIQ can help your business grow in the South Korean On Premise,get in touch:Sign up to receive On Premise news&Insights for the South Korean market,hereADAM GRIMSenior Client Success and Insight ManagerAdam.GBased locally in South KoreaUK based