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1、 2024 Nielsen Consumer LLC.All Rights Reserved.GERMANY ON PREMISE CONSUMER PULSE REPORTCGA by NIQ,December 2024 2025 Nielsen Consumer LLC.All Rights Reserved.Confidential and proprietary2Our CGA expert team is in Germany from the 4th 7th February 2025.Please get in touch to set up a meetingMeet the

2、team behind the dataGeorge ArgyropoulosManaging Director-EMEAAlexLaughlandProduct Strategy DirectorBilalKaddouriClient Solutions DirectorUlrike FaberLead of Category/Industry SalesMiriam StirnimannCustomer Success and Insight Manager3 2023 Nielsen Consumer LLC.All Rights Reserved.Visitation Rate in

3、December:Food-related outings have maintained a stable position both month-on-month and year-on-year.In contrast,drink-related outings have experienced a slight decline over both periods.Daily On Premise visitation remains stable compared to December 2023,while weekly visitation has seen a significa

4、nt decline.Categories Drunk:Although beer remains the most popular category consumed On Premise,it is not only losing penetration but also its perception as a value-for-money option,which has declined throughout the quarter.Energy drinks appear to be the biggest winner this month,with a+4pp gain com

5、pared to last December,a trend driven by GenZ.Prognosis:Although consumers maintain a positive outlook regarding visitation,the decline observed throughout the year continues.This suggests that despite favourable sentiment,external factors are contributing to a sustained decrease in visitation rates

6、,highlighting a disconnect between consumer mindset and actual behaviour.Miriam StirnimannSUMMARYThe perception of beer as a value-for-money option has declined in the fourth quarter,allowing cocktails to be seen as offering the best value.This shift highlights that value perception is influenced mo

7、re by the overall experience than by cost alone.Urging businesses to focus on enhancing customer experiences to align with evolving consumer preferences.Health-conscious and socially aware,Gen Z is shaking up the On Premise.Theyre visiting venues more often than older generations,but their zebra-str

8、iping drinking habits(alternating alcoholic and non-alcoholic drinks)fuel trends in moderation.A welcome opportunity for energy drinks but yet another challenge for traditional beer and spirits brands to navigate and overcome.Customer Success&Insight Manager-DACH“Stephen WannCustomer Success Directo

9、r EMEA“2024 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 November 2024 to December 2024 in Germany.Thisstudylooksintoconsumers

10、On-Premisebehaviour over thepast monthand tests visit intention 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 int

11、entions and behaviours for our beloved On Premise channel.For this December 2024 issue,we surveyed 1000 consumers(aged 18+)between the 17.19.December 2024.These consumers were situated across all German regions and must typically visit On Premise venues at least once within a 3-month period.2024 Nie

12、lsen Consumer LLC.All Rights Reserved.Key metrics&On Premise visitation 2024 Nielsen Consumer LLC.All Rights Reserved.SOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT NOVEMBER 2024,2023 SAMPLE:1001,1002LOOKING BACK-1pp vs December Last Year89%of consumers have been out to eat in the previous mont

13、h44%of consumers have been out for a drink in the previous month-2pp vs December Last Year 2024 Nielsen Consumer LLC.All Rights Reserved.FREQUENCY VISITING THE ON PREMISE OVER THESE LAST MONTHS90%91%89%89%87%90%87%89%90%88%89%89%89%46%45%48%48%46%48%50%50%50%46%48%45%44%DecJanFebMarchAprilMayJuneJul

14、yAugSeptOctNovDecHave been out to eat in the last monthHave been out to drink in the past month94%of consumers visited the On Trade this month+1pp vs December last YearLOOKING BACKSOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT NOVEMBER 2024,2023 SAMPLE:1001,1003Yearly visitation rates to the On

15、 Premise 2024 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.2%1%1%36%32%28%62%67%72%OverallTo DrinkTo EatEveryday/almost everydayOnce or twice/3-5 times a weekOnce or twice a monthHOW OFTEN HAVE YOU VISITED BARS,RESTAURANTS AND SIMILAR VENUES OVER THE PAST MO

16、NTH?Frequency visiting On Premise in the past month=0pp vs December Last YearSOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT DECEMBER 2024,2023 SAMPLE:439-954-6pp vs December Last Year+6pp vs December Last Year 2024 Nielsen Consumer LLC.All Rights Reserved.ON WHICH DAY(S)OF THE WEEK HAVE YOU VIS

17、ITED A BAR,RESTAURANT OR OTHER SIMILAR VENUE OVER THE PAST MONTH?6%9%11%13%40%58%18%8%11%14%15%49%57%19%MondayTuesdayWednesdayThursdayFridaySaturdaySundayDecemberDecember-Last YearSOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT DECEMBER 2024,2023 SAMPLE:941,954Day of the week visiting the On Pre

18、mise 2024 Nielsen Consumer LLC.All Rights Reserved.6%19%14%60%35%7%Brunch(before 12pm)Lunch(12pm-2pm)Mid-afternoon(2pm-5pm)Early evening(5pm-8pm)Late evening(8pm-10pm)Late night(after 10pm)WHAT TIMES OF DAY HAVE YOU BEEN VISITING BARS,RESTAURANTS AND SIMILAR VENUES OVER THE PAST MONTH?SOURCE:CGA MON

19、THLY ON PREMISE CONSUMER PULSE REPORT DECEMBER,NOVEMBER 2024 SAMPLE:940,949Time of day for visiting the On Premise+1pp vs November-2pp vs November 2024 Nielsen Consumer LLC.All Rights Reserved.7%2%15%17%14%13%22%21%22%44%50%44%48%46%44%46%38%31%39%35%24%29%29%Cleanliness&hygieneQuality of overallexp

20、erienceQuality of serviceWait time ondrinksOverall value formoneyWait time on foodStaff knowledgeVerySatisfiedSatisfiedNeutralDissatisfiedVeryDissatisfiedProportion of consumers very satisfied/satisfied withSATISFACTION WITH MOST RECENT VISIT TO THE ON PREMISE70%83%75%85%81%83%75%SOURCE:CGA MONTHLY

21、ON PREMISE CONSUMER PULSE REPORT DECEMBER 2024 SAMPLE:431-999 2024 Nielsen Consumer LLC.All Rights Reserved.Key metrics:Categories Drunk 2024 Nielsen Consumer LLC.All Rights Reserved.41%36%29%24%23%19%19%13%13%9%8%BeerSoft drinksHot drinksCocktailsWineSchorleNo/low alcoholoptionsEnergy drinksSpirits

22、AperitifsReady to drinkalcohol13WHICH OF THE FOLLOWING DRINKS HAVE YOU DRANK IN BARS AND/OR RESTAURANTS IN THE PAST MONTH?Alcohol free beveragesAlcoholic beverages-3pp-1pp-2pp-3pp-3pp-2pp+1pp+4pp-2pp-2pp=0ppSOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT DECEMBER 2024&2023 SAMPLE:941,954Most pop

23、ular drink categories|Indexed vs.Last-Year December+24pp for GenZ 2024 Nielsen Consumer LLC.All Rights Reserved.2024 Nielsen Consumer LLC.All Rights Reserved.37%27%22%19%18%17%17%10%10%7%BeerSoft drinksHot drinksCocktailsWineSchorleNo/low alcohol optionsEnergy drinksSpiritsAperitifsTHINKING ABOUT YO

24、UR MOST RECENT VISIT TO A BAR,RESTAURANT OR SIMILAR VENUE,WHICH OF THE FOLLOWING CATEGORIES DID YOU DRINK?Last drink orderedSOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT DECEMBER 2024 SAMPLE:1003 2024 Nielsen Consumer LLC.All Rights Reserved.CocktailsDigestifsEnergy drinksRTDSoft DrinksSchorle

25、AperitifsBeer81%81%79%78%77%77%76%75%very satisfied/satisfied with value for money HOW SATISFIED WERE YOU WITH THE DRINK(S)THAT YOU HAVE HAD ON YOUR MOST RECENT VISIT REGARDING ITS VALUE FOR MONEY?Shown to individual drink category consumer on latest visitSOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE

26、 REPORT DECEMBER 2024 SAMPLE:57-363 2024 Nielsen Consumer LLC.All Rights Reserved.CocktailsAperitifsRTDSpiritsEnergy drinksWineSchorle88%84%83%80%79%77%75%very satisfied/satisfied with how exciting the drink wasHOW SATISFIED WERE YOU WITH THE DRINK(S)THAT YOU HAVE HAD ON YOUR MOST RECENT VISIT REGAR

27、DING HOW EXCITING IT WAS?Shown to individual drink category consumer on latest visitSOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT DECEMBER 2024 SAMPLE:61-368 2024 Nielsen Consumer LLC.All Rights Reserved.CocktailsWineAperitifsNo/low alcohol optionsDigestifBeerSchorleHot drinks91%89%89%88%88%88

28、%87%85%very satisfied/satisfied with The overall quality of the serveHOW SATISFIED WERE YOU WITH THE DRINK(S)THAT YOU HAVE HAD ON YOUR MOST RECENT VISIT REGARDING ITS QUALITY OF SERVE?Shown to individual drink category consumer on latest visitSOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT DECEM

29、BER 2024 SAMPLE:55-369 2024 Nielsen Consumer LLC.All Rights Reserved.HAVE YOU TRIED A NEW DRINK WHEN EATING OR DRINKING OUT OVER THE PAST MONTH?32%Yes68%No+36pp for Gen-Z consumersSOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT NOVEMBER&DECEMBER 2024 SAMPLE:57-952+1pp vs November+14pp for consum

30、er living in Berlin 2024 Nielsen Consumer LLC.All Rights Reserved.2024 Nielsen Consumer LLC.All Rights Reserved.39%17%17%15%14%14%13%12%11%10%CocktailsSchorleSoft drinksEnergy drinksAperitifsHot drinksRTDBeerNo/low alcohol optionsWineWHICH OF THE FOLLOWING CATEGORIES WAS THE NEW DRINK THAT YOU TRIED

31、?SOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT NOVEMBER 2024 SAMPLE:120,300New drinks tried by those going out to food and drinks+4pp for GenZ 2024 Nielsen Consumer LLC.All Rights Reserved.Key metrics:Next Month Prognosis 2024 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.

32、All Rights Reserved.71%of consumers plan to go out to eat in the next month36%of consumers plan to go out for a drink in the next monthLOOKING FORWARD-16pp vs December Last Year-13pp vs December Last YearSOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT DECEMBER 2024,2023 SAMPLE:1001,1002 2024 Nie

33、lsen Consumer LLC.All Rights Reserved.6%17%62%13%2%Much more frequently than this monthMore frequentlythan this monthAs frequently as this monthLess frequentlythan this monthMuch less frequently than this month23%more often15%less oftenHOW OFTEN DO YOU PLAN TO VISIT BARS,RESTAURANTS OR OTHER SIMILAR

34、 VENUES OVER THE NEXT MONTH?Asked to those planning to visit the On Premise in the next monthSOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT DECEMBER 2024 SAMPLE:862 2024 Nielsen Consumer LLC.All Rights Reserved.2024 Nielsen Consumer LLC.All Rights Reserved._ 2024 Nielsen Consumer LLC.All Rights

35、 Reserved.OPUSBest-in-class consumer research specifically for the On Premise,used by leading beverage suppliers across the globeON PREMISE CONSUMER INSIGHTSOutlet IndexFull database of all licensed outlets across Australia updated quarterly to accurately reflect the true size and shape of the On Pr

36、emise universe.CUSTOMER PLANNING&EXECUTIONBeverageTrak&Advanced AnalysisUnique outlet-level tracking of brand and category sales.Track sales performance and price against competition by day,week&monthSALES TRACKING VS THE COMPETITIONOPM(RMS solution)Full market measurement for brands and categories

37、in the On Premise.Track your share nationally and unlock previous dark spaces in On Premise performance CGA by NIQs On Premise Roadmap&SolutionsThis suite of solutions is designed to help beverage suppliers grow their On Premise sales via commercially-focused insights and customer profiling data.Ove

38、r time,this phased approach leads to full market measurement(RMS)and competitive share tracking.2024 Nielsen Consumer LLC.All Rights Reserved.Custom RFP Support DecksAdditional Consumer Reporting where CGA by NIQs expertise can be leveragedCustom ResearchBartender ResearchTake group-specfic sales st

39、ories to your national account customers to speak to their consumers and showcase how your portfolio aligns with their strategiesOptimum AssortmentCGAs assortment tool allows you to enable your teams to showcase the optimal range for outlets and highlight where brands should be placed within a range

40、 to achieve highest sales and increase customer satisfactionPath to PurchaseUnderstand the decision corridor consumers go through when purchasing products,and identify how these choices impact the decisions that result in final salesConsumer SegmentationCustom ResearchStrategically and effectively t

41、arget specific On Premise drinkers to identify offerings and opportunities that relate to them,ensuring$are spent more effectively in On Premise brand buildingCustom ResearchFrom online surveys to focus groups and in-outlet intercepts,CGA has access to millions of consumers across the world to answe

42、r your most important questionsBartender ResearchBartenders and servers are the final touch point of influence in the channel.With such change,understanding advocacy and bartender needs is extremely important in influencing the sales of your productsCGA:Consumer Tools 2024 Nielsen Consumer LLC.All R

43、ights Reserved.Find out how to build a successful On Premise strategyFor more information on how CGA by NIQ can help your business grow in the German On Premise,get in touch:Sign up for receive On Premise news&Insights for the German market,Click here STEPHEN WANNClient DirectorSBILAL KADDOURIClient Solutions DirectorBilal.KMIRIAM STRINIMANNConsumer Success&Insight ManagerM