1、 2023 Nielsen Consumer LLC.All Rights Reserved.GERMANY ON PREMISE CONSUMER PULSE REPORTCGA by NIQ,September 20242 2023 Nielsen Consumer LLC.All Rights Reserved.Visitation Rate in September:Compared to August,visitation rates are declining,likely due to the end of the summer season.Weekly visitation

2、rates are falling behind those of previous years,while there is a slight increase in less frequent monthly On Premise visits.Categories Drunk:Although loyalty to beer is declining,it remains evident.However,the value for money attribute is not as strong for the category as it once was.Gen Z consumer

3、s are still seeking new and exciting drink categories,which may have contributed to the strong performance of No/Low alcohol products.Prognosis for September:The visitation decline doesnt appear to be stopping anytime soon.Focusing on converting monthly visitors to more frequent ones could help miti

4、gate this trend.By encouraging more regular visits,businesses can maintain a steadier flow of customers and potentially soften the overall decline in visitation rates.Bilal KaddouriSUMMARYThe summer season,despite not having the best weather,is truly coming to an end.This leaves categories with high

5、 seasonality dependency needing to adjust and find new ways to maintain high consumption levels.The Aperitif category has sustained double-digit growth even in some colder months,potentially accelerating the decline of traditional categories like beer and wine.Earlier this year,the Statistische Bund

6、esamt published the 10-year growth rate of alcohol-free beer,a leading category in the no/low movement.The desire for no/low options continues to grow,with the category gaining+7pp compared to the previous year.Could combining this trend with the growing energy drink category lead to innovative new

7、products?Three Spirits seem to think so,showcasing their new innovation at BCB.Consumer Solutions Director“Stephen WannConsumer Director EMEA“3 2023 Nielsen Consumer LLC.All Rights Reserved.CGAS MONTHLY CONSUMER PULSEThis monthlyOn-PremiseConsumer Pulse report is intended to capture consumers consum

8、ption patterns and how they fluctuate in the transition period from August 2024 to September 2024 in Germany.ThisstudylooksintoconsumersOn-Premisebehaviour over thepast monthand tests visitintention for the month ahead.In other countries,this monthly check-in has become a staple for beverage supplie

9、rs and other businesses interested 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 September 2024 issue,we surveyed 767 consumers(aged 18+)between the 24th August 30th September 202

10、4.These consumers were situated across all German regions and must typically visit On Premise venues at least once within a 3-month period.2023 Nielsen Consumer LLC.All Rights Reserved.Key metrics&On Premise visitation 2023 Nielsen Consumer LLC.All Rights Reserved.SOURCE:CGA MONTHLY ON PREMISE CONSU

11、MER PULSE REPORT SEPTEMBER 2024 SAMPLE:100-1003LOOKING BACK-1pp vs September Last Year88%of consumers have been out to eat in the previous month46%of consumers have been out for a drink in the previous month-1pp vs September Last Year 2023 Nielsen Consumer LLC.All Rights Reserved.FREQUENCY VISITING

12、THE ON PREMISE OVER THESE LAST MONTHS88%88%85%84%87%82%86%86%87%87%89%88%52%49%50%47%49%51%52%51%54%55%54%46%OctNovDecJanFebMarchAprilMayJuneJulyAugSeptHave been out to eat in the last monthHave been out to drink in the past month95%of consumers visited the On Trade this month=0pp vs September last

13、YearLOOKING BACKSOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT SEPTEMBER 2024 SAMPLE:1000-1003Yearly visitation rates to the On-Premise 2023 Nielsen Consumer LLC.All Rights Reserved.3%1%2%44%38%34%56%62%66%OverallTo DrinkTo EatEveryday/almost everydayWeeklyMonthlyHOW OFTEN HAVE YOU VISITED BARS

14、,RESTAURANTS AND SIMILAR VENUES OVER THE PAST MONTH?Frequency visiting On Premise in the past month=0pp vs September-Last YearSOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT SEPTEMBER 2024 SAMPLE:463-955-2pp vs September-Last Year+2pp vs September-Last Year8 2023 Nielsen Consumer LLC.All Rights

15、Reserved.ON WHICH DAY(S)OF THE WEEK HAVE YOU VISITED A BAR,RESTAURANT OR OTHER SIMILAR VENUE OVER THE PAST MONTH?8%8%13%14%45%57%21%9%12%16%16%44%57%24%MondayTuesdayWednesdayThursdayFridaySaturdaySundaySeptemberSeptember-Last YearSOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT SEPTEMBER 2024 SAM

16、PLE:950,955Day of the week visiting the on-premise 2023 Nielsen Consumer LLC.All Rights Reserved.6%20%18%59%39%11%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 SI

17、MILAR VENUES OVER THE PAST MONTH?SOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT SEPTEMBER 2024 SAMPLE:948Time of day for visiting the On-Premise 2023 Nielsen Consumer LLC.All Rights Reserved.5%14%14%15%21%15%24%21%44%45%51%48%43%43%49%38%35%31%23%38%30%26%Cleanliness&hygieneWait time on drinks

18、Quality of overallexperienceOverall value formoneyQuality of serviceStaff knowledgeWait time on foodVerySatisfiedSatisfiedNeutralDissatisfiedVerydissatisfiedProportion of consumers very satisfied/satisfied withSATISFACTION WITH MOST RECENT VISIT TO THE ON PREMISE81%71%72%82%81%82%75%SOURCE:CGA MONTH

19、LY ON PREMISE CONSUMER PULSE REPORT SEPTEMBER 2024 SAMPLE:459-994 2023 Nielsen Consumer LLC.All Rights Reserved.Key metrics:Categories Drunk 2023 Nielsen Consumer LLC.All Rights Reserved.41%37%31%26%23%21%19%15%15%12%BeerSoft drinksHot drinksCocktailsWineSchorleNo/low alcoholoptionsSpiritsEnergy dri

20、nksAperitifs12WHICH OF THE FOLLOWING DRINKS HAVE YOU DRANK IN BARS AND/OR RESTAURANTS IN THE PAST MONTH?Alcohol free beveragesAlcoholic beverages-5pp+5ppNA+1pp+1pp+1pp+7pp-1pp+5pp+1ppSOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT SEPTEMBER 2024 SAMPLE:950,955Most popular drink categories|Top 10

21、|Indexed vs.Last-Year September13 2023 Nielsen Consumer LLC.All Rights Reserved.34%27%24%21%20%19%15%10%10%8%BeerSoft drinksHot drinksCocktailsWineSchorleNo/low alcohol optionsSpiritsEnergy drinksAperitifsTHINKING ABOUT YOUR MOST RECENT VISIT TO A BAR,RESTAURANT OR SIMILAR VENUE,WHICH OF THE FOLLOWI

22、NG CATEGORIES DID YOU DRINK?Last drink ordered|Top 10SOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT SEPTEMBER 2024 SAMPLE:1003 2023 Nielsen Consumer LLC.All Rights Reserved.HOW SATISFIED WERE YOU WITH THE DRINK(S)THAT YOU HAVE HAD ON YOUR MOST RECENT VISIT REGARDING ITS VALUE FOR MONEY?%very sa

23、tisfied/satisfied with value for money Shown to individual drink category consumer on latest visit|Top 880%80%78%78%77%76%76%74%WineNo/low alcohol optionsCocktailsHot drinksBeerAperitifsEnergy drinksSoft drinksSOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT SEPTEMBER 2024 SAMPLE:58-335 2023 Niel

24、sen Consumer LLC.All Rights Reserved.HOW SATISFIED WERE YOU WITH THE DRINK(S)THAT YOU HAVE HAD ON YOUR MOST RECENT VISIT REGARDING HOW EXCITING IT WAS?%very satisfied/satisfied with how exciting the drink wasShown to individual drink category consumed on latest visit|Top 886%79%78%73%72%71%71%70%Coc

25、ktailsAperitifsReady to drink alcoholNo/low alcohol optionsSpiritsBeerWineHot drinksSOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT SEPTEMBER 2024 SAMPLE:58-337 2023 Nielsen Consumer LLC.All Rights Reserved.HOW SATISFIED WERE YOU WITH THE DRINK(S)THAT YOU HAVE HAD ON YOUR MOST RECENT VISIT REGAR

26、DING ITS QUALITY OF SERVE?%very satisfied/satisfied with The overall quality of the serveShown to individual drink category consumer on latest visit|Top 887%86%84%84%81%81%81%77%WineBeerCocktailsNo/low alcohol optionsHot drinksAperitifsSoft drinksSchorleSOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE R

27、EPORT SEPTEMBER 2024 SAMPLE:269-70 2023 Nielsen Consumer LLC.All Rights Reserved.HAVE YOU TRIED A NEW DRINK WHEN EATING OR DRINKING OUT OVER THE PAST MONTH?36%Yes64%No+35pp for Gen-Z consumers+7ppp for consumers from BerlinSOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT SEPTEMBER 2024 SAMPLE:57-

28、95018 2023 Nielsen Consumer LLC.All Rights Reserved.35%18%17%17%16%15%14%13%13%11%CocktailsSchorleBeerSoft drinksNo/low alcohol optionsEnergy drinksHot drinksReady to drink alcoholAperitifsWineWHICH OF THE FOLLOWING CATEGORIES WAS THE NEW DRINK THAT YOU TRIED?SOURCE:CGA MONTHLY ON PREMISE CONSUMER P

29、ULSE REPORT SEPTEMBER 2024 SAMPLE:346 New drinks tried by those going out to food and drinks|Top 10 2023 Nielsen Consumer LLC.All Rights Reserved.Key metrics:Next Month Prognosis 2023 Nielsen Consumer LLC.All Rights Reserved.71%of consumers plan to go out to eat in the next month39%of consumers plan

30、 to go out for a drink in the next monthLOOKING FORWARD-17pp vs September Last Year-14pp vs September Last YearSOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT SEPTEMBER 2024 SAMPLE:998 1000 2023 Nielsen Consumer LLC.All Rights Reserved.8%16%60%14%2%Much more frequently than this monthMore freque

31、ntlythan this monthAs frequently as this monthLess frequentlythan this monthMuch less frequently than this month24%more often16%less oftenHOW OFTEN DO YOU PLAN TO VISIT BARS,RESTAURANTS OR OTHER SIMILAR VENUES OVER THE NEXT MONTH?Asked to those planning to visit the On Premise in the next monthSOURC

32、E:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT SEPTEMBER 2024 SAMPLE:865 2023 Nielsen Consumer LLC.All Rights Reserved.Hot topic:Premiumisation 2023 Nielsen Consumer LLC.All Rights Reserved.PLEASE DESCRIBE IN YOUR OWN WORDS WHAT DETERMINES WHETHER A DRINK IS PREMIUM TO YOU?(OPEN TEXT)Unprompted answ

33、ers given by respondentsRankingMost prevalent answer types#1The flavour#2The quality#3The price#4The look/presentation#5The ingrediencies“wenn es sehr lecker schmeckt”Besonderes Geschmackserlebnis”“Geschmack und Prozente”“Besonderen Geschmack”“Marke und Geschmack”“Sanft im Geschmack und erfrischend

34、zugleich”“der Service,der Preis und der Geschmack”“Geschmack muss passen”“Aussergewhnlichin Geschmack und aussehen”Der Geschmack und die Prsentation”SOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT SEPTEMBER 2024 SAMPLE:1003 2023 Nielsen Consumer LLC.All Rights Reserved.54%38%25%24%21%20%13%12%Co

35、ntains high quality ingredientsExpertly prepared/made(e.g.hand-crafted by a mixologist)It being rare/hard to findSomething that showcases local brands/produceSomething unique to a venue(e.g.a signature serve)Something that has a buzz about itInstagrammable/has a wow factorTheatrical serve(e.g.smoke,

36、fire,dry ice)WHICH OF THE FOLLOWING DO YOU EXPECT FOR A DRINK TO BE CONSIDERED“PREMIUM”?SOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT SEPTEMBER 2024 SAMPLE:1001Consumers expectations of premium drinks 2023 Nielsen Consumer LLC.All Rights Reserved.IF YOU ARE LOOKING TO TREAT YOURSELF WITH A PRE

37、MIUM(MORE EXPENSIVE)DRINK,WHICH OF THE FOLLOWING WOULD YOU TYPICALLY BE MOST LIKELY TO DO?Premium drink choiceChoose a different drink category to normal46%Choose a more expensive/premium brand in the same drink category33%I wouldnever treat myself to a premium(more expensive)drink21%SOURCE:CGA MONT

38、HLY ON PREMISE CONSUMER PULSE REPORT SEPTEMBER 2024 SAMPLE:1001 2023 Nielsen Consumer LLC.All Rights Reserved.50%43%29%28%26%14%10%Restaurant(formal dining)Bar/late night barCasual dining restaurant(informal dining)NightclubHotelCafKneipe26IN WHICH OF THE FOLLOWING TYPES OF VENUE WOULD YOU BE MOST L

39、IKELY TO CHOOSE PREMIUM(MORE EXPENSIVE)DRINKS?SOURCE:CGA MONTHLY ON PREMISE CONSUMER PULSE REPORT SEPTEMBER 2024 SAMPLE:624 Channels where consumers are more likely to choose premium drinks 2023 Nielsen Consumer LLC.All Rights Reserved.48%45%30%22%20%15%14%13%Special occasionDate night/Out as acoupl

40、eRelaxed/quiet drinksAfter visiting arestaurantLive musicAn event in the venue(e.g.quiz)After work drinksTicketed event27ON WHICH OF THE FOLLOWING TYPES OF OCCASION WOULD YOU BE MOST LIKELY TO CHOOSE PREMIUM(MORE EXPENSIVE)DRINKS WHEN VISITING BARS,RESTAURANTS OR OTHER SIMILAR VENUES?SOURCE:CGA MONT

41、HLY ON PREMISE CONSUMER PULSE REPORT SEPTEMBER 2024 SAMPLE:624 Occasions when consumers are more likely to choose premium drinks 2023 Nielsen Consumer LLC.All Rights Reserved.Brand reputation drives premium perceptionsPremiumisation is predominately category-led rather than brand-ledDefining premium

42、It is not enough to simply label your brand as premium consumers want to establish why it is considered premium,relying on a brands long-standing heritage,quality of ingredients,uniqueness to determine whether it is worth the extra expenditure.How are you activating and educating consumers on your p

43、remium portfolio and measuring their success?Brand driven trade upPremiumisation is predominately category-led with consumers more likely to choose a different drink category compared to what they would usually drink(45%)than to switch to a brand considered more premium within the same category(37%)

44、.Opportunities to premiumise exist across the board is your brand messaging resonating with consumers to take advantage of these enhanced opportunities?Food-led strategy key for premium brandsOpportunities for premiumisation are most likely to exist in fine dining restaurants(60%)on special(52%)and

45、food-led occasions(44%casual meal,44%formal meal),making a with food strategy key for suppliers premium portfolio.How are you capturing consumers attention within these channels and on these occasions to drive choice of your brands over other premium options?Hot topic 2024 Nielsen Consumer LLC.All R

46、ights Reserved.OPUSBest-in-class consumer research specifically forthe 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 O

47、n Premise 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 categor

48、ies 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

49、.Over time,this phased approach leads to full market measurement(RMS)and competitive share tracking.2023 Nielsen Consumer LLC.All Rights Reserved.Custom RFP Support DecksAdditional Consumer Reporting where CGA by NIQs expertise can be leveragedCustom ResearchBartender ResearchTake group-specfic sale

50、s stories 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 r

51、ange 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 effective

52、ly target 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 a

53、nswer 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 2023 Nielsen Consumer LLC.A

54、ll Rights Reserved.STEPHEN WANNClient DirectorSBILAL KADDOURIClient Solutions DirectorBilal.KFind out how 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 MIRIAM STRINIMANNConsumer Success&Insight ManagerM