REACH Study: Consumers Seek Moderation, Quality in On-Premise Sector
A recent study, REACH, conducted by Professor Dr. Helmut Greim and his team, sheds light on global consumer behaviour in the On-Premise sector. The study, which considered chemicals primarily within Germany but involved EU-wide data, reveals interesting trends and preferences.
The REACH study found that two-thirds of consumers are mindful of their alcohol intake, yet eating and drinking out remains a popular treat. This shift towards moderation hasn't deterred consumers from exploring new drinks brands, with over a fifth trying a new one in the last month.
Consumers are also seeking out the On-Premise as a way to disconnect and relax, with global interest in mental wellbeing driving this trend. The peak times for visiting bars, pubs, and restaurants have shifted towards late afternoon and early evening, reflecting this desire to unwind after work.
The On-Premise remains the top channel for Beverage Alcohol brands, with over four in five consumers visiting at least quarterly. Notably, 25% plan to visit more often in the coming year. Despite this, consumers are increasingly seeking out familiar brands and ritual-based choices for everyday occasions.
When dining out, consumers are willing to pay more for quality, with two in three opting for less quantity and better quality. However, value remains a top consideration. Spending is also becoming more concentrated on key occasions, with the ten most valuable days generating a higher share of the year's sales.
The REACH study underscores the enduring passion for bars, pubs, and restaurants worldwide, despite consumers' growing mindfulness of their alcohol intake. The On-Premise continues to be the key channel for Beverage Alcohol brands, with consumers seeking out familiar brands and ritual-based choices for everyday occasions. The trend towards moderation and the shift in peak visiting times highlight the evolving consumer landscape, with quality and value remaining crucial considerations.
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