On-trade

Range to fore in on-trade recovery

With consumer demand polarising between high quality premium product and value purchasing, it's more important than ever that the on-trade here gets its in-outlet product range right, says market researchers CGA.

 

CGA’s 'Reach' survey of consumers in Ireland shows that a third (33%) of them now think it's more important that their drink is high quality than it was before Covid, while slightly more (36%) think good value has become more significant.

CGA’s ‘Reach’ survey of consumers in Ireland shows that a third (33%) of them now think it’s more important that their drink is high quality than it was before Covid, while slightly more (36%) think good value has become more significant.

Its latest ‘Reach’ survey of consumers in Ireland shows that a third of them (33%) now think it’s more important that their drink is high quality than it was before Covid, while slightly more (36%) think good value has become more significant.

This trend, echoed in CGA’s research in other countries around the world, has been accelerated by the pandemic which has hit some consumers financially while leaving others with more disposable income.

The Ireland survey confirms the crucial role of range in drinking out. Nearly half (45%) of consumers in CGA’s survey believe that the range of food and drinks contributes towards a good experience.

However the survey has seen signs that range is reducing in places, with well over half (58%) of operators agreeing that rationalising drink menus will be fundamental or important to their business after a Lockdown.

“Drinks range has always been a big factor in consumers’ choices, but the pandemic and a renewed focus on both value and quality have reinforced its vital role,” says Sian Brennan, CGA’s Ireland Client Director, “The motivation to reduce range is understandable but operators need to be sure there’s enough to meet all the preferences of their guests. Suppliers have a big role to play in helping businesses establish the right selections and they’ll need to demonstrate very clearly why their brands deserve a place on menus in this competitive environment.”

 

Health-consciousness

CGA’s Reach survey also shows how health-conscious behaviours are having a growing impact on people’s drinking-out habits. Nearly a third (31%) of consumers say they’re living a healthier lifestyle than they were a year ago and one in six (17%) thinks it’s more important that their drinks are healthy, while nearly a quarter (23%) are limiting their alcohol consumption more.

This opens up the potential for healthier options on menus.

A fifth (21%) of consumers say they’re now likely to try low calorie drinks while slightly fewer are likely to try No or Low Alcohol Beers (16%) or No and Low Alcohol Spirits (13%).

To learn how data and insights from the Reach survey can support the ranging, pricing and marketing strategies of all drinks suppliers and operators in Ireland, e-mail Sian Brennan at sian.brennan@cgastrategy.com

 

 

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