尼尔森IQ：2024年德国现场消费渠道及酒吧餐馆消费动向报告（5月版）（英文版）（38页）.pdf

1、 2023 Nielsen Consumer LLC.All Rights Reserved.GERMANY ON PREMISE CONSUMER PULSE REPORTCGA by NIQ,May 2024 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.SUMMARY:TOPLINE VISITATION&INTENTION2Despite a decrease in drink led visits last month,consumers are

2、going out more in May.Furthermore,32%of consumers have stated going out less to the On Premise,2 percentage points below last months decrease in visitation rate.On the other hand consumers continue to increase the amount they spend on the On Premise,mostly due to higher-prices for eating and drinkin

3、g out.The rate of delivery ordered also has seen a decrease with less consumers ordering compared to last month.When ordering drinks in a bar,caf or restaurant consumers are mainly swayed by whether what they typically drink is available,how their drink of choice matches the food ordered and what th

4、eir friends are drinking.Menus are also determinant of drink choice if it stands out on the menu,implying that there is a particular group of consumers more responsive to visual aids.Consumers mostly discover new drinks through the physical menu as well as though friends and family recommendations.W

5、hen it comes to RTDs,30%of consumers have purchased them in the past 6 months and a further 36%are open to try it.Over 2 in 5 consumers who drink RTDs like to experiment new RTD brands and flavours highlighting the space for innovative recipes.Pre-mixed Cocktails and Spirits and mixers are the most

6、drunk RTDs.Despite the popularity of Alcopops,German consumers are planning to reduce consumption by 12 percentage points.RTDs are often purchased in supermarkets though there is opportunity in the On Premise,particularly for pre-mixed Cocktails.3 2023 Nielsen Consumer LLC.All Rights Reserved.3 2023