The exclusive REACH global report—delivering analysis of key trends and developments in 38 countries based on responses from around 30,000 On Premise consumers and 600 operators, explores the behaviours and needs of more than 1,000 Polish consumers to deliver essential sector-specific insights that can help businesses grow brands and unlock new sales. Here are just five of the topline messages.
1 Consumers are passionate about the On Premise
Polish consumers have a very close affinity with bars and restaurants. Two thirds (67%) of them state that they would be lost or disappointed if they couldn’t go out—7 percentage points above the global average. Well over half (57%) eat or drink out at least weekly, placing Poland sixth on the list of major European countries for frequency.
2 Spending is under pressure
While consumers remain eager to go out, pressure on their budgets has reduced their visits. Two thirds (65%) say their cost of living has increased in the last year, while 29% say they would go out less frequently if the price of food and drink increased further. Understanding these financial challenges and how to ease them is vital to protecting sales for brands and outlets.
3 Beer is Poland’s favourite drink
Beer is the most popular drinks category in Poland’s On Premise, with just over half (52%) of consumers typically choosing it in bars and restaurants. Wine (42%) and soft drinks (34%) are the second and third favourites.
4 There are opportunities in cocktails
For spirits brands, some of the best potential for growth can be found in the cocktail category. A third (33%) of consumers say they typically drink them when out—many more than the numbers drinking spirits neat (15%) or with a mixer (19%).
5 Consumers want local brands and value
Guests in bars and restaurants are loyal to Poland’s home-grown brands. A third (32%) say it is more important to them that a drink is Polish than it was a year ago. Rising costs make price a key consideration too, and 24% say good value has grown in importance.
CGA’s REACH research delivers expert insights into consumers’ engagement with the On Premise in Poland and many more countries worldwide. To watch an exclusive webinar on the findings, led by CGA’s Charlie Mitchell and George Argyropoulos, click here.
To discover how REACH and other CGA solutions can support winning On Premise strategies and opportunities across Poland, contact the CGA team.
