The global On Premise sector is thriving. According to CGA’s Global REACH consumer study, which surveys over 30,000 individuals across 38 countries, On Premise venues continue to play a key role in people’s lives. Despite ongoing uncertainties, drinkers are in fact going out more frequently than last year, with many viewing it as an essential treat at the end of a workweek. Engagement with bars, pubs, and restaurants is indeed markedly strong, as 83% of respondents visit venues at least once within a three-month period, while one in three go out weekly, representing a +1 percentage point (pp) increase from last year.
The On Premise sector is especially central to the lifestyle of younger consumers from legal drinking age (LDA) up to 34. A significant 42% of this demographic say they love eating and drinking out and would feel disappointed if they could no longer do so. Even more striking, one in five states that they would feel lost without the On Premise. This age group accounts for 60% of all footfall, so businesses must carefully study and effectively target this engaged demographic.
The quest for social currency and novel experiences
This data confirms how consumers – including younger, Gen Z drinkers – still love going out. But what exactly are they looking for when they do visit the On Premise? And what keeps them coming back? REACH highlights people value the social connections that these spaces enable. Nearly half of respondents say their primary reason for going out is to spend time with loved ones – family, friends, or colleagues – while some have some specific socialisation targets.
Download the report to continue reading, here.
Originally published in Global Drinks Intel Magazine
