Now is the perfect time for brands and operators to reflect on the learnings of the 2024 season to gear up for the influx of eager festivalgoers in 2025.
CGA by NIQ’s Festival Report 2024 provides actionable insights, from shifting audience preferences to new category opportunities, empowering key stakeholders in this soaring market to make informed decisions, multiply audience engagement, and drive growth.
Here are some of the insights from the latest report:
Growing demand in 2025
The appetite for festivals shows no signs of slowing, with most festival goers planning to return and even increase their attendance next year.
According to the report, a hefty 92% of attendees are already planning to attend festivals in 2025. Notably, over a quarter (27%)
aim to attend more festivals than they did in 2024, driven by a desire for unique entertainment and immersive experiences.
It’s clear these events are becoming cultural highlights, offering brands a compelling touchpoint for connecting with audiences who are seeking something meaningful.
Resilience is the name of the game
Disappointingly, a number of festivals were forced to cancel in 2024. But this didn’t dampen enthusiasm. Comparatively, it highlighted the loyalty and adaptability of the UK festival audience.
Despite disruptions, 44% of affected festival goers found alternative events to attend, and another fifth (20%) rebooked for the future.
This resilience emphasises the importance of maintaining strong communication with audiences during challenging times, to retain trust and also to strengthen longer term loyalty as the climate stabilises.
Raising the bar on food and drink offerings
Refining food and drink options is a top priority for festival goers, giving brands and suppliers a sharp nudge to play their part in improving the attendee experience.
Nearly half (44%) of attendees identified meal and drink deals as the top area needing improvement, with price being the leading factor influencing drink choices, closely followed by quality. While value for money remains a priority, consumers are increasingly willing to pay for quality, and spontaneous spending at festivals has grown with 58% of attendees reported having no budget in mind (+3pp vs 2023).
Untapped opportunities
There’s a notable gap between what festivalgoers currently consume and what they’re open to trying, particularly in the cocktail and soft drink categories. Only 16% of attendees drink cocktails at festivals, compared to 31% who enjoy them in the On Premise. However, nearly a quarter (23%) expressed interest in trying cocktails at festivals if they were more portable and convenient.
Convenience is becoming increasingly important, with ease of carrying drinks rising as a key factor influencing drink choices, up by eight percentage points compared to last year. Portable options, like the ready-to-drink (RTD) serves, could help bridge this gap. Currently, festivalgoers’ top drink choices include soft drinks (39%), lager (38%), fruit cider (28%), apple cider (28%), and craft beer (27%).
Pre—mixed ready-to-drink options present windows of opportunity, with almost a fifth of attendees respectively naming them as desirable categories not yet fully explored. It’s an open invitation for brand and suppliers to address these gaps with innovative, high-quality products.
On a final note
The findings in the Festival Report 2024 leave no doubt UK festivals are a thriving market, with loyal attendees, increasing demand, and exciting potential.
For brands and suppliers, the message is clear: aligning offerings with attendee preferences presents a tremendous opportunity to connect with the audience. By delivering creative food and drink solutions that enhance the overall festival experience, brands can not only engage festivalgoers but also cultivate loyalty that extends beyond the event itself, into both the On and Off Premise.
The CGA by NIQ 2024 Festivals Report reveals key insights into festival goers’ behaviour, attitudes, spending patterns, and trends for 2025 and beyond. Get in touch to discover how to create the ideal festival experience, and boost activations, or download more information here.
