The exclusive report creates a detailed picture of last December’s sales, helping businesses map trends and guest preferences ahead of this year’s festive trading. Sales data indicates solid growth for managed groups, with pubs outperforming restaurants as many people prioritised casual visits with family and friends.
CGA’s consumer research reveals three quarters (75%) of consumers visited a pub, restaurant or other licensed venue across the festive period. However, there was significant pressure on spending, with nearly nine in ten (88%) impacted to some extent by the cost-of-living crisis in 2024. This figure is down by only 2 percentage points—a reminder that consumers’ disposable incomes remain under heavy pressure despite some economic improvements in 2024.
The Christmas Report shows a direct link between cost-of-living pressures and On Premise visits. Three in ten (30%) consumers who didn’t go out to eat or drink during the festive period said it was because it was too expensive, while a fifth (19%) had less disposable income, were trying to save money or were prioritising spending elsewhere. Asked what they did with the money saved, the most common alternative was cooking more at home. CGA’s Daily Drinks Tracker has indicated that some of these consumers have carried their hesitancy about spending into 2025.
Violetta Njunina, CGA by NIQ’s Client Director said: “Despite a positive Christmas, it’s clear that many consumers remain affected by the cost-of-living crisis and the effects of high inflation. We can be cautiously optimistic that impacts may lessen as we move deeper into 2025, but all suppliers and operators will need to stay resolutely focused on the demand for good value. Strategies for next Christmas must take on board the needs of these consumers, and our report delivers the expert insights that are needed for success.”
There are also signs that the cost-of-living crisis trimmed consumers’ spending at markets in December. Christmas markets lost 10 percentage points of their share of drinks sales in 2024 compared to 2023, with high prices and crowds the two most common reasons for not going.
Violetta Njunina said: “Christmas markets have become a serious competitor for spending on drinks in the last few years, but high prices mean their novelty may be wearing off. This brings a great opportunity for suppliers and operators to attract people back to the On Premise in the run-up to Christmas in 2025, but they will have to deliver the proper festive experience that market-goers want.”
CGA by NIQ’s Christmas Report 2024 delivers many more insights into consumers’ habits over Christmas and New Year, helping On Premise suppliers and operators optimise festive sales and marketing activity. There are deep dives into occasions, channels, categories, Christmas markets and much more. To get the report and discuss opportunities for tailored analysis, contact the CGA by NIQ experts.
