The new cautious confidence is opening up fresh opportunities for drinks suppliers and operators in various dayparts—with particularly encouraging trends in late-night segments.
CGA by NIQ’s data shows momentum is starting to build across the On Premise. More than a third (37%) of consumers said they went out to eat and drink more in 2024 than they did in 2023, while CGA’s On Premise Measurement service recorded an 8.4% increase in sales by value, despite a small drop in volumes. This follows a steady fall in the number of people severely impacted by the cost of living crisis—from 34% in September 2023 to 20% in September 2024.
After a prolonged drop-off in late-night occasions during COVID-19 and its aftermath, consumers began to stay out longer in 2024. Around half (49%) of consumers said they were typically visiting pubs, bars and restaurants in the late-evening, while 16% were staying out for late-night occasions, with the numbers rising year-on-year by 4 and 3 percentage points respectively. Meanwhile, dayparts including lunchtime and mid-afternoon lost share after growth in the COVID era, when many consumers chose to avoid crowds by going out earlier.
An increased desire to stay out later is changing the make-up of occasions in the Republic of Ireland and Northern Ireland. High tempo drinks accounted for 8% of all On Premise occasions in 2024—up by 1 percentage point from 2023—while nightclubs drew 8% of venues visited—up by 4 percentage points year-on-year. The steady return of workers to offices has meanwhile pushed up after-work drinks occasions, especially on Fridays.
The trend is opening up dynamic new potential in the spirits category, where the volume and value of sales climbed by 0.4% and 9.8% respectively in 2024. Vodka, gin, whiskey and tequila all increased their share of consumers’ choices on high tempo occasions.
While cocktails remain a popular option, Ireland is also seeing an uptick in other serves. Around a fifth (21%) of consumers now typically drink shots when out—up by 2 percentage points year-on-year, thanks in part to new serves like layered shots. Numbers buying neat spirits have risen even faster—7 percentage points to 19%.
CGA’s in-depth consumer research reveals many more daypart and occasion trends to help suppliers track people’s latest preferences and precision-target strategies.
Phil Montgomery, CGA by NIQ’s client services director, Ireland, said: “It’s been a challenging few years for On Premise venues and suppliers in late-night and high-tempo spaces. But while many consumers remain affected by high costs, there are reasons to be cautiously confident as we move towards the crucial summer months. To capitalise, sales, marketing and category teams in Ireland will need to stay laser-focused on consumers’ very latest habits and preferences, and our research provides the intelligence they need to create effective partnerships with venues, boost brand engagement and win back the share that has been lost in recent times.”
Phil Montgomery, CGA by NIQ’s client services director, Ireland, said: “It’s been a challenging few years for On Premise venues and suppliers in late-night and high-tempo spaces. But while many consumers remain affected by high costs, there are reasons to be cautiously confident as we move towards the crucial summer months. To capitalise, sales, marketing and category teams in Ireland will need to stay laser-focused on consumers’ very latest habits and preferences, and our research provides the intelligence they need to create effective partnerships with venues, boost brand engagement and win back the share that has been lost in recent times.”
CGA by NIQ’s On Premise Measurement and consumer research solutions provide many more insights into consumers’ engagement and purchasing decisions in all On Premise channels, plus expert analysis of categories, occasions and much more. To learn more about the service and explore opportunities for tailored analysis, contact the CGA by NIQ team.
