The latest consumer research reveals the enduring appeal of bars, restaurants and similar venues across Western Europe. It shows that more than half of consumers in Great Britain (53%) and Italy (57%) have used these venues weekly in the last month, and nearly as many have done so in France (48%) and Germany (44%).
These consumers know that the On Premise provides unique and memorable experiences. Around three quarters of those in Britain (75%) and France (76%) agree it offers an atmosphere that they can’t replicate at home, and the number is nearly as high in Germany (73%) and Italy (69%). In each of these countries, at least three in five think bars, restaurants and other venues play an important role in how they celebrate special moments, and that visits are one of the highlights of their social life.
Miriam Stirnimann, Customer Success & Insight Manager, said: “The significance of the On Premise environment is undeniable, providing a venue for socialising, celebrating special occasions, and enjoying experiences that are impossible to replicate at home.”
Valeria Bosisio, Client Success and Insight Manager – Italy, said: “The Italian On Premise sector continues to thrive as a lively hub where the love for socializing outweighs economic pressures. It’s essential for operators to tap into the right strategies to attract consumers looking for genuine experiences and meaningful moments of togetherness.”
Positive signs for the Summer 2025
The On Premise is a vital space for manufactures and suppliers—and it’s set to become even more important to as we move deeper into 2025, with signs that consumers are starting to increase their spending. In Britain, France, Germany and Italy alike, the proportion of consumers who plan to eat or drink out more often over the next month is around twice as high as the number who will go out less.
Stephen Wann, Customer Success Director – EMEA said: “The German hospitality industry is currently facing challenges with visitor numbers, but Generation Z presents a significant opportunity for the summer… To attract this demographic, businesses need to be creative. Offering a wider range of soft drinks and engaging promotions is crucial. Outdoor events during the warmer months can further attract interest. This is not only important for Generation Z but also essential for revitalising the entire industry and ensuring its future.”
Stephen Wann, Customer Success Director – EMEA said: “The German hospitality industry is currently facing challenges with visitor numbers, but Generation Z presents a significant opportunity for the summer… To attract this demographic, businesses need to be creative. Offering a wider range of soft drinks and engaging promotions is crucial. Outdoor events during the warmer months can further attract interest. This is not only important for Generation Z but also essential for revitalising the entire industry and ensuring its future.”
Tailoring offerings to Occasion-Specific Behaviours
The key to unlocking sustained success in the On Premise lies in recognising that motivations and occasions differ significantly across countries. In Britain, France and Germany, consumers are most likely to prioritise casual meals when they go out, but in Italy special occasions and aperitivo drinks are much more important. This variance requires a market-specific approach to portfolio curation, pricing, and promotional strategy.
Furthermore, the level of planning involved in these occasions also diverge regionally. More than four in five British (81%) and German (82%) consumers say they typically plan special occasions, but the number is lower in France (68%) and Italy (75%), where there is more spontaneity. However, more planning goes into occasions like live sport in Germany—which may offer drinks brands a chance to promote brands and secure advance orders ahead of visits.
Julien Veyron, Client Solutions Director – EMEA, said: “The [French] On Premise has always been more than just a place for consumption: it’s a space for relaxation, enjoyment, and routine. But in recent years, consumers have redefined their expectations. They want more flexibility, more personalization, and above all, a smooth and spontaneous experience… As terraces prepare to reopen, spontaneity and the pursuit of pleasurable moments are in the spotlight.”
How to give guests what they want
Whatever the occasion, guests want to be sure they will get consistently good experiences. In light of the cost of living crisis, price is a top priority, and more than two in five consumers in France (43%) and Italy (47%) want to see more promotions, discounts or special deals in bars and restaurants this year—though these are notably less important in Germany (35%).
Aspects like health, sustainability and unique options are similarly important across the three countries. There is also a consistent appetite for new experiences, and more than a third of consumers in Britain (38%) and Germany (34%) say they have tried a new drink while out in the last month. This is slightly more than in France (31%) and Italy (23%), where people are more likely to stick to trusted brands.
Stephen Wann, Customer Success Director – EMEA said: “Over a third of consumers [in Germany] like to experiment with their drink choice in the On Premise, almost double for Gen Z, and Cocktails are the number one drink ordered when trying new drinks. Thus, strong opportunities arise pertaining to innovation and recruiting new audiences.”
George Argyropoulos, CGA by NIQ EMEA managing director, said: “It’s abundantly clear that the On Premise has a very special place in people’s hearts in Western Europe. It should be right at the top of the priorities for suppliers and manufacturers, because brands that deliver memorable experiences here can secure valuable trial and loyalty that translates into more Off Premise sales as well. Understanding why consumers go out and how they want to feel when they do is key to winning their spend, and our research provides the insights into their motivators and expectations that are essential for success in a competitive landscape.”
CGA’s consumer research services and reports deliver many more insights into consumers’ shifting engagement with the On Premise in Britain, France, Germany and Italy, including the categories they drink, the timing of their visits and their satisfaction levels. It helps businesses tailor strategies, shape drinks choices, justify stocking decisions and unlock untapped revenue opportunities. To learn more, contact the CGA by NIQ team.
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