The data covers recent shifts in consumer visitation, demographic behaviour, spend, and category trends, helping key industry stakeholders understand the market and set the scene for strategic planning. Here’s what’s happening – and why it matters.
1. Consumer footfall is still below pre-pandemic levels
Despite signs of recovery, France’s CHR sector has yet to return to its 2019 strength. Drinks volume sales in cafés, hotels and restaurants remain -13% lower versus five years ago. Declines in visitation frequency have been particularly sharp among 35–54-year-old consumers, and also male drinkers, who are traditionally heavy users.
Yet the desire to go out remains, and is a key part of social life, especially among younger demographics. This indicates a compelling window for drinks brands and suppliers to capture growth by aligning with shifting preferences.
2. Casual is key
Consumers are favouring informal, everyday drinking occasions over more formal ones. This trend doesn’t just impact when and how people go out, but also what they drink when they do.
The most popular drinks in France are beer (45%), hot drinks (41%), wine (40%) and cocktails (34%), with spirits and aperitifs (12%) falling behind.
In addition, energy drinks, premium low-alcohol beers and modern spirits are all seeing growth. These product choices reflect a move towards convenience, moderation, and trend-led consumption, particularly among younger adults.
3. Younger drinkers are spending less
Inflationary pressures continue to shape consumer behaviour. Overall, average monthly spend in the On Premise is €77.50, a drop of -3.7% on the first half of 2024. The 25–34 age group, once a core spending demographic in the channel, has reduced its monthly spend by -12.5%, with average monthly spend in the On Premise down to €72.77.
By contrast, older consumers aged 55+ have increased their spend by +9.8%, signalling a new opportunity for targeting more mature drinkers with premium offerings and wanting high-quality experiences.
4. Pricing is a balancing act
Operators remain under pressure to protect margins. There has been some easing of supplier-side inflation as prices stabilise. But all the same, many venues have had no choice but to raise consumer-facing prices to keep pace with increased operating costs.
As a result, an understanding of the sensitivities around pricing and value is needed for brand strategies in 2025 and beyond.
5. The role of weather and resulting focus on experiences
2024 was a notably gloomy year, with sunshine hours down -8% and rain up +15%. This directly impacted both footfall and drink sales across the French channel. But while weather can’t be controlled, consumer motivation can.
For this purpose, operators and drinks suppliers need to collaborate on delivering memorable, compelling experiences that give consumers a reason to go out, rain or shine.
Julien Veyron, NielsenIQ’s Client Solutions Director – France, concluded: “The French CHR is changing fast. But it’s still full of potential. And while the legacy of the pandemic, economic pressures, and changing consumer habits continue to reshape the market, they’re also creating space for innovation. So, it’s integral for drinks brands to understand the nuances in behaviour, spend, and preference, in order to engage the right audiences with the right products and tap into opportunities even in a challenging climate.”
Julien Veyron, NielsenIQ’s Client Solutions Director – France, concluded:
NielsenIQ’s On Premise solutions capabilities track, uncover and deliver expert insights into consumers’ engagement with this important sector in France. To discover how NielsenIQ can support winning brand strategies and opportunities across France and to request SOTN presentation, get in touch here.
