CGA by NIQ’s latest Consumer Pulse Report indicates every good reason for shared excitement in the On Premise channel, with 47% of consumers reporting they’ll go out for the specific reason of watching the matches and soaking up the atmosphere.
The national team is looking to capitalise on the home advantage. Similarly, the Euros presents a prime opportunity for drinks brands, suppliers, and venues to boost sales and capture footfall across Germany, with more than three quarters (70%) of consumers planning to tune in to watch the Euros.
While more than half (56%) expect to enjoy a pitch side view from the comfort of their own homes, the opportunities here are with the 23% who are looking forward to enjoying the tournament at bars or pubs, public viewing spots (17%), and live at the venues (7%).
In addition to viewing preferences, the report explores what consumers plan to drink during the games. Beer is the undisputed leader amongst almost half (45%) of consumers, followed by soft drinks (22%), Schorle, (18%), no/low-alcoholic drinks (16%), and cocktails (15%).
This diversity of drink preferences reflects the broad range of consumer demographics intending to go out for the Euros. In turn, it signals sizeable opportunities for tailored offerings, to ensure a varied selection of drinks is available, from classic beer options to trending cocktails and no/low-alcoholic beverages, catering to a wide scope of consumer needs when they go out to drink and watch the games.
Moreover, venue atmosphere and ambiance play important roles in encouraging consumers to stay longer. Drinks brands, suppliers, and venues can leverage the insights to implement targeted marketing strategies such as exclusive event packages. Such partnerships can be powerful for enhancing the overall matchday experience for home football enthusiasts.
Bilal Kaddouri, CGA by NIQ’s Client Solutions Director – Germany, said: “The high percentage of German consumers planning to watch the Euros represents a tremendous opportunity for drinks suppliers and operators to engage and drive sales. Stakeholders can strategically position themselves to win during this massively popular and influential sporting occasion. At the end of the day, the home advantage isn’t just for the national squad, it’s a significant moment for the On Premise sector to engage, drive demand and drive sales in this hugely important channel.”
You can download the full Germany On Premise Consumer Pulse Report for free here.
CGA by NIQ’s Pulse report offers invaluable insights for suppliers, brands, and operators, delving into consumer behaviour and motivations by keeping a pulse on regular trends in the market.
To learn more about CGA’s suite of capabilities and opportunities for expert tailored analysis in Germany, get in touch with Bilal Kaddouri here.
