Almost half of Oktoberfest visitors don’t usually drink beer in the On Premise
As Munich's Oktoberfest draws to a close, CGA reveals fascinating insights from their OPUS and OPM research tools to showcase lucrative opportunities for businesses looking to capitalise on this world-renowned event.
Data from CGA by NIQ’s On Premise User Survey (OPUS) and On Premise Measurement (OPM) research tools underscores the potential for On Premise businesses to tap into the Oktoberfest visitor demographic, a distinct consumer group compared to the traditional beer-drinking crowd.
OPUS reveals that nearly half (44%) of Oktoberfest-goers typically don’t drink beer in German On Premise spots throughout the year. What’s more, there is a higher proportion of Oktoberfest visitors that opt for cocktails than opt for beer during their regular On Premise outings, with 57% opting for cocktails compared to 56% choosing beer.
The data demonstrates how the annual Oktoberfest event attracts a potential recruitment opportunity for the beer category, based on the influx of consumers drinking beer who would not typically do so.
CGA by NIQ’s research also reveals that the general demographic at Oktoberfest is considerably younger (46% falling within the 18-34 segment and 36% in the 35-54 segment) than the majority of beer drinkers and On Premise users in Germany (over 55 years).
This younger demographic has been increasingly switching to Spirits in recent years, heralding an increasingly competitive battle for share of sales, so events such as Oktoberfest present the perfect opportunity for Brewers to engage with this consumer.
Alongside this potential recruitment opportunity, Oktoberfest also presents an opportunity for brewers to engage with category connoisseurs, as evidenced by the wide-ranging styles and discerning tastes of the highly engaged 56% of Oktoberfest visitors who do typically drink beer when out. They enjoy an average variety of 7.6 different beers over three months of visiting the On Premise sector, which is notably higher than the German consumer average of 4.8 beers – a 60% higher consumption rate than the norm. While regional beer holds the highest popularity among Oktoberfest visitors, with 74% of consumers choosing local options, there is also a substantial affinity for craft beer offerings.
In the past year, the beer category in Germany has witnessed a substantial decline, recording a year-on-year volume loss of 12.3%. The decline in value terms has been somewhat less pronounced yet still significant at 5.1%. Clearly in this challenging scenario, Brewers need to ensure they effectively engage with both the recruitment opportunity and the Beer connoisseur both at Oktoberfest but also in the wider On Trade market.
With visitor levels anticipated to match, or even exceed pre-pandemic levels, there is an inflation-proof buoyancy around experience-led events in the On Premise, demonstrated by Oktoberfest. For brewers and operators alike, the challenge is to replicate this within the traditional On Premise channel.
Bilal Kaddouri, CGA by NIQ’s Client Solutions Director – Germany, said: “With Oktoberfest bringing a wide variety of consumer segments together, the annual event presents Beer manufacturers a unique opportunity to target new, non-beer-drinking consumers thus, expanding their clientele and making their operations more resilient. To seize this opportunity, it’s crucial for On Premise operators and suppliers to acquire in-depth insights into the target demographic and behaviour of this segment through granular, up-to-date data and insights.”
CGA’s OPUS Germany research gives insight into the beer category at a local, regional and international level, providing invaluable insights around category and brand drinkers, from the most to least engaged, allowing brewers and operators to build winning On Premise strategies.
CGA by NIQ’s consumer research can also deliver many more exclusive insights into consumer habits and preferences in Germany’s On Premise, helping businesses to craft successful strategies and gain market share.
To learn more about CGA’s OPUS in Germany and how it can help your business, email bilal.kaddouri@nielseniq.com.
there is a higher proportion of Oktoberfest visitors that opt for cocktails than opt for beer during their regular On Premise outings, with 57% opting for cocktails compared to 56% choosing beer.
Alongside this potential recruitment opportunity, Oktoberfest also presents an opportunity for brewers to engage with category connoisseurs, as evidenced by the wide-ranging styles and discerning tastes of the highly engaged 56% of Oktoberfest visitors who do typically drink beer when out. They enjoy an average variety of 7.6 different beers over three months of visiting the On Premise sector, which is notably higher than the German consumer average of 4.8 beers – a 60% higher consumption rate than the norm. While regional beer holds the highest popularity among Oktoberfest visitors, with 74% of consumers choosing local options, there is also a substantial affinity for craft beer offerings.
