CGA’s data has shown major shifts in the timing of On Premise occasions around the world in recent times. This is changing consumption patterns in evening and late-night visits, and opening up fresh potential in mid-afternoons, brunches and many more periods. To maximise RoS (rate of sale), it’s essential for businesses to drive relevance from morning to night, and identify the periods where brands play best.
The new suite of analytics from CGA by NIQ is designed to help suppliers pinpoint trading patterns from hour to hour. This enables teams to make better RoS forecasts in different dayparts and occasions, identify the best timing for activations, and benchmark performance against competitor brands.
Breakdowns from the analytics reveal how trends vary by outlet type and location, helping suppliers tailor distribution and promotion strategies at a brand-by-brand level. They deliver the most authoritative insights into On Premise dayparts ever produced, with a depth and breadth of data that hasn’t been available to suppliers until now.
The analytics are powered by CGA by NIQ’s Volume Pool, which draws on EPOS data from thousands of On Premise outlets to create an unrivalled picture of sales at every time of day. Users get access to a comprehensive dashboard that displays brand share by category and other splits, and sets out the nuances in rate of sale throughout the day. Insights can be enhanced by bespoke research that dives even deeper into specific metrics, helping brand owners focus their energies in the right places and succeed across multiple occasions and times.
Users are also able to further enhance sales data with expert insights from CGA’s consumer research, which flags major recent evolutions in occasions like high tempo socialising .
Rachel Weller, commercial leader UK & Ireland, said: “Shifts in dayparts are creating some of the most significant changes we have seen in the On Premise for many years. They are creating winners and losers in categories, periods and occasions, but for brands that adapt these trends bring dynamic growth opportunities. At a time when footfall and consumption levels are being squeezed, all suppliers need a precise understanding of the latest habits dynamics in order to identify where and when brands connect with guests the best. These new analytics are the springboard for informed, data-driven decisions that create compelling category strategies, sales stories, activations and much more.”
Rachel WellerFull details of the new daypart analytics are available now. To discover how they can support your daypart strategies, contact the CGA by NIQ team.
