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Beer remains the dominant choice for On Premise consumption in South Korea, with 2 in 3 consumers opting for it during their visits. However, the beer category is experiencing a decline in volume, falling 6.4% year-on-year. Although beer is a more resilient category compared to spirits (vol MAT -7.0% vs YA), brands must invest in data-driven strategies to stay ahead of the challenging market.
While both domestic and imported beer sales are decreasing, imported beer sales are declining at a faster rate (-13.0% vs YA) compared to domestic beer (-5.2% vs YA). This trend indicates potential challenges for international beer brands in the South Korean market. Domestic brands, while preferred by 85% of consumers in On Premise settings, face growing competition from Japanese beers.
After successfully launching the first-of-its-kind On Premise Measurement solution for Spirits brands, CGA by NIQ is now excited to extend this groundbreakin
g solution to Beer brands, providing unparalleled insights into their market positioning, distribution headroom, and growth opportunities. By leveraging OPM, beer manufacturers and suppliers can not only track and analyse beer consumption within bars, restaurants, and pubs but also benchmark their performance against their competitors.
Furthermore, by tapping into the full suite of CGA by NIQ’s solutions, beer brands can gain deeper insights into new areas of opportunity, such as geographical trends. For instance, CGA by NIQ’s outlet-level tactical analysis reveals that South Korea’s western regions—particularly Jeollabuk-Do (1.37 HL) and Gyeonggi-Do (1.34 HL), including Seoul—exhibit the strongest Volume Velocity in January, allowing brands to make strategic decisions on distribution and in-outlet activations to maximize sales.
Jaepil Sohn, Client Solutions Director, said, “The launch of OPM Beer could not have come at a more critical time. In a market where competition is fiercer than ever, beer brands cannot afford to make decisions with gaps in their knowledge. The South Korean beer market may be facing headwinds, but with the right data in hand, brands can not only weather the storm but emerge stronger. The key lies in recognizing the substantial gains available and crafting customized strategies to navigate challenges and expand market share.”
Discover the power of precision with CGA’s full market measurement solutions. From determining your market share and growth regions to benchmarking brand performance and uncovering untapped distribution opportunities, OPM provides the data you need to dominate your category. Compare performance year-over-year, analyse regional dynamics, and pinpoint where to focus for maximum impact.
Take the guesswork out of your On Premise strategy—download more information or contact the experts today to see how OPM can redefine your success in South Korea’s beverage market, click here.
