Insights from CGA’s global REACH survey show 70% of Greek consumers visit the On Premise at least once a week—a number that is only beaten in Europe by Italy, Portugal and Spain. The consumer research is enhanced by CGA’s exclusive new database of horeca outlets across Greece to deliver the best ever understanding of this dynamic market.
CGA by NIQ’s Client Solutions Director George Argyropoulos introduced the new capabilities at the recent HORECA expo in Athens in Greece, and shared some exclusive insights into consumers’ engagement with bars and restaurants. Here are five of the takeaways from his presentation.
1 An affordable treat in tough times
Like most European countries, Greece has been hit by the cost of living crisis in recent years. However, consumers remain very eager to go out whenever they can, and well over half (56%) agree that eating and drinking out is an affordable treat. They look to the On Premise for a good time—even when spending is under pressure.
2 Room for growth in cocktails
CGA’s REACH survey shows the Mojito is consumers’ favourite cocktail in Greece—as is the case across Europe as a whole. But it also reveals an appetite for experimentation in cocktails, which opens the door for suppliers who can provide innovative and compelling new options. Because cocktail drinkers spend an average of €124 a month on eating and drinking out—€16 more than beer drinkers—they are a particularly valuable group to target.
3 Recommendations and menus matter
REACH flags the best ways for suppliers and operators to influence people’s paths to purchase in Greece. A third (33%) say that recommendations from bar staff are important when deciding what to drink, while nearly as many (32%) say the same about tasting notes and flavour descriptions. Investing in these areas can unlock extra sales and drive brand advocacy.
4 Social media is a big influence
Social media is another important source of recommendations—especially for younger adults. More than four in five (83%) of Gen Z On Premise consumers say they have bought a specific drink or food after seeing it on social media or online—17 percentage points more than the average among all consumers. Well over half (58%) of Gen Z are also likely to be influenced to buy something by a celebrity endorsement.
5 Digital menus are on the rise
It’s not just on social media that brands need to reach consumers. Well over half of those in Gen Z say digital elements are as big an influence on their decisions as traditional menus. While in-venue activations are still important, the digital world will be a major battleground for sales in the years to come.
CGA by NIQ’s consumer research delivers insights into many more aspects of people’s habits and preferences in Greece’s On Premise, while the Outlet Index provides suppliers and manufacturers with an outstanding overview of every type of venue in the horeca channel. To discover how the services can help businesses optimise sales and marketing strategies, click here and contact George Argyropoulos atgeorge.argyropoulos@nielseniq.com.
