CGA’s exclusive new On Premise User Survey in the area provides expert analysis of a representative sample of 8,000 consumers across six countries— Thailand, Singapore, Vietnam, Philippines, Malaysia and Indonesia. It delivers a panoramic view of people’s preferences when they eat and drink out, capturing both regional trends and differences in its diverse markets.
The research shows more than four in five (84%) consumers in Southeast Asia visit bars, restaurants and similar venues at least weekly—14 percentage points higher than the APAC average. These guests are seeking drinks options ranging all the way from budget to super-premium, and working out where and how to position brands is key to unlocking success.
OPUS insights include a trend for greater sales of alcoholic drinks in upmarket venues, and a focus on more value-led and alcohol-free serves in mainstream ones. The proportion of guests in luxury restaurants who typically choose whiskey (32%), vodka (30%) and tequila (30%) are more than treble the number who do so in budget restaurants (8%, 7% and 7% respectively). Wine and cocktails are also much more popular in premium restaurants.
There are similar contrasts in the pub and bar channels. Nearly three quarters (71%) of guests in value or budget bars typically buy beer—double the number (35%) who do so in luxury equivalents. Consumption of spirits is again higher in luxury pubs and bars, but soft drinks and no and low alcohol alternatives are both slightly more popular in budget of value venues.
CGA’s country-by-country analysis of drinks preferences reveals more insights to help suppliers localize strategies. It shows beer has its highest share of consumers spend in budget bars and pubs in Thailand and Indonesia, while soft drinks are much more popular in Malaysia and the Philippines. Indonesia heavily over-indexes for no and low alcohol alternatives in this channel. At the luxury end of the market, whiskey is the top drink in both Singapore and Malaysia, while vodka is the most preferred spirit in Indonesia.
James Phillips, CGA by NIQ’s APAC sales lead, said: “Southeast Asia has an incredibly vibrant On Premise that is packed with opportunities for drinks suppliers and brands. However, it’s also an exceptionally complex market, with channel differences, varied preferences for luxury and premium goods, differing route to markets and intense competition warranting a need for greater insights. A nuanced understanding of how trends vary by country and channel is essential to establishing strategic partnerships, positioning brands and optimizing marketing. Investment in precise and sector-specific research can help brands and venues improve market penetration, consumer engagement and sales across this dynamic region.”
James Phillips
CGA by NIQ’s On Premise User Survey is the primary and trusted source for global On Premise channel insights. Its expert-driven analysis covering occasions, channels and categories is delivered by On Premise experts who help drinks suppliers, manufacturers, brand owners and venue operators understand Southeast Asia trends and respond with successful brand engagement strategies. To learn more, click here and contact the CGA team.
