CGA by NIQ’s exclusive OPM (On Premise Measurement) service, which tracks the latest trends in US restaurants and bars to help suppliers and brand owners maximize sales, reveals that while total sales by value in chains in the year to April 2024 were down by 2.5% from the previous 12 months, they were 7.3% ahead of sales in the year to April 2022.
CGA’s research also indicates some shifts in the make-up of drinks sales through chains. Beer increased its share of total $ sales by 1.5 percentage points between 2022 and 2024, with craft, import and below-premium the biggest segment winners. Beer’s share gain came at the expense of other categories including spirits and wine, which lost 1.4 and 0.3 percentage points respectively over the two-year period.
CGA’s On Premise Impact Report also reveals state-by-state trends in chains’, helping suppliers tailor their strategies to different parts of the country. It shows beer’s $ share is rising fastest in Nevada, where year-on-year share growth stands at 4.3%. There have been gains in other key states including California (+0.8%), New York (+1.6%) and Colorado (+1.2%), but marginal losses in others like Texas (-0.6%), Florida (–0.2%) and Georgia (-0.9%).
Meanwhile, spirits gained the largest share of $ in Georgia (+1.0%) thanks to strong sales of tequila. In the wine category, there was chain share growth in California (+0.4%), Texas (+0.5%) and Florida (+0.3%), but losses in many other populous states.
Matthew Crompton, CGA by NIQ’s regional director – North America, said: “It’s encouraging to see drinks sales through chains have recovered well since the upheaval of COVID-19—especially for beer brands. However, pressure on consumers’ spending continues to make trading conditions difficult. In such a competitive environment, suppliers need to understand the very latest trends in demand and respond nimbly to changing preferences from state to state. Our research provides the insights that all businesses in the chain sector need to polish strategies, localize tactics and achieve growth.”
CGA by NIQ’s On Premise Impact Reports help suppliers and manufacturers across food and beverage keep a pulse on the industry, delivering expert and up-to-the-minute insights derived from a variety of our best-in-class data tools. Click here to download more information. To learn more about subscription access and wider consumer solutions, contact Matthew Crompton here.
