As we reach the end of the most turbulent year our sector has ever known, at CGA we are looking forward to 2021 with cautious confidence. Whilst it will be a long road to recovery, the CGA team and I are more determined than ever to use our best-in-class research, data, and insights to support our clients and shape and protect the future of the market that we love. I would like to take this opportunity to thank all our clients and partners who have supported us and worked with us over the course of 2020, and to our brilliantly talented team at CGA who have shown tremendous flexibility and resilience during this difficult time.

Looking forward to a brighter 2021

CGA research shows just how much restaurants, pubs and bars have given consumers much-needed respite from their COVID-19 challenges and anxiety since reopening began earlier this year, and if there has been a silver lining to 2020, it has been the reminder of this: people love to go out to eat and drink. The 101 million meals sold during the Eat Out to Help Out scheme showed that when people are given the chance to get back to venues, they grab it with both hands.

We believe that when people can go out properly again, the market will recuperate. Our consumer surveys have shown two in five (42%) consumers say they hope to go out more than they did in 2019, and another third will go with the same frequency (30%). This optimism is echoed in CGA’s international research. In both France and Australia, around two thirds (69% and 67% respectively) of consumers say they will go out for drinks more than or as often as they did in 2019. 76% of consumers in the USA plan to visit bars and restaurants more than or as often as they did this year. In Canada, latest research reveals that although on premise occasions per month is down, the average spend per occasion has increased from Can$11.8 in the Spring to Can$13.0 in Fall 2020.

Hospitality is still a great place to work. The latest Hospitality Professionals survey with CPL Learning found that 60% of people working in a variety of frontline roles and sectors still think the sector offers good career opportunities. The industry is just as attractive to investors as it is to consumers. It remains the best place for drinks businesses to establish and grow drinks brands and build equity with consumers. Over the last two years, the on-trade has fuelled the growth of 73% of the top 30 winning LAD and spirits brands and generated 62% of sales for the top 10 NPD launches.

Our commitment

In 2021 we will continue to track the reopening of the market, measure sales performance and monitor consumer sentiment through our proprietary data sources. Our commitment to the hospitality sector will see us expand our reach further in 2021 with the launch of on premise user (consumer) and outlet services in to 8 new markets, to include Ireland, France, Germany, Australia, New Zealand, Japan, Brazil and Mexico. We also continue to invest in our services at home with the launch of a brand-new brand equity tracker for drinks, the development of our analytics platforms and expansion of our Coffer Peach Business Tracker and Trading Index cohorts.

In the USA and Canada, we will be continuing to build out our Analytics capabilities, launching a Retailer function and continuing to grow the Consumer research capabilities after great success with clients this year. We firmly believe there is light at the end of the tunnel for hospitality, and we are ready to help you navigate the path to recovery in 2021 and beyond.  Phil Tate, Group CEO, CGA