Following a lively April, visitation to the On Premise has levelled out, with slight drops in both visitor numbers and visitation frequency. However, some consumers are increasing their frequency by visiting the On Premise to treat themselves, supporting the sector and trying new places.
The CGA by NIQ Australia Consumer Pulse Report shows over 1 in 3 consumers typically drink wine when visiting the On Premise for food-led occasions, with the menu being a highly influential touchpoint. For suppliers and operators, it is important to keep in mind the importance of a well optimised menu design, over half of consumers want to not only find a serve within their budget, but also to learn about the country of origin and grape varietals, highlighting how operators’ expertise in this area can be influential towards consumers purchasing decisions.
While consumers aren’t actively looking for food and wine pairings when eating out, over 3 in 5 of those who drink wine on food-led visits are open to suggestions. This shows how staff training and incentives can lead to sales growth of high value serves, with a proportion of consumers valuing staff recommendations. With a further 34% of consumers trying wine menu recommendations, getting this information front and centre on menus is the key to influencing consumers decisions.
James Phillips, Client Solutions Director – ANZ said: “A consistent consumer appetite for wine when eating out highlights how vital it is to highly target the most effective touchpoints for influencing buying decisions and maximising spend per head in the category. Ultimately, it’s the consumer’ prerogative to make the final call on which wine serve best suits their occasion, so it’s key to grasp every available chance during the path to purchase to have the desired effect and generate impressive results.”
CGA by NIQ’s Australia Consumer Pulse Report delves into consumer research, and key metrics in the On Premise to explore hot topics as they arise. In addition, look out for PULSE+ coming soon, CGA’s updated reports covering both consumer and NEW Sales metrics.
Download the latest Australia Consumer Pulse Report here.
CGA by NIQ’s On Premise Wine Report uses OPUS data to explore the opportunities of the wine category in the On Premise. Providing expert data and insights, it reveals the importance of the category, helping you tailor portfolio strategies and target the most fruitful occasions aligned to the latest consumer behaviors. This report is a must for any supplier, operator or manufacturer looking to understand consumer habits and wine path to purchase in the Australian out-of-home wine sector, empowering you to create a strategy based on your target consumers, shifting trends and increase likelihood of engagement. Get in touch with James Phillips for more information – James.Phillips@nielseniq.com.