As the Rugby World Cup gets into full swing, CGA by NIQ’s research reveals the scale and value of consumers watching games in France’s bars and restaurants.
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CGA’s new ‘France On Premise Consumer Pulse Report’ indicates that nearly half (48%) of the country’s consumers plan to watch the tournament, with another 17% undecided. Among those following the World Cup, well over a quarter (29%) plan to watch matches in the On Premise.
The research highlights the value of big sporting occasions to operators and suppliers in France. The tournament is particularly beneficial at a time of year when footfall is slower following the end of the summer holiday season.
CGA by NIQ’s report also emphasises the high spending of rugby fans in France’s On Premise. Consumers who plan to go out for the World Cup have an average household income of nearly €37,000—more than €6,000 higher than those who won’t be watching in venues. On Premise viewers are also seven percentage points more likely to drink out weekly, and men outnumber women by two to one. The tournament is likely to be particularly good news for domestic beer brands—especially if France progress deep into the competition.
Julien Veyron, Client Solutions Director – France, said: “The World Cup should see many bars filled to capacity over September and October—not just by France’s own consumers but by the thousands of people who are visiting the country for the tournament. It is a superb opportunity for drinks suppliers and manufacturers to strengthen popular brands and achieve trial of newer ones. However, preferences will vary from city to city and venue to venue, so businesses will need a precise, data-driven understanding of consumers’ preferences to take full advantage.”
CGA by NIQ’s consumer research delivers many more exclusive insights into consumer habits and preferences in France’s On Premise, helping suppliers, manufacturers and operators to craft successful strategies and gain market share. OPUS also offers bespoke research to help businesses explore specific topics, categories, channels, occasions, demographics and dives into consumers’ behaviour with granular detail and analysis of how key trends are impacting the sector.
You can download the full ‘France On Premise Consumer Pulse Report’ for free here.
To learn more about CGA’s OPUS in France and how it can help your business, please email julien.veyron@nielseniq.com.
