Consequently, drinks brands, suppliers and operators are empowered to maximise the opportunities the festivities present in pubs, bars, restaurants and other venues, ensuring elevated sales and visitation during this pivotal trading period.
Over half of consumers intend to visit pubs, bars, restaurants or similar venues once or twice over the Christmas period mainly to eat. Concurrently, 39% plan to visit primarily for drinks. Plus, a quarter of consumers anticipate going out once or twice every week for food-centric outings, and another quarter for drink-centric outings over the Christmas period.
In terms of the locations and motivations behind December visits, 42% are gearing up for festive getaways within the country, while half (48%) are staying at home. These preferences signal significantly increased footfall particularly for hotels, Christmas markets, nightclubs, international pubs (like Irish pubs/bars), and bars/late night bars.
Moreover, the data highlights a positive trend in consumer confidence, with nearly half of consumers (44%) expressing greater inclination to indulge themselves compared to the previous year. Additionally, a third of consumers (32%) are more open to experimenting with new drink flavours, while a quarter (27%) are opting for higher quality drinks when out.
Furthermore, the Report underscores the enduring appeal of Christmas markets. An overwhelming 92% of consumers intend to visit in December, up +6pp amongst Gen Z. In total, 39% of consumers are making more frequent visits to Christmas markets compared to their usual December habits. The sustained popularity of Christmas markets presents an attractive window for brands and suppliers eager to leverage the seasonal spirit.
Visitors to Christmas markets are predominantly favouring Glühwein (65%), followed by non-alcoholic hot beverages like hot chocolate, tea, and coffee (31%). Alcoholic hot chocolate is the third most popular drink for 21% of consumers, up +9pp for Millennials, while cocktails are accounting for 10% of drinks sales, up +13pp for Gen Z. In addition, 13% of consumers express openness to Eierpunsch and 11% to Jagertee if they were available, with a further 5% prepared to consider Ready to Drink options, up +7pp for Gen Z.
Overall, the Report demonstrates clearly discernible opportunities for brands and suppliers to cultivate strategic collaborations and innovate seasonal products in line with the specific preferences of growing and highly receptive yuletide audiences.
Bilal Kaddouri, Client Solutions Director – Germany said: “Understanding and responding to consumer preferences are essential pillars for optimised sales and visitation in December. It’s never been more crucial for brands and suppliers to ‘slice and dice’ the nuances of consumer relationships with various venues, such as Christmas markets. Equally important is the establishment of strategic partnerships and the creation of inventive products and campaigns, as both play key roles in brand amplification and bolstered sales when consumers are most open and engaged.”
The On Premise Consumer Pulse Report provides a ‘temperature check’ of the channel and the consumers who visit bars and restaurants across all regions of Germany, looking into their On Premise behaviour over the past month and testing visit intention for the month ahead. The November Report touches on hot topics including Christmas and Christmas markets.
You can download the full Germany On Premise Consumer Pulse Report for free here.
To learn more about CGA by NIQ’s unrivalled suite of services in Germany and how it can help your business, please email bilal.kaddouri@nielseniq.com.
