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As competition for spend intensifies and beer volumes come under pressure, it is crucial to understand their latest behaviours and preferences. Here are seven takeaways from CGA by NIQ’s Germany OPUS (On Premise User Study) to help suppliers and brewers reach beer drinkers and grow market share.
1 Male, older and wealthier
Two thirds (66%) of beer drinkers are male, and nearly half (47%) are aged 55+. They earn more than the national average too, and three in ten (30%) of them visit the On Premise at least weekly.
2 Habitual, but ready to experiment
Many beer drinkers are conservative in their behaviour. Just under a third (31%) say they always choose the same drinks category and brand, and nearly half (47%) drink local beer brands. However, a large cohort are keen to find new and global options. Two in five (41%) say they like trying new or different drinks brands, and a fifth (21%) drink imported brands.
3 Willing to pay more for quality
Although consumers’ costs are rising, there are still big opportunities for premium brands with higher price points. More than a third (35%) of beer drinkers say they are likely to pay more for a better quality drink when visiting bars and restaurants.
4 Pilsner the top choice
Nearly three in four (72%) beer consumers say they drink pilsner when out, making it the most popular option by some distance. Wheat beer (45%), helles (39%) and dunkel (25%) are the next most common choices.
5 Higher spend in the south and west
Beer consumers in Germany’s south and west regions spend just over 100 Euros a month in gastronomy—up to 10 Euros more than in other parts of the country. Consumers in the southern half of Germany are also more likely to drink local and craft beer.
6 Interest in no and low alcohol beer rising
While mid-level strength beer remains most popular, nearly a quarter (22%) of Germany’s consumers say they have drunk a no or low alcohol option while out. In the north, 27% of beer consumers are drinking it more frequently than they were a year ago.
7 Preference for draught
It’s no surprise to find that German beer drinkers prefer draught serves. More than three quarters (77%) typically drink local beer on draught—twice the number who drink bottles (38%).
Torsten Hofmann, Retail Intelligence Lead at NIQ, said: “The beer category in Germany’s gastronomy market remains very popular and full of opportunities for suppliers. However, with inflation so high for consumers and businesses alike, the market will stay very competitive throughout 2023. To get an advantage, suppliers and operators will need to understand nuances in key factors like demographics, sub-category, region, price and serve style—and our OPUS service is ready to help measure demand and optimise strategies.”
CGA’s OPUS service is a bi-annual survey of 7,000 nationally representative gastronomy consumers in Germany. It reveals behaviours including spend, frequency of visit and channel, category and occasion choices, and helps suppliers understand how to capitalise on trends and increase market share. To learn more about CGA’s consumer research and market measurement capabilities in Germany, click here, or contact Torsten Hofmann at Torsten.Hofmann@nielseniq.com