The exclusive The Evolving High Tempo Occasion Report fuses data from CGA’s suite of unrivalled consumer research and outlet and sales data to deliver expert analysis of this vital, and changing, part of the market. The upcoming report provides deep dives into areas including big nights out, ticketed events, bottomless brunches and pub or bar crawls, plus insights from more occasions like competitive socialising and themed events. It helps suppliers understand consumers’ reasons for visit and need states and pinpoint the role of different drink categories along the occasion journey.
Key insights from the report include:
1 A diversification of venues
The Hospitality Market Monitor from CGA and AlixPartners has measured a dramatic decline in Britain’s nightclub sector. Numbers dropped by 30% between the start of the COVID-19 pandemic in March 2020 and June 2023—more than double the 13% drop in all licensed premises over the same period. Ten years ago, Britain had nearly 1,700 nightclubs, but in June the total was barely half that at 873.
Consumers are still eager to experience high tempo occasions in the On Premise, most of them have simply switched to other venues—especially bars, where numbers have fallen by only 3% since March 2020. CGA’s research also shows how competitive socialising venues and other experience-led concepts have picked up the high tempo share lost by nightclubs.
2 Changing dayparts
The Evolving High Tempo Occasion Report sets out a similar diversification in the dayparts consumers choose for their high tempo visits. In the three months to late September, sales by value from 10pm onwards have dropped by nearly 15%, and the proportion of consumers going out for high tempo drinks after 8pm (71%) has dropped by five percentage points year-on-year. However, sales have climbed by 6% and 7% in the 12pm-to-3pm and 3pm-to-5pm periods respectively. This has opened up potential for high tempo drinks sales beyond the traditional timeframes.
3 An interest in trial
High tempo visits provide a great platform to promote new brands. CGA’s research shows nearly half (46%) of consumers agree that these occasions are where they are most likely to try new drinks brands, flavours or varieties. Building brand loyalty on these visits can reap benefits in other consumer occasions too.
“The Evolving High Tempo Occasion Report helps suppliers and operators to understand consumers’ evolving reasons for visit, as well as their need states, while pinpointing the role of different drink categories along the occasion journey,” Paul Bolton, CGA by NIQ client director said. “The festive season is sneaking up on us, and understanding the needs and wants of high tempo consumers in the current ‘normal’ could be the difference between a merry Christmas and more closures across the sector.”
CGA’s Evolving High Tempo Occasion Report provides deep dives into areas including big nights out, ticketed events, bottomless brunches and pub or bar crawls, plus insights from more occasions like competitive socialising and themed events. It helps suppliers understand consumers’ reasons for visit and need states and pinpoint the role of different drink categories along the occasion journey. Consumer intercepts in city centres and suburban areas add in-the-moment insights into behaviours. To learn more about the report, download information here, or contact Paul.Bolton@nielseniq.com. Don’t delay – the early-bird price ends today!