How to capture France’s On Premise growth in 2025

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CGA’s Consumer Pulse Report provides exclusive insights into On Premise users’ current consumption patterns and future plans, giving businesses a monthly check-in on big trends and opportunities. It shows nearly nine in ten (87%) consumers have been out to eat in the last month, while half (49%) have been out to drink—year-on-year increases of 2 and 1 percentage points respectively. With 18% planning to go out more often than in the previous month, compared to 16% who will go out less, there will be opportunities to capture new sales. 

 

The January Report supports suppliers’ efforts to secure this spend by flagging the key needs of users in 2025. Price is going to be a big battleground, and 62% of consumers say good value food and drink options will be important to them this year. A third (33%) think deals and promotions will be important.  

 

However, many more factors will impact On Premise decision-making, including health and sourcing. Around a fifth (19%) say health-conscious options will be important to them, while 30% say the same about local options. Variety (26%), entertainment (21%) and immersive experiences (14%) can attract purchases too. 

Julien Veyron, Client Solutions Director – France said: “There are some encouraging signs of spending growth in the On Premise in 2025, and French consumers are clearly as eager as ever to visit bars and restaurants. However, many of them remain careful with their spending, and businesses will need to stay laser-focused on delivering consistently good value for money. But suppliers have many more sales levers to pull, and widespread interest in quality and health shows engagement doesn’t have to be dominated by price.” 

 

CGA’s January Consumer Pulse Report also explores the impact of Dry January on France’s On Premise. Nearly a fifth (19%) of consumers took part in this in 2025—more than in Germany or Italy—and 59% of them said they had gone out less often as a result. 

While abstaining or moderating alcohol has caused some challenges for venues and suppliers, it has brought positives too—especially for no and low alternatives. Nearly half (47%) of Dry January participants said they had bought no alcohol beer during the month, and 20% were trying it for the first time. Large numbers also drank soft drinks (47%), mocktails (43%), no-alcohol wine (42%) and no-alcohol spirits (40%). 

Julien Veyron said: “In France, as in nearly all major markets, we’re seeing a big move towards moderation of alcohol intake. But it doesn’t mean people want to sacrifice their precious visits to the On Premise, and the trend is opening up some exciting opportunities to grow no and low alcohol sales. Dry January has been a powerful springboard for these alternative brands, and we can expect more growth in this dynamic part of the market throughout 2025.” 

Download the free Consumer Pulse report here. 

CGA by NielseniIQ Consumer Pulse Reports deliver expert analysis of people’s engagement with France’s On Premise, by channel, category, occasion and more. Tailored research is also available to help suppliers support portfolio stories and build optimum ranges and segment audiences. To learn more, contact the CGA by NielsenIQ team.