The exclusive REACH report provides expert analysis of big trends in 38 countries, based on responses from around 30,000 consumers and 600 operators. As well as highlighting the enormous value of the Gen Z demographic, it explores what they want from their visits to the On Premise and why. Here are just five of the wealth of insights into this vital generation.
1 Above-average visits
REACH shows Gen Z consumers are much more heavily engaged with the On Premise than other generations. Nearly three quarters (72%) of them visit at least weekly, which is 10 percentage points more than the average among all consumers. They are passionate about eating and drinking out too, and 24% say they would be lost without it—5 percentage points above the average.
2 The importance of experience
Gen Z have led the surge of interest in experiential venues around the world. They are much more likely than others to use venues like festivals, activity-themed bars and games rooms, and have an average of 3 experiential venues in their repertoire, compared to 2 among all consumers.
3 Appetite for new drinks
Young adults’ interest in new experiences extends to the drinks they order. Nearly two thirds (64%) of Gen Z say they prefer to have different drinks compared to at home—8 percentage points more than average.
4 The powerful influence of social media
Venues and brands that want to connect with Gen Z need to do so on social media. More than four fifths of this group buy a specific food or drink (83%) or visit a specific venue (82%) after seeing it on social platforms or elsewhere online.
5 Interest in ethics and health
These adults take a much deeper interest in ethical and health issues than previous generations. Nearly two thirds (62%) think brands have a responsibility to speak out on social and moral causes, while 59% say it’s important that the restaurant, pub or bar they visit feels like part of its community. Gen Z also over-index for interest in no and low alcohol and soft drinks.
REACH provides many more insights into Gen Z’s needs, habits and preferences, helping suppliers and venues to tailor strategies for demographics and markets worldwide. Click here to learn more about the research. For an exclusive webinar on the findings, led by CGA’s Charlie Mitchell and George Argyropoulos, click here.
To discover how REACH and other CGA solutions to support winning On Premise strategies, and opportunities for country and regional specific analyses, contact the CGA team.
