Inside the minds of German On Premise consumers: Path to Purchase revealed
The German On Premise experienced a slight increase in the number of consumers going out for drinks in May versus April 2024, highlighting ongoing recovery and growth opportunities for key sector stakeholders.
CGA by NIQ’s recent Germany On Premise Consumer Pulse Report May 2024 delves into the path to purchase of German consumers when visiting On Premise venues. Furthermore, it provides vital insights for drinks brands, suppliers and venue operators aiming to optimise their offerings and exert influence across every touchpoint of the consumer journey.
Notably, over half (57%) of consumers reported visiting bars, pubs, or restaurants once or twice during the month, (+3% up from April), while Gen Z stand out with a significant rise in both visitation and spending.
The Report shows 44% of Gen Z consumers are going out more often, over-indexing by a prominent +25pp compared to the average consumer. Additionally, 38% of Gen Z consumers are spending more overall on eating and drinking out, over-indexing by+8pp versus the average consumer. This represents a substantial chance for brands, suppliers, and operators to engage with this highly active segment, increase market share, and drive revenue growth.
Understanding the consumer’s path to purchase is fundamental for influencing their decisions. For this purpose, the Report uncovers the top factors influencing what German consumers order when they out. Regular orders (47%) and food pairings with drinks (36%) remain the dominant influences. Yet social factors are also at play, with a fifth (20%) of consumers influenced by what their friends are having, and 17% each citing bartender recommendations and standout items on the menu as key decision drivers.
Correspondingly, sector stake holders can influence decisions through effective marketing and communication strategies. Visual prompts are proven to encourage consumers to try new drinks, with 44% of consumers swayed very often or often by physical menus, a quarter (26%) by online menus, and a quarter (24%) by back bar displays. Verbal prompts are also persuasive, with half (48%) of consumers very often or often trying new drinks recommended by friends or family, and 39% influenced by waitstaff or bartenders.
By understanding why a consumer prefers or decides what to purchase, sector stakeholders are better placed to align their offerings and On Premise marketing strategies, as a result enhancing visibility, boosting sales, and ultimately strengthening customer loyalty by targeting the factors influencing these decisions. Subsequently, engaging loyal consumers can have a ripple effect, further driving awareness, growth, and sales through word-of-mouth recommendations.
Ulrike Faber - Lead of Category/Industry Sales Beverages & Confectionery said: “It’s no longer optional for brands, suppliers and operators to understand the specific moments influencing a consumer’s decision to purchase in the OnPremise environment. It‘s a necessity for succeeding. The latest Pulse Reportdrills down into the influential touchpoints shaping consumer choices, from the impact of visual prompts on menus to the power of social influences and bartender recommendations. For all these reasons, industry stakeholders are equipped to devise targeted strategies for consumer engagement at every stage of their journey by tapping into these insights and utilising the deeper OPUS data available.
You can download the full On Premise Consumer Pulse Report for free here.
CGA by NIQ’s Pulse report offers invaluable insights for suppliers, brands, and operators, delving into consumer behaviour and motivations by keeping a pulse on regular trends in the market.
To learn more about CGA’s suite of capabilities and opportunities for expert tailored analysis in Germany, get in touch with Ulrike Faberhere.
