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With a rising consumer appetite for trialing new drinks when out, plus increased visitation and spending predicted, the Reports offers thought-provoking insights for drinks brands and suppliers aiming to capture market share for both new and existing product lines.
In the past month, almost half (48%) of On Premise consumers in Mexico have visited a bar or restaurant for a drink, while nearly three quarters (72%) have done so to enjoy a meal, with an average spend of 2,496 MXN per visit. Furthermore, almost two thirds (63%) of those who went out during the past month have done so at least once a week, indicating a robust, lively market.
Looking ahead, almost three quarters (71%) of consumers plan to visit bars and restaurants to eat in the coming month, with half (49%) intending to go out for a drink. This sustained interest in the On Premise sector confirms the integral role hospitality venues play in shaping consumer drinking habits and preferences.
In terms of alcoholic beverages of choice, beer dominates with 3 in 4 consumers, followed closely by tequila, the most popular spirit, consumed by nearly half of On Premise visitors. On the non-alcoholic side, soft drinks are the top preference, consumed by over 3 in 4 consumers, while coffee also enjoys a strong following with 3 in 5 drinking it out-of-home.
But, the trend towards drink experimentation stands out most, with more than half (56%) of consumers trying a new drink while eating or drinking out in the past month. Cocktails lead the charge in this category, with almost half (48%) of consumers exploring this option, followed by non-alcoholic beer (42%), hard seltzer (36%), and non-alcoholic spirits (35%). This data signposts opportunity for growth in the non-alcoholic segment, driven by a global shift towards moderation in alcohol intake as consumers become more health-conscious.
As Fall fast approaches, the Reports reflects an optimistic outlook, with over a third (35%) of consumers predicting they will visit bars and restaurants more frequently, and nearly half expecting to visit as often as they did last month. Only 21% anticipate visiting less frequently, a -6pp decline versus August.
Furthermore, spending patterns are also expected to shift positively, with 2 in 5 consumers planning to spend more between September and November compared to the rest of the year. Similarly, 2 in 5 consumers also believe they will spend more during these months in 2024 than they did last year, because of wanting to spend more time with friends and family, and to treat themselves more frequently.
Enrique Gonzalez, CMI Leader, Mexico, said: “Mexico’s bars and restaurants offer a perfect platform to build brand equity and develop new products. As the latest data demonstrates consumers are eager to try new drinks, it’s a convincing window for brands and suppliers to capture attention, build trust, and secure long-term loyalty. This ethos further extends to the introduction of new, distinctive, and high-quality non-alcoholic products into the market, leveraging the broader global trend towards health and wellness. But competition is getting fierce in this space. So, it’s essential to focus on visibility and activations to stand out.”
Click here to read the full Mexico On Premise Consumer Pulse Report. It’s just one of CGA by NIQ’s many tools to help suppliers discover the trends driving drink choice in Mexico’s On Premise, understand motivations and influences, and craft compelling brand experiences.
To learn more about CGA by NIQ’s research capabilities and sources of intelligence on paths to purchase, occasions, categories and channels, plus much more, contact Enrique Gonzalez here.
