New research reveals the importance of Sports events in South Africa’s On Premise
New and exclusive consumer research from global On Premise data & insights consultancy, CGA by NIQ, provides suppliers with actionable insights into consumer engagement with bars and restaurants in South Africa—including the huge value of sport to drinks sales.
CGA is pleased to introduce their On Premise User Survey (OPUS), which provides outstanding sector-specific insights into consumers’ engagement across South Africa. It offers in-depth analysis by channel, category, occasion, consumer type and more, complemented by in-venue custom research that uncovers people’s actions at the moment of purchase.
OPUS enhances CGA’s global REACH service, which delivers insights from 27,500 On Premise users in 34 countries. This research has emphasised the popularity of bars and restaurants in South Africa, with 81% of consumers visiting them at least quarterly and 49% weekly.
The role of sport
REACH research also reveals the massive popularity and cultural significance of sport in South Africa. Popular sporting occasions include football’s Africa Cup of Nations (AFCON), which is currently boosting visits to bars as consumers enjoy games in communities across the country. South Africa also retained the winning title of the recent Rugby World Cup 2023 in France, and tournaments and cricket matches are also major attractions in South Africa.
Nearly four fifths (77%) of South African consumers watch sport—nearly on par with the 81% average for the continent, and significantly more than the global average (70%).
People’s desire to watch sport with friends and family opens up potential for extra sales in bars and restaurants. A third (32%) of sports followers say they visit the On Premise to watch sport—and nearly half (48%) do so weekly. With 33% reporting that the frequency of their visits is increasing—14 percentage points more than the 19% who say they are watching less often—these sports-related occasions and brand opportunities are set to grow further.
The On Premise offers a secondary option away from the live event that can facilitate consumer desires. The research highlights the factors that influence visits for these sporting events in venues—especially atmosphere. Three in five (61%) On Premise users in South Africa say they watch games in the On Premise because of a good atmosphere—which makes it the top reason ahead of a desire to socialise (58%), to be around other fans and like-minded people (52%) and the availability of food and drinks (44%).
The view from CGA
George Argyropoulos, CGA Client Solutions Director, said: “South Africa and many other countries on the continent have a dynamic On Premise that is full of untapped opportunities for drinks suppliers. Sport is a particularly good route to sales, as consumers know that bars provide an experience that can’t be replicated at home, so establishing association with sporting events is an excellent way to grow brands. However, in such a fast-evolving market, a deep and up-to-date understanding of people’s behaviour and preferences is vital. The CGA team is excited to be supporting businesses achieve it, and our OPUS service is here to help them thrive.”
Shaping strategies for growth with world-leading insights
CGA by NIQ’s new suite of consumer research options are now available in South Africa. Their tools provide many more actionable insights into consumers’ behaviour in South Africa’s On Premise. It helps teams fine-tune consumer targeting strategies to build powerful brands and drive sales growth. It is the ideal solution for both short-term gains in category and channel share and long-term strategic planning.
Premise that is full of untapped opportunities for drinks suppliers. Sport is a particularly good route to sales, as consumers know that bars provide an experience that can’t be replicated at home, so establishing association with sporting events is an excellent way to grow brands. However, in such a fast-evolving market, a deep and up-to-date understanding of people’s behaviour and preferences is vital. The CGA team is excited to be supporting businesses achieve it, and our OPUS service is here to help them thrive.”
Premise that is full of untapped opportunities for drinks suppliers. Sport is a particularly good route to sales, as consumers know that bars provide an experience that can’t be replicated at home, so establishing association with sporting events is an excellent way to grow brands. However, in such a fast-evolving market, a deep and up-to-date understanding of people’s behaviour and preferences is vital. The CGA team is excited to be supporting businesses achieve it, and our OPUS service is here to help them thrive.”