Olympic fever as quarter of French consumers head out to watch Games

If you would like to read this article in French please click here.
Cliquez ici pour accéder à l’article en français

 

As the Paris Olympics approach, the hospitality industry in France is gearing up for a surge in consumer activity. According to the report, over two thirds (70%) of French consumers plan to watch the home Games, with over a quarter intending to visit bars and pubs to do so. This presents a golden opportunity for the On Premise sector to attract and engage consumers.

 

In terms of viewing preferences, almost two thirds (62%) of consumers who are planning to watch the Olympics intend to tune in at home, while more than a quarter (27%) will visit bars and pubs, and 8% will go to public viewing spots. A small but dedicated 3% plan to attend events at the stadiums and other official venues.

 

When it comes to drinks choices, beer tops the list, with over half (51%) of consumers choosing it for their Olympic viewing. Cocktails follow at almost a third (30%), with 22% of consumers expecting to drink water, 21% aperitifs, and 15% soft drinks.

 

What about the sports generating the most excitement and drawing the crowds? The top 5 most popular Olympic sports to watch in bars and pubs are athletics (27%), football (22%), swimming (21%), tennis (21%), and basketball (21%).

 

These metrics highlight several actionable opportunities for drinks suppliers and venue operators such as:

 

Tailored Promotions – Special Olympic Games deals on relevant drinks can drive footfall and increase sales. 

Diverse Offerings – While beer is dominant, a significant number of consumers prefer cocktails, other alcoholic drinks, and non- alcoholic beverages. For this reason, a diverse drinks menu caters to different tastes and maximises revenue. 

Sports Viewing – A lively atmosphere with large screens, comfortable seating, and themed decor improves the viewing experience and encourage longer stays. In addition, making a special occasion of watching popular sports such as athletics, football, and swimming can attract more fans. 

Marketing Strategies – Engaging with the local community and creating a buzz around the Olympics can position venues as the go-to spots for the Games. Furthermore, Olympic viewing events and special offers can reach a wider audience with social media and local advertising.  

Julien Veyron, Client Solutions Director – France said: “Hosting the Olympics Games is a monumental event for any host city, and the Paris Olympics is no exception. What’s more, it represents a unique chance the On Premise can make the most of by focusing on popular drinks, creating engaging viewing experiences, and leveraging targeted marketing. When done well, drinks brands and operators can drive real growth during this proud moment for Paris as a city and for France as a nation.”  

 

This monthly On Premise Consumer Pulse report is a fast-turnaround ‘temperature check’ of the channel and the consumers who visit bars and restaurants in France. The study looks into their On Premise behaviour over the past month and tests visit intention for the month ahead, touching on hot topics including the Paris Olympics in the On Premise.

Download the free Consumer Pulse Report April 2024 here and get in touch with Julien Veyron, Client Solutions Director – France here to find out more about CGA’s consumer research capabilities.