CGA’s August OPUS research, drawing on a survey of around 2,500 nationally representative consumers, found that 80% had been back to the On Premise after restrictions on indoor eating and drinking were eased in July. Confidence about safety has also started to build, with two thirds (67%) saying they feel very or quite confident about visiting out-of-home eating and drinking venues.
The survey also provides cautious optimism for the festive season, with just over half (53%) of consumers planning to go out for Christmas and nearly a third (31%) for New Year celebrations. It follows On Premise Measurement Service data from CGA that suggests sales momentum is building in both Ireland and Northern Ireland.
However, there are signs that the COVID crisis may compromise some people’s spending. More than a third (35%) of consumers say they have less disposable income than they did before the pandemic—more than triple the number (11%) who say they have more cash to spend.
The On Premise has rebounded well since trading restrictions were finally loosened in Ireland and Northern Ireland, and there are welcome signs that consumers are settling back into pre-COVID habits,” says Phillip Montgomery, CGA’s client services director, Ireland. “But the pandemic has taken a heavy toll on both consumers and operators, and with confidence still fragile and businesses facing a wide range of operational and cost pressures, the On Premise is not out of the woods yet. To make the most of November and December, operators and suppliers will need to stay right on top of consumer trends and preferences, and cater for both those who want to celebrate and trade up, and those who have been hit financially and are now seeking value.”
CGA’s research into consumer behaviour in the On Premise, combined with in-depth sales data, can help all drinks suppliers and operators optimise sales and marketing strategies in Ireland and Northern Ireland. To learn more, email Phillip Montgomery at phillip.montgomery@cgastrategy.com
