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CGA by NielsenIQ’s On Premise consumer research reveals the consumer preferences and behaviours in terms of the consumption of still, sparkling, and micro filtered water in both high-end and budget-friendly restaurants.
The findings indicate a clear preference for different types of water depending on venue category. For instance, almost half (45%) of consumers visiting premium restaurants prefer still water, a quarter (26%) prefer sparkling water, and a fifth (21%) enjoy both types. In contrast, value or budget restaurants show similar figures with a slightly lower preference for sparkling water.
In addition, the data also uncovers that over 70% of consumers who drink water in the On Premise could be encouraged to consume more bottled water. The key factors that might tempt them include more cost-effective options, and products sourced from local springs. Brand variety also plays a significant role in consumer choice, with almost half (46%) of consumers stating the importance of having multiple bottled water brands available when dining out.
Moreover, specific incentives for increased bottled water consumption include competitive pricing, local sourcing, availability of preferred brands, and sustainability considerations. Interestingly, while almost a third (29%) of consumers are not swayed by additional factors, a significant portion are open to incentives such as value for money (27%), regional spring sources (25%), and brand preference (22%).
These insights are useful for industry stakeholders aiming to align their offerings with consumer preferences, across a range of venues and enhance their market presence in a beverage category that continues to shift and develop.
Julien Veyron, Client Solutions Director – France said: “Understanding consumer preferences for water calls for connecting with the community and the environment, besides adjusting product offerings. For these reasons, our latest report equips suppliers and operators with the necessary knowledge to not only meet but anticipate the needs of their customers. In doing so, they ensure their operations adapt and thrive in a lucrative category where consumer behaviours and demands inform and drive product development.”
CGA by NielsenIQ’s Consumer Pulse Reports and OPUS survey deliver comprehensive analysis of consumers’ engagement drinks categories in France’s On Premise, by channel, occasion and more. To learn more, get in touch here.
