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CGA’s Consumer Pulse Report—a monthly snapshot of people’s engagement with bars, restaurants and other venues in South Korea that helps suppliers assess behaviour and identify growth opportunities—shows RTDs increased their market penetration in 2024. Exactly half (50%) of the country’s consumers say they have tried a RTD product in the last three months, and two thirds (67%) are likely to do so in the future.
This follows a significant improvement in the visibility of RTDs in South Korea’s bars and restaurants. Nearly half (47%) of consumers say they have noticed an increase in RTDs over the last 12 months, while just 4% have seen a decrease.
The Consumer Pulse Report—based on CGA’s expert On Premise User Survey in South Korea—shows what attracts people to RTDs. The variety of flavours is likely to encourage around a third (32%) of consumers to continue drinking them, while a quarter (27%) are influenced by price. The influence of friends and family (25%), convenience (24%) and brand recognition (19%) are among other top factors that suppliers can leverage.
However, some consumers are yet to be convinced about RTDs. Nearly a third (31%) say they would be discouraged from drinking these drinks because they are too expensive—which makes pricing ladders and promotions particularly important in this category. Too much sweetness (30%) and high sugar content (26%) in a drink can also put people off RTDs.
CGA’s latest Consumer Pulse Report also has some positive indicators for general sales in 2025. Nine in ten (90%) consumers visited the On Premise in October, and 43% went out for a drink in that time—4 percentage points more than in September. In another encouraging sign for recently launched RTD products category, more than half (52%) tried new drinks in October.
Jaepil Sohn, CGA by NIQ client solutions director, South Korea, said: “RTDs are an increasingly valuable and disruptive part of South Korea’s On Premise—but this is also becoming a very competitive space. Manufacturers, suppliers and venues need to think carefully about their positioning, understand consumers’ latest preferences and collaborate on activity that stands their brands out from the crowd. Our consumer insights are the perfect starting point for influencing purchasing decisions, attracting new drinkers and maximising RTD portfolios.”
Jaepil Sohn
CGA by NIQ’s Consumer Pulse Report provides more expert analysis of engagement with South Korea’s On Premise, including frequency of visit, future plans and the latest preferences by channel, drinks category and more. The report is part of a suite of solutions that help On Premise businesses with both short-term gains and long-term growth strategies. To learn more, click here and contact the CGA by NIQ team.
