Insights from CGA by NIQ’s OPUS Lite highlights key findings and actionable strategies for industry stakeholders to push through current challenges and shine as market conditions ease and improve.
1. How Financial Pressures are Modelling Consumer Habits
OPUS Lite reveals almost two thirds of Polish consumers (65%) have noticed a slight to significant rise in their cost of living over the past year.
This has led many to reassess their spending, with almost a third (29%) indicating they would visit bars and restaurants less frequently if prices rose further.
So, what should key industry stakeholders focus on to combat these impacts?
- Focus on value for money – Promotions, loyalty schemes, and price-sensitive options can help maintain footfall while maintaining workable margins.
- Flexible pricing – It’s worthwhile considering tiered pricing strategies to appeal to both cost-conscious consumers and those with higher disposable incomes.
2. What are the Demographics of Financial Hardship?
The cost of living crisis impacts all demographics. But it disproportionately affects older urban consumers who typically spend more when going out. This consumer segment is integral for sustaining higher value sales. So, it’s a priority to cater to their specific, evolving needs.
For this reason, drinks brands and venue operators can strategise to protect sales among this influential demographic, focusing on aspects such as:
- Targeted marketing – Develop campaigns that resonate with older consumers, emphasising comfort, nostalgia, and perceived value.
- Tailored experiences – Offer premium experiences that justify higher spending for this consumer group, such as menu pairings or exclusive events.
3. Leverage Local Preferences
Polish consumers increasingly favour locally produced drinks, with a third (32%) reporting the origin of their beverages is more important to them now than a year ago. Coupled with the growing importance of value for money, which ranks as the second most important factor with a quarter (24%) of consumers, local brands are well-positioned to progress in this environment.
And how venues capitalise in turn?
- Give prominence to provenance – Proudly showcase Polish products on menus and in promotions, drawing optimal attention to their local heritage.
- Collaborations with local producers – Partner with Polish breweries, wineries, and distilleries to create exclusive offerings aligning with consumer preferences.
4. Get the Most Out of Leading Categories
Beer remains Poland’s most popular On Premise beverage, enjoyed by half (49%) of consumers, while cocktails yield the highest potential of the spirit serves, with more people drinking them than neat spirits and spirits with mixers combined.
The data clearly signposts compelling opportunities to maximise category potential by focusing on developments such as:
- Cocktail innovation – Introduce seasonal or signature cocktails to attract new customers and encourage repeat visits.
- Beer pairings and events – Make the most of beer’s popularity by hosting pairing events or brewery-led tastings, tapping into the appetite for local produce while also enhancing the overall experience.
5. Why Digital Influences and Staff Interaction Matter
Social media remains an important factor for many Polish consumers, despite its influence on On Premise decisions decreasing slightly compared to last year.
But the most momentous change is the growing importance of staff interactions, which has seen the highest increase compared to last year. This is why well-trained and knowledgeable staff are increasingly seen as key drivers of customer satisfaction. In terms of getting proactive, drinks brands and operators can leverage engagement even further with:
- Effective staff training – Invest in training programmes to lift product knowledge and customer service skills.
- Strengthened online presence – Almost 1 in 2 consumers regularly seek information before visiting a venue. This underlines the need to maintain a robust digital presence with updated menus, positive reviews, and enticing visuals to attract digitally engaged consumers.
To learn more about OPUS Lite and its actionable and tailored insights that help align your strategies to consumers’ preferences and market opportunities across Poland, contact the CGA team.
