As spring gives way to summer, consumer preferences and behaviours undergo changes. In April, more than two thirds (68%) of consumers prefer indoor seating when visiting bars, pubs, restaurants and other venues, while almost half (46%) opt for outdoor or terrasse seating.
Understanding seating preferences equips venues to refine their indoor spaces, ensuring a comfortable and inviting environment during the early spring months. In contrast, promoting outdoor seating areas can attract consumers seeking a more al fresco experience as summer approaches.
As the weather warms up, consumers also plan to adjust their beverage consumption. The top three drink categories seeing increased consumption during the spring and summer months are Beer (+20%), Schorle (+13%) and Cocktails (+10%).
Conversely, categories like tea (-15%), coffee (-13%), and whiskey (-12%) experience a decline in consumption. This seasonal shift indicates a clear opportunity for drinks brands, suppliers and operators to promote refreshing beverages to align with warmer weather preferences.
Top categories where consumers prefer higher ABV in summer include cider (8%), ready-to-drink (RTD) alcohol (7%), and spirits (4%). On the other hand, consumers show a preference for lower ABV options in categories such as schorle (22%), no/low alcohol cocktails (12%), and wine (8%).
The increased consumption of beer, schorle, and cocktails presents a prime opportunity for brands catering to these preferences. Drinks brands and venue operators can also leverage the trend towards lower ABV options by expanding their portfolios to appeal to health-conscious consumers.
Bilal Kaddouri, CGA by NIQ’s Client Solutions Director – Germany, said: “Seasonal consumption trends are critical for the On Premise in Germany. It’s in appreciating and adapting to these shifts that suppliers and operators can not only meet consumer expectations, but exceed them. For this purpose, the insights from our April 2024 report provide a roadmap for success in the upcoming summer season.”
You can download the full Germany On Premise Consumer Pulse Report for free here.
CGA by NIQ’s Pulse report offers invaluable insights for suppliers, brands, and operators, delving into consumer behaviour and motivations by keeping a pulse on regular trends in the market.
To learn more about CGA’s suite of capabilities and opportunities for expert tailored analysis in Germany, get in touch with Bilal Kaddouri here.
