Our aim in 2023 was to bring sales measurement to more markets, and I am very proud that OPM is now available in France, Germany, Italy, Canada, Australia, Ireland as well as Great Britain and the USA.
Bringing our unique data sets together to provide the full view of the On Premise continues to be our mission. Throughout the year we have uncovered how the cost-of-living crisis is impacting consumer behaviours, occasions and channel visits, and how this, along with wider economic factors, is changing the shape of the outlet landscape and brand sales.
The cost-of-living crisis has undoubtedly created a new set of challenges for our clients and the On Premise as a whole. Our industry is once more having to prove its resilience in challenging economic times, and CGA by NIQ are working tirelessly to bring you the data and insights needed to navigate these choppy waters.
Polarization is the theme of the moment. In pretty much every country in which we run research, there are a greater number of consumers planning to decrease their visits than the number planning to increase. But beyond the headlines we see that it is in fact the long tail of infrequent visitors who are set to cut their visits further, whilst the most engaged, frequent visitors intend to go out just as much or more.
Among those consumers who continue to go out, we see occasions evolving and there is undoubtedly a greater sensitivity when it comes to the sense of ‘value for money’. We see consumers becoming more risk averse in their choices and reverting to ‘tried and trusted’ options – an opportunity for those looking to maintain brand loyalty, but a challenge for NPD. What is clear is that it is more important than ever that operators and brands deliver against consumer expectations.
This year also saw further changes in consumers’ path to purchase in the On Premise, which now routinely begins significantly before occasions begin. Pre-visit planning has increased, and consumers are seeking additional information and drinks choice inspiration from multiple online sources, with social media a key channel for Gen Z consumers.
In 2024, we continue the journey of bringing our industry-leading solutions to more markets around the world, delivering essential On Premise data and insights to our valued clients and partners, while supporting the sector we all know and love and driving your brand growth.
We look forward to seeing you all in the New Year, ready to face an exciting and rewarding 12 months ahead.
Phil Tate, Group Chief Executive, CGA by NIQ