CGA’s latest New Zealand Consumer Pulse Report reveals that over half of consumers (52%) either watched or planned to watch the opening rounds of the NRL or Super Rugby. The On Premise is a key channel for consumers watching the games, with almost 1 in 3 stating they visited or will visit the On Premise to watch the opening rounds of the NRL or Super Rugby.
Beer is the most popular category and drink of choice of consumers when out, with 52% having planned to/consumed whist watching the game’s opening rounds. Closely following Beer, is Ready to drink alcohol (40%).
The opening rounds of these sporting events bring a great opportunity for increased drinks sales in the On Premise, as 31% state they ordered a larger number of drinks during the games. However, almost half (47%) state they ordered/will order more value drinks – highlighting that consumers are willing to purchase a higher number of drinks while perhaps making more value conscious decisions.
Trade-up opportunities exist for both suppliers and operators by engaging those consumer segments who are most likely to purchase more premium offerings when watching sports (12%), or both premium and value drinks (30%). In addition, demonstrating a suitable pricing ladder to appeal to those who are also likely to experiment and can be persuaded to trade up from value drinks options.
While consumers were engaged with the opening rounds and watching them live in On Premise venues (34%), this channel falls second to home-viewing (80%) competition. To maximise each visit during sporting seasons, On Premise venues and suppliers need to leverage the key drivers and needs which sports occasions can meet, in order to attract consumers to the channel.
James Phillips, Client Solutions Director – APAC said “Sport is a fundamental part of New Zealand culture and identity, and in the On Premise this is shown in the live sport viewing occasion. By understanding consumer motivations and drivers to drinks choice, our clients can win through strategic marketing and activation planning around key sporting calendars. This report sheds light on consumer habits for On Premise occasions and can provide essential insights on how to plan for future sporting events.”
Download the latest New Zealand Consumer Pulse Report here.
To learn more about CGA by NIQ’s consumer research and market measurement services across both Australia and New Zealand, please contact James Phillips at email@example.com