There’s been a noticeable shift in consumer visitation patterns, with rising living costs and inflation exerting financial pressure. Consumers are reducing the frequency of their visits, with a -14pp drop in drink-led occasions over the past 12 months between June 2023 and June 2024. Whilst food-led visits have remained steady, with a modest +1pp year-on-year increase.
Despite these fluctuations, the overall visitation rate has stabilised, with three quarters (76%) of consumers maintaining their monthly visits, though a quarter (24%) report visiting less frequently. This data demonstrates the need for brands, suppliers, and operators to adjust their strategies to facilitate varying consumer behaviour, including:
Shifting dayparts – The rise of earlier visits
One of the most striking trends is the shift in visitation times. Early evenings continue to dominate footfall. Yet there are clear signs earlier dayparts are increasingly in favour. In April 2024, early evening visits (5pm-8pm) declined by -3pp compared to the previous year, while lunch (+2pp) and mid-afternoon (+2pp) visits saw slight uplifts.
This trend is particularly evident in high-tempo drink occasions, which are moving from late-night slots to earlier times. For instance, high-tempo drinks during daytime hours (before 5pm) have increased by +5pp, while late evening visits (after 8pm) have reduced by -7pp.
Understanding these shifts is crucial for drinks brands, suppliers and venue operators looking to optimise their offerings and capitalise on these new visitation patterns.
Generation gaps – Millennials drive growth amidst declining gen Z visitation
Generational differences are playing a significant role. Gen Z consumers are struggling to maintain their visitation rates, with a decline of -8pp in weekly visits compared to the previous year. In contrast, 41% of millennials are going out weekly (+6pp).
Boomers continue to display a consistent preference for wine when visiting the On Premise, emerging as a valuable demographic for wine suppliers.
Tailoring strategies to these generational differences is key to successful market engagement.
RTDs – A growing opportunity
Ready-to-drink (RTD) beverages continue to gain traction within the New Zealand On Premise, particularly among younger visitors. Over two in five (41%) of consumers are now frequently drinking RTDs, and awareness of draught/tap RTDs is spreading.
For all these reasons, efficient distribution, plus conversion of awareness to consumption, are worth investing in for suppliers aiming to optimise this trend.
Tom Graham, Customer Success – ANZ said: “It’s more critical than ever during times of economic uncertainty for drinks suppliers and operators to really understand how these pressures are re-shaping consumer behaviour. The ability to adapt to shifting visitation patterns, dayparts, and generational preferences are pivotal for thriving amidst fluctuating dynamics. Those who can anticipate and respond to these trends will be best positioned to succeed in the coming months.”
Tom Graham, Customer Success – ANZ said: “It’s more critical than ever during times of economic uncertainty for drinks suppliers and operators to really understand how these pressures are re-shaping consumer behaviour. The ability to adapt to shifting visitation patterns, dayparts, and generational preferences are pivotal for thriving amidst fluctuating dynamics. Those who can anticipate and respond to these trends will be best positioned to succeed in the coming months.”
CGA by NIQ’s OPUS provides insights into key On Premise trends to enable you to build a winning On Premise strategy. Find out more about OPUS here.
To learn more about consumer perceptions and interactions with the On Premise in 2024, get in touch with Tom Graham at Tom.Graham@nielseniq.com.
