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The latest Report delves into the dynamics of beer consumption, which emerges as the most popular drink category amongst 41% of consumers in bars, restaurants and other venue types. But success in this competitive arena calls for a nuanced understanding of the beer consumer’s priorities and choice motivators.
The types of beer consumers are gravitating towards is High Strength (5.5%+), most typically ordered by over a quarter of beer drinkers in the On Premise. Light Strength (1% – 3.5%) saw a greater month-on-month uplift, (+4 pp from January). Draft beer reigns supreme as preferred serve type amongst three quarters of consumers compared to a quarter who prefer bottled beers. Likewise, Blonde beers are the most popular beer type (72%), followed by a third (35%) opting for Wheat beer and Bière d’Abbaye (32%). These popular options should be widely available and visible in venues.
The characteristics consumers look for in their beer selection vary. These key influencing factors include the colour (32%), format of beer (30%), by category (25%) and the origin of the beer (22%). In addition, over a third of consumers are very aware and over half are slightly aware of the origin of beer, over-indexing by +5pp amongst 35–54-year-olds.
It’s a similar story in terms of the category of the beer, with more than a third having high awareness and over half having some awareness of lagers, Pilsners, ales and stouts. In turn, beer brands armed with this knowledge are better equipped to refine their offerings and promotion in alignment with consumer expectations.
Moreover, the research uncovers the factors encouraging consumers to venture into new beer brands and/or flavours. Education ranks highly, with more than half of consumers interested in learning more about the origin of the beer and also the category. In addition, the French consumer demonstrates a strong preference for homegrown brews, with a quarter looking for local brands and more than a third favouring national brands. In fact, buying locally or nationally rank only behind value and quality amongst the most important factors when buying beer compared to a year ago.
Ultimately, brands understanding these drivers can shape compelling narratives and marketing strategies to resonate with consumers, consequently, tap into new consumer segments and build brand loyalty with the French beer drinker.
Julien Veyron, Client Solutions Director – France said: “The findings of the France Pulse Report reveal the enduring appeal of beer in the French On Premise, plus the key shifts in beer consumption. Coupled together, the data offers a clear action for beer brands, suppliers, and also operators, to get innovative, adapt to consumer preferences, and respond with resonant experiences to gain competitive edge.”
To read the full France Consumer Pulse Report, click here.
CGA by NielsenIQ’s Consumer Pulse Reports and OPUS survey deliver comprehensive analysis of consumers’ engagement with the Beer category in France’s On Premise, by channel, category, occasion and more. To learn more, get in touch here.
