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The latest Germany Consumer Pulse Report by CGA by NIQ highlights how drinks suppliers and operators can turn the hangover into an opportunity.
Dry January is the initiative promoting reduced alcohol consumption or abstention for the first month of the year. In 2024, more than a quarter of consumers plan to stop drinking completely, over-indexing by +10pp amongst 18–34-year-olds. In addition, more than a quarter also plan to reduce their alcohol consumption, over-indexing by +9pp amongst 18–24-year-olds, and by +5pp amongst 25–44-year-olds.
The latest report reveals that nearly half (47%) of consumers are going out less often, an expected norm given the time of year. But, 10% are going out more often and 27% going out the same, indicating potential rewards for catering to current preferences by offering a better range of non-alcoholic options.
Moreover, no/low alcoholic behaviour looks set to continue for the rest of the year. When planning to reduce alcohol consumption during the year ahead, more than two thirds of consumers plan to drink soft drinks and hot beverages, while a fifth plan to drink no/low alcohol alternatives, such as mocktails and no/low alcohol beer.
So, who’s getting on board with health and moderation trends? Three quarters of consumers intend to prioritise health and wellbeing for 2024, over-indexing for Gen Z by +13pp. Additionally, over half of consumers also plan to regulate their alcohol consumption throughout the year.
And what about the drinks they’re focusing on to achieve their health goals? Coffee and tea are both popular choices with half of the consumers planning to moderate their alcohol intake this year. Similarly, 40% will be choosing soft drinks (+3pp for Gen Z. A fifth of consumers intend to drink non-alcoholic beer, while mocktails and non-alcoholic spirits are winning options for younger consumers (+9pp and +5pp respectively).
Bilal Kaddouri, CGA by NIQ’s Client Solutions Director, said: The Report indicates distinct benefits when brands and operators react to the surge in demand for no/low drinks. Interestingly, it’s not just a short-term opportunity to align with consumer preferences in Dry January. In contrast, it’s a strategic launchpad for promoting consumer advocacy and market growth in 2024 and beyond.”
You can download the full Germany On Premise Consumer Pulse Report for free here.
The On Premise Consumer Pulse Report provides a ‘temperature check’ of the channel and the consumers who visit bars and restaurants across all regions of Germany, looking into their On Premise behaviour over the past month and testing visit intention for the month ahead.
To learn more about CGA by NIQ’s unrivalled suite of services in Germany and how it can help your business, please email bilal.kaddouri@nielseniq.com.
