CHICAGO--(Business Wire / Korea Newswire)--NIQ powered by CGA is expanding its On Premise Measurement (OPM) globally. On Premise accounts for 61% of global beverage alcohol value sales, making it vital for brand owners to continue to invest in the channel. On Premise provides an important platform for building brand equity and long-term consumer loyalty. This, in part, is demonstrated by the fact that beverage alcohol brands have overall been less impacted by the threat of private label than other FMCG categories. The volume of private labels in Off Premise accounts for less than 10% of total sales, (a figure far lower than the equivalent for other FMCG categories).

Innovative serve strategies and activations which connect with consumers and ensure elevated quality will be key to maintaining a positive perception of value among consumers, as well as building long term success for Beverage Alcohol brands and On Premise alike.

Key Highlights of the NIQ On Premise Study powered by CGA includes:

· 83% of global LDA* consumers have visited On Premise in the last 3 months, with 62% visiting weekly
· Visitation has remained stable globally, despite most consumers feeling financially worse off than they were last year.
· On Premise plays a vital role in facilitating connections with friends and loved ones, with 3 of the fastest growing reasons for visit being - Connecting with family and friends, to celebrate and to have fun.
· On Premise accounts for 61% of global beverage alcohol value sales (excluding wine).
· Although visits are stable, global On Premise sales of beer, malt beverages and cider volume sales have fallen by 4.0% in the last 12 months. Spirits have fallen by 7.6%.
· Gen Z and younger Millennials (to age 34) are most likely to increase their visits to On Premise over the next 3 months with a net increase of 27pp vs 14pp for all On Premise visitors.

*LDA - Legal Drinking Age

The OPM solution supports businesses’ strategies to grow sales against a backdrop of changing On Premise preferences, including a moderation in alcohol intake. Alongside OPM, NIQ conducted a study of 30,000 On Premise consumers across 38 markets to reveal that even though consumer visits to the On Premise remain high, consumers’ relationship with alcohol is mixed, with more than a third (37%) of consumers now drinking less alcohol than they were 12 months ago. Generation X and infrequent visitors to the On Premise are most likely to be cutting their alcohol intake.

NIQ’s On Premise Measurement (OPM) service drills deep into data to spotlight the impact of these consumer trends on category performance. Global beer, malt beverages and cider sales by volume have fallen by 4.0% in the last 12 months, and higher prices have led to a 0.4% increase by value. By contrast, spirits have lost 7.6% and 3.4% by volume and value respectively. There have been particularly sharp drops in brandy, rum, and gin sales in key markets, while others including tequila and vodka have performed better.

Phil Tate, Managing Director for Global Clients at NIQ said: “Our research shows how the role of the On Premise is evolving rapidly around the world. Alcohol consumption may be falling, but bars, pubs and restaurants are still pivotal to consumers lives. While moderation is clearly impacting Beverage Alcohol performance, people’s shifting drinks preferences are opening new opportunities in other categories. On Premise remains a vital channel for growing brand equity, and association with memorable moments here is a powerful way to secure trial and loyalty. With some consumer cost pressures easing and younger adults particularly engaged, there is significant headroom for growth in the months and years ahead.”

Despite volume declines, there is reason to be optimistic as people remain eager to go out and are set to increase their spending in the second half of 2024. On Premise plays a significant role in consumers lives as a destination for bringing together loved ones and enables brands to create meaningful connections with consumers to build brand loyalty.

A quarter (26%) of global consumers surveyed by NIQ say they will raise the frequency of their visits to On Premise over the next three months—more than double the number (12%) who plan to go out less often. Gen Z are significantly more likely to increase their visits.

About OPM

NIQ’s OPM service measures brand and category sales performance in On Premise across multiple territories. OPM enables brand owners to uncover growth driving market trends, evaluate brand performance and track share, as well as identify headroom opportunities and assess competition.

OPM is powered by On Premise experts CGA, which was acquired by NIQ in 2022. OPM has been refined by CGA over many years in the UK and US, delivering in-depth analysis of sales, distribution and pricing by region and channel that help brands to win in multiple markets. It has now been expanded to key countries including Australia, Canada, Germany and France, with South Korea to follow soon.

For more information about NIQ powered by CGA’s OPM service and other solutions in international markets, click here.

About NIQ:

NielsenIQ (NIQ) is the world’s leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth. NIQ combined with GfK in 2023, bringing together the two industry leaders with unparalleled global reach. Today NIQ has operations in more than 95 countries covering 97% of GDP. With a holistic retail read and the most comprehensive consumer insights—delivered with advanced analytics through state-of-the-art platforms—NIQ delivers the Full View™.

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Website: https://nielseniq.com/global/en/ Contact NielsenIQ
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This news is a press release provided by NIQ. Korea Newswire follows these editorial guidelines. NIQ News ReleasesSubscribeRSS CGA가 제공하는 닐슨IQ, 주류 브랜드 주류판매업소 통계 및 공유 추적 서비스 강화 CGA가 제공하는 NIQ가 주류판매업소 통계(On Premise Measurement, OPM)를 전 세계로 확장하고 있다. 주류판매업소는 전 세계 음료 주류 매출의 61%를 차지하기 때문에 브랜드 소유자가 이 채널에 지속적으로 투자하는 것을 중시할 수밖에 없다. 주류판매업소는 브랜드 자산과 장기적인 소비자 충성도를 구축... 7월 31일 09:50 NIQ 코리아, 국내 와인 외식 시장 소비자 관심 커져… 회복세 기대 글로벌 컨슈머 인텔리전스 기업 NIQ (닐슨아이큐) 코리아가 코로나19 팬데믹 이후 판매 부진을 겪은 국내 와인 시장이 회복세에 들어설 것으로 전망했다. NIQ CGA (Curren Goodden Associates)는 매월 750명의 패널을 대상으로 한 설문을 기반으로 국내 소비자 외식 업장 이용 행태 및 주류 소비 패턴을 분석... 7월 1일 09:11 ... More  More News Economy Consulting Life Style Alcohol Survey & Analysis Overseas NIQ All News Releases 