Following two years of disruption due to the COVID-19 pandemic, this year promises to be a Christmas to cheer about for Ireland's pubs, bars and restaurants, with 55% of consumers planning to visit the on premise over the Christmas festive period.
Details
CGA by NielsenIQ's latest OPUS research on Ireland's on premise highlights that consumers are keen to celebrate in their favourite pubs, bars and restaurants - with younger consumers over-indexing when it comes to on premise Christmas plans. This consumer segment, of those aged between 18-34 years old, are highly engaged with the on premise year-round, spending more out of home each month and are 10% more likely to visit at least weekly versus the average.
When it comes to choice of drinks over Christmas, spirits is the category that sees a significant increase amongst consumers - while cocktails are also a more popular drink option amongst festive consumers, who are more likely to pay more for a better quality drink. The drink options that are typically associated with Christmas also see a boost compared to the rest of the year, as consumers celebrate the festive season with mulled cider, mulled wine, and liqueurs.
Drink-led venues are the most popular destinations for visits over the Christmas period, with the majority of consumers choosing these venues to "get into the Christmas spirit", while "festive celebrations with friends" is the occasion for which most consumers will be visiting the on premise. Of the consumers who visit specific venues over the festive season, over a third also highlighted that this behaviour had "become a tradition" over the Christmas period - with these repeat behaviours representing a valuable opportunity for outlets.
These insights are just a snapshot of the research that's available in CGA by NielsenIQ's Christmas Report, which will be available in early 2023. The report will highlight the performance, growth and opportunities within the on premise in Ireland - utilising consumer surveys conducted pre- and post-Christmas alongside volumetric sales data.
Statement By CGA By NielsenIQ Client Director - Ireland
Sian Brennan, CGA by NielsenIQ client director - Ireland, said, "Understanding the Christmas consumer has never been more important, with the festive season one of the most crucial times of the year for the on Premise. our new Christmas report will provide a clear view of the Christmas consumer, their behaviours during the seasonal period and how suppliers and operators can best prepare for Christmas 2023."
