The Shout Magazine (New Zealand)

New research shows Kiwi consumers slowly returning to the on-premise

The latest research into the New Zealand on-premise has revealed that drinks-led visits have remained stable, according to CGA by NielsenIQ.

Consumers are visiting pubs and bars slightly less than usual, however the 1 in 5 consumers who are visiting the on-premise more often are balancing out the 2 in 5 who are going out less often than usual.

Of those who are visiting more frequently, around half are doing so to treat themselves while 1 in 3 are doing so to make up previous missed occasions – suggesting there’s still pent-up demand following COVID-19 restrictions easing.

For those are visiting less often, the reasons driving this change in behaviour is linked to cost of living increases (63%) and price increases in eating and drinking out (51%).

However, over a third of consumers are still visiting the on-premise once or twice a week, with 56% visiting once or twice a month.

OPUS, CGA’s consumer research solution, highlights that the public holiday on-premise visitor over-indexes when it comes to both beer and spirits consumption.

James Phillips, Director of Client Solutions: Asia Pacific, said: “As many consumers use public holidays to socialise in the On Premise with loved ones, operators should focus on marketing their food offerings in the lead up to a public holiday – and emphasise the ability to provide an enjoyable experience for those intimate gatherings with friends and family in order to capture as much custom as possible.”

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