E-Malt.com News article: World: Consumers are increasing their visits to bars, cafes, restaurants and hotels in the week

According to a new report from independent market analyst Datamonitor issued on July 15, consumers are increasing their visits to bars, cafes, restaurants and hotels in the week, engaging in more moderate week-round drinking, and moving away from the so-called weekend session drinking. Less but more often Despitesome gloomy economic conditions across the globe and stiff competition from the off-trade sector, consumers are increasing their visits to on-trade establishments. The total number of on-trade occasions is showing modest growth in Europe, the US and Australia. Volume sales of alcoholic beverages in the on-trade are also showing growth, but at a slower rate (see table 2).These two statistics emphasize the current consumer approach, which involves more on-trade occasions, but the consumption of less alcohol per visit.

A switch to more midweek drinking is a key driver behind the increase in on-trade visits. "Alcoholic drinking occasions, in line with the moderation trend, are becoming more week-round. Midweek occasions in particular are becoming key to value generation in the market due to their increasing numbers and growing diversity," comments Matthew Taylor, Consumer Markets Analyst, and author of the report.

Aging populations and time-scarcity are major motivators in this shift, as well as the proliferation of female-friendly environments, which not only has widened the consumer base, but also facilitated more diverse occasions throughout the week.

Moderated alcohol consumption on-trade requires more nuanced approaches to marketing. Tracking consumers' premiumization behavior is a key facet of this, although the industry must be prepared for poor economic circumstances to restrict growth potential - sales will increasingly be based on enhanced value and flat volume sales."Consumers are increasingly looking for enhanced sensory experiences and will trade-up. The on-trade can benefit by offering exclusive products and an environment not easily replicated at home," concludes Taylor.


16 July, 2008