NIQ Expands On Premise Measurement beyond UK and US

Consumer intelligence business NielsenIQ is expanding its On Premise Measurement (OPM) solution globally. The service has been run for many years in the US and UK by out-of-home food and drink markets specialist CGA Strategy, acquired by NIQ two years ago.

NIQ says On Premise accounts for 61% of all global beverage alcohol value sales (excluding wine), making it vital for brand owners to continue to invest in the channel. CGA, which provides market measurement, consumer research and location planning, was acquired in June 2022 for an undisclosed sum. Its OPM service will be launched immediately in Australia, Canada, Germany and France, with plans to add South Korea 'soon'.

OPM provides in-depth analysis of sales, distribution and pricing by region and channel, allowing clients to uncover market trends, evaluate brand performance and track share, as well as identifying headroom opportunities and assessing the competition. Initial findings from the study suggest that 83% of global LDA (Legal Drinking Age) consumers have visited On Premise in the last 3 months, with 62% visiting weekly, and that visitation has remained stable globally, despite most consumers feeling financially worse off than they were a year ago. The latter may however be the cause of a decline in volumes: On Premise sales of beer, malt beverages and cider volume are down 4.0% and spirits 7.6% in the last 12 months.

Alongside OPM NIQ conducted a study of 30,000 On Premise consumers across 38 markets, and found that more than a third of consumers (37%) are drinking less alcohol than they were 12 months ago, with Generation X and infrequent visitors most likely to be cutting their alcohol intake.

'Our research shows how the role of the On Premise is evolving rapidly around the world' says MD for Global Clients Phil Tate (pictured). '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'.

Web site: www.niq.com .