Findings:The CGA REACH global report, based on responses from 30,000 On Premise consumers and 600 operators across 38 countries, reveals a significant shift towards earlier dining and drinking occasions. This trend is especially pronounced in Africa and South East Asia, where more than 30% of consumers prefer to go out earlier in the day, with similar patterns in North America, Western Europe, and Britain. The shift towards earlier outings has created new opportunities in mid-afternoon visits, altered the role of spirits, and highlighted a growing trend in alcohol moderation.
Key Takeaway:Consumers are increasingly opting for earlier dining and drinking occasions, offering new opportunities for food and beverage brands to adjust their strategies for mid-afternoon and early evening, while responding to the rise of alcohol moderation with low or no-alcohol options.
Trend:There is a shift toward earlier dayparts for dining and drinking, driven by changes in consumer behavior and preferences for more relaxed, lower-tempo experiences.
Consumer Motivation:Consumers are motivated by a preference for earlier and more relaxed occasions, aligning with moderation of alcohol intake and the convenience of mid-afternoon visits.
What is Driving the Trend:The shift in consumer behavior toward earlier visits, coupled with a growing focus on health and moderation, is driving this trend. Venues and suppliers are adapting to meet these needs by offering new types of experiences earlier in the day.
People Referred to in the Article:
On Premise consumers across 38 countries.
Venue operators adjusting to these changing patterns.
CGA researchers Charlie Mitchell and George Argyropoulos, who presented the findings.
Description of Consumers, Product, or Service in Article:The report focuses on consumers who visit On Premise venues, such as pubs, bars, and restaurants, with a growing preference for earlier visits and alcohol moderation. The service discussed includes CGA’s REACH insights, which help drinks suppliers and brands adjust their strategies to these new trends.
Conclusions:The shift towards earlier dining and drinking creates new opportunities for venues to expand their offerings during traditionally quiet times, such as the mid-afternoon. Beverage suppliers can grow sales by positioning drinks for more relaxed, earlier occasions and offering low or no-alcohol alternatives.
Implications for Brands:Brands should capitalize on the rise of mid-afternoon and early evening visits by offering more versatile and lower-tempo options, including food-and-drink pairings and longer, relaxed drink serves. Suppliers of no- and low-alcohol beverages have a prime opportunity to grow sales.
Implications for Society:This shift could promote healthier drinking habits as more consumers opt for moderation, drinking earlier in the day and choosing no- or low-alcohol options. It may also redefine socializing patterns, making earlier dayparts a popular time for leisure.
Implications for Consumers:Consumers benefit from a more relaxed, earlier social experience, with a broader range of options, including healthier drink alternatives, and a more flexible approach to dining and socializing.
Implication for Future:Venues will likely adopt hybrid formats that can cater to different dayparts, optimizing their offers for consumers looking to socialize earlier in the day. The growing focus on alcohol moderation will continue to shape drink menus, offering more no- or low-alcohol alternatives.
Consumer Trend:Consumers are moving towards earlier daypart visits and drinking occasions, with a significant shift in behavior towards more moderate alcohol consumption.
Consumer Sub Trend:Moderation in alcohol consumption is growing, as more consumers opt for lower-intensity experiences earlier in the day.
Big Social Trend:There is a global move towards healthier, more mindful consumption behaviors, with alcohol moderation becoming more mainstream, alongside a preference for socializing earlier in the day.
Local Trend:In certain regions, such as Africa and South East Asia, earlier dining and drinking trends are particularly pronounced, signaling a regional preference for these lower-tempo occasions.
Worldwide Social Trend:Globally, the shift towards earlier socializing and drinking, coupled with alcohol moderation, reflects a broader trend towards health-conscious lifestyles and balanced social experiences.
Name of the Big Trend Implied by Article:"Early-Daypart Socializing."
Name of Big Social Trend Implied by Article:"Health-Conscious and Moderated Consumption."
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