Abstract
Overview
Introduction
Reinvigorating On-Trade Sales 2007 shows how, despite some recent tough times
in this part of the alcoholic drinks market, there are significant
opportunities for those able to develop targeted new products and invest in
relevant point-of-sale marketing campaigns. On-trade occasions can be
developed that are more in keeping with today' s growing demographic groups and
mass market lifestyles.
Scope
- Countries covered: France, Germany, Italy, The Netherlands, Spain, Sweden,
the UK and the US
- Product categories covered: beer, cider, flavored alcoholic beverages,
spirits and wine
- A unique survey of the decision-making criteria for purchasing alcoholic
drinks in the on-trade vs. the off-trade (5,000 consumers during June 2006)
- Insightful analysis of consumer attitudes and behaviors driving change in
the on-trade
Report Highlights
The major on-trade trends show that people are going out more frequently but
they are consuming less per visit; such that on-trade volumes are growing,
albeit slowly. However, premiumization is driving value sales - particularly
in spirits - and there are important lessons for all players to learn from
this trend.
Surprisingly, consumers are less brand conscious in the on-trade than the
off-trade. Partly this is to do with the fact that experimenting with new
products is more likely to involve trying unknown brands and partly to do with
the fact that the very social nature of the on-trade gives rise to new
behavior because of word-of-mouth recommendations.
Point-of-sale marketing activity can be reinvigorated with innovative
campaigns. Learn the power of such concepts as relaxed drinking, mentoring and
customer education. These have all been tried and tested in specific countries
and markets and are now ripe for you to adopt in your marketing strategy.
Reasons to Purchase
- Consumer data - Understand the reasons for purchasing in the on-trade, by
country and demographic group
- Demographic consumption analysis - Spot the growth segments that are
changing the on-trade
- Actionable recommendations - Prioritize product, price and point-of-sale
activities
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