Consumer behaviours have evolved since the post-pandemic reopening of the trade, with the "new normal" looking different to before, according to the latest CGA Ireland Consumer Insight report, which explores the shifts in the occasions that draw consumers to the on premise.
Details
The report, which looks at how the evolving patterns are leading to new opportunities for venues and brands across times of the day and days of the week, reports that half of consumers go out in the early evening, making it the most popular time for visits. But there is polarisation in the times of day when consumers are increasing their visits, particularly early mornings and late nights.
Saturday is still the most popular day of the week for visits, when two out of three consumers frequent bars, pubs, restaurants and other venues, but a quarter of consumers are also going out between Monday and Wednesday.
According to the report the 18-34 year old age group are 10% more likely than average to go for a big night out or clubbing, meaning that millennials are over-indexing the most for visits in the late evening. Additionally, they are also a key target group for the mid-week, over-indexing most for visits on a Thursday for a weekend warm-up.
In contrast 35-54 year olds are driving the popularity of early evening and weekend visits and are more likely than average to go out for family occasions. This group is particularly drawn to visit the on premise for food-led visits, with 85% going out to eat at least once a month.
The 55+ group are more likely to go out earlier, according to the research, to the extent that they're over-indexing for lunch in the on premise. This group is also key to early week trade, demonstrating a 7% greater likelihood than the average consumer to go out between Monday and Wednesday. Again, family occasions are higher than average drivers for these consumers. Older consumers are also most likely to be in the ‘high-spending’ category in terms of average spend out each month, although their visitation levels are less frequent.
Statement By Client Director - Ireland
Sian Brennan, client director - Ireland, said, "In an ongoing climate of unpredictability, it remains of utmost importance for brands and operators to not only understand the latest consumer preferences, but how and where to influence the various consumer groups. While we know that financial hardships are continuing to be felt by consumers, having a 'bigger picture' overview of the market and the ever-changing perceptions of consumers equips brands and operators to remain agile, maximise opportunities in the present, and stay ahead of the game as the market recovers."
Read More: CGA By NIQ Examines Consumer Demand For Pubs, Bars And Restaurants
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