尼尔森IQ:2024年比利时酒店餐饮及配餐行业(Horeca)制胜策略报告(英文版)(21页).pdf

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尼尔森IQ:2024年比利时酒店餐饮及配餐行业(Horeca)制胜策略报告(英文版)(21页).pdf

1、WINNING IN HORECA IN BELGIUMCGA by NIQ:2023 OPUS Lite BelgiumGondola Day 16th May 2024 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.PHASE 3:OUTLET INDEXRobust Outlet Universe databaseUniquely,Outlet Index can be fully customized to reflect client-specif

2、ied outlet segmentationsPHASE 4:Purchase Trak(Sell-in)Regional level tracking of brand and category purchase from outlet ownersPHASE 2:OPUS Best-in-class consumer research specifically for the On PremiseUsed by leading beverage suppliers around the worldPHASE 6:OPM(RMS solution)Full market measureme

3、nt for brands and categories in the On PremisePHASE 5:Beverage Trak(POS)Regional outlet-level tracking of brand and category salesTrack sales performance and price against the competition by day,week and monthConsumer InsightCustomer Planning&ExecutionSales Tracking vs the CompetitionToolkit based o

4、n over 30 years of channel experience&specifically designed to provide foundation insights to help you grow HoReCa businessPHASE 1:OPUS LiteEssential demographic insights&tracking of On Premise behaviour&engagementCGA On Premise ToolkitArgentinaAustraliaAustriaBelgiumBrazilCanadaChinaColombiaCroatia

5、CzechiaFranceGBGermanyGreeceHong KongIndiaIreland(ROI and NI)ItalyJapanKenyaMexicoNetherlandsNew ZealandNigeriaPhilippinesPolandPortugalRomania South AfricaSouth KoreaSpainSwedenSwitzerlandTaiwanThailandTurkeyUSVietnam 38 countries 30 000 On Premise consumers 600 operators and bartendersConsumer res

6、earch conducted in:Operator research conducted in:AustraliaBrazilCanadaFranceGermanyItalyMexicoSouth KoreaUK USOPUS Lite CGA by NIQ Global On Premise Compass504 interviews in Belgium in April 20235 2023 Nielsen Consumer LLC.All Rights Reserved.5 2023 Nielsen Consumer LLC.All Rights Reserved.4 in 10

7、Belgians drink in the On Premise at least once a weekBelgians more optimistic than average European for 202411%71%18%IncreaseNo changeDecreaseSource:CGA by NIQ:Belgium OPUS Lite&Global OPUS Lite 2023.Sample Size:491 27 486Expected change in frequency visiting the On Premise in Belgium+8pp vs EUR39%o

8、f Belgians visit the On Premise weekly for drinks 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.“What hospitality venues do you typically visit?”RESTAURANTSCAFESBARSLEISURE VENUESNIGHTCLUBS79%53%36%17%7%80%23%29%19%11%Restaurants leading the way in On Pr

9、emise visitationBars and Cafes critical for success in the channelSource:CGA by NIQ:Belgium OPUS Lite&Europe OPUS Lite 2023.Sample Size:504,12 543*Channels may vary to represent local nuances 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.What dietary opt

10、ions do patrons expect restaurants to cater for?Source:CGA by NIQ:Belgium OPUS Lite 2023.Sample Size:226 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.What dietary options do patrons expect restaurants to cater for?Source:CGA by NIQ:Belgium OPUS Lite 202

11、3.Sample Size10%of Belgian consumer 10%of Belgian consumer 12%of Belgian consumer5%of Belgian consumer57%said“none”2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.1 in 2 Belgians drink wine in On Premise significantly higher than EUR averageSoft drinks and

12、 beer follow closelyWINESOFT DRINKSBEERCOCKTAILSNOLOSPIRITSwith mixerSPIRITSneatCIDERHARD SELTZERS50%46%45%29%17%14%10%10%6%Source:CGA by NIQ:Belgium OPUS Lite 2023.Sample Size:504“Which drinks do you typically have when going out?”How did category penetration compare to 2022?2023 Nielsen Consumer L

13、LC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.NoLo,Spirits,Soft Drinks&Wine increased penetration in 2023WINESOFT DRINKSBEERCOCKTAILSNOLOSPIRITSwith mixerSPIRITSneatCIDERHARD SELTZERS50%46%45%29%17%14%10%10%6%Source:CGA by NIQ:Belgium OPUS Lite 2023.Sample Size:504“Which drink

14、s do you typically have when going out?”2023 results|Trend vs 2022 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.19%17%15%15%14%10%7%5%GinVodkaRumWhiskeyLiqueursTequilaCognacBrandySource:CGA by NIQ:Belgium OPUS Lite 2023.Sample Size:226 6 138Gin and Vodk

15、a lead the way in spirits followed closely by Rum and Whiskey“Drink types drunk when going out”2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.65%64%43%37%9%81%54%27%Red wineWhite wineRose wineSparkling wine Dessert wineDomestic BeerCraft BeerImported Beer

16、Belgians have wide repertoire of types of wineThey also prefer domestic&craft to imported beerSource:CGA by NIQ:Belgium OPUS Lite 2023.Sample Size:226 6 138“Drink types drunk when going out”How did wine&beer in Belgium compare to the rest of Europe?2023 Nielsen Consumer LLC.All Rights Reserved.2023

17、Nielsen Consumer LLC.All Rights Reserved.65%64%43%37%9%81%54%27%Red wineWhite wineRose wineSparkling wine Dessert wineDomestic beerCraft beerImported beerSource:CGA by NIQ:Belgium OPUS Lite 2023.Sample Size:226 6 138+21pp vs EUR avg+16pp vs EUR avg“Drink types drunk when going out”Belgians significa

18、ntly over-index vs average European in Rose wine&Craft beer 2023 Nielsen Consumer LLC.All Rights Reserved.What friends are drinkingDrink stands out on the menuDrink is on offer or romotionDrink is the“house”optionBar staff recommen-dationsDetailed menu descriptionsDrink is highly visible in the venu

19、e1.Bar staff recommen-dations2.Detailed menu descriptions3.What friends are drinkingWhat are the three most important factors when deciding what to drink?2023 Nielsen Consumer LLC.All Rights Reserved.1748%of consumers are likely or very likely to recommend a drinks brand after having a positive expe

20、rience with it Securing a perfect presence and serve for your brand in the outlet pays dividends.Happy consumers become brand ambassadorsSource:CGA by NIQ:Belgium OPUS Lite 2023.Sample Size:171 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.1870%of Belgia

21、n Consumer at least occasionally look at a venues online reviews prior to visitingWith 45%actively seeking out positive reviews before visiting a venueSource:CGA by NIQ:Belgium OPUS Lite 2023.Sample Size:155,171 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reser

22、ved.Unrivalled,ongoing provision of On Premise Data&Insights to support your channel plansBARSIGHTSBar-staff Survey to drive advocacy&recommendation with operatorsOUTLET INDEXOutlet Universe database to inform your RTM strategy&direct your expansionOPUSOn Premise User Survey to win with consumers in

23、 your marketOPMCategory&Brand sales&market share tracking for the On Premise marketREACH OPUS LiteGlobal consumer survey to identify trends&navigate the channel 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.Standard demographic questions&tracking On Prem

24、ise behaviour and engagementOPUS Lite 2024 Themes addressed in BelgiumOn Premise sentimentCost of LivingDrink choicesEmerging food&drinks trendsEvolving path to purchaseChanging daypartsTechnological advancements in the On PremiseBrand values&social responsibilityModeration,NoLo&sober curiousNEWNEWN

25、EW 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.Most drinks categories declined In 2024 in Belgium.Even more important to fine tune your brand strategy and improve your brands footprint with consumersWINESOFT DRINKSBEERCOCKTAILSNOLOSPIRITSwith mixerSPIR

26、ITSneatCIDERHARD SELTZERS48%47%44%27%16%11%10%8%5%Source:CGA by NIQ:Belgium OPUS Lite 2024.Sample Size:501“Which drinks do you typically have when going out?”2024 results|Trend vs 2023 2023 Nielsen Consumer LLC.All Rights Reserved.How cross-category drinks consumption is affecting your brands?What t

27、hreats and opportunities for growth emerge,and how can your Innovation and Marketing strategy address them?What types of outlets are more important,and how they play across consumption occasions?How can you improve your channel strategy to take advantage of emerging consumption trends?Who your consu

28、mers are,and how they compare to the category?How can you best target the most valuable consumers to secure growth for your brands?What is driving drinks and brand choice?Do you position your brands in the right place and with the right influencers to always be top of mind?What role do social media

29、and digital play for your category?Have you positioned your brands on-line to future proof your strategy for the new generations?22Do you know?23 2023 Nielsen Consumer LLC.All Rights Reserved.23 2023 Nielsen Consumer LLC.All Rights Reserved.To learn more about the Belgium On Premise,get in touch:George ArgyropoulosClient Solutions DirectorGeorge.A

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