1、 2025 Nielsen Consumer LLC.All Rights Reserved.2025 Nielsen Consumer LLC.All Rights Reserved.Shaping the Future:Gen Z and the Evolution of On-Premise in Eastern Europe 2025 Nielsen Consumer LLC.All Rights Reserved.2An early&experimental generationAcross Eastern Europe,Gen Zs habits are evolving at p

2、ace.One big change is a shift towards earlier dayparts and a need for promotional flexibility,targeting food-led occasions during the day.A diverse generationGen Z are the largest generation ever and most culturally diverse.These consumers often encounter beverage brands for the first time in the On

3、 Premise.Quality beats quantityGen Z in Eastern Europe has been cutting alcohol consumption.This is opening up opportunities for no and low alcohol brands and creating desire for quality over quantity.Highly engaged and digital savvyThe good news is that Gen Z is heavily engaged with bars and restau

4、rants.Because these young consumers are digital natives,social media platforms are core to making connections.Gen Z at a glanceFor suppliers chasing growth in Eastern Europe,its vital to engage Generation Z.2025 Nielsen Consumer LLC.All Rights Reserved.3NIQ Global Report Spend Z,World Data Lab 2025G

5、en Z is the largest,wealthiest,most culturally diverse generationNIQ Global Report Spend Z,World Data Lab 2025The Largest Generation Ever:2 Billion Gen Z-ersGen Z account for 17%of European consumersRecent global crises have led to a surge of economic migrants,directly impacting drinking habitsGen Z

6、ed will be the richest generation and they are expected to have the highest spending growth.However,their disposable income is being spent in ways different to the previous generations 2025 Nielsen Consumer LLC.All Rights Reserved.70%63%57%49%4CGA by NIQ Eastern Europe OPUS Lite 2024(Croatia,Czechia