【尼尔森IQ】2024年全球鸡尾酒报告_13页_2mb

The Global Cocktails Report Summary (2024)

Core Content

The Global Cocktails Report 2024 provides a comprehensive analysis of the cocktail market across the globe, leveraging data from 38 countries, 30,000 On Premise consumers, 600 operators, and a selection of bartenders. The report is based on a 15-minute online survey that is nationally representative of age, gender, and region, with slight flexibility in smaller or harder-to-reach markets.

The report outlines key trends, insights, and opportunities for brands aiming to grow their presence in the On Premise market, including the role of social media, consumer preferences, and the evolving path to purchase.

Key Insights

1. Global Cocktail Consumption Trends

• 28% of consumers globally drink cocktails in the On Premise, making it the 4th most widely consumed alcoholic drink category.
• 38% of Gen Z consumers drink cocktails in the On Premise, which is 10 percentage points higher than the global average.
• Americas show a +2pp increase in cocktail consumption, while Europe has a -2pp decrease and Africa a +14pp increase.

2. Consumer Priorities: Health and Value

• 32% of cocktail consumers believe it is more important than before that their drink is healthy, with 5 percentage points higher than the average consumer.
• Asia leads with a +10pp increase in this perception.
• Declining spirits drinkers are shifting to other categories, with Cocktails being a notable alternative, especially in markets where consumers value offers and value-for-money.

3. Cocktail Repertoires and Trends

• Margaritas are currently the trendiest drink globally, with multiple variations (e.g., Spicy Margarita, Frozen Margarita, Mezcalita) being popular in bars.
• Bartenders note that spicy margaritas are associated with nighttime consumption, and there's a growing interest in savoury infusions.
• The Americas have the highest cocktail repertoire, with Margaritas being a consistent favorite.

4. Why CGA by NIQ?

CGA by NIQ specializes in the On Premise market, offering actionable insights that are relevant and impactful for businesses. Their research covers:

• Consumer behavior and category trends
• Venue types, brands, and occasions
• Field Sales, Category Development, and Marketing teams can use these insights for strategic decision-making

Key Recommendations

• Target the most profitable On Premise consumers to optimize marketing and sales efforts.
• Leverage social media to drive digital visibility and consumer engagement.
• Understand the changing path to purchase to align marketing strategies with consumer behavior.
• Focus on health and value to appeal to a growing segment of consumers, especially Gen Z.
• Explore regional nuances to tailor offerings and marketing to local preferences.
• Invest in cocktail innovation, particularly in savoury infusions and spicy variations, which are gaining traction.

Supporting Client Growth

CGA by NIQ supports brands in:

• Measuring the market and tracking sales performance against competitors.
• Winning with consumers by influencing path to purchase and brand choice.
• Growing distribution by identifying high-opportunity outlets.
• Gaining a tactical advantage through outlet-level analytics and consumer insights.

Contact Information

For further details or to speak with a team member, contact:

• George Argyropoulos – Managing Director - EMEA
  Email: George.Argyropoulos@nielseniq.com

• Charlie Mitchell – Head of Insights & Consumer Research
  Email: Charlie.Mitchell@nielseniq.com