This exclusive REACH report provides expert analysis of big trends across 38 countries, based on responses from nearly 30,000 consumers and 600 businesses. In addition to highlighting the huge value of the Gen Z demographic, we explore what they want from their on-premises visits and why. Here are five of the richest insights into this important generation.
1 Above average number of visits
According to REACH, Gen Z consumers are far more committed to on-premises than other generations. Almost three-quarters (72%) of them visit at least weekly, which is 10 points higher than the average for all consumers. They’re also keen to eat and drink out, with 24% saying they’d be lost without it, five points above average.
2 The importance of experience
Gen Z is leading the rise in interest in experiential venues around the world. They are more likely than others to use venues such as festivals, activity-themed bars and game rooms, and have an average of three experiential venues in their repertoire compared to two for consumers overall .
3 Appetite for new drinks
Young people’s interest in new experiences extends to the drinks they order. Nearly two-thirds (64%) of Gen Z say they prefer drinking drinks that are different from home, which is 8 percentage points higher than average.
4 The powerful influence of social media
Venues and brands that want to connect with Gen Z need to do so on social media. More than four-fifths of this group believe they will buy a certain food or drink (83%) or visit a certain venue (82%) after seeing it on social platforms or elsewhere online.
5 Concern for ethics and health
These adults care much more deeply about ethical and health issues than previous generations. Nearly two-thirds (62%) believe brands have a responsibility to speak out about social and moral causes, and 59% believe that the restaurants, pubs and bars they visit are part of their community. He says it is important to be able to feel it. Gen Z also over-indicates interest in non-alcoholic and low-alcohol and soft drinks.
REACH provides even more insight into Gen Z’s needs, habits and preferences, helping suppliers and venues develop strategies tailored to demographics and markets around the world. Click here to learn more about the study. Click here for an exclusive webinar on the findings led by CGA’s Charlie Mitchell and George Argyropoulos.
Contact the CGA team to learn how REACH and other CGA solutions can support a successful on-premises strategy, as well as country and region-specific analysis opportunities.
