1、 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.Understanding the On Premise consumer in TaiwanOn Premise User Survey(OPUS)2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.Why trust CGA as your consumer research

2、partner?CGA is the only agency specializing in the intricate On Premise sector,offering unmatched expertiseCGA seamlessly integrates On-Premise context from various sources through our dedicated specialistsCGAs experts seamlessly collaborate to offer actionable insights and strategic recommendations

3、 tailored to your unique brandOn Premise ExpertiseGlobal Thought LeadershipStrategic Partnership 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.OPUS:On Premise User SurveyOffering a panoramic view of On Premise market trends,OPUS engages users in 20 count

4、ries worldwide:USA,Canada,Mexico,UK,Ireland,France,Italy,Germany,Netherlands,Japan,South Korea,Vietnam,Taiwan,Malaysia,Indonesia,Philippines,Thailand,Singapore,Australia&New ZealandOPUS is a trusted resource embraced by clients globally for its ability to provide foundational insights into consumer

5、interactions with the On Premise channel.OPUS empowers businesses with the knowledge they need to make informed decisions and stay ahead in the competitive market.Extensive Global PresenceTrusted by clients across the globe 2023 Nielsen Consumer LLC.All Rights Reserved.Why should you trust OPUS?+Unp

6、aralleled On Premise Specialization:OPUS excels as the primary source for On Premise channel insights,specifically tailored for the complex spirits category,including cocktail and mixed drink preferences.+Industry Trust:Trusted by leading beverage companies globally,OPUS has established itself as a

7、reliable platform,reflecting its credibility and effectiveness in delivering actionable insights.+Expert-Driven Deliverables:OPUS insights are curated by genuine On Premise experts,ensuring a nuanced understanding of the beverage industry and enhancing the quality and relevance of the information.+E

8、mpowering Sales Conversations:Uniquely enabling insight-driven sales conversations,OPUS equips beverage brands with detailed consumer profiles,providing a competitive advantage in the market.+Holistic Brand Insights:Beyond sales,OPUS offers comprehensive brand and marketing insights,providing a 360-

9、degree view of On Premise consumers for refined strategies and meaningful engagement.5 2023 Nielsen Consumer LLC.All Rights Reserved.5 2023 Nielsen Consumer LLC.All Rights Reserved.Online survey:OPUS is a robust quantitative online survey that provides the foundational insights into how consumers ar

10、e using the On Premise channel and interacting with different channels,occasions and categories on their visits.Fieldwork Dates:The survey was in field during February 2024.Sample:CGA surveyed 3,501 Taiwanese On Premise consumers.All respondents must typically visit the On Premise in a 3-month perio

11、d and be aged 18+A nationally representative sample of consumers across age,gender and region was collected.MethodologyOn Premise User Study(OPUS)6 2023 Nielsen Consumer LLC.All Rights Reserved.6 2023 Nielsen Consumer LLC.All Rights Reserved.On Premise visitation levels have remained consistent acro

12、ss the past yearHow often,if at all,would you go out for food or drinks in a licensed venue in a typical 3 month period?Weekly66%Monthly25%Less often9%=pp vs May 2023=pp vs May 2023=pp vs May 2023Source:OPUS Taiwan May 2023,February 2024,Sample size:3198;3,501 2023 Nielsen Consumer LLC.All Rights Re

13、served.2023 Nielsen Consumer LLC.All Rights Reserved.With mounting financial pressure,consumers will look to prioritise On Premise visits over other non-essentials,particularly special occasion which could impact longer term opportunities for brandsIf your disposable income is reduced as a result of

14、 rising costs,which of the following do you plan to prioritise for spending over the next 12 months?Source:OPUS Taiwan February 2024,Sample size:3501Special occasion visits to pubs/bars/restaurants etc.18%Everyday/regular eating visits to pubs/bars/restaurants etc.15%Everyday/regular drinking visits

15、 to pubs/bars/restaurants etc.12%44%32%21%21%20%18%17%16%14%12%11%8%HolidaysOn Premise visits(NET)ClothingTechnologyDay trips(e.g.museum)SportEntertainment packages(e.g.Netflix)FestivalsEducationVehiclesHome ImprovementI wont need to reduce spending in any areas8 2023 Nielsen Consumer LLC.All Rights

16、 Reserved.8 2023 Nielsen Consumer LLC.All Rights Reserved.Consumers arent willing to sacrifice their On Premise visitation throughout 2024,with most having plans to visit more or just as often as they did in 2023Source:OPUS Taiwan February 2024,Sample size:3498 Thinking about the year 2024,how frequ

17、ently do you predict that you will visit hospitality venues,compared to how frequently you visited in 2023?More45%Same47%Less8%2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.Premium opportunities are likely to become more mainstream in the On Premise with

18、 those currently driving visitation and spend being mid-aged,high earning and high spending males based in the citySource:OPUS Taiwan February 2024,Sample size:Visiting less:954|Visiting more:74715%33%26%17%9%12%36%28%16%8%18-2425-3435-4445-5455+Visiting less oftenVisiting more oftenAgeGender47%43%5

19、2%57%HH IncomeLow earners39%18%Mid earners24%17%High earners32%63%Monthly OOH SpendLow spenders46%28%Mid spenders35%38%High spenders18%34%Location of residenceCity60%72%Non-city40%28%2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.Restaurants,specifically

20、Chinese or Asian restaurants,are by far the most popular channel in the Taiwan On PremiseWhich venues would you typically visit in a 3-month period?Which of the following restaurants would you typically visit in a 3-month period?Source:OPUS Taiwan February 2024,Sample size:3501|Restaurant visitors:2

21、70010%13%20%20%25%26%32%77%Malt/Cigar barsClubs/NightclubsBistrosBanquetsKTV/Karaoke venuesBarsHotelsRestaurantsChinese or Asian(e.g.Japanese/Korean)Stir fry restaurantWestern(Italian/American)56%83%67%2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.Beer a

22、nd whiskey continue as the most popular On Premise drink categories,with other liquor types having a more concentrated group of consumers to profile and target effectivelyWhich of the below drinks do you typically drink out of home(for example,at a caf,bar,restaurant or other similar venue)?Source:O

23、PUS Taiwan February 2024,Sample size:350148%44%42%35%29%28%26%25%23%18%15%14%14%14%14%14%13%13%12%12%11%2023 Nielsen Consumer LLC.All Rights Reserved.12 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.Influencing the BartenderLearn how bartenders perceive

24、your category/brand,how they recommend and what you can do to influence this so you can have a direct and tangible impact on the path to purchase and drive sales to your category/brand by influencing the influencer.Optimizing the back barUnlock the most effective back bar strategy for your brand and

25、 test different designs with consumers,to provide you with data-led recommendations for operator partners to best position your brand on the back bar and then measure the ROI to enable you to invest in the right space and drive sales.Optimizing menu designTest menus to understand the best layout and

26、 placement for beer and your brands,inc.price points and specials.By optimizing the menu design,you and partner operators can have the biggest influence on consumers and their drink choice,driving sales and maximizing revenue.Optimizing PoS marketing materialsTest designs of PoS materials and mercha

27、ndise for a specific brand,to assess the impact on consumer perceptions and likelihood to purchase,removing the risk of launching nationwide marketing programs by testing different ideas before investing.The Perfect ServeCGA can measure the impact of investing in training and implementation of the p

28、erfect serve for your brand,to provide you with an understanding of how the perfect serve grows sales for the brand and venue,and where future activation should take place.Branding activations and menusTest menu and promotion names to assess the impact on likelihood to engage consumers and lead to p

29、urchase.This can be used to support operator partners and the impact measured to ensure effective investment in launching these marketing programs.Custom consumer solutions from CGA available across AsiaTools to test marketing and sales materials before launch and to measure effectiveness in-outletT

30、o learn more or to speak to a member of the team,please feel free to get in touch:2023 Nielsen Consumer LLC.All Rights Reserved.To learn more or to speak to a member of the team,please feel free to get in touch:2023 Nielsen Consumer LLC.All Rights Reserved.Louis LiaoClient Solutions LeaderLScott ElliotManaging Director of Expansion MarketsJo Stephenson-ThompsonClient Success LeadScott.x.EJ