意大利现场消费脉搏报告（CGA by NIQ，2025年11月）

Trended metrics Increase in visitation frequency in November Seasonal changes, with the approach of the holidays and winter months, are driving significant On Trade behaviors Consumption hasdropped across several Visitation frequencychange Visitation rates Beer and bottled water remain the mostconsumed categories in Italian OnPremise, confirming their role as staplesfor value and refreshment. However,seasonal dynamics are evident: hotdrinks have surged in popularity ascolder weather sets in. This mix of core Seasonal changes and the festive period are reinforcing On Premise engagement,with consumers maintaining a strongpresence while shifting toward moreregular habits. Fridays and Saturdays Consumers show strong intent to keepvisiting On Premise venues, with 89%planning to maintain or increase theirfrequency next month. This stabilityhighlights the channel’s resilience during To capitalize on these trends, operatorsshould prioritize staffing and serviceefficiency during evenings andweekends, ensuring quick and seamlessexperiences. Combining this with well- Operators should maintain strongvisibility for core categories like beer andbottled water while introducing seasonalhot drink options to capture incrementalspend. Drinks suppliers can leveragecocktail innovation and festiveflavorsto To encourage revisits, it will be crucial todeliver quality serves efficiently andprovide excellent customer service.Speed, attention, and attention to detail Hot Topics Consumers’ interest in new formats & seasonal drinks Consumers in Italy show growing openness to cocktails on tap and seasonal drinks Where consumers wouldchoose cocktails on tap Growing interest inhealthier alternatives Seasonal drinks appeal Cocktails on tap are gaining tractionin the Italian On Premise, driven bycuriosity and convenience: 57% ofconsumers have not tried cocktails ontap but would be open to doing so,while a quarter have alreadyexperienced them. Only 18% say they Seasonal drinks resonate strongly,with 68% of consumers likely to tryone when out. Seasonal hot drinkstop the list (58%), followed byseasonal cocktails (45%), seasonalBeer (45%) and seasonal Wine (41%). Bars and late-night venues lead theway, with 59% of consumers sayingthey would choose cocktails on tapthere. Casual dining restaurants (29%)and festivals/events (26%) alsopresent strong opportunities, while Operators should considerintroducing cocktails on tap tostreamline service and reduce waittimes during busy periods. Suppliers To capture seasonal demand, ensuremenus feature hot drink options andfestiveflavors, creating a sense of Focus activation in bars and casualdining outlets to maximize visibilityand trial, while leveraging events to CGA’S MONTHLY CONSUMER •This monthlyOn-PremiseConsumer Pulse report is intended to capture consumersconsumptionpatterns and how they fluctuate in the transition period from October and •Thisstudylooksintoconsumer’sOn-Premisebehaviour over thepast monthandtestsvisitintention for themonth ahead. •In other countries,this monthly check-in has become a staple for beverage suppliersandotherbusinessesinterestedinthechannel. •These monthly updateswill help interested parties to stay close to theconsumer’sintentions and behaviours for our beloved On Premise channel. •For thisNovember 2025issue, wesurveyed 750 consumers (aged 18+)betweenNovember 20th–24th2025.These consumers were situated across all Italian regions andmust typicallyvisit On Premise venues at least once within a 3-month period. FREQUENCY VISITING THE ON PREMISE OVERTHESE LAST MONTHS HOW OFTEN HAVE YOU VISITED BARS, RESTAURANTS ANDSIMILAR VENUES OVER THE PAST MONTH? ON WHICH DAY(S) OF THE WEEK HAVE YOU VISITED ABAR, RESTAURANT OR OTHER SIMILAR VENUE OVER WHAT TIMES OF DAY HAVE YOU BEEN VISITING BARS, RESTAURANTS AND SIMILAR VENUESOVER THE PAST MONTH? SATISFACTION WITH MOST RECENT VISIT TO THE ON PREMISE THINKING ABOUTYOUR MOST RECENT VISITTO A BAR, RESTAURANT OR SIMILAR VENUE, WHICH OF THEFOLLOWING CATEGORIES DID YOU DRINK? HOW SATISFIED WERE YOU WITH THE DRINK(S) THAT YOU HAVE HAD ON YOUR MOSTRECENT VISIT REGARDINGITS VALUE FOR MONEY? HOW SATISFIED WERE YOU WITH THE DRINK(S) THAT YOU HAVE HAD ON YOUR MOSTRECENT VISIT REGARDING ITSQUALITY OF SERVE? HAVE YOU TRIED A NEW DRINK WHEN EATING OR DRINKINGOUT OVER THE PAST MONTH? WHICH OF THE FOLLOWING CATEGORIES WAS THE NEWDRINK THAT YOU TRIED? 38% of consumers plan to go outfor a drinkin the next month HOW OFTEN DO YOU PLAN TO VISIT BARS, RESTAURANTS OR OTHER SIMILAR VENUESOVER THE NEXT MONTH? PLEASE SELECT THE LIKELIHOOD OF YOUTRYING COCKTAILS ON TAP/DRAUGHT IN BARS, 25%have already tried it 57%have not tried butwould try it 18%have not tried andwouldn’t try it IN WHICH TYPES OF VENUES WOULD YOU BE MOST LIKELY TO HAVE COCKTAILS ON COMPARED TO COCKTAILS PREPARED BY A BARTENDER, HOW DO YOU EXPECTCOCKTAILS ON TAP/DRAUGHT TO BE PRICED? WHEN THINKING OF COCKTAILS PREPARED BY A BARTENDERS AND COCKTAILS