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US on Premise Sees Fluctuating Trends Amidst NFL’s Big Game and Valentine’s Day Boosts

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Monday 4th March 2024 – CGA’s BeverageTrak solution combines powerful datasets to provide a view of how brands and categories are being consumed, when and at what price. Featuring day and daypart tracking, this enables sales and marketing teams to measure performance and activation ROI to develop effective strategies.

Total U.S.

The week to February 17 saw positive trends (+14%), with Valentine’s Day occurring on February 14, with velocity reducing slightly in the most recent week (-5%). Latest week trends have been a result of a dip in ticket count vs the previous week (-6%), while average check values have increased slightly (+1%). Daily trends over the last two weeks have been variable by day, with velocity affected by NFL’s Big Game on February 11 and Valentine’s Day on February 14. NFL’s Big Game resulted in a dip in velocity vs the previous Sunday (total US down – 20%), while Valentine’s Day resulted in a triple-digit growth for the average US outlet (+129%), with each key state having over double the velocity of the previous Wednesday.

Florida

  • Sales velocity is now +3% year-over-year (comparing the same week one year prior)
  • Sales velocity is now -5% vs February 17, 2024

Illinois

  • Sales velocity is now 0% year-over-year (comparing the same week one year prior)
  • Sales velocity is now -5% vs February 17, 2024

California

  • Sales velocity is now +2% year-over-year (comparing the same week one year prior)
  • Sales velocity is now -4% vs February 17, 2024

New York

  • Sales velocity is now +14% year-over-year (comparing the same week one year prior)
  • Sales velocity is now -1% vs February 17,  2024

Texas

  • Sales velocity is now +3% year-over-year (comparing the same week one year prior)
  • Sales velocity is now -7% vs February 17, 2024

Matthew Crompton, Regional Director – North America, said: “The past two weeks in the US On Premise has witnessed fluctuating daily trends, heavily influenced by major events like NFL’s Big Game and Valentine’s Day. NFL’s Big Game saw a notable dip in velocity, particularly in Beer, Spirits, and Wine sales, while Valentine’s Day resulted in a significant surge in sales across all alcohol types. Drinking outlets, particularly Sports Bars, thrived on NFL’s Big Game, while Fine Dining outlets emerged as the biggest winners on Valentine’s Day, experiencing the strongest trends vs average, with velocity up +144% vs the average Wednesday of 2024. Understanding these trends is crucial for businesses, operators, and suppliers alike to align strategies, capitalize on consumer behaviours, and tailor offerings for optimized performance during key occasions and events.”

CGA’s On Premise Impact Report is a fortnightly sales report evaluating the most recent $ sales velocity performances across the US and different sales dynamics across the different states. To find out more about the full subscription of reports, including analytics, download more information here, and the latest On Premise snapshot can be found here, or contact Matthew Crompton at Matthew.Crompton@nielseniq.com.

About CGA by NIQ

CGA by NIQ provides definitive On Premise consumer intelligence that reveals new pathways to growth for the world’s most successful food and drink brands. With more than 30 years of best-in-class research, data, and analytics, CGA by NIQ provides the Full View(TM).

CGA by NIQ works with food and beverage suppliers, consumer brand owners, wholesalers, government entities, pubs, bars, and restaurants to protect and shape the future of the On Premise experience. Using the most complete and clear understanding of measurement and insights, CGA by NIQ provides a competitive edge to guide winning strategies for On Premise businesses.

NIQ was founded in 1923 and is an Advent International portfolio company. For more information, visit NIQ.com or www.cgastrategy.com

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