The latest research from CGA by NIQ shows that RTD beverages are fast becoming a preferred choice for many on-premise consumers in New Zealand. But what’s driving this trend? And how can drinks brands and suppliers tap into it?
There has been a noticeable annual increase in how frequently consumers are choosing RTDs during on-premise visits:
In New Zealand, 41% of RTD drinkers now drink RTDs every time or almost every time they visit the on-premise, up from 34% last year.
This shift is largely driven by the presence of much-loved brands in the RTD format, enabling consumers to enjoy familiar flavours in convenient, ready-to-drink options.
This is an especially strong motivator in New Zealand, with almost a third (30%) of consumers saying that the presence of their favourite brands as an RTD is their primary reason for choosing the category, (+7pp compared to the previous year).
The untapped potential of tap/draught RTDs
RTDs on tap is an area with compelling growth potential.
- Only 39% of consumers report seeing tap RTDs in the venues they regularly visit in New Zealand.
- Consumers are particularly interested in tap/draught RTDs for high-energy social occasions, such as nights out with friends.
These findings indicate a clear opportunity for drinks brands and suppliers to leverage the demand for quick service and convenience, simply by increasing the availability of draught RTDs.
It’s a win: win solution, offering both operational efficiency for venue operators and a smooth experience for consumers.
Where are RTDs most popular?
The appeal of RTDs varies by venue type, with nightclubs, bars, and pubs seeing different levels of adoption:
- Nightclubs – 35% (second most popular category)
- Bars – 24% (third most consumed category)
- Pubs – 13% (eighth most consumed category)
The analysis shows RTDs gaining ground in venues where spirits have traditionally dominated. Ease of service is a key factor for this surge, making RTDs an attractive option for operators looking to boost efficiency while meeting consumer demand.
“The rise of RTDs in the New Zealand markets presents a striking opportunity for drinks brands and suppliers to expand their reach in the on-premise sector by providing the familiarity consumers crave, while providing venue operators with the many and varied benefits accompanying tap RTDs,” says Tom Graham, Senior Manager – ANZ.
“It’s clear the key takeaway for industry stakeholders is to focus on innovation in order to meet consumer demand for recognition, taste and convenience.”
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