Beer volumes in France experienced a 3.4% year-on-year drop in the 12 months leading up to October 2024, according to data from CGA’s On Premise Measurement (OPM). The decline was primarily attributed to a reduction in the frequency of visits, as the number of beer drinkers heading out weekly decreased by 2 percentage points, now standing at 30%.
Despite the downward trend, beer continues to play a significant role in French culture, with an annual market value exceeding €7 billion. It remains the most widely distributed alcoholic beverage in the country. However, the latest data highlights potential growth opportunities for 2025, as key trends and market hotspots emerge.
Key Insights for Growth
Food and Overnight Occasions
Food-led venues represent the largest segment of France’s on-premise beer market, and they continue to grow their share. In the past year, food establishments gained 0.2 percentage points in beer sales, while drink-led venues saw a corresponding loss. Hotels experienced an even larger gain of 0.5 percentage points. However, beer consumption remains more prevalent in casual dining settings like restaurants and cafes. For 2025, food pairing strategies are expected to play a crucial role in boosting beer sales.
Earlier Dayparts
A notable global trend is the shift toward earlier outings, and France is no exception. Around 17% of consumers reported dining out earlier than they did a year ago, more than double the 7% who are going out later. This trend is especially pronounced among younger generations, with 31% of millennials and 26% of Gen Z opting for earlier outings. Suppliers should adjust their strategies to cater to beer consumers’ preferences during different times of the day, particularly in hybrid venues like cafes and bar restaurants that serve a variety of occasions and needs.
Late-Night Opportunities
While earlier visits are on the rise, late-night outings still hold significant potential. Nearly two-thirds (63%) of those going out earlier indicated they would stay out as late as usual, with the figure climbing to 71% among millennials. This suggests that nightclubs and late-night venues continue to be essential for maintaining beer sales, reinforcing the importance of a diversified approach to beer marketing.
Regional Spending Variances
Beer spending patterns also vary by region. Consumers in the northern regions of France tend to spend more on alcohol compared to their southern counterparts. The average French household allocates €432 annually for alcohol, but in Brittany, this rises to €498, and in northern France, it peaks at €559. In contrast, spending is lower in areas such as Île-de-France and the southeastern regions, where the average household budget falls below €400. For suppliers, this presents an opportunity to build strong, locally resonant beer brand identities that connect with specific communities and encourage brand loyalty.
CGA by NielsenIQ provides a comprehensive suite of research tools, including OPM and OPUS, which offer in-depth insights into consumer behavior across France’s on-premise beer market. These resources are invaluable for suppliers looking to refine their product offerings, build targeted marketing strategies, and deepen their understanding of regional and demographic trends. To learn more, suppliers can contact the CGA by NielsenIQ team for tailored research solutions.
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