Velocity in the US On Premise continues to exceed last year (total US up +5%), according to CGA by NielsenIQ's latest BeverageTrak data, driven by an increase in check value (up +7%), despite traffic being down slightly vs 2021 (-3%).
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.
In the week following Thanksgiving, daily trends from Monday to Thursday of the latest week were negative. However, the most recent Friday and Saturday performed well, thanks to double-digit increases in traffic versus the previous weekend.
Total U.S.
. Following a similar pattern to recent years, the latest week to December 3 has seen generally positive trends, with total US up +6% vs the previous week.
. This growth is driven by an increase in traffic (+13%), with check value down -7% following opposite trends over Thanksgiving the previous week.
Florida
. Sales velocity is now +4% year-over-year (comparing the same week one year prior)
. Sales velocity is now +8% vs November 26, 2022
Illinois
. Sales velocity is now +4% year-over-year (comparing the same week one year prior)
. Sales velocity is now +16% vs November 26, 2022
California
. Sales velocity is now +3% year-over-year (comparing the same week one year prior)
. Sales velocity is now -6% vs November 26, 2022
New York
. Sales velocity is now 0% year-over-year (comparing the same week one year prior)
. Sales velocity is now +21% vs November 26, 2022
Texas
. Sales velocity is now -1% year-over-year (comparing the same week one year prior)
. Sales velocity is now +10% vs November 26, 2022
Matthew Crompton, CGA Regional Director - North America, said: "As we move further into the festive season, we can see On Premise visitation on the rise, as consumers continue to prioritise the channel for celebratory occasions. CGA's research reveals that within these visits, there can be significant differences between the categories and channels that see an uplift. For instance, the day before Thanksgiving saw Beer and Spirits velocity up vs the previous Wednesday, with drinking outlets performing strongly. In contrast, the day of Thanksgiving saw Fine Dining outlets outperforming versus average, with both Beer and Spirits down - demonstrating how crucial it is to have a clear picture of On Premise performance as we move further into the holiday season."
