Think Global. Win Local.
REACH is a comprehensive global study of consumer behaviour across bars, restaurants, and hospitality venues.
Built on insights from 34,500 consumers across 46 markets, REACH delivers a powerful, data-driven view of how people engage with the On-Premise—what they drink, where they go, and why it matters.
Designed for global consistency while capturing local nuance, REACH helps brands benchmarks performance, track evolving trends, and uncover the motivations behind every consumer decision.
From drink choices and social occasions to moderation, health, and cost-of-living pressures, it decodes the full spectrum of modern out-of-home behaviour, so you can stay ahead of change.
Today’s On-Premise landscape is more connected and more complex than ever
Consumer behaviours are shifting rapidly across markets, influenced by everything from economic pressures to wellness trends and social media. At the same time, local nuances remain critical: what drives choice in one country may not translate in another.
REACH bridges this gap.
It empowers beverage manufacturers to:
• Build globally informed strategies grounded in local reality
• Identify high-growth markets, occasions, and channels
• Understand what drives brand choice and trade-up behaviour
• Navigate emerging trends like moderation, accessible luxury, and AI-driven discovery
With REACH, you’re not just reacting to change, you’re anticipating it and acting with precision.
“In today’s fast-moving On-Premise environment, understanding the ‘why’ behind consumer behaviour is critical. REACH gives you the clarity to move beyond surface-level trends and uncover the real drivers of choice across occasions, markets, and demographics. It enables your business to shape strategies that truly resonate locally, while maintaining a consistent, scalable global vision for growth.”
Jonny Jones – Managing Director, On-Premise – NielsenIQ
Unlocking global trends, local relevance and strategic opportunities
REACH delves into consumers’ habits, behaviours and sentiment, with breakdowns of engagement by channel, category, occasion, demographic and much more. It takes suppliers inside guests’ choices and decision making journeys, and reveals how shifting socio-economic trends are affecting behaviour around the world.
Unmatched global scale – Insights from 46 markets and the largest On-Premise consumer dataset available
Actionable, decision-ready insights – Turn complex consumer behaviour into clear commercial strategies
Deep understanding of consumer drivers – From price sensitivity and moderation to social influence and health trends
Global benchmarking with local depth – Compare performance across markets while unlocking country-level nuance
Future-focused trend tracking – Stay ahead of shifts in occasions, preferences, and engagement
“The power of global consumer intelligence lies in its ability to connect the dots between markets. With REACH, we can identify what’s universal, what’s emerging, and what’s uniquely local, allowing for prioritization of investment, innovating with confidence, and staying ahead of shifting consumer expectations in every region you operate.”
Graeme Loudon – Global On-Premise Insights Practice Leader – NielsenIQ
Related REACH insights
On-Premise intelligence to help you win
Download more information about REACH 2026.
