As the On-Premise continues to evolve, a new generation is stepping into the spotlight. Gen Z—digitally native, socially driven, and experience-focused—is redefining how, when, and why people engage with bars, restaurants, and nightlife venues. For suppliers, manufacturers, and operators across Eastern Europe, this presents both a challenge and a powerful opportunity.
Our latest research dives deep into the habits, motivations, and expectations of Gen Z consumers across Eastern Europe. It reveals that nearly two thirds (67%) of Gen Z visit the On-Premise weekly, with even higher engagement in Croatia (74%) and Poland (70%). These young consumers are not only active, but also optimistic—a third plan to increase their visits in the coming year.
But frequency is just the beginning. Gen Z is reshaping the On-Premise experience with a preference for earlier dining occasions, a growing appetite for cocktails and spirits, and a strong desire for quality over quantity. They’re also turning to social media to discover venues and share experiences, making digital visibility more important than ever.
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Why Gen Z holds the key to growth in Eastern Europe
For suppliers chasing growth in Eastern Europe, it’s vital to engage Generation Z—and NIQ research reveals their evolving habits and needs. A recent NIQ webinar highlighted the huge value of Gen Z, defined as those born between 1997 and 2012 and of legal drinking age. These consumers often encounter beverage brands for the first time in the On Premise, which makes it a vital channel for suppliers and manufacturers to generate trial and loyalty.
Highly engaged and digital savvy
The good news is that Gen Z is heavily engaged with bars and restaurants. Two thirds (67%) visit on a weekly basis—11 percentage points more than the average consumer—and it rises higher in countries like Croatia (74%) and Poland (70%). Even more encouragingly, spending is set to grow, as a third (33%) plan to increase their visits over the next 12 months—more than those who will go less often (23%).
Because these young consumers are digital natives, social media platforms are core to making connections. Half (50%) of Gen Z agree that how they come across on social media is very important to them, and even more (54%) say they look through friends’ feeds to get ideas of where to eat or drink. Helping these people build their social currency—especially through visually appealing cocktails and other drinks—can be a very powerful way to win recommendations and unlock sales.
An early and experimental generation
Across Eastern Europe, Gen Z’s habits are evolving at pace. One big change is a shift towards earlier dayparts, with around a third (34%) of this generation going out to eat earlier than they were a year ago. Nevertheless, late-night remains core to drink-led occasions, and footfall for these peaks between 11pm and midnight. This shows the need for promotional flexibility, targeting food-led occasions during the day and higher tempo drink-led visits at night.
In contrast to older adults, this generation is turning to cocktails and spirits. Nearly two in five (39%) of Gen Z across Eastern Europe now drink cocktails—11 percentage points more than the average consumer. Younger drinkers also have a thirst for fresh flavours and brands, with high numbers of Gen Z in Poland (58%), Czechia (50%), Poland (49%) and Croatia (47%) trying a new drink in the last month.
Quality beats quantity
As in other regions, Gen Z in Eastern Europe has been cutting alcohol consumption. More than a third (35%) say they are drinking less alcohol than they were a year ago, while just 14% are consuming more. This is opening up opportunities for no and low alcohol brands and creating a desire for quality over quantity. Asked about their preferences with a set amount money, 56% say they would buy one or two high quality drinks—far more than the 14% who would buy four or five lower quality ones.
Abhi Sehgal, NIQ’s client solutions manager, EEMEA, said: “With consumers’ habits changing so fast, one-size-fits-all strategies simply don’t work in the On Premise. Gen Z has very different behaviours and preferences to the generations who came before them, while Eastern European markets have important variations from elsewhere on the continent. Pinpointing the right channels, categories and occasions on a country-by-country basis is essential to winning Gen Z’s spend, and our OPUS solution is the perfect starting point for winning strategies.”
Unlock essential On-Premise insights
CGA by NIQ’s On Premise User Survey (OPUS) and other solutions provide many more insights into Gen Z’s engagement with the On Premise across Eastern Europe. They help businesses understand needs and optimise strategies, with expert in-country analysis available to track local nuances and tailor strategies to different territories. To discover more, contact the CGA by NIQ team.
