Following a successful test phase, the POS expert STEIN is now starting the national data collection for the new market research panel about the portfolio of beverages in the catering industry by CGA Nielsen (a joint venture between Nielsen and the “out of home” experts CGA Strategy Ltd in Manchester UK).
The trade structure in Germany is extremely regional and fragmented. An outlet in the catering trade can either order from a beverage manufacturer or wholesaler directly and have the beverages delivered, or purchase them independently from the local Cash & Carry market. Because of this, the true portfolio of beverages available to each outlet remains a mystery to beverage manufacturers and market researchers.
STEIN and CGA Nielsen can help. Thanks to the data collection, which started this week and will be completed in approximately 2 months, intensive insights into the supply structure of beer, spirits and non-alcoholic beverages will be possible in future. The method of extrapolation is based on a combination of statistical data and field studies conducted by STEIN in 5,000 outlets in Germany.
The data from the study will clarify the following points:
- Which brands and beverages are offered at the outlet?
- At what prices are the beverages offered?
- What are the serving options/beverage sizes offered?
- Where are the beverages placed when they are ready for sale? (refrigerator, behind the counter, visible, non-visible)
The panel will provide beverage manufacturers with insights regarding their own range of products and services as well as in comparison with the competition. In addition to CGA Nielsen, well-known representatives from the beverage industry are backing the idea of this panel.
STEIN is the preferred partner of the panel as the below-the-line agency has an extensive nationwide personnel structure as well as decades of experience in the on-trade business of various beverage categories.
