South Africans opt for early evening dining and drinking over late night eats (Getty Images/ Molishka1988)
- South African consumers are increasingly opting to dine and drink earlier in the evening, a trend also noted in traditionally late-night markets like Spain.
- This is according to a study by Curren Goodden Associates surveying 30 000 respondents.
- The study also found that the increase in early outing, including in South Africa, is posing a challenge to late-night industries.
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South African consumers are increasingly choosing to dine and drink earlier in the evening rather than later at night.
This shift in behaviour was highlighted in a webinar discussing the study ‘How to Win in the On-Premise,’ which formed part of Curren Goodden Associates’ (CGA) global reach survey involving 30 000 respondents.
The study offers insights into the changing preferences of consumers who frequent restaurants and bars.
“An increasing number of consumers, including those in traditionally late-night markets like Spain, are choosing to go out earlier to eat and drink,” said CGA research and insights director Charlie Mitchell.
Mitchell also explained that this trend is becoming popular in South Africa, where early evening outings are on the rise, challenging industries that typically operate later.
“While this poses a challenge for the spirits category, which typically peaks in later hours, it also presents opportunities for suppliers and venues to offer ranges that fit these earlier moments and stand out from the competition,” added Mitchell.
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According to the study, more than 80% of respondents visit on-premises restaurant and bar venues at least quarterly, with nearly two-thirds doing so weekly, marking a one percentage point increase over the last 12 months.
In the South African context, on-premises experiences have proven to be a significant “social hub, catering to every need, from socialising to relaxing to celebrating.
“Understanding the habits and needs of this core group of engaged consumers is crucial for success,” Mitchell said.
What consumers want at bars and restaurants
Approximately 57% of consumers who dine or drink out choose different beverages than those they consume at home, a figure that rose to 65% among 18 to 34-year-olds.
The study also found that 37% of consumers reported drinking less alcohol, while 13% indicated they were drinking more.
“This trend is particularly apparent among younger adults, driven by health and financial considerations, which is evident in South Africa, where there is a growing interest in lower-alcohol and non-alcoholic beverages,” the study noted.
Money’s worth
For local customers, getting value for money is essential as the importance of value increases.
“In South Africa, value does not necessarily mean cheap but rather something that is worth its cost and delivers on expectations of quality, execution, and overall experience. This highlights the importance of serving and all-round hospitality, helping guests feel they are securing full value,” the study found.
While local consumers focus heavily on value, those who are willing to spend more continue to seek luxury venues and super-premium drink options.
This includes South Africa, where wealth is concentrated among a top tier of consumers. However, the high-end market has tightened as the percentage of consumers willing to pay more for high-quality drinks has dropped from 63% in 2022 to 55% in 2024.
On the social front, the study revealed a growing trend of prioritising experiences over material goods.
South African consumers value social experiences that they can share on social media to gain likes and followers. Brands can capitalise on this by creating aesthetically pleasing venues with memorable activations and attractive social media stories.