Experiences are key for the on-premise alcohol sector to break through. This can be achieved by creating a third space focusing on localised food and drink pairings and more healthful low-alcohol drinks to support social drinking.
Marta Zhang, Senior Analyst, China Insights
Market Definitions
This Report discusses consumer behaviours, attitudes and trends in relation to alcoholic drinks in any foodservice and entertainment venues (eg bars, restaurants, nightclubs, sports arenas).
The main on-trade channels covered by this Report are restaurants, bars/pubs and entertainment venues, with a focus on venues where alcoholic drinks are one of the core products.
Retail alcohol (ie purchased from grocery stores, large general stores, and off-licences) is not covered in this Report. For content on this topic, please refer to the Mintel Report Alcoholic Drink Consumption Habits – China – 2025.
Collapse All
-
Executive summary
- Key topics covered in this Report
- Definitions
- Subgroup definitions
- What you need to know
- The market
- Market factors
- Market highlights
- Overview of consumer habits
- Issues and Insights
-
The market
- Market overview
- Rational spending persists, with slow growth in foodservice and alcohol
- Graph 1: forecast consumer spending on out-of-home alcoholic drinks, 2019-29
- Market factors
- Depressed consumer confidence putting alcohol consumption in foodservice channels under pressure
- Graph 2: confidence index* for improved financial situation in the next three months, 2020-25
- Consumers spending more mindfully on foodservice and alcohol
- Graph 3: spending plans across categories, 2025
- Graph 4: spending plans across categories – consumers who plan to spend more, 2014 vs 2025
- New restrictions on official receptions driving the transformation and upgrade of the industry
- Booming night-time economy creating diverse growth opportunities for the bar industry
- Enhance travel convenience to boost the development of the night-time economy
- Dazi culture: a new socialising and consumption paradigm
- Market highlights
- New formats: bars are exploring small and fast sales models
- New formats: established bar brands launching new concepts and sister bars
- New formats: foodservice operations expanding into alcoholic drinks
- New formats: non-foodservice crossing over into bars to create a third space
- New experiences: bars actively exploring bar+ model, enriching the third space experience
- New experiences: the rise of cocktail festivals in Tier 1 cities
- New experiences: craft beer festivals continue their penetration of lower-tier markets
- New Chinese style: use of regional ingredients and medicinal food ingredients
- New Chinese style: diverse pairings of Chinese drinks and regional cuisines
- New Chinese style: a richer expression of local cultures
-
The consumer
- Consumer overview
- Desire for drinking OOH decreasing, category expansion and creation of third spaces are future trends
- Foodservice channels under pressure, with desire for at-home drinking outstripping OOH drinking
- Graph 5: consumption frequency, 2025
- Men and younger consumers prefer drinking OOH, tap into foodservice market in lower-tier cities
- Graph 6: consumption frequency – at on-premise channels, by gender, generation, city tier and region, 2025
- Graph 7: consumption frequency – at home, by gender, generation, city tier and region, 2025
- Decline in overall desire to drink among high-income consumers
- Graph 8: consumption frequency – at home, by monthly personal income, 2025
- Graph 9: consumption frequency – at on-premise channels, by monthly personal income, 2025
- Expand low-alcohol and non-alcoholic offerings to address consumers’ main concerns
- Graph 10: reasons for not purchasing alcoholic drinks OOH, 2025
- Health concerns affect Post-1990s and Post-1995s more…
- Graph 11: reasons for not purchasing alcoholic drinks OOH, by generation, 2025
- …as well as female consumers
- Graph 12: reasons for not purchasing alcoholic drinks OOH, by gender, 2025
- Alcoholic drink venues have become new emotional value hotspots, with themed fusions led by regional characteristics turning into eye-catching highlights.
- As more consumers choose to drink in restaurants, food and drink pairings become more important
- Graph 13: choice of on-premise channels for drinking alcohol, 2024-25
- Pubs and bars appeal more to female consumers and high-income consumers
- Graph 14: choice of on-premise channels, by gender and monthly personal income, 2025
- Consumers primarily drink to relax and visit bars and entertainment venues to relieve stress
- Graph 15: reasons for drinking OOH, 2025
- Younger consumers are more willing to try new bar offerings
- Graph 16: reasons for drinking OOH – trying new products, 2025
- Focus on experiences for high-frequency consumers
- Graph 17: reasons for drinking OOH – seeking unique OOH experiences, by consumption frequency, 2025
- Regional characteristics could revitalise local drinks markets
- Graph 18: themed drinking venues, 2025
- Health themes appeal more to women who focus on wellness
- Graph 19: themed drinking venues, by gender, 2025
- Clever use of cross-category entertainment collaborations can attract younger consumers
- Graph 20: themed drinking venues, by generation, 2025
- Entertainment and IP-themed drinking venues
- Focus on fashion to increase visit frequency, improve sustainability to enhance consumer stickiness
- Graph 21: themed drinking venues, by frequency of OOH drinking, 2025
- Fashion and sustainability-themed drinking venues
- In the self-indulgence economy, low-alcohol drinks lead in OOH drinking, with shared and solo drinking being equally important
- Low-alcohol drinks dominate in foodservice, fruit-based alcohol gaining more attention
- Graph 22: drinks categories, 2024-25
- Enhance awareness of more niche drinks with the help of cocktails
- Graph 23: drinks categories, by consumption frequency, 2025
- Niche drinks lead the trend in Tier 1, cocktails expanding their reach in lower-tier markets
- Graph 24: drinks categories, by city tier, 2025
- Friends are the preferred companions for drinking OOH
- Graph 25: companions when drinking OOH, 2025
- Focus on low-alcohol drinks for solo drinking scenarios
- Graph 26: companions when drinking OOH – alone, 2025
- Chinese alcoholic drinks can tap into market opportunities presented by family gatherings
- Graph 27: companions when drinking OOH – family members, 2025
-
Issues and Insights
- Incorporate local culture into foodservice drinks to create a unique sensory and taste experience
- Drinks: continue to expand and explore the use of local ingredients
- Narrative: tell the story of local cultures
- Experience: hotel bars set to become windows into local culture
- Single-serving food and drinks pairings: boost penetration of solo scenarios
- Solo dining is growing, with increasing potential in demand for solo drinking
- Tap into solo drinking potential in Tier 1 cities with low-alcohol options
- Graph 28: reasons for not purchasing alcoholic drinks OOH, by city tier, 2025
- Offer single-serving meals and drinks to win over solo diners and drinkers
- Drinking venues can become lifestyle symbols and advocates
- Cater to lifestyles of consumer groups to create lasting value
- Don’t just cater to lifestyles, create lifestyles
-
Appendix – market size and forecast, research methodology and abbreviations
- Market size and forecast
- Methodology
- Abbreviations
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
€ 4400 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
-
Save up to 20% when you purchase multiple reports
Discount automatically applied in basket
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Alana Gavin, VP Research and Insights, Jackman
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
Virginia Harvey, Secondary Research Manager, Epsilon
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
