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In the sales teams of FMCG brands, sell-out has become an essential indicator. Knowing what actually sells at the point of sale allows you to understand the performance of a product, identify growth opportunities and adjust sales actions. For Pierre, On-Trade Sales Director at a beverage brand, this information is essential for managing his business. The field teams visit hundreds of establishments every week, negotiate listings, and implement activations to develop the brand

In the foodservice industry, marketing activations often require considerable organization. A product launch, a tasting tour, or a promotional campaign mobilizes field teams, equipment, partners, and significant budgets. For Thomas, Trade Marketing Manager at an FMCG brand, each campaign represents a strategic investment. The objective is clear: to increase brand visibility and boost sales in partner establishments. However, once the operation is complete, one question often

In the insights and category management teams of FMCG brands, the objective is clear: to understand market trends and transform data into strategic decisions. However, in everyday reality, a large part of the time is not spent on analysis. It is absorbed by a much less valuable step: data consolidation . For Marie, Insights Manager at a foodservice brand, the week often starts the same way. Exports arrive from various sources; the files must be cleaned, harmonized, and assem

When your internal credibility depends on the quality of your data As an Insights Manager or Category Manager, you are at the heart of strategic decision-making. Your analyses shape activation plans, influence budget allocations, and structure recommendations for sales and marketing teams. Yet in many organizations, one issue persists: the data is questioned before the insight is even heard. An insight is only powerful if the data is beyond dispute A strong insight is built o

In the UK, beer remains the dominant category of out-of-home beverages, but internal dynamics are changing. Lagers remain in the lead, but are declining. At the same time, more distinctive beers like stouts are gaining ground, illustrating a shift in preferences. Alcoholic alternatives are also gaining ground. Non-alcoholic ciders and beers are on the rise, reflecting changing consumer habits. Soft drinks continue to grow, particularly colas and juices, supporting varied u

The Top 10 most consumed beverages out-of-home in the Netherlands in 2025 highlights changes in consumption habits. Beer remains the most popular choice, along with pilsners, but is declining, giving way to new trends. Non-alcoholic beers are experiencing strong growth, reflecting a shift towards more moderate consumption. Soft drinks are experiencing strong growth: colas, tea and iced tea are all gaining ground, confirming a demand for accessible and refreshing drinks. Eve

What are the most consumed beverages out-of-home in France in 2025? Behind an apparently classic ranking, the developments reveal gradual changes in consumption habits. Red wine retains its top spot, confirming its central role in the French landscape. Yet, it is declining, a sign that even the most entrenched categories are not immutable. Beer, which is very present with several categories in the Top 10 (lagers, IPAs, blonde beers), is also showing signs of slowing down in s

In a fast-casual restaurant, launching marketing campaigns is part of the daily routine. Teams regularly test new strategies to generate foot traffic, boost sales, or highlight a specific product. Julie, marketing manager for a fast-casual restaurant chain, oversees these types of initiatives every month. She might launch a promotion on a menu item, highlight a drink for a few weeks, or support a special offer with a digital campaign. The goal is always the same: to attract

Welcome to your monthly dose of on-trade insights ! At Fyre, we help outlets & brands navigate the HORECA world with more clarity, confidence, and.... data. Cheers ! ON THE MENU THIS MONTH : Insight of the month : Hard seltzers are accelerating in the horeca channel Dry January is growing... but not everywhere - The infographic you shouldn't miss! Market Trends & HORECA News Success Story : Heineken price strategy optimization What's new at Fyre ? INSIGHT OF THE MONTH Net

In many restaurant groups, management still relies on a fragile model: figures sent by the institutions, consolidated manually, then analyzed afterwards. On paper, that seems sufficient. In reality, this system creates a strong dependence on feedback from the field… and limits the ability to make quick and sound decisions. Replacing manual reporting with reliable indicators is not a “data” issue. This is a matter of governance and performance . The problem with manual report

The true cost of slow data for a Trade Marketing Manager You have negotiated your locations, mobilized your field teams and invested in an ambitious promotional strategy with a clear objective: to maximize the impact at the point of sale. Activation has begun. Three weeks later, you receive the consolidated report. At this stage, the issue is no longer analysis. The issue is timing. For a Trade Marketing or Activation Manager in the foodservice industry, slow data delivery i

Dry January continues to influence the non-alcoholic beer market in Europe. But the dynamics are not uniform. In our new infographic, we analyze the evolution of the share of non-alcoholic beer in January 2026 vs January 2025 in France , the United Kingdom and the Netherlands . 👉 In France, the movement is accelerating significantly. 👉 In the United Kingdom, the trend remains positive but more moderate. 👉 In the Netherlands, the January peak seems to be easing despite a