Heatwave: How the French on-trade shifted in just 7 days
- Jul 23
- 1 min read
When a heatwave hits, it’s easy to assume that beverage consumption in cafés, bars, and restaurants will surge. Yet Fyre’s sell-out data tells a different story: a heatwave doesn’t necessarily increase consumption—it shifts it.
Between 22 and 28 June 2026, France experienced an exceptional heatwave. Comparing this period with the reference week of 8–14 June reveals striking changes in purchasing behaviour across the French on-trade.
Cold Drinks Rise, Hot Beverages Decline
Unsurprisingly, water recorded the strongest growth, with volumes up 49%. It was followed by dairy and plant-based drinks (+37%), syrups (+26%), and soft drinks (+25%).
On the other hand, hot beverages experienced a sharp decline:
Hot chocolate: -49%
Tea: -37%
Coffee: -26%
Wine and spirits were also affected, with volumes down 25% and 14%, respectively.
Beer proved more resilient. While its overall volume remained stable, it gained 1.2 percentage points in market share. However, it did not experience the significant uplift many might expect during hot weather.
Total Beverage Volumes Still Declined
Despite the strong performance of several cold beverage categories, total beverage volumes fell by 5.5% during the heatwave week.
In other words, the increase in water and soft drink consumption was not enough to offset the decline in hot beverages, wine, and spirits.
For the industry, this highlights the importance of anticipating the impact of extreme weather on consumption patterns. From adjusting inventory levels and merchandising strategies to reallocating promotional efforts, understanding these shifts can help businesses respond more effectively when temperatures rise.
👉 Discover the full analysis and all the key figures in our infographic on how the heatwave reshaped the French on-trade market.
Comments