On-Trade Market Insights: A Strategic Lever for Beverage Brands
- Claire Brunaud
- Jul 18
- 2 min read
In a rapidly evolving foodservice landscape, gaining access to precise, actionable on-trade market insights has become a key competitive edge for beverage manufacturers.
Understanding consumption trends, sales dynamics, and product performance within HoReCa venues is no longer optional : it's essential for making informed marketing, sales, and supply decisions.
What Are On-Trade Market Insights ?
The on-trade segment includes all outlets where beverages are consumed on-site: bars, restaurants, hotels, nightclubs, cafés, etc.
Unlike off-trade (retail), on-trade consumption is shaped by different forces: staff recommendations, occasion-based consumption, and menu positioning.
On-trade market insights are the data and analytics that help you understand what’s really happening at the point of sale :
Which beverages are performing best by outlet type ?
At what time of day or week ?
At what price and in what volume ?
What are the true drivers of sales (promotions, staff push, visibility) ?
Why Are These Insights Crucial for Beverage Manufacturers ?
1. Align Product Launches with Market Reality
With the right data, brands can validate opportunities before launching: local demand, channel fit, average rotation rate per outlet format…
➡️ A well-informed launch strategy means faster market penetration and fewer distribution issues.
2. Enhance Field Activation Strategies
Reliable on-trade insights help sales teams :
Identify high-potential but underperforming venues.
Launch localized activations based on real data (performance by channel, category, time slot…).
Measure campaign ROI with greater accuracy.
3. Strengthen Relationships with HoReCa Clients
Offering personalized recommendations to each outlet sets top-performing suppliers apart.
The most advanced beverage brands use data to support tailored advice : price strategy, product mix optimization, visibility improvements…
4. Improve Forecasting and Stock Allocation
By tracking sales volumes by region, format, or season, supply teams can optimize production and stock levels in line with real-world on-trade demand, reducing overstock, minimizing waste, and avoiding stockouts.
The Limits of Traditional Data Sources
Historically, accessing reliable on-trade data has been a challenge due to fragmented POS systems, a high number of independent outlets, and limited visibility into actual sales.
This often led to guesswork or decisions based on partial panel data.
Today, modern solutions like Fyre allow manufacturers to access clean, structured, real-time sales data directly from connected tills, with consent from venues.
This unlocks an unprecedented level of granularity and accuracy.
How Fyre Can Help
Fyre collects, harmonizes, and analyzes on-trade sales data from over 130,000 establishments across Europe.
By connecting directly to POS systems, Fyre provides :
✅ Granular insights by outlet type, region, sales channel, or brand.
✅ Real-time analysis of product performance and sales patterns.
✅ Benchmarks at the local, regional, or national level.
✅ Access through dashboards, custom reports, or API integration.
With Fyre, beverage companies can finally drive their on-trade strategy using real data, and uncover new growth opportunities.
In Summary
On-trade market insights are a strategic lever for beverage manufacturers.
They enable better product launches, smarter activations, stronger relationships, and accurate forecasting.
With real data, decision-making shifts from gut feeling to evidence-based strategy.
👉 Want to see what your brand’s on-trade performance really looks like ?
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