Number of Australians drinking wine, spirits and RTDs up significantly in 2021 while beer drinking holds steady

Original article by Roy Morgan
Market Research Update – Page: Online : 8-Sep-21

New data from Roy Morgan’s Alcohol Consumption Report shows that the proportion of Australians who drink alcohol increased by 4% points to 69.7% in the 12 months to June 2021. A total of 13,908,000 Australians (69.7%) aged 18+ consumed alcohol in an average four-week period in the year to June, up from 13,040,000 (65.7%) a year earlier. The number of Australians drinking wine increased by nearly 1 million over the past year, from 8,323,000 (42.0%) to 9,237,000 (46.3%) – an increase of 4.3% points. In addition, some 6,621,000 Australians (33.2%) were drinking spirits in mid-2021, up from 5,876,000 (29.7%) a year earlier – an increase of 3.5% points. Also increasing was consumption of Ready-to-drinks (RTDs), which increased from 2,187,000 Australians (11.0%) up to 2,699,000 Australians (13.5%). There were mixed results for the other categories of alcohol, with drinking of beer and liqueurs virtually unchanged on a year ago while fewer Australians were drinking cider and fortified wines. The findings are from the Roy Morgan Single Source survey, Australia’s most trusted and comprehensive consumer survey, derived from in-depth interviews with over 50,000 Australians each year.

CORPORATES
ROY MORGAN LIMITED

Full strength beer is preferred by Australia’s beer drinkers

Original article by Roy Morgan
Market Research Update – Page: Online : 26-Apr-21

New data from Roy Morgan’s Alcohol Consumption Report shows that 6,277,000 Australians aged 18+ (34.6%) drink beer in an average four weeks. This is second only to wine as the alcoholic drink of choice for Australians. Nearly a third of Australians aged 18+ (30.2%) consumed full-strength beer in an average four weeks in 2020, down 3.1% points from 2019 (33.3%). In comparison only 8.6% of Australians consumed mid-strength beer (down 2.2% points on 2019) and just 2.8% (down 1.1% points) had low-alcohol beer in an average four weeks during 2020. Men are the main consumers of beer, with over half (52.4%) consuming beer in 2020 compared to only 17.5% of women. The ratio is very similar for full-strength beer with nearly half of men, 45.9%, consuming full strength beer in 2020 compared to only 15.2% of women. Less than one-in-seven men (13.9%) drink mid-strength beer and only 4.6% drink low-alcohol beer. Even fewer women (3.5%) drink mid-strength beer and just 1.1% of women drink low-alcohol beer. The findings are from the Roy Morgan Single Source survey, Australia’s most trusted and comprehensive consumer survey, derived from in-depth interviews with 50,000 Australians each year.

CORPORATES
ROY MORGAN LIMITED

Number of Australians drinking alcohol increases for first time in 4 years in 2020 – powered by wine, spirits and RTDs

Original article by Roy Morgan
Market Research Update – Page: Online : 21-Apr-21

New data from Roy Morgan’s Alcohol Consumption Report shows that the proportion of Australians who drink alcohol increased by 0.8% points to 67% in 2020. It is the first year-over-year increase since 2016, when 69.6% of Australians drank alcohol, up 0.7% points on 2015. A total of 13,337,000 Australians (67.0%) aged 18+ consumed alcohol in an average four-week period in 2020, up from 13,021,000 (66.2%) a year earlier. The number of Australians drinking wine increased from 8,065,000 (41.0%) to 8,814,000 (44.3%), an increase of 3.3% points over the year. In addition, some 6,277,000 Australians (31.5%) drank spirits in 2020, up from 5,465,000 (27.8%) a year earlier – an increase of 3.7% points. Consumption of Ready-to-drinks (RTDs) increased from 2,101,000 Australians (10.7%) to 2,392,000 (12.0%). However, outside these three categories the long-term trends continued, with fewer Australians drinking beer, cider, liqueurs and fortified wines in 2020. Beer led the decline and was down from 7,353,000 Australians (37.4%) in 2019 to 6,878,000 (34.6%) in 2020. If the trends of last year were to continue this year the number of Australians drinking spirits would overtake those drinking beer. The findings are from the Roy Morgan Single Source survey, Australia’s most trusted and comprehensive consumer survey, derived from in-depth interviews with 50,000 Australians each year.

CORPORATES
ROY MORGAN LIMITED

News from the Spirit World

Original article by Roy Morgan
Market Research Update – Page: Online : 4-Nov-20

There are 4.7 million NEO (new economic order) consumers in Australia, characterised by very high discretionary spending coupled with a forward-thinking mindset. This influential group of consumers is driving the consumer-led fast lane of Spirits sales. However, the price of premium Spirits is not the main consideration for these consumers. A distinctive mindset is just as important as money in identifying NEOs and understanding what they love. NEOs look for a complete experience. In Spirits as in their other purchases, they seek a narrative that combines artisanal authenticity with innovation, a product that is premiumised, not commoditised. Data from Roy Morgan Single Source shows that Spirits brands which can deliver this rich experience reap the rewards. By contrast, marketing premiumised Spirits by generation is a wasted effort. Roy Morgan data shows premium gin Bombay Sapphire became highly successful by appealing to the NEO mindset: over the past year, just 26% of Bombay Sapphire drinkers were Millennials, while 84% were NEOs & Aspiring NEOs – of all ages. This story is repeated across other Spirits brands.

CORPORATES
ROY MORGAN LIMITED

Australians continue to drink less alcohol

Original article by Roy Morgan
Market Research Update – Page: Online : 19-May-20

New data from Roy Morgan’s Alcohol Consumption Report shows that 66.3% of Australians aged 18+ (13,073,000) consumed alcohol in an average four-week period in the year to March 2020, down from 67.5% (13,102,000) a year ago. Spirits was the only alcohol category whose consumption increased year-on-year, rising from 26.3% of Australians aged 18+ to 28.7%. Wine drinking decreased from 42.8% of the adult population to 41.0%, beer fell from 38.2% to 37.6% and cider dropped from 11.4% to 10.7%. Meanwhile, 65.4% of Australian drinkers agree that they ‘drink alcohol mostly at home’, with a greater proportion of men (67.3%) than women (63.5%) agreeing. Across age groups, it is drinkers aged 65+ who are most likely to agree that they ‘drink alcohol mostly at home’ (71.8%). They are followed by those aged 50-64 (70%), then 35-49 (67.2%), 25-34 (59.3%) and 18-24 (49.2%). The findings are from the Roy Morgan Single Source survey, derived from in-depth interviews with 50,000 Australians each year.

CORPORATES
ROY MORGAN LIMITED

Proportion of Australians drinking alcohol down from 2014

Original article by Roy Morgan
Market Research Update – Page: Online : 27-May-19

Roy Morgan’s ‘Alcohol Consumption Currency Report March 2019’ shows that 67.5% of Australians aged 18+ consume at least one type of alcoholic drink in an average four-week period. This represents a gradual decline over the last five years from 70.1% recorded in 2014. All major categories of alcoholic drinks showed declines over this period, apart from cider. Wine is consumed by 42.8% of Australians over an average four week period, ahead of beer (38.2%) and spirits (26.3%). Cider is now consumed by 11.4% of Australians, up from 11.1% five years ago, making it the only type of alcohol to increase. The incidence of cider drinkers is now ahead of RTD (10.8%), Liqueurs (6.5%) and Fortified Wine (4.9%). Over the last five years the biggest decline was for wine (down 2.3%), followed by liqueurs (down 1.2%) and RTD (down 0.9%). Beer showed a decline of 0.6% and as a result closed the gap marginally to wine as Australia’s most widely drunk type of alcohol. The report is based on in-depth interviews conducted face-to-face with over 50,000 consumers per annum in their homes, including detailed questioning of over 15,000 regarding their alcoholic drinking habits.

CORPORATES
ROY MORGAN LIMITED

Decline in proportion of Australians drinking alcohol

Original article by Roy Morgan
Market Research Update – Page: Online : 7-Feb-19

New research from Roy Morgan shows that 67.9% of Australians aged 18+ consume at least one type of alcoholic drink in an average four-week period, compared with 70.1% in 2013. Wine is now consumed by 43.3% of Australians, ahead of beer (38.4%) and spirits (26.7%). Cider is now consumed by 12.3% of Australians, up from 10.3% five years ago, making it the only type to increase. Cider is now more popular than RTD (11.4%), Liqueurs (7.2%) and Fortified Wine (5.2%). Roy Morgan’s ‘Alcohol Consumption Currency Report September 2018’ is based on in-depth interviews conducted face-to-face with over 50,000 consumers per annum in their homes, including detailed questioning of over 15,000 regarding their alcoholic drinking habits.

CORPORATES
ROY MORGAN LIMITED

Australians’ alcohol consumption lowest since the 1960s

Original article by Alex Gluyas
The Australian Financial Review – Page: Online : 4-Sep-18

The average amount of total pure alcohol consumed by Australians over the age of 15 in 2016-17 was 9.4 litres, according to figures released by the Australian Bureau of Statistics on 3 September. This represents the equivalent of 224 stubbies of beer, but Louise Gates from the ABS notes the comparable figure in 1974-75 was over 500 stubbies. With alcohol consumption in Australia now at its lowest since the 1960s, Melbourne bottle shop owner Ross Smith says consumers are choosing quality over quantity

CORPORATES
AUSTRALIAN BUREAU OF STATISTICS, ALCOHOL BEVERAGES AUSTRALIA

Wine most popular, but beer most drunk

Original article by Roy Morgan
Market Research Update – Page: Online : 12-Apr-18

The Roy Morgan Alcohol Currency Report reveals that 69.3% of Australians aged 18+ drink alcohol in an average four weeks. Of all Australians aged 18+, 44.5% consume wine, 39.1% consume beer, 27.5% consume spirits and 13.6% consume cider. When looking at drinkers by gender, men are the predominant consumers of alcohol, with 74% consuming alcohol in an average 4 week period, compared to 65% of women. Women had the highest incidence of wine consumption, with nearly 50% of all women drinking wine in an average four weeks compared to 39% of men. Wine skews to older drinkers, with the highest incidence among 50+ and 35-49 year olds. In contrast, beer is consumed by 59% of men in an average four weeks, compared to only 20% of women. Beer is fairly constant across age, increasing slightly from 18-49, but declines for the 50+ age group. Cider is fairly evenly split between the genders with a slight skew towards women, but it is heavily skewed to younger Australians compared to old, with 27% of 18-24 year olds consuming cider in an average four weeks compared to 7.8% of those aged 50+.

CORPORATES
ROY MORGAN LIMITED

Somersby and Strongbow leading the cider boom

Original article by Roy Morgan Research
Market Research Update – Page: Online : 14-Dec-16

A Roy Morgan Single Source survey has found that the number of Australians aged 18+ who drink cider in an average four weeks has risen by almost 600% between 2006 and 2016, from just 337,000 to 2,349,000. The only other alcoholic beverage to have gained popularity over the same period was spirits, which saw a more moderate growth of 25% (rising from 3,890,000 to 4,861,000 drinkers in an average four weeks). Between January and March 2016, nearly 3 million people (2,880,000) reported having consumed cider at least once in the last four weeks, compared with 2,250,000 in the quarter preceding it (October-December 2015) and 2,220,000 in the quarter following it (April-June 2016). This pattern is evident for all January-March quarters over the last 10 years. Somersby was the most popular cider brand in the year to September 2016, with some 724,000 Australian adults drinking it in an average four weeks (up from 460,000 in 2015).

CORPORATES
ROY MORGAN RESEARCH LIMITED, SOMERSBY, STRONGBOW CIDER COMPANY, 5 SEEDS, REKORDERLIG, BULMER