DRINKING OF ALCOHOLIC BEVERAGES – AUSTRALIA

Decline in proportion of Australians drinking alcohol

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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.

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ROY MORGAN LIMITED

Australians’ alcohol consumption lowest since the 1960s

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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

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AUSTRALIAN BUREAU OF STATISTICS, ALCOHOL BEVERAGES AUSTRALIA

Wine most popular, but beer most drunk

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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+.

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ROY MORGAN LIMITED

Somersby and Strongbow leading the cider boom

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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).

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

The festive spirit(s): not everyone will be drinking beer and sparkly this silly season

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 2-Dec-16

A Roy Morgan Single Source survey has found that 69.6% of Australians aged 18+ consumed alcohol in any given four-week period in the year to September 2016, as they did in 2012. The survey also shows that 44.5% (or almost 8.3 million people) drink wine in an average four weeks, followed by beer (38.5%/over 7.1 million). Spirits are the third-most popular type of liquor, drunk by 26.2% of Australian adults (or nearly five million people). Analysis by gender shows that 31.6% of men and 20.9% of women consume spirits in any given four weeks. However, whisky, bourbon/American whiskey and rum are more popular with men, while vodka and gin are more popular with women. Meanwhile, 37% of Australians aged 18-24 drink spirits in an average four weeks, compared with just 21.4% of those aged 50+.

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ROY MORGAN RESEARCH LIMITED

How 3.8 million Bathurst 1000 viewers drink and drive

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 6-Oct-16

A Roy Morgan Single Source survey has found that 19 per cent of Australians aged 14+ (3.8 million people) will watch the 2016 Bathurst 1000 on TV. The survey, which was carried out in the year to June, also shows that 82 per cent of Bathurst 1000 viewers are adult drinkers. Some 76 per cent of these people mostly drink alcohol at home, compared with 69 per cent of all Australian drinkers aged 18+. Likewise, 41 per cent of them prefer beer to wine, compared with 30 per cent of all adult drinkers. Meanwhile, 90 per cent of Bathurst viewers drive, compared with 83 per cent of all Australians aged 14+.

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ROY MORGAN RESEARCH LIMITED

Baileys and beyond: Australia’s liqueur drinkers

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 15-Jul-16

A Roy Morgan Single Source survey has found that eight per cent of Australians aged 18+ (or 1.5 million people) drink at least one liqueur in any given four weeks. The survey also shows that 574,000 Australian adults enjoyed at least one Baileys Irish Cream in the year to March 2016, ahead of Kahlua (165,000), Jagermeister (123,000) and Midori (121,000). Meanwhile, 716,000 Australian men and 767,000 women drink liqueurs in any given four weeks. Brands with a much higher proportion of female drinkers include Baileys Irish Cream, Kahlua, Frangelico and Tia Maria, while liqueurs that are more popular with men than women include Jagermeister and Sambuca (Galliano).

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ROY MORGAN RESEARCH LIMITED, BAILEYS IRISH CREAM, KAHLUA, JAGERMEISTER, MIDORI, FRANGELICO, TIA MARIA, SAMBUCA, COINTREAU

Beer buddies: Australian men and the amber fluid

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 10-Jun-16

A Roy Morgan Single Source survey has found that 38.1 per cent of Australians aged 18+ drink beer at least once in any given four-week period. The survey, which was carried out in the year to March 2016, also shows that 5.3 million Australian men (or 58.8 per cent of the adult male population) drank some kind of beer in an average four weeks, compared with 1.7 million women (18.2 per cent). Meanwhile, 47.6 per cent of men consumed standard beer during this period, and 37.1 per cent drank premium/imported beer. Full-strength beer (53.6 per cent) is far more popular than mid-strength (13.6 per cent) or low-alcohol (10.1 per cent). Carlton Draught is the most popular beer brand, consumed by 11.1 per cent of Australian men in an average seven-day period.

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ROY MORGAN RESEARCH LIMITED

Australians’ drinking habits distilled into 100 glasses

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 5-Apr-16

A Roy Morgan Single Source survey has found that Australians aged 18+ drank just over 426 million glasses of alcohol between them in the year to December 2015. This is an average of 23 glasses per person every four weeks. The survey also shows that for every 100 glasses of liquor consumed by Australians in an average four weeks, 48 glasses are beer, 25 are still wine, 11 are spirits, six are Ready-To-Drink, four are sparkling wine/Champagne, three are cider, two are liqueur and one is fortified wine. Meanwhile, analysis by age group shows that beer comprises 50 glasses out of each 100 consumed by the 18-24 year-old-age bracket, but only 42 among drinkers aged 65+, while wine accounts for 48 of every 100 glasses drunk by the 65+ demographic.

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ROY MORGAN RESEARCH CENTRE PTY LTD

Baileys beats Guinness for our favourite Irish beverage

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 15-Mar-16

A Roy Morgan Single Source survey has found that 527,000 Australians aged 18+ drank Baileys Irish Cream at least once in an average four weeks during the year to December 2015. This puts it well ahead of Guinness (237,000) and Jameson whiskey (186,000). The survey also shows that Baileys is especially popular in Western Australia, where 4.9 per cent of alcohol drinkers consume it at least once in an average four weeks, ahead of New South Wales (4.5 per cent). Tasmania has the country’s lowest Baileys consumption (2.6 per cent). Meanwhile, 5.2 per cent of Australian women consume Baileys at least once in an average four weeks, compared with 3.2 per cent of men.

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ROY MORGAN RESEARCH LIMITED