Friday, September 28th, 2012 - Roy Morgan Research
The proportion of Australians aged 18-24 years who drink any alcohol in an average four weeks has progressively decreased each year for the last five years.  In the 12 months to June 2012, 72.2% of this age group drink alcohol in an average four weeks and the proportions of those drinking Wine and Beer have decreased, while Cider has increased.
 
These are the latest findings from Roy Morgan Research’s report on Alcohol Consumption, for the five year period from July 2007 – June 2012.

While the proportion of 18-24 year-olds who drink alcohol in an average four weeks has dropped 2.5 percentage points, from 74.7% to 72.2%, the proportion who drink Cider in an average four weeks has more than tripled, from 5.1% in 2008 up to 18.7% in the 2012.

Losing the most traction with this age group over the last five years are Wine (from 36% down to 31.6%) and Beer (from 47.6% down to 44.7%).


Alcoholic beverages consumed in an average 4 weeks by 18-24 year olds – 2008 vs. 2012


Source: Roy Morgan Single Source (Australia), July 2007 - June 2008 (n = 4,613); July 2011 - June 2012 (n = 4,985).  Based on types of alcohol drunk at home or away from home (e.g. hotel, club or elsewhere) in 4 weeks.  Note: RTDs = ‘Ready To Drink’.


Geoffrey Smith, General Manager – Consumer Products, Roy Morgan Research, says:
 
“Considering how frequently we see stories in the media about youths over indulging in alcohol, it’s somewhat surprising to learn that the proportion of Australians aged 18-24 years who drink any alcohol in an average 4 weeks has progressively decreased each year for the last 5 years.

“Not only has the proportion of drinkers in this younger age group decreased, but the total volume of alcohol consumed by them in an average 7 days has also decreased, down 11% in 5 years.

“Cider appears to be bucking these trends.  Cider consumption by this group has shown a steep increase over the last 5 years, and it’s still growing, despite other alcohol categories declining.

“The rise of Cider is just part of a shift in Australians’ drinking patterns. We can expect to see continuing product and brand innovation in the alcohol sector as marketers respond to the declining consumption of more traditional offerings.”

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Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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Alcohol, drinking, beer, wine, spirits, cider

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