Home is where the beer is
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Approximately 1.5 million New Zealanders aged 18+ drink beer in an average four week period and are more likely to do so in a private home than at a licensed venue, according to the latest findings from Roy Morgan Research for the 12 months to June 2012.
The majority (70%) of Kiwi beer drinkers drink beer at home, while the second most popular place for Kiwis to drink beer is at a friend or relative’s home (39% of beer drinkers). A bar, tavern or pub (33%) is the most popular on-premise location for drinking beer, followed by a café or restaurant (18%).
Places where New Zealanders 18+ drink beer
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Source: Roy Morgan Single Source, July 2011 – June 2012 (n = 4,559). Base: New Zealanders aged 18+ who drank beer in the last 4 weeks.
Pip Elliott, General Manager (New Zealand), Roy Morgan Research, says:
Places where New Zealanders 18+ drink beer
Source: Roy Morgan Single Source, July 2011 – June 2012 (n = 4,559). Base: New Zealanders aged 18+ who drank beer in the last 4 weeks.
Pip Elliott, General Manager (New Zealand), Roy Morgan Research, says:
“Kiwi beer drinkers are clearly fond of drinking beer at home. This may be due to Kiwis preferring the comfort of their own home, not having to organise transport or a sober driver or possibly the fact that alcohol is a lot cheaper when drinking at home.
“While home is the most popular place for drinking beer across all age groups, younger consumers are more likely than older consumers to drink beer at a friend or relative’s house. They’re also more likely to drink beer at a bar, tavern or pub.
“To fully understand the importance of different venues to the New Zealand beer market, it’s also important to consider volume as well as location. Beer drinkers consume larger quantities of beer in some locations than in others, but drinking beer at home clearly accounts for the majority share.”
“While home is the most popular place for drinking beer across all age groups, younger consumers are more likely than older consumers to drink beer at a friend or relative’s house. They’re also more likely to drink beer at a bar, tavern or pub.
“To fully understand the importance of different venues to the New Zealand beer market, it’s also important to consider volume as well as location. Beer drinkers consume larger quantities of beer in some locations than in others, but drinking beer at home clearly accounts for the majority share.”
About Roy Morgan Research
Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.
In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.
In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.