Saturday, September 29th, 2012 - Roy Morgan Research
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


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.”

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Roy Morgan Research


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.
Shaun Ellis
P: 03 9224 5332
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Keywords

beer, New Zealand, alcohol, trends,

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