Friday, March 22nd, 2013 - Roy Morgan Research

Are Kiwis losing their taste for liquor? The latest New Zealand State of the Nation report from Roy Morgan Research reveals that alcohol consumption across the country continues to decline -- except for cider.

Are Kiwis losing their taste for liquor? The latest New Zealand State of the Nation report from Roy Morgan Research reveals that alcohol consumption across the country continues to decline, as it has been for more than a decade now. The only beverage to buck this seemingly inexorable trend is cider, which has been steadily gaining popularity over the last few years.

In the 12 months to December 2012, 72.7% of New Zealanders aged 18+ reported consuming alcohol in an average four-week period — down from 81.9% back in 2001.

Wine remains the most popular alcoholic beverage, with just over half (50.4%) of the adult population drinking it in an average four-week period: far less than in the year to December 2001, when consumption sat at 60.6%. Beer and spirits have also experienced significant drops in consumption.

Cider consumption, on the other hand, has more than trebled since 2008 (when 3% of Kiwis reported drinking it in an average four-week period), and is now consumed by 10.4% of the population.

Source:Roy Morgan Single Source (New Zealand), 12-month moving average

Base: NZ population 18+

Pip Elliott, General Manager, Roy Morgan Research NZ, says:

“This decline in alcohol consumption reflects a trend also seen in Australia, where most categories of alcoholic beverage have been gradually losing popularity for several years — with cider the obvious exception.

“What does cider have that other beverages don’t? Are New Zealanders simply bored by the usual options and keen to try something new? Marketers of wine, beer and spirits might do well to reconsider the way they’re targeting drinkers, and refine their approach to regain some of the ground they’ve lost.”

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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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Keywords

Alcohol consumption, New Zealand

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