Friday, March 22nd, 2013 - Roy Morgan Research

In the 12 months to December 2012, 57% of Australians aged 14+ consumed soft drinks in an average seven-day period, according to a recent study by Roy Morgan Research. In the year to December 2008, this figure was 61%. 

In the 12 months to December 2012, 57% of Australians aged 14+ consumed soft drinks in an average seven-day period, according to a recent study by Roy Morgan Research. In the year to December 2008, this figure was 61%.

The study also shows that, in addition to the decline in Australians consuming soft drinks, consumption of fruit juices/drinks has dropped (now 33%, down from 41% in the year to December 2008), as has consumption of cordial (now 16%, down from 21%).

The only category to have gained popularity was iced tea, which was consumed by 5% of Australians in the 12 months to December 2012: a 25% increase from the year to December 2008.

This decline in popularity of non-alcoholic beverages among Australians is not mirrored in New Zealand, where the only category to see a significant decrease was fruit juices/drinks, dropping from 52% in the year to December 2008 to 46% now.

The proportion of Kiwis consuming soft drinks has declined only slightly in the past five years, while the proportion of those who drink cordial has grown.

Source:Roy Morgan Single Source (Australia), January 2008–December 2012, average yearly sample n = 19,716

Norman Morris, Industry Communications Director, Roy Morgan Research, says:

“Over the last five years there has been a clear decline in the popularity of carbonated soft drinks, fruit juices and cordial among Australians aged 14+. Further research from Roy Morgan shows that this decrease is largely being driven by reduced consumption among Aussies aged under 35, and may be motivated by a desire for drinks containing less sugar.

“Interestingly, New Zealanders have not followed the same trend seen in Australia, with soft-drink consumption declining only slightly and cordial actually gaining popularity.”

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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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soft drinks, fruit juices

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