Consumption of RTDs among Australians aged 18+ has remained virtually unchanged in the last two years at around 13%.
The proportion of Australian adults who consume Ready To Drink alcohol in an average four weeks appears to have steadied at just over one in eight after sharp drops following the reintroduction of the so-called ‘alcopops’ tax in April 2008, the latest Roy Morgan Research Alcohol Monitor shows.
Consumption of RTDs among Australians aged 18+ has remained virtually unchanged in the last two years at around 13%. The proportion of people who drink RTDs in an average four weeks dropped 2% points—and liqueur jumped 2% points—in the half-year period immediately following the reinstatement of alcopops in the same tax bracket as full-strength spirits. However the consumption of spirits also rose and has continued tracking above the pre-excise rate.
The cider category also saw enormous growth during this period increasing from 2% five years ago to 9% in 2012, although a marginal 0.6% decline in the last half-year suggests the recent surge in market penetration may have peaked.
The proportion of New Zealanders 18+ who consumed RTDs was at around 19% from 2008 to 2010 but has since declined to 16%. The proportion of New Zealanders who drank cider followed a similar trajectory to Australia, increasing fivefold from 2% to 10% in five years.
Norman Morris, Industry Communications Director, Roy Morgan Research, says:
“Following the higher excise tax on RTDs in Australia, the proportion of Australians drinking this product declined, with some consumers appearing to replace RTDs with spirits and liqueurs.
“In New Zealand there has also been a decline in the proportion that consumed RTDs despite the lack of an increased excise tax on RTDs in that market. However, the decline in RTD consumption has been more gradual and the proportion of New Zealanders drinking spirits and liqueurs has not increased as a result of this decline.”
Source: Roy Morgan Single Source (New Zealand), July 2007 - December 2012, average six monthly sample n = 5,465
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.
P: 03 9224 5332