Could New Zealanders be losing their taste for soft drinks, fruit juices and bottled spring water? Over the past five years, consumption of these beverages has declined, according to the latest findings from Roy Morgan Research.
Could New Zealanders be losing their taste for soft drinks, fruit juices and bottled spring water? Over the past five years, consumption of these beverages has declined — with fruit juices/drinks being the hardest hit.
Recent findings by Roy Morgan Research reveal that, in the 12 months to December 2012, 46% of Kiwis aged 14+ consumed fruit juices/drinks in an average seven-day period. In the year to December 2008, this was 52%.
Consumption of bottled spring water (for example, NZ Natural, Kiwi Blue) has plummeted from 25% to 20% in the same period, while carbonated soft drinks (‘fizzies’) declined only slightly from 64% to 63%.
As in Australia, iced tea consumption has grown since 2008 (from 1% to 3%) but its overall market share remains slim. Cordial was the only other drink to register a moderate increase in consumption.
Source:Roy Morgan Single Source (New Zealand), January 2008 – December 2012, (average yearly sample n = 11,592).
Pip Elliott, General Manager, Roy Morgan Research NZ, says:
“Over the past 5 years, non-alcoholic beverages have been losing popularity on both sides of the Tasman. However, New Zealanders still consume more of it then their Australian counterparts. Here, 63% of us will have drunk a ‘fizzy’ in any given week, compared to 57% of Australians.
“Similarly, fruit juice/drinks and sports/energy drinks are consumed by a higher proportion of Kiwis than Aussies (notwithstanding their decreasing popularity).
“To revive their flagging fortunes, brands would do well to identify who drives consumption of each category, and tailor their marketing accordingly. For example, a far greater proportion of women in New Zealand drink bottled spring water, while men are more frequent consumers of sports drinks.”
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.
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