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 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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