Do New Zealanders drink too much? It’s a question often raised by the media and concerned citizens, many of whom believe the country has an alcohol problem. So where do Kiwis do their drinking? Recent findings by Roy Morgan Research reveal that they’re more likely to imbibe at home (or in other private spaces) than in licensed venues such as pubs, nightclubs or bars.
Of course, there is a certain amount of crossover, with some drinkers consuming their preferred drop in both unlicensed and licensed premises. Beer drinkers are the most likely to do this: in an average four-week period, 78% will have consumed beer off licence and 46% will have drunk it in a licensed venue.
Wine is the liquor most likely to be consumed in unlicensed spaces: 83% of red wine drinkers and 83% of white wine drinkers partake at home or somewhere else off license in an average four-week period.
Partaking in private
From kicking back in one’s own lounge room to visiting a friend or enjoying a drink at a barbecue, the convenience and comparatively low cost of drinking in an unlicensed space probably contributes to its popularity. As the chart indicates, this pattern occurs across the six main alcohol types consumed by New Zealanders, with cider drinkers registering the least overlap between private and public consumption, and vodka having the lowest rate of consumption in both domains.
Source:Roy Morgan Single Source (New Zealand), May 2012 – April 2013 (n = 11,336); Base: New Zealanders 18+ who drank alcohol in last 4 weeks
Pip Elliott, General Manager, Roy Morgan Research NZ, says:
“Recently, there has been a lot of media commentary about the drinking habits of New Zealanders, expressing concern about the existence of a binge-drinking culture and questioning what can be done to address this.
“Judging by the popularity of off-license drinking, the cost of alcohol in licensed venues is a deterrent to many Kiwis. This suggests that raising the price of alcohol sold in liquor outlets might have some impact on private drinking: say, a government tax like that imposed on cigarettes.
“However, this would be useless without a strategic communications campaign to educate the public on the dangers of excessive drinking, targeting specific consumer profiles in a way that is meaningful to them.”
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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