Thursday, December 12th, 2013 - Roy Morgan Research

Australian booze-buyers are becoming less inclined to stick to brands they know, are more likely to enjoy browsing and more willing to drive out their way to get the alcohol they want, the latest research from Roy Morgan shows.  

In the year to September 2013, 70% of Australians 18+ who have purchased liquor in an average four week period ‘tend to stick to the brands I know’, a decrease from 72% in the year to September 2009.

The proportion of shoppers who say they enjoy ‘having a good look around liquor stores’ has increased over the last five years, with over half (52%) now enjoying a browse, a rise of 5% points. Also a greater number of liquor buyers now say ‘I will drive out of my way to purchase alcohol that I want’ (22%, up from 18% in 2009).

The changing attitudes of Australian alcohol buyers: 2009 vs 2013

Source: Roy Morgan Single Source (Australia), Australians 18+, October 2008 –September 2013. Base: Australians 18+ who purchased liquor in the last four weeks, average annual n=9,145

Our shifting attitudes are having an impact on where we shop for our booze, with big box liquor retailers the clear winners. Almost one third (31%) of liquor shoppers bought alcohol from Dan Murphy’s in the year to September 2013 –an 8% point increase from 23% in 2009.

Geoffrey Smith, General Manager - Consumer Products, Roy Morgan Research, says:

“Over the past five years Australian liquor shoppers have increased their focus on low prices and a large range, and are changing where they buy their liquor as a result. The popularity of Dan Murphy’s has grown steadily, while Liquorland and Licensed Supermarket outlets have declined.  

Roy Morgan’s revolutionary new classification system, Helix Personasshows that the high-income ‘Leading Lifestyles’ (100) community makes up over a quarter of Dan Murphy’s customer base. Over 50% of the alcohol buyers in ‘Status Matters’ (104) persona shopped at Dan Murphy’s in an average four weeks.

“Overall, Australian alcohol shoppers are demanding greater variety of products, lower prices and bulk-buying options.However it is important for liquor retailers to consider the various needs of different types of shoppers to ensure they are offering what their current or potential customer bases most desire.

Contact Profile

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.
Shaun Ellis
P: 03 9224 5332


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