Thursday, December 19th, 2013 - Roy Morgan Research

Just over 1 in 2 alcohol buyers (52%) now say they ‘enjoy having a good look around liquor stores’, up from 47% in 2009, the latest research from Roy Morgan shows. 

This is a high value and important market for liquor retailers: these browsers are inclined to source specials—but they’re less thrifty than those who just want to get in and get out. 

In an average seven day period, alcohol buyers who enjoy browsing for booze spend an average of around $65—over $9 a week more than those who don’t.

Happy browsers are also 16% more likely than non-browsers to make three or more liquor store visits per month, and 74% more likely to visit three or more different stores.

When it comes to price attitudes, compared with those who don’t enjoy having a look around booze-browsers are:

  • 38% more likely to buy brands on special, and
  • 20% more likely to shop where there are good specials, but
  • 25% less likely to try to spend as little as possible 

Special interest groups: Browsers vs Non-Browsers

Source: Roy Morgan Single Source (Australia), Australians 18+, October 2012 –September 2013. Base: Australians 18+ who purchased liquor in last four weeks, n=8446

Bottle shop browsers are three times as likely as non-browsers to say it’s important that a liquor store is ‘a fun and entertaining place to shop’, 78% more likely to want a good range and/or staff with good product knowledge, and 73% more likely to place importance on bulk purchasing options.

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

“In the liquor retail industry, it is clear that some people are drawn to specials for reasons other than just price. Many alcohol shoppers enjoy browsing, checking out new and different brands and talking to knowledgeable staff—and sourcing discounts, whether on individual bottles or bulk purchases, is just another pleasurable part of the experience.

“Almost two-thirds of happy browsers say Dan Murphy’s is one of the best liquor stores, but a higher proportion of people who like Vintage Cellars or 1st Choice enjoy browsing.

“However it’s the medley of booze in Costco’s warehouses that appeals most particularly to browsers: the combination of ‘specials’ (but without being necessarily cheap) and new brands means almost three in four people who put Costco as a preferred store also enjoy having a good look around.”

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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
W: www.roymorgan.com

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alcohol retail

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