The number of Kiwis drinking cider has almost tripled since 2010, when only 168,000 Kiwi adults (5.3%) drank cider in an average four weeks—far fewer than the 607,000 drinking ready-to-drink ‘alcopops’ (19.0%).
Now four years on, the number of us drinking cider has just passed the half-million mark and overtaken the number of RTD drinkers, the latest data from Roy Morgan Research shows.
501,000 Kiwis 18+ drank cider in an average four week period in the year to April 2014 (15.0%), slightly more than 499,000 drinking RTDs (14.9%).
New Zealanders drinking Cider and Pre-Mixed Spirits in an average four-week period:
Source: Roy Morgan Single Source (New Zealand), May09 - Apr14; average annual sample = 11,119 New Zealanders 18+
Cider consumption has grown across all ages, genders and locations, but the sharpest increase has been among young women. In 2010, 5.3% of women aged 18-24 drank cider in an average four weeks, almost identical to the NZ rate. But today, a massive 28.5% of these young women drink cider—a more than fivefold increase.
Four years ago, 18-24 year-old men were already over twice as likely as the average Kiwi to drink cider, but their consumption has still grown from 10.9% to 18.4% in the year to April 2014.
The proportions of 25-34 year-old women and men drinking cider each almost quadrupled over the same period, from 6.4% to 24.5% and from 5.3% to 18.2%, respectively.
Australia has seen a markedly similar trend with the number drinking RTDs dropping by 250,000 between 2010 and 2014 and cider consumption tipping past two million, up from 596,000 four years ago.
Pip Elliott, General Manager – Roy Morgan Research New Zealand, says:
“The popularity of cider has sky-rocketed over the last five years, while consumption of so-called alcopops has declined—albeit at a less staggering rate.
“There has been a lot of political discussion over alcohol reforms during this period, specifically around RTDs and their alcohol content, size, packaging and marketing. Rather than legislate alcohol content and size maximums for RTDs, early last year the Government called on manufacturers to draw up and adopt a voluntary industry code.
“In Australia, an additional excise was introduced on RTDs and, indeed, some flavoured ciders, but their trends for both RTD and cider consumption are markedly similar to here.
“Using Roy Morgan’s revolutionary new profiling tool, Helix Personas, we can now delve even deeper into understanding consumption trends among different types of people.
“Cider marketers may be interested to learn that a massive 34% of individuals in the trendy urban Young and Platinumpersona drank cider in any given four weeks over the last two years, but those Doing it Tough and in Provincial Familiesstill overwhelmingly prefer RTDs.”
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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