Friday, August 1st, 2014 - Roy Morgan Research

Over 1.25 million Australians aged 14+ (7%) drink energy drinks in an average week, the latest research from Roy Morgan shows—but workers in some industries are up to twice as likely to guzzle down the likes of Red Bull, V, Mother, Rockstar and Monster.   

Around 1 in 7 workers in the Transport/Storage sector (14%) had at least one energy drink in an average week in the year to March 2014—just ahead of 13% of those working in the Retail sector.

Around 1 in 10 Australians working in the Recreation/Personal (10%), Manufacturing, Public Administration/Defence, Construction or Communication industries (each 9%) drank energy drinks, around double the proportion among workers within Finance, Property or Business Services, Wholesale or Community Services. 

While only an average proportion of workers in Agriculture or Mining consume energy drinks (7%), those who do drink them, drink more of them: 4.7 glasses per week on average among Agriculture consumers and 4.2 among Mining consumers, compared with the Australian average of 3.3 glasses.

Energy Drinkers by Employment Industry:

Source: Roy Morgan Single Source (Australia), April 2013 - March 2014, sample n = 17,773 Australians 14+

Electricity, Gas and Water also has 7% of workers drinking energy drinks—but, ironically, the energy industry has the lowest consumption rate of just 2.3 glasses per drinker per week.

Angela Smith, Group Account Director – Consumer Products, Roy Morgan Research, says:

“There is a wide spectrum of energy drink incidence and consumption among workers across different industries.

“While those working in transportation are most likely to drink energy drinks, their average consumption rate of 3.5 glasses is only marginally above the national average of 3.3. Energy drink consumers employed in the agriculture, mining, communications or construction sectors, however, drink over four glasses per week.

“Roy Morgan’s ground-breaking new profiling tool, Helix Personas, reveals an interesting market niche among energy drink consumers.

“Australians in the New Beginnings (707) persona are the most likely to drink energy drinks (15% in an average seven days). People who belong in this persona are well educated, younger suburban renters, perhaps already married with children and usually either working in semi-skilled professions or still studying.

“Marketers and distributers need to understand these types of intricacies of the marketplace in order to effectively market their product.”

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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


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