Legend has it that over 13 million glasses of Guinness are consumed around the world on St Patrick’s Day. But according to the latest findings from Roy Morgan Research, the Irish beverage that’s top of the drops among Australian adults is not the ebony nectar but Bailey’s Irish Cream.
In 2015, 527,000 Australians 18+ drank Baileys Irish Cream at least once in an average four weeks, putting it well ahead of Guinness (237,000 people) and the country’s world-famous whiskey, Jameson (186,000 people).
Australian drinkers and Irish beverages
Source: Roy Morgan Single Source (Australia), January – December 2015 (n=10,252).
Baileys is especially popular in Western Australia where nearly one in every 20 alcohol drinkers (4.9%) consumes it at least once in an average four weeks, a fraction ahead of New South Wales (4.5%). Tasmania has the country’s lowest Baileys consumption incidence (2.6%).
While Guinness, Kilkenny, Jameson and even Magners cider are more popular among men than women, the opposite is true for Baileys Irish Cream. Women are far more likely than men to drink Baileys, with 5.2% consuming it at least once in an average four weeks, compared with 3.2% of men.
Andrew Price, General Manager – Consumer Products, Roy Morgan Research, says:
“While St Patrick’s Day is traditionally associated with drinking Guinness, our data tells us that the black stuff comes a distant second to Bailey’s Irish Cream as Australia’s most popular Irish alcoholic beverage. In fact, while the number of Aussie adults who consume Guinness has declined by about 60,000 people per four-week period over the last decade, Bailey’s has gained an additional 90,000 drinkers per four weeks.
“Bailey’s popularity is due particularly to women drinking it, peaking among the 18-24 age bracket (7.3% of whom drink it in an average four weeks). But whereas there has been little change in consumption incidence among this group in the past 10 years, Bailey’s has made incremental inroads with the 50-plus bracket (both men and women).
“Interestingly, WA leads the country in both Bailey’s and Guinness consumption, which may have something to do with the fact that a higher proportion of WA residents aged 18+ are Irish-born than any other Australian state…”
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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