Thursday, November 24th, 2011
Dan Murphy’s continues its dominance of the Australian Liquor market, gaining in both market share & patronage in the 12 months to September 2011, with 1st Choice Liquor following a similar trend.

The latest Roy Morgan Alcohol Retail Currency Report for the 12 months ended September 2011 shows that Dan Murphy’s is the clear leader in the $14 billion retail alcohol market with 21.4% share up from 20.7% in the 12 months to September 2010. Dan Murphy’s also has more customers (2.4 million) than any other alcohol retailer – a gain of over 200,000 customers in the last 12 months.

1st Choice is the only other retailer to show significant growth in the latest 12 months in both market share (from 4.4% to 6.9%) and in customer numbers (609,000 to 671,000).

Retail Liquor Market Share (October 2006 – September 2011)

Source: Roy Morgan Single Source, October 2006 – September 2011. Respondents aged 18+ who have purchased packaged alcohol for off premise consumption in the past 7 days. Average 12 month sample size of 5,528 respondents.

Norman Morris, Industry Communications Director, Roy Morgan Research, says:

“These latest results from the Roy Morgan Alcohol Retail Currency Report show that Woolworths Dan Murphy’s and Coles 1st Choice stores continue to grow their customer base as well as their share of this $14 billion market.

“The current price war between Dan Murphy’s and 1st Choice is sure to see those two stores grow as “good value” is clearly the top reason liquor buyers choose a store. In addition their planned store roll out will address the number two reason buyers choose a store – close to home – and time will tell whether the growth will come from Coles and Woolworths  supermarket liquor business, other supermarkets or from independent retailers and hotel bottle shops.

“However, it’s not all good news for Woolworths and Coles, with Woolworths Liquor, BWS and Liquorland all showing a reduction in customer numbers and market share.

“Customer satisfaction is an important part in this growth story for Dan Murphy’s and 1st Choice, as both stores continue to have over 90% customer satisfaction, whereas stores losing share such as Woolworths Liquor, BWS and Liquorland, have much lower customer satisfaction levels.

“The report also reveals that even with a smaller retailer such as Vintage Cellars, we are seeing customer satisfaction growing at the same time as market share.”

The detailed Roy Morgan Alcohol Retail Currency Report looks at long- and short-term trends for the market size and share (in dollars), customer numbers and cross visitation at overall purchase channel types as well as looking in-depth at major supermarket retailers.

An extensive range of
Liquor Store Customer Profiles is available – 1st Choice, Dan Murphy, BWS, Woolworths Liquor, Liquorland, Cellarbrations, Aldi Liquor, IGA Liquor and many more.

Click here to browse thousands of accurate, insightful quantitative Roy Morgan research reports and profiles ready to download now.

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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


Liquor Store Customer Profiles is available – 1st Choice, Dan Murphy, BWS, Woolworths Liquor, Liquorland, Cellarbrations, Aldi Liquor, IGA Liquor



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