Friday, December 16th, 2011
Despite New Zealanders moving towards a lifestyle of lower alcohol consumption, Cider consumption continues to increase. According to the Roy Morgan New Zealand State of the Nation Report 3, the proportion of Cider drinkers has nearly tripled in the last two years.

As of September 2011, around 69% of New Zealanders (18+) had consumed alcohol in the past four weeks, down from 76% in 2001. Wine (48%) was the most popular beverage, followed by Beer (45%), Spirits (32%), RTD (16%) and Cider (8%).

Alcohol Consumption in the Last 4 Weeks

Source: Roy Morgan Single Source, 12 month moving average Jan 01 – Sept 11; Oct 10 – Sept 11  n =12,015.

Pip Elliott, New Zealand Client Service Director, Roy Morgan Research, says:

“Over the past 10 years, alcohol consumption in New Zealand has experienced a gradual decline. Of the various types of alcoholic beverages, Spirits have suffered the sharpest decline with a proportional decrease of almost 20% in consumption over the past 10 years.

“Over the past two years Cider has undergone a resurrection and is now growing in popularity. The proportion of people drinking Cider is fast approaching that of RTDs, and the growth looks set to continue.”

Roy Morgan’s New Zealand State of the Nation Report 3 offers a comprehensive look into the New Zealand population, covering issues such as society, technology, economy, politics and the environment.

A complete and detailed Roy Morgan Cider Drinker Profile provides a thorough understanding of Cider Drinkers in terms of their demographics, activities, media usage and attitudes.

An extensive range of Roy Morgan’s Alcohol Drinker profiles take a close look at drinkers of particular types of alcoholic beverages, including beer, spirits, RTD and wine.

Contact Profile

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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