Friday, December 23rd, 2011
Alcoholic cider continues to be one of the few growth segments in the alcohol category in Australia, according to the latest Roy Morgan Research data.

The proportion of Australians aged 18+ who drank cider in the last four weeks increased from 2.1% in the 12 months ending November 2006 to 6.1% in the 12 months ending November 2011.

The highest rate of increase was in the under 35 age group. From 2006 to 2011, the proportion of 18 to 24 year olds who drank cider in the previous four weeks increased from 4.3% to 14.3%, while the proportion aged 25 to 34 rose from 2.6% to 9.9%.

Proportion of Australians aged 18+ who drank cider in the last four weeks

Source: Roy Morgan Single Source. All Australians 18+, December 2005-November 2006 n=53,827, December 2010-Novermber 2011 n=49,883.

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

“Because it is a growth category, alcoholic cider is of particular interest to anyone competing in the Australian alcohol market.

“While we have seen a decrease over the last five years in the proportion of 18 to 34 year olds drinking any type of alcohol, and a corresponding decrease in the proportion of younger adults drinking wine, beer or spirits, a higher proportion of this age group is now drinking cider. This suggests that cider, which is now a heavily promoted category with many new entrants, is tapping into needs that were not previously being met by other types of alcohol.”

The complete detailed Roy Morgan Alcohol Currency Report provides an overview of alcohol consumption in Australia today together with comparative data since 2006. A profile of Cider Drinkers only is also available.

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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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