Tuesday, April 24th, 2012
The proportion of New Zealanders consuming alcoholic beverages is continuing to decline. The latest Roy Morgan Research data shows that 74% of New Zealanders (18+) consumed alcohol over an average four week period throughout the twelve months to January 2012, compared with 79% over the twelve months to January 2008. However, although consumption of most types of alcoholic drinks declined, Cider remains the only type of alcohol experiencing an upward trend.
Over the twelve months to January 2008 and January 2012, New Zealanders were asked which alcoholic beverages they had consumed in the previous four weeks. The 2012 figures were generally all down on those from 2008, except for Cider which was consumed by 9% of New Zealanders in 2012, compared with only 3% four years ago.

Consumption of Alcoholic Beverages

Source: Roy Morgan Research Single Source, Feb 07 – Jan 08 n = 10,949, Feb 11 – Jan 12 n = 11,423.

The Roy Morgan Research alcohol data is based on an ongoing nationwide survey consisting of around 12,000 New Zealanders annually.

Pip Elliott, Client Services Director, Roy Morgan Research, says:
“Alcohol consumption continues to decrease in New Zealand. Throughout 2008 about 79% of New Zealand adults had recently consumed an alcoholic beverage, compared with 74% today. A decline in nearly all types of alcoholic beverages is responsible for this drop-off, however Cider is doing its best to reverse this trend, increasing from 3% in 2008 to 9% today.

“Wine remains the most popular alcoholic beverage for New Zealanders aged 18+. However, wine consumption has been steadily decreasing over the past four years, and is now only marginally ahead of beer.

“It is important for marketers of alcoholic drinks to understand the differences in each category as they are not one uniform segment. In order to understand the drinkers in each category, view Roy Morgan’s extensive range of New Zealand alcohol related products.”


The latest detailed Roy Morgan New Zealand Alcohol Profiles look at those who drink various types of alcoholic beverages such as beer, wine, spirits and RTD as well as consumption levels also.

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
W: www.roymorgan.com


cider, alcohol, drinking habits



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