Saturday, April 28th, 2012
While the proportion of Australian adults who have drunk alcohol over an average 4 week period continues to decline, drinker numbers are actually increasing, according to the latest Roy Morgan Research data.
In 2011, 69.8% of adult Australians drank alcohol in an average four week period, making it the first time in the last 5 years that the proportion has fallen below 70%.

Due to the increase in the Australian population, the total number of Australian alcohol drinkers however has increased each year. In 2011, an estimated 12.18 million Australian adults drank alcohol over an average 4 week period, an increase of around 84,000 over the previous year.

Australians aged 18+ who drank alcohol over an average 4 week period

Source: Roy Morgan Single Source Jan 2007 – Dec 2011, 12 months rolling. Average sample per annum, n= 49,923.

Norman Morris, Industry Communications Director at Roy Morgan Research, says:
“Despite the decrease in alcohol incidence, the market for alcohol hasn’t shrunk in terms of the number of drinkers, and this is reflected in the fact that reported volume consumption has managed to remain relatively steady over the last five years.

“While the various alcohol categories are experiencing different patterns in terms of growth versus decline, it does seem that the changing nature of Australia’s population base is having an impact on the alcohol category as a whole. Alcohol marketers need to ensure they stay on top of these changes to understand the context in which alcohol now competes.”

The Roy Morgan Alcohol Currency Report provides a comprehensive overview of alcohol consumption in Australia today, together with comparative data since 2007.

The complete detailed Roy Morgan Alcohol Consumption Currency Report contains a detailed overview of alcohol consumption in Australia today together with comparative data since 2006. The report covers wine, beer, spirits, Ready to Drink (RTDs), liqueurs, fortified wine and cider, and provides incidence figures for each alcohol type, together with consumption trends for the total alcohol category plus each alcohol type, by age and gender. It also looks at the 'share of throat' for each type of alcohol by age, gender, and types of alcohol consumed for the last 12 months. The data also divides the total alcohol drinker market into low, medium and heavy alcohol drinkers and looks at these segments by age, gender, type of alcohol consumed, and volume share for the last 12 months.

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


alcohol, drinking habits



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