Wednesday, July 4th, 2012
In the twelve months to January 2012, Kiwi men aged 50+ accounted for 28% of the alcohol market, well ahead of the next biggest group, Men 35-49 with 22%. These are the latest findings from the Roy Morgan Research Single Source Survey of over 11,000 New Zealanders aged 18+.
The consumption of alcohol is based on the number of glasses of all types of alcoholic drinks and the chart below shows that men 25+ account for 63% of the total.

Top 5 Alcohol Segments in New Zealand

*Based on number of glasses drunk. Source: Roy Morgan Single Source Feb11-Jan12, New Zealand 18+, n=11,423.

Beer dominates the consumption of alcohol amongst Men Aged 50+ with 66% of the total, compared to the population average of 57%. Wine is in second place with 19% followed by Spirits 11% and RTD 2%.

New Zealand Men 50+ Type of alcohol consumed (over an average 4 week period)

Source: Roy Morgan Single Source Feb11-Jan12, New Zealand Men aged 50+, n=2,332.

Pip Elliott, Head of Roy Morgan New Zealand, Roy Morgan Research says:
“There is a commonly held view that the younger age groups in New Zealand are consuming the most alcohol and as a result companies appear to be directing their marketing efforts to these groups.

“In fact, the largest segment of drinkers is males over 50 who consume 28% of all alcohol consumed in New Zealand over the last 12 months. This group is well ahead of the next largest segment, men 35-49 with 22%.

“Beer is by far the most common category of alcohol that Kiwi men consume across all age groups and it accounts for 66% of the total consumed by men 50+. Beer includes all types such as full-strength, mid-strength, light, premium and imported beer in all formats – packaged or draught.

“Although beer is the most common type of alcohol consumed by Kiwi men, men aged 50+ consumed the least amount of beer in comparison to other male age groups but consumed the most volume of wine.  Wine includes still and sparkling wine in both bottle and cask.”


An extensive range of detailed Roy Morgan Alcohol Drinker profiles includes the Beer Drinker Profile, Cider Drinker Profile, RTD Drinker Profile, Spirit Drinker Profile and Wine Drinker Profile. Roy Morgan Research Consumer Profile contains insightful quantitative data in ready-to-copy-and-paste charts and graphs that can be an invaluable resource for your market review, strategic marketing planning, advertising brief development, management update presentation or conference address.

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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


In the twelve months to January 2012, Kiwi men aged 50+ accounted for 28% of the alcohol market, well ahead of the next biggest group, Men 35-49 with 22%.



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