Tuesday, August 13th, 2013

In the last two years, the proportion of 18-24yo women who drank cider in an average four weeks grew by 132%.

In the 12 months to March 2013, 19% of Australians 18 to 24 drank cider in an average four week period—almost double the rate of just two years ago.

The 18 to 24 group is the only age bracket in which the proportion of women who are cider drinkers (20%) outnumbers men (18%). In the last two years, the proportion of 18-24yo men drinking cider grew by 50%; the proportion of 18-24yo women grew by 132%.

Consumption of cider decreases with age, with a swift decline between the ages of 25 to 34 (17%) and 35 to 49 (8%); however the latter bracket has experienced the sharpest growth over the past two years, from 3% to 8%.

The popularity of cider has increased dramatically in recent years, from just over 1 in 50 people per average four weeks in 2008 to almost 1 in 10 today.

Overall, men are slightly more likely to drink cider within an average four weeks, at 10% compared with 9% of women.

Angela Smith, Group Account Manager Consumer Products, Roy Morgan Research, says:

“Over the last five years there has been a big increase in the proportion of Australians drinking cider.

“The rapid increase in popularity of cider among younger Australians since 2008 coincides with the Federal Government’s introduction of the ‘alcopops’ excise tax on spirits-based Ready To Drink beverages—of which most cider (excluding flavoured cider) is exempt.”


Source: Roy Morgan Single Source (Australia), April 2006 –March 2013, Average Sample Size n = 19,822.

Cider consumption among Australians aged 18+ in an average 4 week period

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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
W: www.roymorgan.com


In the last two years, the proportion of 18-24yo women who drank cider in an average four weeks grew by 132%.



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