The consumption of soft drinks has increased year on year among a key segment of the Australian population, the under 25s, the latest figures from Roy Morgan Research show
Last year, 56 per cent of Australians aged 14 to 24 drank at least one soft drink in an average seven day period, up from 53 per cent in 2013.
The clear market leader is the Coca-Cola brand including Coca-Cola as well as sub brands Diet Coke, Vanilla Coke, and Coke Zero.
Thirty eight per cent of 14 to 24 year olds drank at least one Coca Cola branded soft drink in an average seven days (up from 35 per cent in 2013), with year on year increases for Coca-Cola, Diet Coke, and Vanilla Coke.
In contrast, 25 to 34 year-olds showed the most marked decreases, both for soft drinks in general and for the Coke brand.
In 2013, 56 per cent consumed at least one soft drink in any given seven days, but last year this figure fell to 53 per cent.
The proportion who consumed Coca-Cola soft drinks in an average seven days went from 41 per cent to 37 per cent.
The proportion of Australians aged 35 to 49 drinking soft drinks in an average week fell fractionally from 55 per cent to 54 per cent (although there was a more noticeable decline in their Coca-Cola drinking: from 37 per cent to 34 per cent.
soft drinks have actually experienced a surge in popularity over the last year.
Angela Smith, group account director, Roy Morgan Research, said that not only are more under-25s consuming soft drinks, but they are the only age group whose average individual consumption has increased, from 5.7 glasses in an average seven days to 6.2 glasses.
“It is imperative for soft drink manufacturers to have a detailed understanding of their consumers in order to fully understand and profit from these rapidly changing market trends,” Smith said.
The 50+ demographic, traditionally the least zealous soft drink consumers, remained stable at 40 per cent.
The proportion drinking the Coca-Cola brand barely changed either (20 per cent to 19 per cent year on year).
