Aussies’ drinking habits revealed

1368042_36200701New data by Roy Morgan Research has found slightly more Australians aged 30 and older drink alcohol in an average four weeks than their younger counterparts.

Last year, 68 per cent of Australian adults drank alcohol in any given four week period, with the average volume consumed during this time being 23.6 glasses per person.

The latest findings from Roy Morgan Research show 66 per cent of Aussies aged between 18 and 29 drink alcohol in any given weeks, compared with 69 per cent of those aged 30 and older.

The most popular place for partaking was at home and, contrary to popular stereotypes, Australians aged under 30 were slightly less likely to drink than those aged 30 and older.

The older age group’s higher drinking incidence appears to be the result of their enthusiasm for a glass of vino: nearly half (48 per cent) of Aussies aged 30 and over drink wine in an average four weeks, compared with less than a third (32 per cent) of under-30s.

“Young people are often portrayed as binge-drinkers in the media, but our latest data shows that slightly more Australians aged 30 and older drink alcohol in an average four weeks than their younger counterparts. However, it should be noted that this result primarily reflects the comparatively high proportion of Australians 30+ who consume wine,” Angela Smith, group account director, Roy Morgan Research, said.

When it comes to other alcoholic beverages, however, the under 30s tend to out drink their elders. They are more than twice as likely as the 30 and over group to drink Ready to Drinks/RTDs (20 per cent compared to eight per cent); cider (20 per cent compared to eight per cent); white spirits (22 per cent compared to nine per cent); and rum (10 per cent compared to four per cent) in an average four weeks, and are also ahead on beer (39 per cent compared to 36 per cent) and dark spirits (21 per cent compared to 17 per cent).

“In contrast, the under-30s are much more likely to drink most other alcohol types. Rum is an interesting example, with brands like Sailor Jerry and Kraken raising their profile among this demographic recently with their youth-focused, hipsterised branding and increased availability in nightclubs and bars,” Smith said.

Roy Morgan also found that very little separates the two age groups in terms of number of glasses drunk in any given four week period, with the under 30s consuming an average of 24.21 glasses and those aged 30 and over just behind them on 23.47 glasses.

“While the most popular place for both age groups to partake is in the comfort of their own home, Aussies under 30 are much likelier than those aged 30+ to drink ‘on premises’ (in licensed venues such as nightclubs, pubs, and festivals),” Smith said.

“To remain competitive in today’s crowded alcohol market, beverage marketers and licensed premises need to have a detailed knowledge of the demographics, attitudes, and activities of their target market so they can tailor their communications accordingly.”


Source: : Roy Morgan Single Source (Australia), January 2014 – December 2014 (n=18,133). Base: Australians 18+




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