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Dan Murphy’s blitzes competiton

Dan-Murphys1Woolworths Ltd owned liquor retailer, Dan Murphy’, is the most popular alcohol outlet among Australian consumers, according to the latest findings by Roy Morgan Research.

The statistics show that out of the 4.8 million adults who purchase liquor in an average seven day period, 23.9 per cent of them, or 1.2 million, do so at Dan Murphy’s, spending a median price of  $67.

This aggregates to a 26.3 per cent share of total dollars spent on alcohol during an average week, well ahead of BWS (Beer Wine Spirits), which has 17.9 per cent of the total weekly liquor spend.

With 1.1 million people shopping there in an average seven days, BWS is only just behind Dan Murphy’s in terms of customer volume. However, because BWS customers spend considerably less on average ($48) than Dan Murphy’s shoppers, the difference in market share between the two retailers is more pronounced.

Despite these differences, the findings are a positive sign for parent company, Woolworths Ltd.

“These latest alcohol findings will come as very good news to Woolworths Ltd, which owns both Dan Murphy’s and BWS, the retailers with the highest share of Australia’s liquor market, just over 44 per cent between the two of them,” Andrew Price, GM-consumer products, Roy Morgan Research, said.

Liquorland (10.8 per cent of total market dollars), 1st Choice (6.3 per cent),  and wine clubs such as Cellarmasters, and the Wine Society (4.8 per cent) complete the top five liquor retailers with respect to market-share size.

However,  where a retailer sits in term of market share does not always correspond with the volume of customers shopping with them in any given seven days.

Wine clubs are the most striking example of this. While they account for the fifth-greatest portion of total dollars spent, thanks to their customers’ hefty $194 weekly spend, they don’t even crack the top 10 for customer numbers. Used by 74,000 Australian adults in an average seven days, these online retailers tend to specialise in bulk sales (eg cases of wine) rather than spontaneous one-off purchases.

The opposite pattern is true of ALDI Liquor, which attracts the fifth-highest number of shoppers in any given seven days (251,000) but only 2.2 per cent  of total dollars spent due to their customers’ low average spend ($26). Given the low prices of ALDI Liquor’s products, this is not especially surprising.


Source: Roy Morgan Single Source (Australia), October 2014 – September 2015 (n=3,730). Dollar figures = average customer spend for each store.

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