The proportion of Australians aged 18+ who drank cider in the last four weeks increased from 2.1% in the 12 months ending November 2006 to 6.1% in the 12 months ending November 2011.
The highest rate of increase was in the under 35 age group. From 2006 to 2011, the proportion of 18 to 24 year olds who drank cider in the previous four weeks increased from 4.3% to 14.3%, while the proportion aged 25 to 34 rose from 2.6% to 9.9%.
Proportion of Australians aged 18+ who drank cider in the last four weeks
Source: Roy Morgan Single Source. All Australians 18+, December 2005-November 2006 n=53,827, December 2010-Novermber 2011 n=49,883.
Norman Morris, Industry Communications Director at Roy Morgan Research, says:
“Because it is a growth category, alcoholic cider is of particular interest to anyone competing in the Australian alcohol market.
“While we have seen a decrease over the last five years in the proportion of 18 to 34 year olds drinking any type of alcohol, and a corresponding decrease in the proportion of younger adults drinking wine, beer or spirits, a higher proportion of this age group is now drinking cider. This suggests that cider, which is now a heavily promoted category with many new entrants, is tapping into needs that were not previously being met by other types of alcohol.”
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