These are the latest findings from Roy Morgan Research’s report on Alcohol Consumption, for the five year period from July 2007 – June 2012.
While the proportion of 18-24 year-olds who drink alcohol in an average four weeks has dropped 2.5 percentage points, from 74.7% to 72.2%, the proportion who drink Cider in an average four weeks has more than tripled, from 5.1% in 2008 up to 18.7% in the 2012.
Losing the most traction with this age group over the last five years are Wine (from 36% down to 31.6%) and Beer (from 47.6% down to 44.7%).
Alcoholic beverages consumed in an average 4 weeks by 18-24 year olds – 2008 vs. 2012
Source: Roy Morgan Single Source (Australia), July 2007 - June 2008 (n = 4,613); July 2011 - June 2012 (n = 4,985). Based on types of alcohol drunk at home or away from home (e.g. hotel, club or elsewhere) in 4 weeks. Note: RTDs = ‘Ready To Drink’.
Geoffrey Smith, General Manager – Consumer Products, Roy Morgan Research, says:
“Considering how frequently we see stories in the media about youths over indulging in alcohol, it’s somewhat surprising to learn that the proportion of Australians aged 18-24 years who drink any alcohol in an average 4 weeks has progressively decreased each year for the last 5 years.
“Not only has the proportion of drinkers in this younger age group decreased, but the total volume of alcohol consumed by them in an average 7 days has also decreased, down 11% in 5 years.
“Cider appears to be bucking these trends. Cider consumption by this group has shown a steep increase over the last 5 years, and it’s still growing, despite other alcohol categories declining.
“The rise of Cider is just part of a shift in Australians’ drinking patterns. We can expect to see continuing product and brand innovation in the alcohol sector as marketers respond to the declining consumption of more traditional offerings.”
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