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Fizzy vs fruity: Kiwis’ changing tastes in non-alcoholic drinks

Source: Roy Morgan Single Source (New Zealand), January 2008 — December 2012, (average yearly sample n = 11,592).

Could New Zealanders be losing their taste for soft drinks, fruit juices and bottled spring water? Over the past five years, consumption of these beverages has declined — with fruit juices/drinks being the hardest hit.

Recent findings by Roy Morgan Research reveal that, in the 12 months to December 2012, 46% of Kiwis aged 14+ consumed fruit juices/drinks in an average seven-day period. In the year to December 2008, this was 52%.

Consumption of bottled spring water (for example, NZ Natural, Kiwi Blue) has plummeted from 25% to 20% in the same period, while carbonated soft drinks (‘fizzies’) declined only slightly from 64% to 63%.

Non-Alcoholic Beverages consumed by New Zealanders aged 14+ in an average 7-day period

Source: Roy Morgan Single Source (New Zealand), January 2008 — December 2012, (average yearly sample n = 11,592).

As in Australia, iced tea consumption has grown since 2008 (from 1% to 3%) but its overall market share remains slim. Cordial was the only other drink to register a moderate increase in consumption.

Pip Elliott, General Manager, Roy Morgan Research NZ, says:

“Over the past 5 years, non-alcoholic beverages have been losing popularity on both sides of the Tasman. However, New Zealanders still consume more of it then their Australian counterparts. Here, 63% of us will have drunk a ‘fizzy’ in any given week, compared to 57% of Australians.

“Similarly, fruit juice/drinks and sports/energy drinks are consumed by a higher proportion of Kiwis than Aussies (notwithstanding their decreasing popularity).

“To revive their flagging fortunes, brands would do well to identify who drives consumption of each category, and tailor their marketing accordingly. For example, a far greater proportion of women in New Zealand drink bottled spring water, while men are more frequent consumers of sports drinks.”

Click here to view our extensive range of Non-Alcoholic profiles, including the Cordials — Buyer Profile, Energy Drinks — Buyer Profile, Fruit Juice — Buyer Profile and Water Buyer Profiles. Roy Morgan Research Consumer Profiles contain insightful quantitative data in ready-to-copy-and-paste charts and graphs that can be an invaluable resource for your market review, strategic marketing planning, advertising brief development, management update presentation or conference address.

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