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Click here (https://store.roymorgan.com/home.php?cat=647) to access the Roy Morgan Online Store where you are able to purchase customer profiles of drinkers of Alcoholic and Non-Alcoholic Drinks as well as many other customer profiles.

Overall, 52% (8.2 million) of Australians 18 years and older visited a pub or hotel in an average three months to eat or drink in 2007 (up 2% since 2001) - 41% (up 5% since 2001) visit a hotel or pub to have a meal and 28% (down 2% since 2001) visit a hotel or pub only to drink, according to a special Roy Morgan Single Source survey.

Analysis by Roy Morgan Research shows that the hotel or pub industry attracts people in large numbers.  Additional questions are: Who are these people?  And, where do they live?

Access to the wealth of data available from Roy Morgan Research informs that people 18-24 years and 25-34 years are the largest customer groups who visit a hotel or pub across Australia.

As a proportion of their population in an average three months, more 18-24 years olds visit a hotel or pub (63% of all) than any other age group.  Increasingly, 43% of the 18-24’s choose a meal (up 7% since 2001), while 50% (down 6% since 2001) choose to only drink.

The trend towards the consumption of more meals is confirmed when analysing the habits of people 25-34 years.  Whilst a constant 61% (2001 to 2007) visited a hotel or pub in an average three months, 47% (up 3% since 2001) went for a meal compared to 43% (down 1% since 2001) who visited only for a drink.

Of the people 35-49 years, 43% (up 7% from 2001) visited a hotel or pub during an average 3 months to enjoy a meal, compared to 30% (up 2% from 2001) who visited only for a drink, and this gap is growing.

The Roy Morgan Single Source data informs the industry on different regional trends.  For example, in New South Wales during 2007, 48% went to a hotel or pub (up 5% since 2001).  Of these people, 36% (up 9% from 2001) said that they visited a hotel or pub during an average 3 months to enjoy a meal.  In comparison, 30% (down 1% from 2001) said that they visited a hotel or pub only for a drink.

Observe the different pattern in Victoria - 56% went to a hotel or pub (up 1% from 2001). Of these, 47% (up 2% from 2001) reported that they visited a hotel or pub to enjoy a meal during an average three months during 2007.  In comparison, 26% of Victorians (down 2% from 2001) said that they visited a hotel or pub only for a drink.

The Roy Morgan Single Source reports also can detail the cuisine preferences of people who chose to eat meals in hotels and pubs.  The Top Ten preferred food cuisines demonstrate that while Chinese and Italian cuisines are the most favoured, they are decreasing in relative popularity (from 82% in 2001 to 78% in 2007 for Chinese; and, from 69% in 2001 to 67% in 2007 for Italian).  By contrast, Thai has increased 5% to 55% in 2007, Indian by 7% to 46% in 2007 and Japanese has increased by 5% to 32% in 2007.  The Top Ten cuisines are:

Gary Morgan says:

“Roy Morgan Single Source data is the only reliable information source that allows the industry to access statistics to summarise customer preferences when visiting a hotel or pub, as well as regionally focussed market segment information.

“The facts you acquire from Roy Morgan Single Source can be used to learn more about the habits of customers who buy drinks and meals from your business, wherever your business is located.

“By way of example, 45% of Victorians went to a hotel or pub for a meal during the past 3 months, compared to 35% of people living in New South Wales — highlighting that across Australia customers want different services from the hotel and pub industry.

“The data available to the hotel or pub industry indicate that, on average, those offering a meal will attract more customers.”

For further information:

Gary Morgan:        Office +61 3 9224 5213   Mobile +61 411 129 094

Michele Levine:     Office +61 3 9224 5215   Mobile +61 411 129 093

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