| Article No. 1019 - Roy Morgan Single Source (Australia): July 2005 – December 2009. Sample: Approx 50,000 per year. 12 monthly moving averages.: February 25, 2010 |
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The estimated number of cider drinkers in Australia is 549,000 up 45% from the estimated 379,000 in 2008. These results came from the December 2009 Roy Morgan Liquor Consumption Survey.
In an average 4 week period during 2009 3.3% of Australians aged 18 years and over, an estimated 549,000 people, consumed cider, up from 2.3% in the year to December 2008. There has also been an increase in the number of people drinking spirits (from 25.6% to 26.8%). However, one category to show a significant decline in this period was the RTD’s or ‘alcopops’ which dropped from 15.4% to 14.3%.
Types of alcoholic beverages drunk in the last 4 weeks
Roy Morgan Single Source (Australia): July 2005 — December 2009.
Sample: Approx 50,000 per year. 12 monthly moving averages.
Trish Kelliher, Account Director, Roy Morgan Research, says:
“Although it’s a relatively small market, the 45% increase in the number of cider drinkers in 2009 represents a significant opportunity for both retailers and manufacturers.
"We have seen a consistent increase in the number of cider drinkers particularly in the last half of 2009 which tends to indicate the growth in the number of cider drinkers will continue into 2010.
“The additional number of cider drinkers in 2009 represents about the same as the decline in the number of RTD drinkers which begs the question. ‘Are some people switching from RTD’s to cider?’”
For the detailed Roy Morgan Target Profiles of each of the Liquor Retailers
Please click on this link to the Roy Morgan Online Store.
http://www.roymorganonlinestore.com/Browse/Australia/Retail/Liquor-Retailers.aspx
For comments or further detail, please contact:
Trish Kelliher, Account Director
Email: Trish.Kelliher@roymorgan.com
Telephone: +61 (3) 9223 2417
Norman Woodcock, Director of Business Development
Email: Norman.Woodcock@roymorgan.com
Telephone: +61 (3) 9224 5236 Mobile +61 413 274 679
