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State of the Nation New Zealand 3: Cider’s resurrection bucks declining alcohol trend

Source: Roy Morgan Single Source, 12 month moving average Jan 01 – Sept 11; Oct 10 – Sept 11 n =12,015

Despite New Zealanders moving towards a lifestyle of lower alcohol consumption, Cider consumption continues to increase. According to the Roy Morgan New Zealand State of the Nation Report 3, the proportion of Cider drinkers has nearly tripled in the last two years.

As of September 2011, around 69% of New Zealanders (18+) had consumed alcohol in the past four weeks, down from 76% in 2001. Wine (48%) was the most popular beverage, followed by Beer (45%), Spirits (32%), RTD (16%) and Cider (8%).

 

Alcohol Consumption in the Last 4 Weeks

Source: Roy Morgan Single Source, 12 month moving average Jan 01 — Sept 11; Oct 10 — Sept 11  n =12,015.

 

Pip Elliott, New Zealand Client Service Director, Roy Morgan Research, says:

“Over the past 10 years, alcohol consumption in New Zealand has experienced a gradual decline. Of the various types of alcoholic beverages, Spirits have suffered the sharpest decline with a proportional decrease of almost 20% in consumption over the past 10 years.

“Over the past two years Cider has undergone a resurrection and is now growing in popularity. The proportion of people drinking Cider is fast approaching that of RTDs, and the growth looks set to continue.”

To purchase Roy Morgan’s New Zealand State of the Nation Report 3, click here. This report offers a comprehensive look into the New Zealand population, covering issues such as society, technology, economy, politics and the environment.

To purchase Roy Morgan’s Cider Drinker Profile, click here. This profile provides a thorough understanding of Cider Drinkers in terms of their demographics, activities, media usage and attitudes.

To purchase or view any of Roy Morgan’s Alcohol Drinker profiles, click here. These profiles take a close look at drinkers of particular types of alcoholic beverages, including beer, spirits, RTD and wine.