AUSTRALIA’S EVOLVING DRINKING HABITS: THE TRENDS YOU NEED TO KNOW.
The latest research from Roy Morgan on the Australian Liquor Industry reveals three trends that anyone in the liquor industry – pubs, clubs, bars, restaurants & retailers- needs to be aware of.
QUALITY OVER QUANTITY
The premiumisation trend continues, with Australians continuing to drink less, but better-quality alcohol.
Beer still rules as Australia’s number one tipple accounting for nearly half of each Aussies yearly alcoholic drinks spend. However, there has been a shift towards premium beer brands, particularly dark beers such as ales and larger.
The premiumisation trend also goes hand in hand with the craft beer trend with production and sales thriving in the Australian market. Craft beer drinkers are typically younger and view the drink as more of an experience, particularly when they support a locally produced beer or visit a microbrewery.
Cider drinkers are also showing a growing preference for craft products and have recorded the strongest value growth in alcoholic drinks in Australia over the last few years.
Premium craft spirits remain an important growth area in the spirits market as well with the gin renaissance a good example of this.
HEALTH, WELLNESS AND GREATER MODERATION
In line with the premiumisation and craft trends, Australians are also making a conscious choice to drink less but better-quality alcohol.
Consumers are becoming more conscious and knowledgeable about what they put in their bodies with the Australian drinking culture moving towards greater moderation and lower levels of alcohol consumption.
Industry sources think this is one of the biggest macro trends currently impacting the alcoholic drinks industry.
Data from the ABS National Health Survey 2014-2015 shows that drinking amongst young people is also in sharp decline, with that trend growing.
With this health consciousness on the rise – the no or low alcoholic drink options continue to see growth. There is a growing demand for premium beer which is lower in alcohol as well as low carb.
In total 20 percent of people abstained from alcohol in 2017, up from 11 percent in 2011. According to DrinkWise’s 2017 report, this trend is anticipated to gain even more traction.
GENDER & ALCOHOL CONSUMPTION
Gender drinking habits continue to evolve and notably, the level of alcohol consumed by females in Australia continues to rise.
The alcoholic drinks industry now markets products to both males and females. For example, Heineken has a mid-strength, low-calorie beer that sought to appeal to both markets and more recently Lion launched Roam, a flavoured beer which incorporates a spirit & fruit flavouring.
The growing popularity of rosé and the cocktail frosé among both men and women is another example of a drink trend transcending gender lines.
Sources: National Liquor News / The Shout
