Forget the stereotype of a bloke with a tinnie in his hand, the Roy Morgan Alcohol Currency Report has revealed women are the booming segment for alcohol consumption, with wine their tipple of choice.
The report found that 69.3% of Australians 18+ drink alcohol in an average month. Of all Australians 18+ years old, 44.5% consume wine, 39.1% consume beer, 27.5% consume spirits, and 13.6% consume cider.
Women were the highest consumers of wine, with nearly 50% of all women drinking wine in an average four weeks compared to 39% of men. Wine skews to older drinkers, with the highest incidence among 50+ and 35-49 year olds.
Interestingly, male consumption of alcohol has declined in the past five years, while female consumption has risen.
The rate of men consuming alcohol in a four-week period has dropped from 76.5% to 73.9%, while female consumption has increased from 64.1% to 64.8%.
Only 20% of women consumed beer in an average four weeks, compared to 59% of men. Beer remains fairly constant across age, increasing slightly from 18-49, but declines for the 50+ age group.
Cider is fairly evenly split between the genders with a slight skew towards women, but it is heavily skewed to younger Australians compared to old, with 27% of 18-24 year olds consuming cider in an average four weeks compared to 7.8% of 50+.
Alcohol Consumption Incidence - % and estimated number of Australians who have consumed each type of alcohol in an average 4 week period. Source: Roy Morgan Single Source (Australia), Jan 17 – Dec 17.
Michele Levine, CEO, Roy Morgan, said: “While wine is the most popular choice of alcoholic drink among Australians, it’s interesting to note the largest volume of alcohol is beer, representing 44% of all alcohol in a 12 month period. There has been a decline in alcohol consumption among men, who in the last five years have gone from 76.5% consuming alcohol to 73.9% in an average four-week period. This is contrasted by the rise of women consuming alcohol, which has increased from 64.1% to 64.8%. Young people have also declined in alcohol consumption, with 18-24 year olds decreasing from 71.8% alcohol consumption to 68.1% in an average four weeks. This is compared to 50+, who have increased from 69.4% to 70.2%.
Roy Morgan has released "The Alcohol Retail Currency Report", which contains a detailed overview of alcohol consumption in Australia today together with five-year comparative data. The report covers wine, beer, spirits, Ready to Drink (RTDs), liqueurs, fortified wine and cider, and provides incidence figures for each alcohol type, together with consumption trends for the total alcohol category plus each alcohol type, by age and gender. It also looks at the 'share of throat' for each type of alcohol by age, gender, and types of alcohol consumed for the last 12 months. The data also divides the total alcohol drinker market into low, medium and heavy alcohol drinkers and looks at these segments by age, gender, type of alcohol consumed, and volume share for the last 12 months.