In 2014, 68 per cent of Australian adults drank alcohol in any given four-week period, with the average volume consumed over this time being 23.6 glasses per person, according to the most recent findings from market research organisation Roy Morgan Research.
The most popular place for partaking was at home and, contrary to popular stereotypes, Australians aged under 30 were slightly less likely to drink than those aged 30 and older.
Roy Morgan Research said its findings showed that 66 per cent of Australians aged between 18 and 29 drink alcohol in any given weeks, compared with 69 per cent of those aged 30 and older.
Older Australians fond of wine
The older age group’s higher drinking incidence appears to be the result of their enthusiasm for a glass of vino: nearly half (48 per cent) of Aussies aged 30 and older said they drink wine in an average four weeks, compared with less than a third (32 per cent) of under-30s.
“Young people are often portrayed as binge-drinkers in the media, but our latest data shows that slightly more Australians aged 30 and older drink alcohol in an average four weeks than their younger counterparts,” said Angela Smith, Group Account Director, Roy Morgan Research. “However, it should be noted that this result primarily reflects the comparatively high proportion of Australians 30+ who consume wine,” she said.
Younger Australians drinking more non-wine alcoholic beverages
However, when it came to non-wine alcoholic beverages, the under-30s tended to out-drink their elders. They are more than twice as likely as the 30 and older group to drink Ready-to-Drinks/RTDs (20 per cent vs 8 per cent), cider (20 per cent vs 8 per cent), white spirits (22 per cent vs 9 per cent) and rum (10 per cent vs 4 per cent) in an average four weeks, and are also ahead on beer (39 per cent vs 36 per cent) and dark spirits (21 per cent vs 17 per cent).
“In contrast, the under-30s are much more likely to drink most other alcohol types,” Ms Smith said. “Rum is an interesting example, with brands like Sailor Jerry and Kraken raising their profile among this demographic recently with their youth-focused, hipsterised branding and increased availability in nightclubs and bars,” she said.
“While the most popular place for both age groups to partake is in the comfort of their own home, Aussies under 30 are much likelier than those aged 30+ to drink ‘on premises’ (in licensed venues such as nightclubs, pubs and festivals),” Ms Smith said.
Very little separates the two age groups in terms of number of glasses drunk in any given four-week period, with the under-30s consuming an average of 24.21 glasses and those aged 30+ just behind them on 23.47 glasses.
“To remain competitive in today’s crowded alcohol market, beverage marketers and licensed premises need to have a detailed knowledge of the demographics, attitudes and activities of their target market so they can tailor their communications accordingly,” Ms Smith said.
