Boom cider growth in young Australians market
The number of young Australians drinking cider in an average four week period has almost doubled in the last two years, according to findings from market research organisation Roy Morgan Research.
In the 12 months to March 2013, 19 per cent of Australians between the ages of 18 and 24 drank cider in an average four week period, compared with just 11 per cent in the 12 months to March 2011, and 4 per cent in 2008.
Roy Morgan Research said the 18 to 24 group is the only age bracket in which the proportion of women who are cider drinks (20 per cent) outnumbers men (18 per cent). In the last two years, the findings showed that the proportion of 18 to 24 year old men drinking cider grew by 50 per cent; the proportion of women 18 to 24 years old grew by 132 per cent.
“The rapid increase in the popularity of cider among younger Australians since 2008 coincides with the Federal Government’s introduction of the ‘alcopops’ excise tax on spirits-based Ready To Drink beverages – of which most cider (excluding flavoured cider) is exempt,” said Angela Smith, Group Account Manager Consumer Products, Roy Morgan Research.
Popularity of cider increased overall
The popularity of cider has increased dramatically in recent years, from just over 1 in 50 people drinking the beverage in an average four weeks in 2008 to almost 1 in 10 in 2013, according to Roy Morgan Research.
“Over the last five years there has been a big increase in the proportion of Australians drinking cider,” Ms Smith said.
Overall, men are slightly more likely to drink cider within an average four weeks, at 10 per cent compared with 9 per cent of women.
Age matters for cider drinkers
Consumption of cider decreases with age, with a swift decline between the ages of 25 to 35 (17 per cent) and 35 to 49 (8 per cent), according to Roy Morgan Research.
However, the findings showed that the 35 to 49 age bracket had experienced the sharpest growth over the past two years, from 3 per cent to 8 per cent.