Young Australians are the biggest consumers of Berocca: Roy Morgan Research
Almost one in five (19 per cent) 22 – 25 year old Australians consume vitamin drink Berocca at least once a year according to Roy Morgan Research.
Interest in the drink drops amongst those in their late 20s and 30s but 15 per cent of Australians in their early 40s consume the beverage once every 12 months or more.
% of age group who took Berocca in past 12 months
Source: Roy Morgan Single Source, January to December 2015, n = 15,367 Australians 14+
Interestingly, the research also found compared with the national norms Berocca consumers are 22% more likely to find it difficult to switch off from work; 19% more likely to say they snack throughout the day; 15% more likely to love doing as many sports as possible; 14% more likely to agree they live a full and busy life; and 13% more likely to sometimes have meal-replacement drinks or agree there are not enough hours in the day.
Berocca consumers are more likely than average to…
Source: Roy Morgan Single Source, January to December 2015, n = 15,367 Australians 14+ including 1,195 who consumed Berocca in the past 12 months.
Industry Communications Director at Roy Morgan Research Norman Morris said having both young and middle-aged people as Berocca’s main consumers was an interesting trend.
“The supplement’s advertised energy-boosting potential appeals most at two stages of life: to younger people out and about, perhaps drinking (and getting hung over), uninterested in cooking ‘performance-enhancing’ meals, doing multiple sports, and studying hard or adjusting to full-time work with a gig at 11pm on a Tuesday; and those with bigger responsibilities and longer hours at work, with kids to chauffeur, a mortgage to pay, and a deck to repaint on the weekend,” said Morris.
“Overall, consumption of vitamins and supplements peaks at late 40s, when just over half of Australians report taking one or such products during the year, including those from Blackmores, Cenovis, Nature’s Own and Swiss,” Morris stated.
“As part of our ongoing national research, Roy Morgan Single Source has already collected and compiled the distinguishing attributes, attitudes, activities, illnesses and media habits of each of these brands’ customers, with the latest data to December 2015 available now,” Morris concluded.