Millennials less likely to drink than their elders, Nielsen
Australian millennials are less likely to drink their elders a new Nielsen research study has found.
Just over half of Millennials (those aged 18-34) said they consumed alcohol in the past month, compared to 65 per cent of Generation X (those aged 35-54) and 72 per cent of Baby Boomers (aged 55+).
What Millennials like to drink
Nielsen reports that Millennials favourite drink is beer with 26 per cent having consumed the beverage in the past month.
Generation X and Baby Boomers appear to enjoy beer more however with 34 per cent of Generation X consuming beer in the past month and 33 per cent of Baby Boomers.
Millennials are more open to consuming other alcoholic beverages with this group:
- 33 per cent more likely to have consumed cider (16 per cent said they had in the past month)
- 55 per cent more likely to have consumed vodka
- 18 per cent more likely to have consumed premixed drinks
How to win over Millennial drinkers
Nielsen research says marketers aiming to engage Millennial drinkers need to consider more than branding and product with 62 per cent of Millennial drinkers willing to reject brands and products based off their environmental impact.
Millennials are also out-and-about more than other generations with 52 per cent visiting a bar of pub in any given week, so marketing may be best suited to these venues.
More than half agree they cannot live without their mobile phones, providing another marketing avenue.
Money to be made from Millennials
Although Millennials may not drink as much as their elders, Nielsen says they are still a valuable consumer, spending more on alcohol brought on premises in the past month than Generation X and Baby Boomer customers.
- Australians’ drinking habitsdistilled into 100 glasses
- Australians feel stigmatised for not drinking
- Australians drinking ‘significantly’ less alcohol than 40 years ago
Australian regional food manufacturer, Byron Bay Chilli Co, has launched under licence to Bangladesh...
A new food franchising group based in Brisbane is set for rapid Australian expansion in 2017.
Cobs is selling a new range of flavoured popcorn that pays homage to the United States.
What a fascinating time to be an observer of Fast Moving Consumer Goods retailing.
Australian food producer SPC has received top recognition in the food category at the 2018 WorldStar...
Two iconic brands, PETERS and CADBURY, have joined forces to launch an exciting new range of produc...
Chris’ Dips is now selling a new range of dips designed to be eaten after dinner.
Prompted by listener concerns, SBS Radio’s Punjabi program commissioned laboratory testing of those ...