Art & Entertainment | Book Reviews | Education | Entertainment Video | Health | Lifestyle | Sport | Sport Video | Search

 


Cider overtakes RTDs in NZ with over half a million drinkers

Cider overtakes RTDs in NZ with over half a million drinkers


The number of Kiwis drinking cider has almost tripled since 2010, when only 168,000 Kiwi adults (5.3%) drank cider in an average four weeks—far fewer than the 607,000 drinking ready-to-drink ‘alcopops’ (19.0%).

Now four years on, the number of us drinking cider has just passed the half-million mark and overtaken the number of RTD drinkers, the latest data from Roy Morgan Research shows.

501,000 Kiwis 18+ drank cider in an average four week period in the year to April 2014 (15.0%), slightly more than 499,000 drinking RTDs (14.9%).

New Zealanders drinking Cider and Pre-Mixed Spirits in an average four-week period:

Cider consumption has grown across all ages, genders and locations, but the sharpest increase has been among young women. In 2010, 5.3% of women aged 18-24 drank cider in an average four weeks, almost identical to the NZ rate. But today, a massive 28.5% of these young women drink cider—a more than fivefold increase.

Four years ago, 18-24 year-old men were already over twice as likely as the average Kiwi to drink cider, but their consumption has still grown from 10.9% to 18.4% in the year to April 2014.

The proportions of 25-34 year-old women and men drinking cider each almost quadrupled over the same period, from 6.4% to 24.5% and from 5.3% to 18.2%, respectively.

Australia has seen a markedly similar trend with the number drinking RTDs dropping by 250,000 between 2010 and 2014 and cider consumption tipping past two million, up from 596,000 four years ago.

Pip Elliott, General Manager – Roy Morgan Research New Zealand, says:

“The popularity of cider has sky-rocketed over the last five years, while consumption of so-called alcopops has declined—albeit at a less staggering rate.

“There has been a lot of political discussion over alcohol reforms during this period, specifically around RTDs and their alcohol content, size, packaging and marketing. Rather than legislate alcohol content and size maximums for RTDs, early last year the Government called on manufacturers to draw up and adopt a voluntary industry code.

“In Australia, an additional excise was introduced on RTDs and, indeed, some flavoured ciders, but their trends for both RTD and cider consumption are markedly similar to here.

“Using Roy Morgan’s revolutionary new profiling tool, Helix Personas, we can now delve even deeper into understanding consumption trends among different types of people.

“Cider marketers may be interested to learn that a massive 34% of individuals in the trendy urban Young and Platinumpersona drank cider in any given four weeks over the last two years, but those Doing it Tough and in Provincial Familiesstill overwhelmingly prefer RTDs.”


ends

© Scoop Media

 
 
 
 
 
Culture Headlines | Health Headlines | Education Headlines

 
Review: Howard Davis On Olivier Assayas' 'Personal Shopper'

Olivier Assayas’ Personal Shopper is stylish, mysterious, and very strange indeed. It manages to be both ghost story and suspense thriller, yet also a portrait of numbed loneliness and ennui , held together by an peculiarly inexpressive performance from ... More>>

Howard Davis: Never Too Old To Rock & Roll - Jethro Tull

As Greil Marcus recently observed in an NYRB review of Robbie Robertson's autobiographical Testimony, in rock and roll there is always an origin story. In the case of Jethro Tull founder Ian Anderson, he claims to have been influenced by his father's big band and jazz record collections and the emergence of rock music in the 1950s, but became disenchanted with the "show biz" style of early US stars like Elvis Presley... More>>

October: Alice Cooper Returns To NZ

It was March 1977 when Alice Cooper undertook his first ever concert tour of New Zealand – and broke attendance records. 40 years on and this revered entertainer continues to surprise and exude danger at every turn, thrilling audiences globally! More>>

ALSO:

Howard Davis Review: The Contemporary Relevance Of Denial

Denial has all the hallmarks of a riveting courtroom drama. Based on a 1996 British libel case that author David Irving brought against Lipstadt, the movie has been criticized as flat and stagey, but it nonetheless conveys a visceral clarity of vision and sense of overwhelming urgency. More>>

Obituary: John Clarke Dies Aged 68

Andrew Little: “I grew up with Fred Dagg and I am devastated by John Clarke’s death. He taught us to laugh at ourselves and more importantly laugh at our politicians.” More>>

ALSO:

Howard Davis: Colin McCahon's 'on Going Out With The Tide'

Curated by Wystan Curnow and Robert Leonard, On Going Out with the Tide features major works that have been assembled from public and private collections across New Zealand and Australia. It focusses on McCahon’s evolving engagement with Māori subjects and themes, ranging from early treatments of koru imagery to later history paintings which refer to Māori prophets and investigate land-rights issues. More>>

Howard Davis: Rodger Fox Gets Out The Funk

By now a living New Zealand legend, band leader and trombonist Rodger Fox has performed with some of the biggest names in the jazz business, including Louie Bellson, Bill Reichenbach, Chuck Findley, Randy Crawford, Bobby Shew, Lanny Morgan, Bruce Paulson, Diane Schuur, Arturo Sandoval, David Clayton-Thomas, and Joe Williams, to name only a few. More>>

Get More From Scoop

 
 

LATEST HEADLINES

 
 
 
 
Culture
Search Scoop  
 
 
Powered by Vodafone
NZ independent news