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

 
Werewolf: Katniss Joins The News Team

From the outset, the Hunger Games series has dwelt obsessively on the ways that media images infiltrate our public and personal lives... From that grim starting point, Mockingjay Part One takes the process a few stages further. There is very little of the film that does not involve the characters (a) being on screens (b) making propaganda footage to be screened and (c) reacting to what other characters have been doing on screens. More>>

ALSO:

Scoop Review Of Books: Ko Witi Te Kaituhituhi

Witi Ihimaera, the distinguished Māori author and the first Māori to publish a book of short stories and a novel, has adopted a new genre with his latest book. But despite its subtitle, this book is a great deal more than a memoir of childhood. More>>

Werewolf: Rescuing Paul Robeson

Would it be any harder these days, for the US government to destroy the career of a famous American entertainer and disappear them from history – purely because of their political beliefs? You would hope so. In 1940, Paul Robeson – a gifted black athlete, singer, film star, Shakespearean actor and orator – was one of the most beloved entertainers on the planet. More>>

ALSO:

"Not A Competition... A Quest": Chapman Tripp Theatre Award Winners

Big winners on the night were Equivocation (Promising Newcomer, Best Costume, Best Director and Production of the Year), Kiss the Fish (Best Music Composition, Outstanding New NZ Play and Best Supporting Actress), and Watch (Best Set, Best Sound Design and Outstanding Performance). More>>

ALSO:

Film Awards: The Dark Horse Scores Big

An inspirational film based on real life Gisborne speed-chess coach An inspirational film based on real life Gisborne speed-chess coach Genesis Potini, made all the right moves to take out top honours along with five other awards at the Rialto Channel New Zealand Film Awards - nicknamed The Moas. More>>

ALSO:

Theatre: Ralph McCubbin Howell Wins 2014 Bruce Mason Award

The Bruce Mason Playwriting Award was presented to Ralph McCubbin Howell at the Playmarket Accolades in Wellington on 23 November 2014. More>>

ALSO:

One Good Tern: Fairy Tern Crowned NZ Seabird Of The Year

The fairy tern and the Fiji petrel traded the lead in the poll several times. But a late surge saw it come out on top with 1882 votes. The Fiji petrel won 1801 votes, and 563 people voted for the little blue penguin. More>>

Music Awards: Lorde Reigns Supreme

Following a hugely successful year locally and internationally, Lorde has done it again taking out no less than six Tuis at the 49th annual Vodafone New Zealand Music Awards. More>>

ALSO:

Get More From Scoop

 
 

LATEST HEADLINES

 
 
 
 
Culture
Search Scoop  
 
 
Powered by Vodafone
NZ independent news