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

 
IHC Tribute: Colin Meads

"While Colin is best known for rugby, to us he is one of a small number of distinguished IHC New Zealand Life Members recognised for their significant support for people with intellectual disabilities," says IHC Chief Executive Ralph Jones. More>>

ALSO:

Howard Davis Review: Tilting at Turbines - The Trip to Spain

Steve Coogan and Rob Brydon have now both broken the Big Fifty barrier, which seems to have brought a whole new level of angst to their midlife adventures ... More>>

Review: A Rose By Any Other Name Would Smell As Sweet

The Royal New Zealand Ballet has accepted the challenge of this heart-touching tragedy and largely succeeded. More>>

ALSO:

NZ's First Male IAAF Gold: Tom Walsh's Historic Shot Put Victory

Although feeling very sore but with a great feeling Tom Walsh took his place as number one on the victory dais to receive his much deserved gold medal. More>>

ALSO:

Scoop Review Of Books: Q&A: Hard To Find Books

"Unfortunately we are in crisis and this friendly dinosaur faces extinction… Our only hope is to try and raise funds to buy the building and restore it to its glory, either fully funded or with a viable deposit." More>>

Kid Lit: Lost Mansfield Story Discovered At Wellington Library

Previously undiscovered letters and a story written by a young Katherine Mansfield were recently unearthed in Wellington City Library’s archives by a local author researching a book about the famous writer. More>>

 
 
 
 
 
 

LATEST HEADLINES

  • CULTURE
  • HEALTH
  • EDUCATION
 
 
  • Wellington
  • Christchurch
  • Auckland