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.”


© Scoop Media

Culture Headlines | Health Headlines | Education Headlines


Howard Davis: Review - A Girl Named Mo

Moana Ete brought her three-piece band A Girl Named Mo to Wellington's intimate and iconic Bats Theatre last week for a five-night residency. Each show was recorded and filmed live for the release of her debut album 'Platonic/Romantic' on Loop records later this year. More>>

For The Birds: Who Will Be Crowned Bird Of The Year?

The competition involves well-known and enthusiastic New Zealanders acting as ‘campaign managers’ for their favourite birds with many going to great lengths to get New Zealanders to vote for their chosen bird... More>>


  • Image Out-Link - Giselle Clarkson on Twitter
  • Gordon Campbell: On Bob Dylan's Nobel (And The Surplus)

    So Bob Dylan has just won the Nobel Prize for… Literature? Wow. I’d be just as happy if he’d won for his work on particle physics (“One Grain of Sand”, “Simple Twist of Fate”) or got the Economics prize for his work on the theory of contracting (“Don’t Think Twice Its Alright”) ... More>>


    Scoop Review Of Books: Whose Goat Was That?

    Mysterious Mysteries of Aro Valley is a sharp, satirical and sometimes downright scary romp through and around that valley in ways that made me question the realities of the places I thought I knew so well. More>>


    NZ On Air TV Funding: More Comedy Comes Out Of The Shadows

    Paranormal Event Response Unit is a series conceived by Jemaine Clement and Taika Waititi as a TV spin-off from their highly acclaimed feature film What We Do In The Shadows. More>>


    Mars News: Winners Announced For The 2016 Apra Silver Scroll Awards

    Wellington singer-songwriter and internationally acclaimed musician Thomas Oliver has won the 2016 APRA Silver Scroll Award with his captivating love song ‘If I Move To Mars’. More>>


    Get More From Scoop



    Search Scoop  
    Powered by Vodafone
    NZ independent news