Study: Aussies Drinking Less Alcohol Post-Covid, As RTD Sales Hit Record Highs
New data from Roy Morgan’s Alcohol Consumption Report shows the proportion of Australians who drink alcohol dropped by 1.8 per cent points to 67.9 per cent in the 12 months to June 2022 as the country emerged from the pandemic and multiple lockdowns in 2020-21.
The number of Australians drinking wine, beer and spirits reached pandemic highs during 2021, but the short-term boost as people were stuck at home has now receded. However, consumption of RTDs (Ready-to-drink) has continued to increase and is now at a record high.
In the year to June 2022 a total of 13,603,000 Australians (67.9 per cent) aged 18-plus consumed alcohol in an average four-week period, down from a pandemic high of 13,908,000 (69.7 per cent) a year earlier.
The standout alcoholic beverage over the last year as we emerged from the pandemic lockdowns of 2020-21 has been Ready-to-drinks (RTDs) which increased from 2,669,000 Australians (13.5 per cent) up to 3,349,000 Australians (16.7 per cent) – an increase of 3.2 percentage points (+680,000).
The most popular alcohol is still wine, but the number of Australians drinking wine dropped from 9,237,000 Australians (46.3 per cent) to 8,938,000 (44.6 per cent) – a decrease of 1.7 per cent points (-297,000) from a year ago.
Beer has also lost ground from its pandemic highs with 6,666,000 Australians (33.3 per cent) now drinking beer, down 2.3 per cnet points (-428,000) on a year ago. Spirits are clearly the third favourite type of alcohol with 6,083,000 Australians (30.4 per cent) now drinking spirits, down 2.8 per cnet points (-538,000) on mid-2021.
The findings are from the Roy Morgan Single Source survey, Australia’s most trusted and comprehensive consumer survey, derived from in-depth interviews with over 60,000 Australians each year.
Proportion of Australians aged 18+ who consume alcohol in an average four-week period
Roy Morgan CEO Michele Levine says the increase in alcohol consumption during the pandemic years of 2020-2021 has proven short-lived with lower consumption of wine, beer and spirits compared to a year ago – but consumption of RTDs (Ready-to-drink) has continued to increase.
Levine said: “The last two years have been tumultuous ones for all of us as the COVID-19 pandemic, which struck Australia in March 2020, led to rolling lockdowns around the country including six lockdowns totaling around nine months in Melbourne.
“The extensive disruption to people’s day-to-day lives, and the restrictions on travel for most of this time, led to several changes of behaviour. One of the most prominent was the increasing consumption of alcohol during the pandemic years of 2020-21.
“This short-term pandemic related trend has now come to an end though with overall consumption of alcohol declining from a high of 69.7 per cent of Australian adults a year ago to 67.9 per cnet in the latest figures from June 2022. This is a decline of 1.8 percentage points (-305,000) from a year ago.
“The ‘shock’ of the pandemic disrupted a longer-term trend of declining alcohol consumption amongst the Australian population which is now reasserting itself. In the year to June 2006 nearly three-quarters of Australian adults, 73.5 per cent, drunk an alcoholic beverage in an average four weeks.
“Although the ‘big three’ alcohol types of wine, beer and spirits are all down on a year ago the consumption of wine and spirits is still well above pre-pandemic levels. Wine remains the most popular alcoholic drink with 44.6 per cent of Australians adults drinking wine in an average four weeks. By age, those most likely to be drinking wine are aged 65-79 (51.1 per cent), however only people aged 50-64 have increased their wine consumption from a year ago, up by 1.2 percentage points.
“The standout performer of the last few years has been RTDs (Ready-to-drinks) which have kept increasing despite the ending of lockdowns and almost all pandemic-related restrictions. A record high 16.7 per cent of Australians, up 3.2 percentage points (+680,000) from a year ago, now drink RTDs in an average four weeks.
“A deeper look into the RTDs market shows the increasing popularity of seltzers over the last few years is continuing to drive the increasing consumption of RTDs generally. ‘Hard seltzers’ began to hit the Australian market in significant numbers in 2019, just before the pandemic struck, and these newer alcoholic products are still attracting an increasing array of customers.
“Although beer did enjoy an increase in consumption during the last two years only 33.3% of Australian adults now drink beer in an average four weeks. The decline in beer drinking since 2005 has been more sustained than any other type of alcohol and the early signs are that the short-term pandemic impact on beer drinking has not been enough to halt the long-term trend.
“Roy Morgan will be keeping a close eye on the post-pandemic trends we are already seeing in the alcohol market during 2022. The emerging trends suggest consumption of wine and spirits looks set to return to pre-pandemic levels while RTDs, and ‘hard seltzers in particular’ rise in significance and beer consumption continues its long-term decline.”
Latest News
X Defends Record On Removing Child Abuse Content As It Promises A Safer Environment For Advertisers
B&T warns this article references the murky & sordid world of online child abuse. Plus, the murky & sordid Elon Musk.
Thursday TV Ratings: Seven Just Beats Nine With The Chase Coming Out Top
Is there a study into the correlation between Thursday's diminished TV numbers & the increased sale of pub schnitzels?
Indie Agency Communicado Raids Thinkerbell For Its Two New Associate Creative Directors
Thinkerbell duo depart for rival agency Communicado. Leaving speeches were said to be convivial but restrained.
“Utterly Irresponsible!” Sportsbet Slammed For Near-$20m Marketing Blitz As Gambling Ban Approaches
Smokers have been picked on for 30 years, now it's time for the gamblers. And the drinkers should start getting nervous.
Casella Appoints Dig As Creative Agency On Yellow Tail Wine
There's three givens at B&T's Friday staff drinks - the Yellow Tail, the Cheezels and the incessant bickering.
Seven Prioritises The Matildas Over The News AND The AFL In Extraordinary Decision Ahead Of The Women’s World Cup Quarter Final
Scott and Charlene's wedding now under serious threat as Saturday's Matilda's game threatens to smash all TV records.
News Corp Earnings Down Across The Board Despite Jump In Subscribers
Rupert can't find a coin for his ALDI trolley as News Corp earnings drop calls for renewed round of belt tightening.
Despite The Outrage & The Bans, The Sports Bet Category Remains Adland’s Zaniest (See This!)
The Guardian may no longer be running sports bet advertising, but as you'll read here, B&T has far less morals & ethics.
Last Chance To Buy Tickets For This Year’s B&T Women In Media Awards!
B&T's not giving away too many secrets to the Women In Media Awards suffice to say two words - chocolate and fountain.
The Trade Desk, Magnite & LiveRamp Deliver Growth, PubMatic Flat In Q2 Earnings
B&T's calling this your Q2 earnings wrap. We even considered wheeling out "must read" to help it along a bit.
Cinema Chain Spoofs Classic Movies In Wonderfully Funny Work To Entice People Back Into Theatres
Call it the Barbenheimer effect, but cinema's suddenly cool again. Yet, absolutely no uptick whatsoever for drive-ins.
Mediabrands Launches Internship Program For Aspiring Media Professionals
Mediabrands are on the lookout for young, enthusiastic go-getters for its internship program. But then, aren't we all?
Nike Celebrates The Matildas & Young Aussie Female Athletes In New Work By Conscious Minds
In what can be best described as a rare treat, it's a localised Nike ad. Kinda like finding the milk's not out of date.
Why Your CX Technology Should Focus On Connections
This expert opines it's not about your newfangled tech stacks, it's about your customers. Even the ones you detest.
WPP & Optimizely Partner To Bring Informed Digital Experiences To Brands & Consumers
Often think WPP's a 'canary in the coal mine' for industry trends? Well, avoid the black lung reading this latest.
Dylan Alcott & Hnry Team Up To Relieve Aussie Sole Traders Of Scary Tax Admin
Can the effervescent Dylan Alcott make tax admin even remotely interesting? Watch as he gives his best shot here.
D&AD Shift With Google Sydney Announce Class Of 2023
Need to poach some hot young agency talent? Poach away here, but just don't rat on B&T for the heads up.
Digital Media Agency Bench Rebrands To The Digital Disruption Agency
You could say Bench has been benched, as agency rebrands to the Digital Disruption Agency.
Seven Appoints Indie Creative Agency Emotive To Reshape Broadcaster’s Brand
Seven planning a brand zjoosh and spring clean. Although the offical corporate red and the number 7 is off limits.
Elon Musk Says The ABC Prefers “Censorship-Friendly” Social Media
It appears the ABC's found a new enemy in Elon Musk. However, News Corp remains entrenched at the top of the enemy list.
Wednesday TV Ratings: The Chase Just Beats The Block To Entertainment Win
Nine wins Wednesday night. However, Seven tells rival you'll get that and more come Saturday's Matilda's match.
B&T’s Best Of The Best Technologists, Presented By Finecast, Part Of GroupM Nexus
Somewhat ironically, this top 10 technologists list wasn't written with any help from ChatGPT or AI whatsoever!
Former Woman’s Day Editor Fiona Connolly Appointed Head of News’ Lifestyle Network
You could say ink runs in the veins of women's magazine veteran Fiona Connolly. And sponge cake recipes.
X Adds Brand Safety Tools In Bid To Bring Back Ad Dollars
Elon back contemplating the colonisation of Mars after finding this whole Twitter thing one huge headache.
ACMA Rules Kyle Sandilands’ Monkeypox Comments Breached Decency Rules And Were Offensive To Gay Men
Watchdog rules Kyle offended gay men. Punishment includes listening to Barbra Streisand & Céline Dion CDs on repeat.
Ozzy Osborne Bites Off More Than He Can Chew With Banned PlayStation Ad
Ozzy Osborne continuing to surprise. No more so than the fact that he's actually still alive and kicking.
Swisse Wellness Wheels In the Celebs To Stop Late Night Doom Scrollers
Is your sleep routine two Quaaludes and a swig from the sherry bottle? There's tips here for a more blissful night.
“All Good Things Must Come To An End, Well This One Barely Got started!” Jerker Fagerström Quits Thinkerbell After Eight Months
Thinkerbell fridge sans all smörgåstårta & pickled herring as Jerker Fagerström heads for the utgång (exits).
Footballing God Cristiano Ronaldo Bumbles His Way through New Work For Fan App Zuju
This ad proves Cristiano Ronaldo is just one of the guys. Just a filthy rich one of the guys, that is.
Samsung Ads’ Marj Hetherton On Why CTV Is The Most Exciting Area Of Advertising
Samsung Ads' Marj Hetherton says CTV is the most exciting area of advertising. That and nine-hour client lunches.
CommBank Matildas REMOVES Tim Tam TikTok Following B&T Story
If Tim Tam's marketing team wants to send B&T some freebies for this free press we'll take any flavour but mint or dark.
Tinder’s New Global Campaign Says Online Dating Need Not Be An Unrivalled Hell
If there were truth in advertising, these spots would feature a drunk bloke with poor hygiene who lives with his mother.
ADMA Adds New Speakers For Upcoming Global Forum
ADMA confirms speaker line-up for upcoming Global Forum. Also, 300 arancini balls locked-in for the networking drinks.
IMAA Census Predicts Growth In BVOD/CTV, Digital Video And Podcasts
The IMAA census is like a finger on the pulse of Australia's adland. And we all need a solid finger now and then.
Prestige Brands Targets Gen Z With Racy Billie Eilish Perfume Ad Via Spark Foundry
Billie Eilish the latest celeb to release a fragrance. Meanwhile, B&T still waiting on an Angus Young eau de toilette.
The Australian Women’s Weekly Celebrates Its 90th Birthday
The Weekly celebrates its 90 birthday. B&T believes the first-ever copy is still in our GP's reception.