The research finds that in 2014 (in any give four-week period) 68 per cent of Australian adults consumed alcohol, but with 66 per cent of those aged between 18 and 29, in comparison to 69 per cent aged 30 plus.
“Young people are often portrayed as binge-drinkers in the media, but our latest data shows that slightly more Australians aged 30 and older drink alcohol in an average four weeks than their younger counterparts”, Angela Smith, Group Account Director at Roy Morgan Research said of the findings.
In comparison to other categories, such as RTDs, cider, white spirits and rum, the research finds Australians aged over 30 consume more wine (48 per cent) than Australians under the age of 30 (32 per cent) in an average four week period.
The research also finds that the most popular place for both age groups to consume alcohol is in their own home, but with Australians under the age of 30 more likely to drink in the on-premise than those 30+ if drinking out of home.
Ms. Smith said in conclusion of the findings: “To remain competitive in today’s crowded alcohol market, beverage marketers and licensed premises need to have a detailed knowledge of the demographics, attitudes and activities of their target market so they can tailor their communications accordingly.”
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