New research from Roy Morgan has revealed cider is Australia’s fastest growing alcoholic beverage.
Between 2006 and 2016, the number of Aussie adults who drink cider in an average four weeks has sky-rocketed by almost 600% from just 337,000 to 2,349,000. The only other alcoholic beverage to have gained popularity over the same period was spirits, which saw growth of 25% (rising from 3,890,000 to 4,861,000 drinkers per four weeks).
Leading the cider pack, with around 724,000 Aussie adults drinking it in an average four weeks (up from 460,000 in 2015) is Somersby in the number one position, overtaking last year’s most popular cider brand 5 Seeds.
Somersby took out a swag of trophies at the 2016 Australian drinks Awards including Best Innovation (Cider), Best Ad Campaign (Cider), Best Sales Achievement (Cider) and Most Loved Brand (Cider).
The top 10 are as follows:
3. 5 Seeds
6. James Squire Orchard Crush
“Since we first revealed cider’s popularity boom in the wake of the government’s increased tax on ‘alcopops’ (premixed spirits), its upward trajectory has been nothing short of remarkable,” said Norman Morris, Industry Communications Director, Roy Morgan Research. “The number of Aussie adults drinking cider in an average four weeks has now well and truly surpassed those drinking alcopops in the same period (2,025,000) and shows no sign of plateauing. In fact, with summer upon us, Roy Morgan data shows that cider consumption is on the verge of its annual spike.
“With more cider options available than ever, it’s crucial that big brands don’t rest on their laurels simply because the beverage’s popularity is at such a historic high. Increased choice means increased competition, and the shifts among the most popular brands over the last 12 months are testament to this. During this short period, for example, Somersby has shot up to top spot, while Strongbow has made a comeback and last year’s favourite, 5 Seeds, has slipped to third.
“What’s more, Roy Morgan data shows that cider drinkers have an elevated tendency towards novelty, whether that be in the form of new experiences or new alcoholic beverages, which would make maintaining consumers’ interest for any length of time a little more challenging for brands.”