Contrary to popular stereotypes, Australians aged under 30 drink slightly less than those over 30, according to new research.
Last year, 68% of Australian adults drank alcohol in any given four-week period, with the average volume consumed over this time being 23.6 glasses per person. The most popular place for partaking was at home and, contrary to popular stereotypes, Australians aged under 30 were slightly less likely to drink than those aged 30 and older.
The older age group’s higher drinking incidence appears to be the result of their enthusiasm for a glass of vino: nearly half (48%) of Aussies aged 30+ drink wine in an average four weeks, compared with less than a third (32%) of under-30s.
When it comes to other alcoholic beverages, however, the under-30s tend to out-drink their elders. They are more than twice as likely as the 30+ group to drink Ready-to-Drinks/RTDs (20% vs 8%), cider (20% vs 8%), white spirits (22% vs 9%) and rum (10% vs 4%) in an average four weeks, and are also ahead on beer (39% vs 36%) and dark spirits (21% vs 17%).
Very little separates the two age groups in terms of number of glasses drunk in any given four-week period, with the under-30s consuming an average of 24.21 glasses and those aged 30+ just behind them on 23.47 glasses.
Angela Smith, Group Account Director, Roy Morgan Research, says:
“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. However, it should be noted that this result primarily reflects the comparatively high proportion of Australians 30+ who consume wine.
“In contrast, the under-30s are much more likely to drink most other alcohol types. Rum is an interesting example, with brands like Sailor Jerry and Kraken raising their profile among this demographic recently with their youth-focused, hipsterised branding and increased availability in nightclubs and bars.
“While the most popular place for both age groups to partake is in the comfort of their own home, Aussies under 30 are much likelier than those aged 30+ to drink ‘on premises’ (in licensed venues such as nightclubs, pubs and festivals).
“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.”