Source: Roy Morgan Single Source (Australia), April 2006 –March 2013, Average Sample Size n = 19,822.

In the 12 months to March 2013, 19% of Australians 18 to 24 drank cider in an average four week period—almost double the rate of just two years ago.

The 18 to 24 group is the only age bracket in which the proportion of women who are cider drinkers (20%) outnumbers men (18%). In the last two years, the proportion of 18-24yo men drinking cider grew by 50%; the proportion of 18-24yo women grew by 132%.

Consumption of cider decreases with age, with a swift decline between the ages of 25 to 34 (17%) and 35 to 49 (8%); however the latter bracket has experienced the sharpest growth over the past two years, from 3% to 8%.

The popularity of cider has increased dramatically in recent years, from just over 1 in 50 people per average four weeks in 2008 to almost 1 in 10 today.

Overall, men are slightly more likely to drink cider within an average four weeks, at 10% compared with 9% of women.

Cider consumption among Australians aged 18+ in an average 4 week period

Source: Roy Morgan Single Source (Australia), April 2006 –March 2013, Average Sample Size n = 19,822.

Angela Smith, Group Account Manager Consumer Products, Roy Morgan Research, says:

“Over the last five years there has been a big increase in the proportion of Australians drinking cider. “The rapid increase in popularity of cider among younger Australians since 2008 coincides with the Federal Government’s introduction of the ‘alcopops’ excise tax on spirits-based Ready To Drink beverages—of which most cider (excluding flavoured cider) is exempt.”

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Angela Smith, Group Account Manager Consumer Products

Telephone: +61 (2) 9021 9100

Angela.Smith@roymorgan.com

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In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.