Research shows that local beer-drinking preferences are changing with Australians turning their backs on locally produced beer in favour of imported brands.
Roy Morgan Research has found that in the year to September 2013, 35 per cent of Australians aged 18 and over drank Australian beer in an average four weeks, down from 39 per cent in the year to September 2009.
Over the same period, however, the proportion of Australians who drank imported beer in any given four weeks grew from 14 per cent to 17 per cent.
According to Roy Morgan Research, this development coincides with a shift in Australian attitudes towards local beers. As of September 2013, just 13 per cent of Aussie drinkers agreed that ‘Australian beer is the only beer worth drinking’, compared to 18 per cent in 2009.
Local beer suffered its biggest fall from favour among drinkers in the 18-25 age bracket. In the year to September 2009, 43 per cent of them drank local beer in an average four-week period, but this had fallen to 35 per cent by 2013.
Meanwhile, 28 per cent drank imported beer in an average four weeks in 2013, increasing from 23 per cent in 2009.
Geoffrey Smith, general manager, consumer products, Roy Morgan Research, said a key differentiator in the type of beer consumed is age, with those aged under 25 showing a greater preference for imported beers than those aged 25 and over.
“As new young drinkers come of age, it will be interesting to see if this move towards imported beer continues to gain ground,” he said.
He also said that while there’s no single reason behind the overall decline in consumption of local beer, Australia’s consistently strong dollar meant the price difference between imported and Aussie beers had fallen, and imported beers were more widely available than ever.
“It’s crucial for our local brewers to have a detailed understanding not only of who their customers are but also of how they differ from imported-beer drinkers. This will ensure they retain their edge in this increasingly competitive market,” said Smith.
According to Roy Morgan’s classification system, the 'Metrotechs': communities of educated, urban professionals, are most likely to drink imported beers. The community most likely to drink local beers are 'Today’s Families': young, outer-suburban families on the up-and-up.
Roy Morgan Research finds that Australians are turning their backs on locally produced beer.
