Beer drinkers choosing imported over local

Australians are increasingly opting for imported beer over local products, new research from Roy Morgan Research shows. While most Australians are patriotic in their beer choice, an increasing number are making the switch to imported beer - particularly younger drinkers.

In the year to September 2013, 35% of Australians drank Australian beer in an average four weeks, down from 39% in the year to September 2009. Over the same period, the proportion of Australians who drank imported beer in any given four weeks grew from 14 to 17%.

Attitudes towards Australian beer have also shifted, with fewer Australian drinkers agreeing with the statement “Australian beer is the only beer worth drinking”. In September 2013, only 13% of drinkers agreed with the statement, compared to 18% in 2009.

Beer types consumed by Australians over an average four-week period. Source: Roy Morgan Research.

While 43% of drinkers aged 18 to 25 drank domestic beer in 2009, only 35% reported drinking Australian beer in 2013. Younger consumers of imported beer grew from 23 to 28% over the same period.

“A key differentiator in type of beer consumed is age, with those aged under 25 showing a greater preference for imported beers than those aged 25 and over,” said Geoffrey Smith, general manager consumer products, Roy Morgan Research.

“However, imported beer isn’t the only alcoholic beverage gaining ground with this demographic: cider consumption has skyrocketed among young drinkers since 2009 (from 6.8% to 21.3%). As new young drinkers come of age, it will be interesting to see if this move towards imported beer continues to gain ground.

“While there’s no single reason behind the overall decline in local beer consumption, Australia’s consistently strong dollar means the price difference between imported and Aussie beers has come down; plus imported beers are 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.”