Detailed research monitoring the alcohol consumption trends of over 55,000 Australian consumption occasions since 2020, unearths significant insight around drinking patterns likely to be of interest to 75 per cent of Australians ready to embrace the festive seasons ahead with a drink.
Growth Scope is an integrated insights platform focused solely on research, data analysis, and identifying liquor consumer behaviour and attitudes that help health organisations, government, retailers, businesses and brands better understand and navigate Australian alcohol consumption and the market.
Growth Scope research indicates that Australians consume significantly more alcohol than the standard guidelines. In 2020, The National Health and Medical Research Council (NHMRC) released a revised version of the Australian guidelines. This includes recommendations that adults drink:
- No more than 10 standard drinks per week;
- No more than 4 standard drinks on any one day; and
- A commonly used proxy measure of binge drinking is the consumption of five or more standard drinks on one drinking occasion.
During the last 12 months, Growth Scope data shows that most occasions with alcoholic beverages would be classified as a binge drinking session for Australian adults.
- On Average, Australian adults of all ages drank 32 serves of alcohol per month, or 7.6 serves per week (which equates to 4.1 serves on 7.8 occasions per month).
- When measured as standard drinks, the actual figure consumed is likely to be higher because the average serve measured by Growth Scope, is likely to be greater than the official classification for one standard drink. (For example, a standard serve of wine is recommended by NHMRC at 100 ml but a typical serve may be 150-200ml. A can of beer is 375ml vs a standard drink of 285ml, and a spirit is a 30ml shot vs a generous self-pour, or a can of Ready To Drink (RTD) which is normally classified as 1.5-2 standard drinks.)
- The above point means that Australians are drinking more than the maximum recommended weekly alcohol volume of 10 standard drinks a week and are binge drinking on the majority of occasions.
The pursuit of romance drives the highest levels of drinking.
The top 12 reasons for the heaviest drinking amongst Australians occurs at the following events which suggests alcohol does help people feel more relaxed and less inhibited.
- Flirting/ Courting (11.4 serves per occasion)
- Drinking sessions (11.3 serves per occasion)
- Music festivals (10.3 serves per occasion)
- Weekends away and camping (9.7 serves per occasion)
- Picnics (9.3 serves per occasion)
- A big night out and before heading out (9.2 serves per occasion)
- Gambling (8.7 serves per occasion)
- Barbecue (7.5 serves per occasion)
- Work related event (7.2 serves per occasion)
- On a date (7.1 serves per occasion)
- Entertainment and complementing physical activity e.g. dancing (6.9 serves per occasion)
- Big celebration (6.2 serves per occasion).
In contrast, the average Australian consumes, just 3.9 serves per occasion when they relax at home or 3.5 serves when eating a main meal.
Alcohol is a feature of upcoming festive celebrations.
Springtime marks an increase in the average number of liquor occasions from 7 times to 8 times for the month of October, while Australians drink 10 per cent more liquor serves per occasion during the festive season in December.
Founder and Director of Growth Scope, Andrew Nowicki, said that during the last four-years, springtime is the season for the most frequent alcohol consumption in Australia.
“The trend during the football and racing seasons combined with the festive season is to see an increase in overall alcohol consumption, especially in the sales of beer in springtime, and spirits during the Christmas period,” said Andrew Nowicki.
Further information on Growth Scope
Established in 2020, Growth Scope is a unique integrated insights platform focused solely on research, data analysis, and identifying liquor consumption patterns that help health organisations, government, businesses and brands better understand and navigate Australian alcohol consumption and the market.
Growth Scope’s data provides a complete view of what’s happening with consumers and shoppers in the liquor industry, and most importantly, why consumers are behaving in the way that they do. For example, Growth Scope can access the critical commercial details of where, when, how often, which brands, at what price and most importantly why around alcohol consumption for every consumer cohort, and every type of consumption occasion.
Unparallelled in scale, over the last four years Growth Scope has conducted detailed daily research to create a database of more than 55,000 respondents. The research details the behaviour and needs of every 18+ consumer cohort and every type of consumption occasion and the corresponding shopping trip to every type of off premise store, physical or digital, and near every on-premise format across Australia.
Growth Scope offers complete data matched with better access to consumer insights via a portfolio of advanced analytical tools that has positioned it as Australia’s thought leader on alcohol consumption. Growth Scope provides the most detailed picture of what Australian liquor consumers want and need, while also monitoring usage occasions which captures the alcohol people buy and consume. In addition, tracking critical consumer changes in behaviour and analysing how they might evolve in the future helps better understand the liquor consumer of today and tomorrow.
Key Facts:
Growth Scope research indicates that Australians consume significantly more alcohol than the standard guidelines.
During the last 12 months Growth Scope data shows that most occasions with alcoholic beverages would be classified as binge drinking for Australian adults.
On Average, Australian adults of all ages drank 32 serves of alcohol per month, or 7.6 serves per week.
The pursuit of romance drives the highest levels of drinking, with 11.4 serves of alcohol per flirting occasion.
Alcohol is a feature of upcoming festive celebrations.
About us:
Further information on Growth Scope
Established in 2020, Growth Scope is a unique integrated insights platform focused solely on research, data analysis, and identifying liquor consumption patterns that help health organisations, government, businesses and brands better understand and navigate Australian alcohol consumption and the market.
Growth Scope’s data provides a complete view of what’s happening with consumers and shoppers in the liquor industry, and most importantly, why consumers are behaving in the way that they do. For example, Growth Scope can access the critical commercial details of where, when, how often, which brands, at what price and most importantly why around alcohol consumption for every consumer cohort, and every type of consumption occasion.
Unparallelled in scale, over the last four years Growth Scope has conducted detailed daily research to create a database of more than 55,000 respondents. The research details the behaviour and needs of every 18+ consumer cohort and every type of consumption occasion and the corresponding shopping trip to every type of off premise store, physical or digital, and near every on-premise format across Australia.
Growth Scope offers complete data matched with better access to consumer insights via a portfolio of advanced analytical tools that has positioned it as Australia’s thought leader on alcohol consumption. Growth Scope provides the most detailed picture of what Australian liquor consumers want and need, while also monitoring usage occasions which captures the alcohol people buy and consume. In addition, tracking critical consumer changes in behaviour and analysing how they might evolve in the future helps better understand the liquor consumer of today and tomorrow.
Contact details:
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Sanna Conquest PR Consultant, Conquest Ink +61 425 808 889
Andrew Nowicki Founder and Director, Growth Scope andrew.nowicki@growthscope.com.au +61 400 487 349 Andrew is Growth Scope's spokesperson and can provide any additional data on this story and alcohol consumption data for alternate stories.
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