What’s trending in convenience – Soft-drink consumption

Convenience World  looks at the latest Australian and international trends.

Soft-drink consumption rising among young Australians

Consumption of Coca-Cola-branded (and other) soft drinks has increased year on year among under-25s, according to the latest analysis from Roy Morgan Research.

The research indicates that 56 per cent of Australians aged 14-24 consumed at least one soft drink in an average seven-day period, up from 53 per cent in 2013. The clear market leader is Coca-Cola, including sub-brands Diet Coke, Vanilla Coke and Coke Zero.

In an average seven days, 38 per cent of 14-24-year-old respondents drank at least one Coca Cola-branded soft drink, up from 35 per cent in 2013, with Coca-Cola, Diet Coke and Vanilla Coke showing year-on-year increases.

“Not only are more under-25s consuming soft drinks, but they’re the only age group whose average individual consumption has increased, from 5.7 glasses in an average seven days to 6.2 glasses,” Roy Morgan Research Group Account Director Angela Smith said.

In contrast, 25-34 year-olds showed the most marked decreases, both in terms of consumption of soft drink in general and the Coke brand. In 2013, 56 per cent of respondents consumed at least one soft drink in any given seven days, with the figure falling to 53 per cent in the past year. The proportion that consumed Coca-Cola soft drinks in an average seven days also fell, from 41 per cent to 37 per cent.

The proportion of surveyed Australians aged 35-49 drinking soft drinks in an average week fell one per cent to 54 per cent, although there was a more noticeable decline in their Coca-Cola drinking: from 37 per cent to 34 per cent.

Traditionally the least zealous of soft-drink consumers, the 50-plus demographic remained stable at 40 per cent. The proportion drinking the Coca-Cola brand also barely changed.

“It’s imperative for soft-drink manufacturers to have a detailed understanding of their consumers in order to fully understand and profit from these rapidly changing market trends,” Ms Smith said.

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