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An outlook report from Circana
Australia’s drinking culture is increasingly turning to moderation with declining retail liquor volumes and reduced consumption for personal or health reasons and/or due to cost-of-living. While retail liquor is back in annual value growth, tightening budgets are prioritising price and promotions, evidenced in popularity of value-tier offerings and the declining premium sector.
This report reveals 2024’s challenges and opportunities and why shopper insights linking attitudes to purchases is key to success.
Key report insights
This report reveals 2024’s challenges and opportunities and why shopper insights linking attitudes to purchases is key to success.
“As we launched Gulp Media Network, it was a natural fit to lean on the expertise, deep knowledge, and capabilities of our business that Circana brings to build audiences and analyze the efficacy of media campaigns for Gulp Media Network.”
Ben Tienor
Director, Gulp Media Network
Complexity into Clairty
Distilling Growth
AUSTRALIA
- While retail liquor is back in annual value growth, tightening budgets are prioritising price and promotions.
- Cost-of-living will amplify 'trading-in' while high performing brands blur boundaries between traditional categories through impactful innovation and nostalgia.
- Growth leaders are the outlier's gaining strength from 'approachable versatility' as legacy soft drink brands exert more influence.