Australians begin to dislike low-carb beer
Although one might expect low-carb beers to appeal to dieters and calorie counters, the people drinking it are less concerned than the average Australian with such issues
The number Australians drinking low-carb beer in any given four-week period has declined from 11% in 2011 to 8.5% in 2015, according to a recent report by Roy Morgan Research.
Over the same time period, the total proportion of Australians drinking beer has steadily declined from 42.3% to 36.5%. Or, to look at it another way, low-carb beer consumers now comprise almost one quarter of Aussies drinking beer in an average four weeks (well up on June 2006, when they accounted for just 3% of the country's total beer drinkers).
The country's leading low-carb beer drinkers are Western Australians (11% of whom drink it in an average four weeks), closely followed by Queenslanders (10%). Tasmanians (6%) are least likely to drink low-carb beer, even though their local breweries Cascade and Boags both offer low-carb variants.
"Since that distant day more than a decade ago when Australia's first low-carb beer, Pure Blonde, hit the shelves, the range of low-carb beers on the market has exploded. Until recent months, Pure Blonde was able to maintain top spot in this increasingly crowded field, but was overtaken by close rival Carlton Dry in December 2014," said Roy Morgan Research group account director Angela Smith.
"Although one might expect low-carb beers to appeal to dieters and calorie counters, the people drinking it are less concerned than the average Australian with such issues – suggesting that the appeal of these beers does not lie with their dietary perks. In fact, men aged between 18 and 24 (not generally a weight-conscious bunch) are the most likely age group of either gender to drink low-carb beer, with 20% consuming it in an average four weeks.
"As men in this age range are less likely than men of any other age to drink beer in general, this is quite noteworthy — and category leader Carlton Dry has clearly recognised the opportunity it presents, aiming their playful 'Hello Beer' advertising campaign squarely at this demographic."