New data from market intelligence company, Sensor Tower, has revealed that ‘Dry July’ in Australia might not be quite as dry as we think. In fact, it’s found that Australia’s top alcohol delivery apps consistently see more downloads in July vs June each year.
Since its inception in 2008, Dry July has inspired hundreds of thousands of Aussies to ditch alcohol and fundraise for people affected by cancer. Raising over $73 million in charity to date, staying alcohol-free also resonates well with our increasingly health-conscious nation and many find it much easier on the bank balance – particularly at a time when inflation continues to spiral.
However, analysing trends over the past three years, Sensor Tower has revealed that there appear to be fewer Aussies ditching the booze than we first thought.
- All of Australia’s top delivery apps that offer alcohol have seen an increase in downloads from June compared to July.
- Dan Murphy’s is the most downloaded alcohol-specific delivery app.
- BWS on tAPP, Dan Murphy’s and Jimmy Brings app downloads have increased year on year however Boozebud and Tipple’s app downloads have decreased year on year.
- Of the apps that offer both food and delivery services, DoorDash is the most popular, seeing one of its largest spikes in downloads in July 2022 as it launched its alcohol delivery service.
Commentating on the trends, Tom Cui, Managing Director APAC at Sensor Tower said: “Despite Dry July continuing to rise in popularity as Australia’s increasingly health conscious nation looks to cut down on their alcohol intake, we’re still seeing a huge amount of Aussies using online delivery apps to purchase booze in July. This is likely due to the change in consumer purchasing behaviour, fuelled by the pandemic, whereby Aussies are now accustomed to the ease and convenience of ordering food and alcohol via apps at home, as opposed to physically visiting a store.
“Even in restaurants, we’re now used to scanning QR codes via our mobile phones and it appears this has translated into our homes too. Sensor Tower data suggests this purchasing behaviour has accelerated the adoption of alcohol delivery apps by several years. Whilst throughout 2022 we might see a slight drop in download as we enter a post-pandemic world, more long term, we expect adoption to only elevate further.
“New entrants in the market, like MILKRUN which has recently started to offer alcohol-delivery services in a bid to remain competitive in a crowded market, is a testament to this. As the competition in this space heats up, Sensor Tower will continue to track how consumers are behaving and how brands are performing.”
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