It appears the ubiquitous drink of our youth – cordial – is on the nose as sales plummet and consumers look for a healthier alternative.
A new study by Roy Morgan Research has found a million less Australians are drinking cordial than they were in 2009. However, it wasn’t all bad news with some brands – namely the adult-skewed Bickford’s – actually increasing sales.
Roy Morgan found that in 2009, almost 35 per cent of Australians aged 14+ (6.2 million people) consumed cordial at least once in an average four weeks. Fast forward to 2016 and that figure now sits at 26 per cent or 5.2 million people drinking cordial per four weeks.
Such a significant decline in consumption has obviously impacted on the popularity of certain brands. Cottee’s cordial, while still the leading brand, is the highest-profile casualty: whereas it was consumed by 2.4 million Australians in an average four weeks back in 2009, it has since dropped to 1.8 million, a spillage of 600,000 consumers per month. Golden Circle has slipped from 1.2 million to 1 million drinkers, while Schweppes cordial lost 150,000 drinkers (420,000 down from 570,000).
Consumption of top 6 cordial brands: 2009 vs 2016
But the most dramatic shift since 2016 has been the rise of Bickford’s Cordial, which has gone from 622,000 consumers in any given four weeks to just over 1.4 million, a growth of 125 per cent.
And it appears Aussies are loyal to their local manufacturers. Bickford’s sales are strongest in its home state of South Australia. While Queenslanders are similarly loyal to their home-grown brand, Golden Circle.
In contrast, Cottee’s remains comfortably ahead of the pack in NSW, where 37.7 per cent of cordial drinkers consume it at least once in an average four weeks, ahead of 26.8 per cent who drink Bickford’s.
Commenting on the study, Roy Morgan’s industry communications director Norman Morris said: “Like similar downturns in fruit juice and soft drink consumption in recent years, the latest Roy Morgan data shows there has also been a gradual move away from cordial. With stories about how much sugar Australians consume frequently in the news, a growing awareness of cordial’s high sugar content may be one reason for this downturn.
“Amid such a challenging market, Bickfords’ escalating popularity makes for a fascinating case study. Since 2009, when it lagged behind Cottee’s by nearly 1.8 million consumers per four weeks, Bickford’s is fast closing the gap on the long-time category leader.
“Bickfords’ dizzying rise can’t be attributed to it being a new brand with novelty value – it was founded more than 140 years ago! But it seems to have struck a chord with older cordial drinkers lately, with advertising that appeals to adult sensibilities (such as its whimsical “Makes the ordinary extraordinary” campaign), not to mention its appeal as an excellent mixer. In fact, nearly 50 per cent of people who consume Bickford’s cordial are aged 50 or over, compared with 30 per cent of Cottee’s drinkers.
“Furthermore, the 50+ demographic currently comprises 38 per cent of total Australian cordial drinkers (up from 30.5 per cent in 2009), whereas the younger age brackets now account for a smaller proportion. By targeting mature drinkers in a beverage category usually associated with younger consumers, Bickford’s have shown a strong understanding of this changing market,” he said.
Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]
Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]
Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]
Jackie Gillies, businesswoman, psychic medium and cast member of The Real Housewives of Melbourne is bringing her sassy, inspirational and adventurous spirit to her new podcast Shine It Up, With Jackie Gillies, which launches today via Acast. Hosted and distributed by the creator-first podcast company Acast, the show will offer listeners inspiration and motivation to […]
Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign. “We thought it would be fun to see some other iconic Australian brands back […]
Jillian Davison has been named editor-in-chief of the recently relaunched Harper’s BAZAAR Australia. She will oversee all content, development and creative direction across the iconic magazine’s digital and brand platforms. Davison (pictured) succeeds Eugenie Kelly, who recently stepped down to pursue other opportunities. The announcement was made by Maureen Jordan, publisher of Harper’s BAZAAR Australia […]
Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]