1,700,000,000 and growing

look beyond the usual

There are more than 25,000,000 people living in Australia today, and it is estimated that there will be more than 27,000,000 by 2022. The Australian market is growing and rich will opportunities. This is the fourth of five thoughts considering some of those opportunities.

I need to declare an interest in this one. I gave up drinking alcohol in 2002 and have not had a drop since. I drank enough in the previous 45 years to last 3 lifetimes and would not be here today, pontificating, if I had not stopped.

In 2017 Australians consumed 1.7 billion litres of beer. That equates to 680 bottles for every adult in the country. Sure, people are visiting hotels less often and buying from the big brewers less often, but this is more than compensated for by sales of craft beers and purchases from boutique outlets.

In that same year, Australians consumed 1.3 billion litres of wine from some 60 wine regions around the country and various importers. Sales of wine, like craft beer, are on the up.

At the same time, micro distilleries are setting up all around the country and selling gin, whisky, vodka, and various other alcoholic beverages.

In Australia in 2018, despite education programmes imploring people to consume less alcohol for a range of reasons, the nation as a whole is consuming more. Perhaps the biggest risk to the industry is the proliferation of vineyards, distilleries, and craft brewers – fragmenting the market and making it harder to make super profits.

It is interesting to consider, however, what else might be extrapolated from this data. Certainly, this data, along with the proliferation of small bars and eateries in Australia, suggest that Australians are as sociable as ever and more inclined to go out than ever before. This is particularly so for people over 50 with no mortgage and the kids off their hands – a market that is still consuming alcohol in prodigious amounts.

This data, coupled with the growth in craft products, suggests to me that Australians are becoming more educated and demanding with refined taste buds and a growing penchant for variety. This is supported by the observation that in 1970 there was really only one lettuce on supermarket shelves, the iceberg. Today there are some 23 different lettuce varieties to be found. This trend that is also reflected in other food categories.

Australians are looking for experiences. They are looking for different experiences. They are looking for quality experiences, and they are looking for variety every day of the year.

In 2018, look beyond the usual.

Every year – put the facts ahead of intuition and guesswork.

Sources or core statistics – Ragtrader, Statistica, Buzz Feed, Base, Outback Australia, ABS, CEPAR, Living in Australia, Start-up Daily

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