'50% of adults in South Africa consumed alcohol in the past month' – Eighty20 study

Clarence Ford interviews Andrew Fulton, Director at Eighty20.

Listen below.

As the festive season rolls in, alcohol takes centre stage at celebrations across South Africa, a nation known for its high alcohol consumption rates.

A recent study by Eighty20 has uncovered some fascinating trends in how South Africans enjoy their drinks.

It turns out that about half of adults have raised a glass in the past month, with beer reigning supreme – especially among men, who make up 72% of weekly beer enthusiasts.

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But it’s not just about the brews; there’s a growing interest in non-alcoholic options.

Nearly 750,000 adults (about 5%) have recently sipped on non-alcoholic beer, cider, or gin.

Interestingly, only a small percentage of these consumers (5%) are completely abstaining from alcohol, indicating that many enjoy the best of both worlds.

Wine category versus demographic skew:

• Boxed wine: Popular among younger, Coloured Gen Y and Z drinkers.
• Tinned/canned wine: Favoured by male, divorced, younger Gen X couples.
• Fortified wine: A hit with families and married couples enjoying a cosy evening in.
• Bottled wine: Appeals to a wide range of ages, particularly among white and Indian married individuals with the highest incomes.
• Sparkling Wine: A go-to for older white women and couples; perfect for toasting special occasions.

"One of the interesting things was Coloured South Africans and boxed wine... Number one tipple in South Africa is 4th Street Wine."

- Andrew Fulton, Director – Eighty20

Fulton explains that Woolworths is looking to enhance its alcohol offerings, especially for female consumers.

He says that the retailer has noticed that while customers have significant budgets for alcohol, many are currently shopping with competitors.

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To attract these customers, Woolworths plans to align its alcohol selection with the brand's reputation for high quality and excellent customer service.

Interestingly, YouGov data shows that although men represent 60% of overall alcohol consumption, there’s no significant difference in alcohol purchasing habits between men and women.

"It really makes sense for Woolies to focus on females in that market and see how that's sort of shifting behaviours."

- Andrew Fulton, Director – Eighty20

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