By Amy Looker

Australians are spending more on their favourite beverages but reducing the amount they consume, according to a report on beverage trends released by Nielsen that tracks sales of beverages from milk to liquor across multiple channels.

The recently released 2010 Wider Beverages Report shows that while there has been a decline in beverage volume sales per capita versus five years ago, the average dollar amount spent on beverages per capita has increased from $918 per person in 2005 to $1066 per person in 2009.

Coca-Cola topped the list of top trademarks in terms of value, overtaking the Victoria Bitter trademark, which held the top spot in 2005.

The report also shows that the new-age drinks category, consisting of functional water, tea and energy drinks, was the fastest growing category, recording a growth rate three times faster than the overall beverage market.

“New product development will remain a significant driver of the beverage category growth, particularly in categories where it can deliver the most effective results,” said Nielsen’s executive director, Michael Walton.

While Coca-Cola came in at number one on the top 10 trademarks in 2009, alcohol brands dominated the top 10, which consisted of Victoria Bitter in at number two, followed by Tooheys, Jim Beam, Carlton, XXXX, Bundaberg, Nescafe, Jack Daniel’s and Johnnie Walker.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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