A new report, which looks into consumer behaviour in the online alcohol sale and delivery sector, has been released today by Retail Drinks Australia (Retail Drinks).
The report builds on the findings from the 2023 Frontier Economics report Online Alcohol Sales and Delivery in Australia, commissioned by Retail Drinks. This year’s report, titled Online Sale & Delivery of Alcohol: Consumer Survey Report, details findings from research carried out by Circana in May this year.
Circana surveyed over 1600 Australian households on their online alcohol purchase, delivery and consumption habits.
Key findings in the report include:
- If express alcohol delivery services were not available, 91 per cent of respondents said they would access alcohol by other means
- Only 11 per cent of consumers place orders for express delivery of alcohol – within two hours
- Of those ordering alcohol online, 93 per cent are over 40 and 82 per cent order monthly or less
- Only 31 per cent open the item(s) within two-to-three hours of delivery and only 11 per cent finish what they order at the event or gathering they are attending.
Speaking about the findings, Retail Drinks CEO Michael Waters said proposed laws requiring a two-hour gap between online alcohol purchases and delivery would not curb misuse, citing survey results showing 91 per cent of respondents would find alternative ways to obtain alcohol if express delivery services were unavailable.
He added: “The research findings show that online alcohol sale and delivery consumers in general, but particularly those placing express delivery orders, are those willing to pay the premium associated with receiving a delivery within two hours.
“Many of the items ordered within the two-hour delivery window are not necessarily opened or even consumed within the same sitting or during the event or gathering being attended, which is consistent with the 2023 Frontier Economics Report that found a typical customer only placed one or two orders per year.
“These findings are significant, and as a responsible industry we are concerned that a forced delay on online alcohol deliveries would not only have next to zero effect on consumer behaviour, it would give rise to a range of unintended consequences, including an increased risk of drink driving.
“No ‘delay’ restriction applies in any other on or off-premise environment and such a proposal would only serve to punish the vast majority of consumers who simply want to be able to access the convenience of online alcohol sale and delivery services in the same way they do with other household products.
“Retail Drinks’ voluntary Online Alcohol Sale & Delivery Code of Conduct, launched in 2019 is still today the most robust, best-practice and fit for purpose framework anywhere in the world, with key policy measures and principles that enhance compliance in the responsible online sale and delivery of alcohol.
“We’re very proud of our Code, in how it’s set the standard and goes beyond the measures implemented by any Australian Government. In combination with the mystery shop audit program, it’s helping to inform and shape new legislation and regulation across the country and beyond,” Waters said.