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It’s Official: More than half the dollars spent on packaged alcohol go through the Woolworths Group

Source: Roy Morgan Single Source (Australia). 12 months ending March 2018, n = 50,014.
Base: Respondents aged 18+, purchased packaged alcohol last 7 days, n = 3,650
Of the $15.5 billion dollar alcohol market in Australia, nearly 75% is purchased in Australian supermarkets. Woolworths Group holds 50.1% of the total amount spent on packaged alcoholic beverages in an average week.

These are the latest figures from the Roy Morgan Alcohol Retail Currency Report.

The report is based on in-depth personal interviews with 3,650 Australians who have recently bought packaged alcohol. As well as their alcohol purchasing, these buyers revealed their values and attitudes to life, sport, family and all manner of things. 

The report covers the purchase of all alcoholic beverages for off premise consumption by adult Australians. It includes purchases made in stores, over the phone, from a mail order or a wine club, duty free and online.

Supermarkets lead for alcohol retail dollars

In the Roy Morgan Single Source survey of 50,000 Australians each year (including over 40,000 Australians over 18 years of age), respondents are asked the total amount they spend on packaged alcoholic beverages in the last 7 days.

74.3% of Australians who purchased alcohol in an average 7 days bought from a supermarket group (includes all supermarket and grocery stores plus the stand alone retailers owned by the supermarket groups such as Dan Murphy’s, BWS, LiquorLand, First Choice and Vintage Cellars), compared to 11.4% who purchased from a Hotel Bottle Shop (such as Bottlemart, The Bottle-O, Thirsty Camel, or Duncan’s Bottle Shop), 9.7% who bought from an independent retailer, 4.1% who bought from a Wine Club, and 0.4% who bought from duty free.

Market Overview – Total Alcohol Retail Dollars

Source: Roy Morgan Single Source (Australia). 12 months ending March 2018, n = 50,014.
Base: Respondents aged 18+, purchased packaged alcohol last 7 days, n = 3,650

Woolworths hold majority of all alcohol purchased

Woolworths Group (including Woolworths, Dan Murphy’s, and BWS) increased their market share of the alcohol retail market by 1.5% in the 12 months to March 2018, to a total of 50.1% of all packaged alcohol.

Dan Murphy’s had the biggest increase of share of market for Woolworths Group, up 1.2% in the 12 months to March 2018.

Coles Group saw a small decline in share of market for Alcohol retail, with the decline attributed to small gains in share for Liquorland and Vintage Cellars and a drop of 1.2% in share of market at First Choice. 

For a deeper analysis of the current Alcohol Retail Market, visit our online store.

Michele Levine, CEO, Roy Morgan, says:

“Supermarkets have long been the market leader for the retailing of packaged alcohol, yet hotel bottle shops, independent retailers, wine clubs and duty free stores still find their market. Roy Morgan has the power to analyse customers across all of these retailers and identify the driving factors of their decision making for packaged alcohol purchases.

“Woolworths Group now has over half of all dollars spent on packaged alcohol in an average seven day period. This is largely due to the recent success of Dan Murphy’s, as well as the underperformance of Coles Group’s First Choice stores in the last 12 months.

“The Alcohol Retail Currency Report is an accurate and consistent measure of adult Australians’ spend, attitudes and behaviour across all off premise outlets including hotels, supermarkets and other licensed retailers. It also includes online purchasing, wine clubs and duty free.

“To understand more about who chooses Dan Murphy’s over First Choice or any other retailer, and why, ask Roy Morgan.”

For comments or more information please contact:
Roy Morgan - Enquiries
Office: +61 (03) 9224 5309

About Roy Morgan

Roy Morgan is the largest independent Australian research company, with offices throughout Australia, as well as in Indonesia, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan has over 70 years’ experience in collecting objective, independent information on consumers.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate


25% or 75%

10% or 90%

5% or 95%