CONSUMERS & BRANDS

Target audience: Tea drinkers in

Australia

Consumer Insights report

February 2024
 Statista Consumer Insights Target Audience Report
Introduction

Report overview Consumer Insights Global methodology (1)

This report analyses consumers who answered ’’Tea’’ Design: Online Survey, split questionnaire design
to the multi-pick question ’’Which of these beverage
Duration: approx. 15 minutes
products do you consume regularly?’’.
Language: official language(s) of each country with
The report offers the reader a comprehensive
American English offered as an alternative
overview of tea drinkers in Australia: who they are;
what they like; what they think; and how to reach Region: 56 countries
them. It provides insights on their demographics,
Number of respondents:
lifestyle, opinions, and marketing touchpoints. • 12,000+ for countries with the extended survey
Additionally, the report allows the reader to (including Australia)
benchmark tea drinkers in Australia (’’target audience’’) • 2,000+ for the basic survey
against the average Australian consumer, labelled
Sample: Internet users, aged 18 – 64, quotas set on
as ’’all respondents’’ in the charts. gender and age
The report is updated quarterly and is based on data
Fieldwork:
from the Statista Consumer Insights Global survey. • Continuous from January to December
• Countries that receive the extended survey are
updated four times a year

2 Notes: (1): See the full methodology for a detailed overview of the study design

Sources: Statista Consumer Insights Global as of February 2024

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 Tea drinkers in Australia
Management summary: key insights

Demographic profile Consumer lifestyle Consumer attitudes Marketing touchpoints

9% of tea drinkers are Baby Boomers. Safety has more importance to tea 61% of tea drinkers state that customer Tea drinkers relatively frequently
drinkers than to the average consumer. reviews on the internet are very helpful. consume all types of media.
58% of tea drinkers are female.
Food and dining are relatively prevalent A relatively high share of tea drinkers 51% of tea drinkers remember seeing
There are tea drinkers throughout all
interests of tea drinkers. think that rising prices, inflation & cost ads on social media.
income brackets.
of living are issues that need to be
Tea drinkers are more likely to have The social network YouTube is relatively
19% of tea drinkers live in a city with addressed.
reading as a hobby than the average popular among tea drinkers.
over 1 million inhabitants.
consumer. Tea drinkers reflect the general political
Tea drinkers remember seeing ads out-
landscape.
Tea drinkers follow similar sports of-home more often than the average
leagues and competitions as the Tea drinkers are more negative about consumer.
average consumer. their personal economic situation than
the average consumer in Australia.

Sources: Statista Consumer Insights Global as of February 2024

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CHAPTER 01

Demographic profile

• Life stages

• Gender

• Education

• Income

• Household classification

• Type of community

• Living situation

• LGBTQ+
 9% of tea drinkers are Baby Boomers
Demographic profile: life stages

Age of consumers in Australia

Target audience 25% 37% 30% 9%

All respondents 26% 38% 29% 7%

Generation Z Millennials Generation X Baby Boomers

5 Notes: ’’How old are you?’’; Single Pick; "Which of these beverage products do you consume regularly?"; Multi Pick; Base: n=917 tea drinkers, n=12145 all respondents

Sources: Statista Consumer Insights Global as of February 2024

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 58% of tea drinkers are female
Demographic profile: gender

Gender of consumers in Australia

Target audience 42% 58%

All respondents 50% 50%

Male Female

6 Notes: ’’What is your gender?’’; Single Pick; "Which of these beverage products do you consume regularly?"; Multi Pick; Base: n=917 tea drinkers, n=12145 all respondents

Sources: Statista Consumer Insights Global as of February 2024

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 A relatively high share of tea drinkers have a college degree
Demographic profile: education

Level of education in Australia

36%
32%

21% 21% 21%

19%

13%
10% 11% 10%

2% 2%
0% 1%

No formal Secondary Further Technical / Bachelor degree Master degree Doctoral degree
education / education education vocational or equivalent or equivalent or equivalent
primary school (permission to education
go to university)
Target audience All respondents

7 Notes: ’’What is the highest level of education you have completed?’’; Single Pick; "Which of these beverage products do you consume regularly?"; Multi Pick; Base: n=917 tea drinkers, n=12145 all respondents

Sources: Statista Consumer Insights Global as of February 2024

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 There are tea drinkers throughout all income brackets
Demographic profile: income

Share of consumers in Australia in the high, middle, and low thirds of household gross income

Target audience 35% 34% 31%

All respondents 34% 33% 33%

High Middle Low

8 Notes: Recalculated to only include respondents that provide income information, recode based on ’’Monthly/annual household income (local currency)’’; Single Pick; "Which of these beverage products do you consume regularly?";
Multi Pick; Base: n=793 tea drinkers, n=10573 all respondents
Sources: Statista Consumer Insights Global as of February 2024
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 Many tea drinkers live in a nuclear family
Demographic profile: household classification

Type of households in which consumers in Australia live​

32%
31%

20% 20%
17% 16%
14% 14%

9%
7% 7%
6%
3% 3%

Single household Couple Single parent Nuclear family Multi- Two or more Other
household household generational related adults household types
family
Target audience All respondents

9 Notes: Typology based on ’’household size’’, ’’household constellation’’ and ’’children under the age of 14 in household’’; Single Pick; "Which of these beverage products do you consume regularly?"; Multi Pick; Base: n=917 tea
drinkers, n=12145 all respondents
Sources: Statista Consumer Insights Global as of February 2024
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 19% of tea drinkers live in a city with over 1 million inhabitants
Demographic profile: type of community

Communities where consumers live in Australia

30%
29%

21%
20%
19%
16%
14%
12%
10% 10%
8% 9%

Rural community Small town Medium-sized town Large city City with over 1 Megacity with over 5
million inhabitants million inhabitants
Target audience All respondents

10 Notes: ’’In what type of community do you live?’’; Single Pick; "Which of these beverage products do you consume regularly?"; Multi Pick; Base: n=917 tea drinkers, n=12145 all respondents

Sources: Statista Consumer Insights Global as of February 2024

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 A relatively large share of tea drinkers live in a rented accommodation
Demographic profile: living situation

Type of community Accommodation type Home ownership

24% 23%

47% 46%

77% 77%

53% 55%

Target audience All respondents Target audience All respondents

House Apartment Owned Rented

11 Notes: ’What is your current living situation (main residence)?’’; Single Pick; "Which of these beverage products do you consume regularly?"; Multi Pick; Base: n=917 tea drinkers, n=12145 all respondents

Sources: Statista Consumer Insights Global as of February 2024

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 10% of tea drinkers consider themselves part of the LGBTQ+ community
Demographic profile: LGBTQ+

LGBTQ+ status of consumers in Australia

Target audience 10% 86% 4%

All respondents 9% 87% 4%

Yes No Would rather not say

12 Notes: ’’Do you consider yourself part of the LGBTQ+ community?’’; Single Pick; "Which of these beverage products do you consume regularly?"; Multi Pick; Base: n=917 tea drinkers, n=12145 all respondents

Sources: Statista Consumer Insights Global as of February 2024

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CHAPTER 02

Consumer lifestyle

• Life values

• Main interests

• Hobbies & leisure activities

• Sports activities

• Sports followed

• Pets
 Safety has more importance to tea drinkers than to the average consumer
Consumer lifestyle: life values

Most important aspects of life for consumers in Australia

57%
55%
52%
48% 48%
44%

31% 32%
28% 28% 29%
27%
25% 25%

13% 13% 13% 14%

9% 10%

A happy An honest Safety and To be Having a Making Learning Social Advancing Traditions
relationship and security successful good time my own new things justice my career
respectable decisions
life
Target audience All respondents

14 Notes: ’’Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3.’’; Multi Pick; "Which of these beverage products do you consume regularly?"; Multi Pick; Base: n=917 tea drinkers,
n=12145 all respondents
Sources: Statista Consumer Insights Global as of February 2024
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 Food and dining are relatively prevalent interests of tea drinkers
Consumer lifestyle: main interests

Top 10 interests of tea drinkers in Australia

57%
53%
50% 49% 47%
42%
40%
37% 38% 36% 36% 35% 33% 32%
31% 29% 30% 30%
27%
22%

Movies, Food & Travel Health & Home & Fashion History Science & Sports Arts &
TV shows dining fitness garden & beauty technology literature
& music

Target audience All respondents

15 Notes: ’’What topics are you personally interested in?’’; Multi Pick; "Which of these beverage products do you consume regularly?"; Multi Pick; Base: n=917 tea drinkers, n=12145 all respondents

Sources: Statista Consumer Insights Global as of February 2024

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 Tea drinkers are more likely to have reading as a hobby than the average
consumer
Consumer lifestyle: hobbies & leisure activities

Top 10 hobbies and leisure activities of tea drinkers in Australia

44% 44%
40% 39%
37%
35% 36%
33% 34% 33%
32% 32% 31%
30% 30% 31% 29%
27% 28%
24%

Cooking Reading Traveling Shopping Pets Gardening Outdoor Socializing Video Doing
/ baking and plants activities gaming sports
and fitness

Target audience All respondents

16 Notes: ’’What are your personal hobbies and activities?’’; Multi Pick; "Which of these beverage products do you consume regularly?"; Multi Pick; Base: n=917 tea drinkers, n=12145 all respondents

Sources: Statista Consumer Insights Global as of February 2024

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 17% of tea drinkers regularly do fitness, aerobics, and cardio
Consumer lifestyle: sports activities

Top 10 sports activities of tea drinkers in Australia

17%

14%
13%
12% 12% 12%
11%
10% 10% 9%
9% 8% 9% 9%
8% 7% 7% 8%
7%
7%

Fitness, Running Yoga & Swimming Hiking Cycling Basketball Dancing Golf Australian
aerobics & jogging pilates & diving rules
& cardio football

Target audience All respondents

17 Notes: ’’Which of these sports or activities do you do at least occasionally?’’; Multi Pick; "Which of these beverage products do you consume regularly?"; Multi Pick; Base: n=391 tea drinkers, n=4678 all respondents

Sources: Statista Consumer Insights Global as of February 2024

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 Tea drinkers follow similar sports leagues and competitions as the average
consumer
Consumer lifestyle: sports followed

Top 10 sports followed by tea drinkers in Australia

19%
18%

14% 14%
12% 12%
12% 11% 11%
10% 10% 10%

7% 7% 7%
6% 6% 6%
5% 5%

Australian Cricket Soccer Tennis Basketball Rugby American Swimming Golf Motorsports
rules football & diving
football
Target audience All respondents

18 Notes: ’’In which of these sports do you follow competitions, leagues or teams?’’; Multi Pick; "Which of these beverage products do you consume regularly?"; Multi Pick; Base: n=305 tea drinkers, n=3853 all respondents

Sources: Statista Consumer Insights Global as of February 2024

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 Only a relatively small share of tea drinkers have pets
Consumer lifestyle: pets

Pets living with tea drinkers in Australia

50%
47%

37%
33%
30%
26%

11% 11%
9% 9%
3% 3% 3% 3%
1% 1%

Dog Cat Fish Bird Rodent Reptile Insect I don’t have

any pets

Target audience All respondents

19 Notes: ’’Which of these pets live with you in your household?’’; Multi Pick; "Which of these beverage products do you consume regularly?"; Multi Pick; Base: n=917 tea drinkers, n=12145 all respondents

Sources: Statista Consumer Insights Global as of February 2024

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 CHAPTER 03

Consumer attitudes

• Consumer attitudes

• Challenges facing the country

• Politics

• Innovation adoption

• View on economic situation of Australia

• View on personal economic situation

• Economic concerns

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 61% of tea drinkers state that customer reviews on the internet are very helpful
Consumer attitudes

Agreement with statements in Australia

81%
74%
67%
59% 61%
53%

38%
31%
26% 27%

When shopping, I look I actively try Customer reviews on the I avoid artificial flavors Food must be
out for special offers to eat healthy internet are very helpful and preservatives convenient and fast

Target audience All respondents

21 Notes: ’’Which of these statements apply to you?’’; Multi Pick; "Which of these beverage products do you consume regularly?"; Multi Pick; Base: n=917 tea drinkers, n=2021 all respondents

Sources: Statista Consumer Insights Global as of February 2024

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 A relatively high share of tea drinkers think that rising prices, inflation & cost of
living are issues that need to be addressed
Consumer attitudes: challenges facing the country

The 10 most important issues facing Australia according to tea drinkers

68%
60% 60%
53%

41% 41%
36% 36% 37% 35% 36% 34% 34% 32%
31% 31% 32%
27% 29% 29%

Rising prices Housing Economic Health Crime Climate Environ- Unemploy- Education Poverty
/ inflation / situation and social change ment ment
cost of living security

Target audience All respondents

22 Notes: ’’What do you personally think are the most important issues in your country of residence that need to be addressed?’’; Multi Pick; "Which of these beverage products do you consume regularly?"; Multi Pick; Base: n=917 tea
drinkers, n=12145 all respondents
Sources: Statista Consumer Insights Global as of February 2024
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 Tea drinkers reflect the general political landscape
Consumer attitudes: politics

Political attitudes of consumers in Australia

Target audience 21% 42% 22% 14%

All respondents 19% 42% 24% 15%

Left Center Right Prefer not to answer

23 Notes: Recode based on ’’Many people use the terms ’left’ and ’right’ when they want to describe political views. Where would you place yourself on a scale from left to right?’’; Single Pick; "Which of these beverage products do you
consume regularly?"; Multi Pick; Base: n=917 tea drinkers, n=12145 all respondents
Sources: Statista Consumer Insights Global as of February 2024
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 53% of tea drinkers are laggards or in the late majority of innovation adoption
Consumer attitudes: innovation

Innovation adopter types based on statements towards innovation by consumers in Australia

38%
35%

31%
29%

22% 22%

11% 11%

1% 1%

Innovators Early adopters Early majority Late majority Laggards

Target audience All respondents

24 Notes: Recode based on ’’Which of these statements apply to you?’’; Multi Pick; "Which of these beverage products do you consume regularly?"; Multi Pick; Base: n=917 tea drinkers, n=12145 all respondents

Sources: Statista Consumer Insights Global as of February 2024

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 29% of tea drinkers are neither positive nor negative about the economic
situation of Australia
Consumer attitudes: view on economic situation of Australia

Economic situation in Australia as perceived by tea drinkers

Target audience 14% 24% 29% 24% 9%

All respondents 15% 28% 26% 21% 10%

Very positive Positive Neither positive nor negative Negative Very negative

25 Notes: ’’How would you evaluate the economic situation of your country of residence?’’; Single Pick; "Which of these beverage products do you consume regularly?"; Multi Pick; Base: n=917 tea drinkers, n=12145 all respondents

Sources: Statista Consumer Insights Global as of February 2024

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 Tea drinkers are more negative about their personal economic situation than
the average consumer in Australia
Consumer attitudes: view on personal economic situation

Perceived personal economic situation of tea drinkers

Target audience 11% 30% 32% 18% 10%

All respondents 13% 30% 30% 17% 9%

Very positive Positive Neither positive nor negative Negative Very negative

26 Notes: ’’How would you evaluate your personal economic situation?’’; Single Pick; "Which of these beverage products do you consume regularly?"; Multi Pick; Base: n=917 tea drinkers, n=12145 all respondents

Sources: Statista Consumer Insights Global as of February 2024

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 Tea drinkers are more prudent about spending money than the average
Australian consumer
Consumer attitudes: economic concerns

Agreement with statements regarding economic concerns of tea drinkers

63%
61%
58%
55%

35% 33%

18% 17%
10% 9%

My cost of living has I have been trying to I am worried about I am worried about I have lost my job in
increased notably spend less money in not being able to violence and public the past 12 months
the past 12 month pay my bills unrests in my
country of residence

Target audience All respondents

27 Notes: ’’Which of these statements apply to you when you consider your everyday life in the past 12 months?’’; Multi Pick; "Which of these beverage products do you consume regularly?"; Multi Pick; Base: n=917 tea drinkers,
n=12145 all respondents
Sources: Statista Consumer Insights Global as of February 2024
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CHAPTER 04

Marketing touchpoints

• Media usage

• Social media usage

• Digital advertising touchpoints

• Non-digital advertising touchpoints

 Tea drinkers relatively frequently consume all types of media
Marketing touchpoints: media usage

Type of media consumers in Australia have been using in the past 4 weeks
78%
73% 75%
70%

59% 57%
55% 55%

45% 43%
38% 37%
33% 33%
25% 23% 24% 23%
19% 17%
13% 13%

TV Digital Digital Radio Online Podcasts Movies / Daily news Magazines Online Weekly
video music news cinema papers magazines news
content content websites papers

Target audience All respondents

29 Notes: ’’What kind of media have you used in the past 4 weeks?’’; Multi Pick; "Which of these beverage products do you consume regularly?"; Multi Pick; Base: n=917 tea drinkers, n=12145 all respondents

Sources: Statista Consumer Insights Global as of February 2024

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 The social network YouTube is relatively popular among tea drinkers
Marketing touchpoints: social media usage

Top 10 social networks used by tea drinkers

77% 76%

66%
63%
59%
56%

47%
42%

27% 27% 26% 25% 23%

21% 20% 21% 20%
17%
8% 9%

Facebook YouTube Instagram TikTok Snapchat Pinterest LinkedIn X (Twitter) Reddit Twitch

Target audience All respondents

30 Notes: ’’What social media platforms do you use regularly?’’; Multi Pick; "Which of these beverage products do you consume regularly?"; Multi Pick; Base: n=917 tea drinkers, n=12145 all respondents

Sources: Statista Consumer Insights Global as of February 2024

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 51% of tea drinkers remember seeing ads on social media
Marketing touchpoints: digital advertising touchpoints

Top 10 channels where tea drinkers in Australia remember coming across digital advertising

51%
46% 45%
41% 40%
36%
34%
32% 32% 32%
29% 28%
25%
23% 23% 22% 22%
19%
17%
13%

Social Video Search Video Online Websites Video Other apps Music Editorial
media portals engines streaming stores and apps games portals websites
services of brands and apps

Target audience All respondents

31 Notes: ’’Where have you come across digital advertisements in the past 4 weeks?’’; Multi Pick; "Which of these beverage products do you consume regularly?"; Multi Pick; Base: n=917 tea drinkers, n= 12145 all respondents

Sources: Statista Consumer Insights Global as of February 2024

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 Tea drinkers remember seeing ads out-of-home more often than the average
consumer
Marketing touchpoints: non-digital advertising touchpoints

Places where consumers in Australia have come across non-digital advertising in the past 4 weeks

48%
46%
41%
39%
36% 36%
34% 34%

27%
24%
19% 20% 19%
16% 17% 16%

On TV On advertising Directly in On the By mailshot / At the movies In printed In printed

spaces the store radio advertising /cinema daily magazines
on the go mail newspapers and journals
Target audience All respondents

32 Notes: ’’Where have you come across non-digital advertisements in the past 4 weeks?’’; Multi Pick; "Which of these beverage products do you consume regularly?"; Multi Pick; Base: n=917 tea drinkers, n=12145 all respondents

Sources: Statista Consumer Insights Global as of February 2024

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 Authors

Jan Gewiese Stefan Rau Jilson Varghese

Data Solutions Senior Data Ops Engineer Analyst

[email protected] [email protected] [email protected]

Jan Gewiese studied Business Administration (M.Sc.) at Stefan Rau studied Economics (B.Sc.) at the Ludwigs- Jilson Varghese has a background in Financial
the University of Hamburg. Before joining Statista, he Maximilian-University in Munich and Public and Accounting & Auditing and Business Economics from
interned at the Hamburg Center for Health Economics Nonprofit Studies (M.Sc.) at the University of the University of Mumbai. Additionally, he pursued
and Mercedes-Benz USA. Hamburg. During his studies, he interned at TNS studies in Retail Banking Sales Management at ITM
Infratest.​ University, Raipur, gaining practical experience
Jan is a trusted advisor to clients specializing in AI and
through an internship at ICICI Bank.
tailored data solutions. At Statista Consumer Insights, Stefan's current role in the Consumer Insights team
he is responsible for survey design, report generation, focuses on process design and report automation, In his current position within the Consumer Insights
and automation processes. specifically QA processes. Stefan’s expertise also team, Jilson provides support with creating reports, as
includes Python and developing the teams AI tools. well as being the resident expert for quality assurance.

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