NEOs and Food & Beverage (USA)
Food
Almost everyone eats chicken (88% of pop) and beef (81%), with the majority eating ham or bacon (56%), pork (52%) and a little less so fish (48%) and turkey (37%) – all with very little difference between NEOs and the population as a whole.
NEOs do however dominate the consumption of high-discretionary choice foods such as duck (1.4% pop; 2.5% NEO) a prime example.
With Bakery items, NEOs are more likely to down a bagel (35%) than the population (23%) but there are no major differences with croissants, rolls and donuts.
When it comes to specific cuisines, NEOs index higher on less typical cuisine options, such as Lebanese (14% of NEOs; 6% of the populations and 3% of Traditionals) and Thai (42% of NEOs; 23% of the populations and 11% of Traditionals). The top 5 NEO cuisine preferences are Chinese, Italian, Mexican, Cajun and Japanese.
Liquor Consumption
NEOs dominate wine consumption with the majority (54%) drinking wine and 33% declaring proudly that they drink more wine than they used to. This is in contrast to the rest of the population (18%) and Traditionals (9%). NEOs are more likely than the rest of the population to be over-represented in every category of alcohol consumption.
| Overall Alcohol Consumption |
Population
|
NEOs
|
Evolving
|
Traditionals
|
|
Beer
|
% of each group
|
43.0
|
57.7
|
46.1
|
34.4
|
|
Index
Baseline =100
|
100
|
134
|
107
|
80
|
|
Wine
|
% of each group
|
30.7
|
53.6
|
35.5
|
17.5
|
|
Index
Baseline =100
|
100
|
148
|
107
|
73
|
|
Spirits
|
% of each group
|
27.6
|
40.9
|
29.8
|
20.2
|
|
Index
Baseline =100
|
100
|
148
|
108
|
73
|
|
Pre-Mixed
alcoholic beverages
|
% of each group
|
10.2
|
15.5
|
11.2
|
7.1
|
|
Index
Baseline =100
|
100
|
141
|
120
|
71
|
Wine
NEOs are 95% more likely than the general population to consume red wine – and 4 times more likely than Traditionals.
|
Overall Wine Consumption
|
Population
|
NEOs
|
Evolving
|
Traditionals
|
|
Red wine - bottled
|
% of each group
|
20.0
|
39.4
|
22.4
|
10.0
|
|
Index
Baseline =100
|
100
|
195
|
111
|
49
|
|
White wine - bottled
|
% of each group
|
15.7
|
30.8
|
17.3
|
10.0
|
|
Index
Baseline =100
|
100
|
196
|
110
|
49
|
|
Champagne
or Sparkling wine
|
% of each group
|
10.0
|
13.5
|
7.0
|
3.1
|
|
Index
Baseline =100
|
100
|
205
|
106
|
47
|
|
TOTAL Fortified Wine
|
% of each group
|
2.9
|
5.7
|
3.2
|
1.4
|
|
Index
Baseline =100
|
100
|
197
|
110
|
48
|
When it comes to drinking red wine, the most popular variety is Merlot, while Cabernet Sauvignon and Pinot Noir are the least preferred of the mainstream varietals.
Syrah enjoys the largest NEO differential from the population as a whole.
|
Overall Wine Consumption
|
Population
|
NEOs
|
Evolving
|
Traditionals
|
|
Merlot
|
% of each group
|
9.5
|
22.5
|
9.6
|
3
|
|
Index
Baseline =100
|
100
|
237
|
101
|
32
|
|
Cabernet Sauvignon
|
% of each group
|
7.7
|
18.7
|
8.1
|
2.1
|
|
Index
Baseline =100
|
100
|
242
|
105
|
28
|
|
Syrah/Shiraz
|
% of each group
|
3.6
|
9.9
|
3.1
|
0.6
|
|
Index
Baseline =100
|
100
|
278
|
88
|
18
|
|
Pinot Noir
|
% of each group
|
3.0
|
8.0
|
3.0
|
0.5
|
|
Index
Baseline =100
|
100
|
266
|
100
|
18
|
The favorite white wine variety is chardonnay by a huge margin.
|
Overall Wine Consumption
|
Population
|
NEOs
|
Evolving
|
Traditionals
|
|
Chardonnay
|
% of each group
|
7.2
|
15.5
|
7.3
|
3.1
|
|
Index
Baseline =100
|
100
|
215
|
101
|
43
|
|
Pinot Grigio
/Pinot Gris
|
% of each group
|
3.6
|
9.2
|
3.9
|
0.6
|
|
Index
Baseline =100
|
100
|
259
|
111
|
16
|
|
Sauvignon Blanc
|
% of each group
|
2.8
|
6.8
|
2.6
|
1
|
|
Index
Baseline =100
|
100
|
241
|
93
|
34
|
|
Chenin Blanc
/Gewürztraminer
|
% of each group
|
0.9
|
2.4
|
0.7
|
0.3
|
|
Index
Baseline =100
|
100
|
261
|
77
|
32
|
Spirits
Compared to Traditionals and the rest of the population, NEOs are also far more likely to drink spirits. When it comes to drinking gin, NEOs are almost 4 times more likely than Traditionals, and twice as likely as the rest of the population to be gin drinkers.
|
Spirits Consumed
|
Population
|
NEOs
|
Evolving
|
Traditionals
|
|
Canadian whiskey
|
% of each group
|
2.9
|
3.8
|
2.5
|
2.8
|
|
Index
Baseline =100
|
100
|
129
|
84
|
94
|
|
Scotch whiskey
|
% of each group
|
3.6
|
6.5
|
4.4
|
1.7
|
|
Index
Baseline =100
|
100
|
181
|
122
|
49
|
|
Bourbon
|
% of each group
|
4.2
|
6.9
|
3.8
|
3
|
|
Index
Baseline =100
|
100
|
165
|
91
|
72
|
|
Gin
|
% of each group
|
4.2
|
6.8
|
4.7
|
2.7
|
|
Index
Baseline =100
|
100
|
161
|
112
|
63
|
|
Rum
|
% of each group
|
6.0
|
10.1
|
6.1
|
3.9
|
|
Index
Baseline =100
|
100
|
169
|
102
|
65
|
|
Vodka
|
% of each group
|
9.3
|
15.8
|
9.8
|
5.8
|
|
Index
Baseline =100
|
100
|
170
|
105
|
63
|
|
Tequila
|
% of each group
|
5.9
|
10.7
|
6.7
|
3.2
|
|
Index
Baseline =100
|
100
|
180
|
113
|
54
|
|
Brandy
|
% of each group
|
2.4
|
2.4
|
3.2
|
2
|
|
Index
Baseline =100
|
100
|
100
|
133
|
83
|
|
Liqueurs (e.g. Kahlua, Midori)
|
% of each group
|
5.0
|
9.3
|
5
|
2.8
|
|
Index
Baseline =100
|
100
|
187
|
100
|
57
|
Liquor Purchase
Overall, NEOs are more likely to shop from Independent Liquor outlets (30%) compared to the population (20%) and Traditionals (14%) and also warehouse clubs (11%) compared to the population (5%) and Traditionals (2%).
It would however be a mistake to imagine they are making decisions based on price. They are, like everyone in society, interested in the best price. The difference in NEO consumption behavior is that NEOs will have decided in advance (on taste and quality) on their preferred wine labels and will then be looking for the best price on them from the specialist outlets, super-centers and warehouse clubs.
NEOs like to try new wines, to experiment and look for rich information that helps them decide on which wines to try.
|
Attitudes to Wine
|
Population
|
NEOs
|
Evolving
|
Traditionals
|
|
I usually buy wine by the case
|
% of each group
|
2.1
|
3.9
|
2.1
|
1.1
|
|
Index
Baseline =100
|
100
|
188
|
102
|
55
|
|
I often order the wine in restaurants when I am in the company of others
|
% of each group
|
18.9
|
35.6
|
19.9
|
10.1
|
|
Index
Baseline =100
|
100
|
188
|
105
|
54
|
|
I like to buy brands I haven't tried before
|
% of each group
|
23.8
|
44.6
|
25.5
|
12.6
|
|
Index
Baseline =100
|
100
|
188
|
107
|
53
|
|
I would be more likely to choose a wine if I knew it had won some medals
|
% of each group
|
11.3
|
20.9
|
11.7
|
6.4
|
|
Index
Baseline =100
|
100
|
185
|
103
|
56
|
|
I will buy wines based on a good review
|
% of each group
|
20.0
|
36.7
|
20.1
|
11.8
|
|
Index
Baseline =100
|
100
|
183
|
100
|
59
|
|
I enjoy reading about wine
|
% of each group
|
10.8
|
19.3
|
11.9
|
6.1
|
|
Index
Baseline =100
|
100
|
178
|
110
|
57
|
Non-Alcoholic Beverages
NEOs are more likely to consume diet sodas and less mainstream drinks like mineral water, yoghurt drinks and soy drinks rather than colas and other regular sodas.
| Non-Alcoholic Beverages Consumed |
Population
|
NEOs
|
Evolving
|
Traditionals
|
|
Iced Coffee
|
% of each group
|
10.8
|
17.5
|
12
|
6.9
|
|
Index
Baseline =100
|
100
|
161
|
111
|
64
|
|
Seltzer and Mineral Water
|
% of each group
|
14.3
|
21.7
|
14.4
|
10.6
|
|
Index
Baseline =100
|
100
|
152
|
101
|
74
|
|
Mixers (eg. Tonic water, Ginger Ale)
|
% of each group
|
13.9
|
20.8
|
15.6
|
9.5
|
|
Index
Baseline =100
|
100
|
150
|
113
|
69
|
|
Half and Half (milk and cream)
|
% of each group
|
12.5
|
18.9
|
13.2
|
9.1
|
|
Index
Baseline =100
|
100
|
150
|
106
|
72
|
|
Yoghurt drinks (eg. Dannon Danimals)
|
% of each group
|
6.4
|
8.8
|
6.8
|
5
|
|
Index Baseline =100
|
100
|
137
|
106
|
79
|
|
Other Sodas - Diet
|
% of each group
|
17.2
|
23.6
|
16.6
|
14.4
|
|
Index
Baseline =100
|
100
|
137
|
96
|
84
|
|
Soy Drinks
|
% of each group
|
6.9
|
9.4
|
8.6
|
4.8
|
|
Index
Baseline =100
|
100
|
137
|
125
|
69
|
|
Nutritional Drinks (eg. Boost, Ensure, Slim-Fast)
|
% of each group
|
6.9
|
9.4
|
7.3
|
5.5
|
|
Index
Baseline =100
|
100
|
136
|
105
|
80
|
|
Cola Sodas - Diet
|
% of each group
|
33.6
|
45.4
|
32.6
|
28.3
|
|
Index
Baseline =100
|
100
|
135
|
97
|
84
|
|
Cola Sodas - Regular
|
% of each group
|
62.8
|
60.8
|
62.2
|
64.1
|
|
Index Baseline =100
|
100
|
97
|
99
|
102
|
|
Other Sodas - Regular
|
% of each group
|
51.7
|
49.6
|
52.2
|
52.6
|
|
|
 |
All data contained in this report (unless otherwise noted) has been drawn from the Roy Morgan Single Source. © Social Intelligence Lab & Roy Morgan International 2009