Proposed minimum pricing would have no effect on alcohol consumption of two thirds of the UK public
Price increases would need to be considerable to have significant impact
London 17 February 2010. Almost two thirds (63%) of UK consumers say that the proposed minimum pricing of 50p per unit would have no effect on the amount of alcohol they buy, according to new research from leading research agency GfK NOP.
The research goes on to reveal that any price increases aimed at reducing alcohol consumption would need to be considerable to have a significant impact. A 20% price increase, for example, would lead more than half (52%) to reduce their consumption by ‘a lot’ or ‘a little’; while a 30% increase would move 71% to do so. Significantly, it would take a price increase of some 50% to encourage the majority (61%) to reduce their alcohol consumption ‘a lot’.
The 2,193 strong representative survey of UK adults also reveals that special promotions on alcohol – such as ‘Buy One Get One Free’ and ‘Three for £10’ – encourage more than a quarter (29%) of consumers to buy more than they intended.
Ivan Browne, Director at GfK NOP comments:
"This research strongly suggests that any measures to introduce a minimum price on alcohol would have to be considerable to make any significant impact. The recession has made little difference to the UK consumer’s alcohol intake so far, and the evidence here suggests that nothing short of price increases of 40%-50% would be needed to make a real difference for the majority. It’s therefore apparent that the proposed fifty pence per unit minimum price would have a negligible effect.”
The recession, it seems, has not had a significant effect on the amount of alcohol the adult population consumes. Just under a quarter (24%) are drinking less as a result; approaching three in four (72%) are drinking the same; and 4% are drinking more.
Finally, the research reveals mixed opinions on the ban on alcohol sponsorship of sports events and festivals proposed by the BMA. Just over a third (35%) support a total ban; a similar number (37%) support new restrictions but not a ban; and 28% suggest there should be no change in the current regulations.
Note to Editors:
The 50p per unit minimum price recently suggested by the UK’s Chief Medical Officer would mean that the minimum price of a 750ml bottle of wine (12% ABV) would be £4.50; a 700ml bottle of whisky (40% ABV) would be £14; a 500ml can of lager (4% ABV) would be £1; and a two litre bottle of cider (5.5% ABV) could not sell for less than £5.50.
Pam Armstrong