Price hikes unlikely to reduce alcohol consumption

Published: 22 December, 2009

Imposing a minimum price for alcohol is unlikely to significantly reduce consumption, according to a new report out today.

Imposing a minimum price for alcohol is unlikely to significantly reduce consumption, according to a new report out today.

The Wilson Drinks Report, based on a survey of nearly 2,000 adults, shows if the price of alcohol increased in supermarkets only 21% of those questioned said they would spend less on drinks.

Fifty-two per cent said they would either spend more on the same amount of alcohol or look for cheaper drinks.

Tim Wilson, the report's editor, said: "We have yet to be persuaded that minimum pricing would actually work as intended. Research suggests consumers will either take the hit on pricing or simply switch to a cheaper alternative."

Men seem the most undeterred by price rises, with only 16% of 25-34 year olds saying they would buy less as a result. Scottish drinkers are the most likely (35%) to take the hit on pricing and continue to drink the same amount should minimum pricing be introduced.

Wilson said supermarket own-label drinks would be hardest hit by minimum pricing. "Minimum pricing is both good and bad news for retailers. Any price rise at the till goes directly to the retailer, and they may or may not share any windfalls with their suppliers", he added.

Consumers pay on average £29.04 on alcohol to drink at home per four-week month, with the figure in London £32.46, £28.98 in Scotland and £26.79 in Wales.

The report has created a minimum price and unit calculator on its website at www.wilson-drinks-report.com/calculator

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