Just under a quarter (23%) of Irish shoppers believe that minimum pricing will reduce alcohol consumption, according to the latest Consumer Intelligence study by Empathy Research.
Of 950 survey respondents, 60% felt that minimum pricing will not have the desired effect of reducing intake of alcohol.
In regards to age groups, the highest percentage of those that believe minimum pricing will be effective can be found in the 45+ age group (26%), however, just 17% of 18-24 year olds feel that it will reduce alcohol consumption. 72% of 18-24 year olds, meanwhile, believe it will have no effect at all on cutting down drinking levels.
When asked if they think that the introduction of such measures will lessen the availability of alcohol promotions in supermarkets, just over half (56%) agree with this statement, with this figure rising to 72% of 18-24 year olds. Just over a quarter (26%) of Irish consumers don’t agree that minimum pricing will affect the availability of alcohol on promotion in supermarkets.
7 in 10 (70%) of Irish consumers believe that any minimum pricing initiative will lead to increased cross-border shopping, compared to 8% who believe it will not. There is strong agreement in Dublin (74%) and Rest of Leinster (72%) in particular.
Click here for more information from Empathy Research.
© 2014 - Checkout Magazine by Genna Patterson
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