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Just 22% Of Consumers Believe ‘Minimum Pricing’ Of Alcohol Products Will Lead To Reduced Consumption

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Just 22% Of Consumers Believe ‘Minimum Pricing’ Of Alcohol Products Will Lead To Reduced Consumption

Just 22% of Irish consumers feel that the government’s plans to introduce ‘minimum pricing’ of alcohol products, as outlined the National Substance Misuse Strategy, will reduce alcohol consumption in Ireland, according to a new survey. 

The survey of 950 respondents, carried out by Empathy Research for Checkout magazine, found that 60% of respondents either ‘Disagree’ or ‘Strongly Disagree’ that the proposed legislation will result in lower alcohol consumption. 17% said that they were unsure.

Respondents in the 18-24 age group were less likely to agree that the legislation will curb alcohol consumption, with 72% saying that they ‘Disagree/Strongly Disagree’, and 18% answering ‘Agree/Strongly Agree’.

Those in the 45+ age group were more optimistic on the legislation succeeding, with 26% agreeing that minimum pricing will result in lower consumption of alcohol; however, 57% of respondents in this age group still disagreed that it will work.

Junior Minister Alex White has said that he hopes to have legislation on pricing in place by “sometime in early to mid” 2014.


“While government initiatives to curb alcohol consumption are welcome, from our research most consumers do not think minimum pricing will reduce consumption,” said Angela Healy, Managing Director, Empathy Research. “Education to our young people on addictive drugs, including alcohol, is key in helping them to make informed and responsible choices in all areas of their lives. We all know that preaching to them doesn’t work, but we can educate them in the dangers in excessive drinking, encouraging them to behave responsibly and safely.”

In addition, almost three-quarters (73%) of Irish consumers believe that a minimum pricing initiative will impact independent off-licenses more than supermarkets, versus 7% who disagree.

© 2014 - Checkout Magazine by Stephen Wynne-Jones

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