The latest Consumer Insights survey from Empathy Research has found that nine tenths (93%) of Irish consumers think that alcoholic drink categories will be affected 'in some way' by minimum pricing of alcohol, however around two thirds believe it will not curb alcohol consumption.
Over two-thirds of the 1,006 participants included in the research (68%) think minimum pricing will 'not have an impact' on the amount of alcohol people drink. Males (70%) appear to be more of this opinion compared to females (66%).
Looking at this by region, those living in Dublin (71%) and the Rest of Leinster (71%) are significantly more likely to agree minimum pricing of alcohol will not encourage people to drink less, compared to those living in Munster (62%) and Connacht/Ulster (65%).
Only one in ten Irish consumers think that minimum pricing will encourage people to drink less, with the 18-24 year old group agreeing with this the most (14%), compared to just 7% of 25-34 and 45-54 year olds.
The remaining 23% of Irish consumers are unsure what affect minimum pricing of alcohol will have on the consumption of alcohol in Ireland.
In terms of the categories that will be affected, just under two thirds (63%) think that Beer will be the most affected by minimum pricing, with significantly more males (68%) being of this opinion than females (61%).
Over half (59%) think that Wine will be most affected, with over three fifths (44%) of the belief that Cider will feel the impact.
Interestingly, just under one in five Irish consumers (19%) think that supermarkets will 'benefit' from minimum pricing of alcohol, while almost one in four Irish consumers (23%) think that the independent off-licence sector will also benefit.
However, Irish consumers think pubs will benefit the most with almost a quarter (24%) citing the minimum pricing of alcohol will benefit pub trade. Significantly more males (29%) are of this opinion compared to females (19%). While those living in Dublin are also more likely to think pubs will benefit.
Almost a third of Dubliners (30%) cited the pub trade will benefit from minimum pricing. This is higher when compared to all the other regions; Rest of Leinster (18%), Munster (24%) and Connacht/Ulster (23%).
© 2015 - Checkout Magazine by Hannah Popham.
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