Three quarters (75%) of Irish consumers believe that alcohol brands do not 'do enough' to encourage customers to drink responsibly, according to the latest Consumer Insights survey from Empathy Research.
Of 992 participants, 25% think brands do enough to promote responsible drinking.
Younger age groups were more likely to think brands were doing enough, with over a third (35%) of 18-34 year olds ‘agreeing’ or ‘strongly agreeing’ that alcohol brands are doing enough to encourage customers to drink responsibly. Other age groups were noticeably less likely to think the alcohol brands do enough to encourage responsible drinking with 35-44 year olds (28%), 35-44 year olds (25%) and 55+ year olds (16%) thinking they are doing enough.
However, more than two fifths (43%) believe that alcohol brands 'could do more' to encourage customers to drink responsibly. Female respondents felt stronger (45%) about this than males (40%). Likewise more parents (45%) felt more could be done, compared to respondents without children (39%).
When asked if they felt that supermarkets do enough to encourage customers to drink responsibly, nearly half (49%) of Irish adults think supermarkets are not doing enough or could do more to encourage customers to drink responsibly. There appears to be equal agreement among men and women, however older age groups again think more can be done by supermarkets to encourage responsible drinking. 58% of 55+ year olds ‘disagreed’ or ‘strongly disagreed’ that supermarkets do enough to encourage customers to drink responsibly, compared to 18-34 year olds (40%), 35-44 year olds (43%) and 45-54 year olds (50%).
The survey participants were also asked if they thought that current advertising campaigns that encourage people to drink responsibly are working. Less than a quarter (22%) of Irish adults think they are, with more men (25%) than women (19%) believing so. However, 39% said that they think that current advertising campaigns promoting responsible drinking are 'not working'.
Interestingly, it was the youngest age group and the oldest age group who were more likely to think that the advertising campaigns to promote responsible drinking were not working, with 41% of 18-24 years olds and 46% of 55+ year olds more likely to of this opinion compared to 31% of 35-44 year olds and 35% of 45-54 year olds.
Click here for more information from Empathy Research.
© 2014 - Checkout Magazine by Genna Patterson