More than half of the population would alter their drinking habits if prices went up by 20 per cent, according to new research into minimum pricing.

 

A survey of more than 2,000 people revealed that 52 per cent of people would reduce their consumption by “a lot or a little” if prices went up by a fifth.

 

But the study by market researchers Gfk NOP shows that it would take a price increase of 50 per cent to encourage the majority (61 per cent) to reduce their consumption “a lot”.

 

The research was undertaken following calls for the introduction of a minimum price for alcohol from the likes of England’s chief medical officer Sir Liam Donaldson and the Scottish government.

 

The Publican is also calling for a minimum price of 50p per unit of alcohol as part of its Make it the Minimum campaign which aims to stop loss-leading supermarket deals.

 

However Ivan Browne, a director of Gfk NOP, said the 50p unit price would have “a negligible effect”.

 

He added: “The research strongly suggests that any measures to introduce a minimum price on alcohol would have to be considerable to make any significant impact.”

 

The study also revealed that a quarter of people are drinking less due to the recession, with four per cent drinking more.

 

Story: Matt Eley (The Publican)