The Big Drink Debate: perceptions of the impact of price on alcohol consumption from a large scale cross-sectional convenience survey in north west England

Abstract

BackgroundA large-scale survey was conducted in 2008 in north west England, a region with high levels of alcohol-related harm, during a regional 'Big Drink Debate' campaign. The aim of this paper is to explore perceptions of how alcohol consumption would change if alcohol prices were to increase or decrease.MethodsA convenience survey of residents (≥ 18 years) of north west England measured demographics, income, alcohol consumption in previous week, and opinions on drinking behaviour under two pricing conditions: low prices and discounts and increased alcohol prices (either 'decrease', 'no change' or 'increase'). Multinomial logistic regression used three outcomes: 'completely elastic' (consider that lower prices increase drinking and higher prices decrease drinking); 'lower price elastic' (lower prices increase drinking, higher prices have no effect); and 'price inelastic' (no change for either).ResultsOf 22,780 drinkers surveyed, 80.3% considered lower alcohol prices and discounts would increase alcohol consumption, while 22.1% thought raising prices would decrease consumption, making lower price elasticity only (i.e. lower prices increase drinking, higher prices have no effect) the most common outcome (62%). Compared to a high income/high drinking category, the lightest drinkers with a low income (adjusted odds ratio AOR = 1.78, 95% confidence intervals CI 1.38-2.30) or medium income (AOR = 1.88, CI 1.47-2.41) were most likely to be lower price elastic. Females were more likely than males to be lower price elastic (65% vs 57%) while the reverse was true for complete elasticity (20% vs 26%, P < 0.001).ConclusionsLower pricing increases alcohol consumption, and the alcohol industry's continued focus on discounting sales encourages higher drinking levels. International evidence suggests increasing the price of alcohol reduces consumption, and one in five of the surveyed population agreed; more work is required to increase this agreement to achieve public support for policy change. Such policy should also recognise that alcohol is an addictive drug, and the population may be prepared to pay more to drink the amount they now feel they need.

Accesibilidad al alcohol y mortalidad relacionada con el alcohol en Bielorrusia

“…The mean elasticity by across the studies included in the review was -0,28. In contrast, several authors reported that heavy drinkers may be unresponsive to price, or, at list, less responsive than moderate drinkers (Cook et al, 2011). The results from present analysis suggest a close aggregate-level link between vodka affordability and alcohol-related mortality and support the idea that low affordability of alcohol is associated with reduction in binge drinking and that the effect of pricing policy would be greater on harmful drinkers.…”

The role of alcohol price in young adult drinking cultures in Scotland

“…Although young adults have been demonstrated as a group particularly sensitive to price (Dhalwani, 2011; Lockhart, Beck, & Summons 1993) how price sensitivity might emerge within the enactment of young adulthood (in which peer belonging becomes central) and the potential for variation therein is less understood within alcohol pricing research. A study in England (Cook et al., 2011) of consumers of all ages found the 18–24 year old subgroup more likely to decrease consumption in light of hypothesized price increases (30% compared to 22% of the entire all age sample), yet other evidence points to a contextual influence on the relationship between price and consumption. For example, Purshouse et al.…”

“…Although attempts to understand the price sensitivities of different subgroups within a population have not been absent from the evidence base for MUP, analyses of variations in responses (often expressed as consumer ‘elasticities’) have tended to operationalize ‘heterogeneity’ in terms of the individual characteristics of drinkers such as their sex and age (Cook et al., 2011; Herttua, Makela, & Martikainen, 2008; Heeb, Gmel, Zurbrugg, Kuo, & Rehm, 2003) or type of drinker, such as whether moderate or heavy consumers (Ayyagari, Deb, Fletcher, Gallo, & Sindelar, 2011; Cook et al., 2011). However, there is less evidence relating to the context in which the drinking takes place as a salient feature of cultural heterogeneity; the different meanings, values and practices around alcohol that operate in the contexts different groups drink.…”

An exploration of the lived experiences of people with alcohol-related harm in Scotland

“…Of key importance is the ability to 'trade down' to cheaper brands and types of alcohol, and should that option be removed, following, for example, the introduction of MUP, then their ability to obtain alcohol, particularly in large quantities, will be severely restricted. Cook et al (2011) reported that even if prices are increased, drinkers can avoid reducing their drinking through sacrificing other purchases or necessities. Our findings are in agreement, but for some drinkers there is currently the fallback of cheaper alcohol.…”