The over promotion of alcohol by retailers and suppliers could prompt government legislation, a leading retail research company has warned.
Off-trade deals promote home drinking
According to TNS Worldpanel, exceptional off-trade deals are driving consumers away from pubs with almost half of all pub visitors saying they drink more often at home because it is much cheaper than going out.
This trend has seen the off-trade’s share of all alcohol consumption increase from 57% in 2003 to 62% today.
“This level of promotional activity is dangerous for the industry, potentially devaluing the marketplace and the brands within it,” said Kevan Mulcahey, group account director at TNS Consumer.
“Our research shows the supermarket offer is so good one in five alcohol shoppers say the cost of alcohol is less than they expected – something consumers rarely confess to.”
The number of shoppers buying alcohol to drink at home has also increased and they are buying more frequently and in greater quantities.
“Retailers and suppliers are in danger of over promoting alcohol, which could goad government into action,” said Mulcahey.
“The fact is the on-trade sector is not meeting consumer needs, so they do their drinking at home. If this is the case, why do we still insist on giving alcohol away, setting ourselves up for accusations of encouraging ‘binge drinking’?”
By Fiona Briggs
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