'Minimum price of 50p would have no effect'

A proposed minimum price of 50p per unit would have no effect on alcohol consumption for the majority of UK consumers, according to new research.

Almost two-thirds (63%) said a minimum price of 50p per unit would have no effect on the amount of alcohol they buy.

The research, conducted by agency GfK NOP, revealed that any price increase would have to be considerable to have a significant impact.

A 20% increase would lead to 52% reducing consumption, while a 30% increase would move 71% to do so.

It would take a 50% increase in price to encourage the majority (61%) to reduce their alcohol consumption.

The survey of 2,193 UK adults also showed that promotions, such as "Buy One Get One Free" and "Three for £10" encourage more than a quarter (29%) of consumers to buy more than they intended.

"This research strongly suggests that any measures to introduce a minimum price on alcohol would have to be considerable to make any significant impact," said Ivan Browne, a director at GfK NOP.

"It's therefore apparent that the proposed fifty pence per unit minimum price would have a negligible effect."