a descriptive analysis of price band data for alcohol sold through...
TRANSCRIPT
A descriptive analysis of price band data for alcohol sold
through the off-trade, Scotland 2009
July 2010
Authors Sonnda Catto, Senior Public Health Information Manager, Public Health Observatory Division, NHS Health Scotland Mark Robinson, Project Officer, Public Health Observatory Division, NHS Health Scotland Clare Beeston, Principal Public Health Advisor, Policy Evaluation and Appraisal Division, NHS Health Scotland Laurence Gruer, Director of Public Health Science, NHS Health Scotland
Sonnda Catto wrote the report, Mark Robinson quality assured the data and did the descriptive analysis and Clare Beeston set the research questions. Laurence Gruer advised on the data presentation and is the guarantor of the paper. This report has been produced by NHS Health Scotland as part of its programme of work on Monitoring and Evaluating Scotland’s Alcohol Strategy (MESAS). It should be cited as: Catto S, Robinson M, Beeston C, Gruer L. A descriptive analysis of price band data for alcohol sold through the off-trade, Scotland 2009. Glasgow: NHS Health Scotland; 2010. For further information about this publication please contact: Sonnda Catto Senior Public Health Information Manager NHS Health Scotland Email: [email protected] Acknowledgements We are grateful to Neil Craig, NHS Health Scotland, for his feedback on the draft paper, and to Stewart Blunt, The Nielsen Company, for providing his time and expertise on Nielsen’s methodology.
NHS Health Scotland is the national agency for improving the health of our population. We are a Special Health Board in NHS Scotland. Further details on NHS Health Scotland can be found at www.healthscotland.com
TABLE OF CONTENTS SUMMARY AND KEY POINTS................................................................................1 1. INTRODUCTION...............................................................................................3
Background and Aim ............................................................................................3 2. METHODS ........................................................................................................4
Nielsen methodology ............................................................................................4 Drinks classification ..............................................................................................5 Quality assurance of the data ...............................................................................6 Descriptive analysis ..............................................................................................6 Presentation of results ..........................................................................................7 Definitions.............................................................................................................7
3. RESULTS .........................................................................................................8
3.1 Amount, kinds and proportions of alcohol sold through the off-trade .........8 3.2 Price distribution of alcohol sold through the off-trade .............................11 3.3 Price distribution of individual kinds of drink sold through the off-trade....13
Spirits ..............................................................................................................13
Spirits: Vodka ..............................................................................................14 Spirits: Whisky.............................................................................................15
Light wine........................................................................................................16 Beer ................................................................................................................17
Beer: Premium beer ....................................................................................18 Beer: Standard beer ....................................................................................19
Cider ...............................................................................................................20 4. REFERENCES................................................................................................21 APPENDIX .............................................................................................................22
1
SUMMARY AND KEY POINTS Price band data for alcohol sold through the off-trade in Scotland were purchased from The Nielsen Company by NHS Health Scotland on behalf of the Scottish Government to inform proposals in the Alcohol Etc. (Scotland) Bill. This report presents an analysis of the 2009 data to provide the most up-to-date picture of the price distribution of alcohol off-trade sales in Scotland. The Nielsen Company obtains weekly data from all large multiple retailers and a stratified random sample of independent and smaller multiple retailers. The data comprise scanned readings at Electronic Points of Sale of the net retail price of each item along with its type and volume. The volume of each drink type was converted into units of pure alcohol using its percentage Alcohol by Volume to derive the net retail price in pence per unit (ppu) of alcohol. All items were then coded into one of fifteen price bands. Both The Nielsen Company and NHS Health Scotland carried out a number of quality assurance procedures on the data. Drinks were categorised as spirits, light wine, beer, cider or ‘other’. Each category was further divided into drink types, with some further classification into subtypes. Analysis was undertaken for all drink categories excluding ‘other’, and for drink types constituting at least 5% of the total volume of pure alcohol sold through the off-trade. The key findings are as follows. � Of the total volume of pure alcohol sold in Scotland in 2009, it is estimated that
about two-thirds was sold through the off-trade.
� Of the total volume of pure alcohol sold through the off-trade in Scotland in 2009:
� 16% was sold below 30ppu, 51% below 40ppu, 77% below 50ppu and 90% below 60ppu
� 33% was sold as spirits, 32% as light wine, 24% as beer and 6% as cider
� 16% of spirits was sold at below 30ppu, 66% below 40ppu, 86% below 50ppu and 93% below 60ppu
� 5% of light wine was sold at below 30ppu, 33% below 40ppu, 67% below 50ppu and 84% below 60ppu
� 20% of beer was sold at below 30ppu, 52% below 40ppu, 79% below 50ppu, and 93% below 60ppu
� 48% of cider was sold at below 30ppu, 75% below 40ppu, 86% below 50ppu and 91% below 60ppu.
� Thus, in general, proportionally less light wine than spirits, beer or cider was
sold at lower prices. The bar charts on page 2 show the price distribution for the total volume of pure alcohol sold through the off-trade, for each of the main categories of drink and for the two leading types of spirits and beer.
2
Light wine
0
5
10
15
20
25
30
35
40
<20 20-24.9
25-29.9
30-34.9
35-39.9
40-44.9
45-49.9
50-54.9
55-59.9
60-64.9
65-69.9
70-74.9
75-79.9
80-84.9
85 andup
Price band (ppu)
% o
f all
light
win
e (L
pur
e al
coho
l)
Spirits: Vodka
0
5
10
15
20
25
30
35
40
<20 20-24.9
25-29.9
30-34.9
35-39.9
40-44.9
45-49.9
50-54.9
55-59.9
60-64.9
65-69.9
70-74.9
75-79.9
80-84.9
85 andup
Price band (ppu)
% o
f all
vodk
a (L
pur
e al
coho
l)
Spirits: Whisky
0
5
10
15
20
25
30
35
40
<20 20-24.9
25-29.9
30-34.9
35-39.9
40-44.9
45-49.9
50-54.9
55-59.9
60-64.9
65-69.9
70-74.9
75-79.9
80-84.9
85 andup
Price band (ppu)
% o
f all
whi
sky
(L p
ure
alco
hol)
Spirits: All
0
5
10
15
20
25
30
35
40
<20 20-24.9
25-29.9
30-34.9
35-39.9
40-44.9
45-49.9
50-54.9
55-59.9
60-64.9
65-69.9
70-74.9
75-79.9
80-84.9
85 andup
Price band (ppu)
% o
f all
spir
its (L
pur
e al
coho
l)
Beer: All
0
5
10
15
20
25
30
35
40
<20 20-24.9
25-29.9
30-34.9
35-39.9
40-44.9
45-49.9
50-54.9
55-59.9
60-64.9
65-69.9
70-74.9
75-79.9
80-84.9
85 andup
Price band (ppu)
% o
f all
beer
(L p
ure
alco
hol)
Beer: Standard beer
0
5
10
15
20
25
30
35
40
<20 20-24.9
25-29.9
30-34.9
35-39.9
40-44.9
45-49.9
50-54.9
55-59.9
60-64.9
65-69.9
70-74.9
75-79.9
80-84.9
85 andup
Price band (ppu)
% o
f all
stan
dard
bee
r (L
pur
e al
coho
l)
Beer: Premium beer
0
5
10
15
20
25
30
35
40
<20 20-24.9
25-29.9
30-34.9
35-39.9
40-44.9
45-49.9
50-54.9
55-59.9
60-64.9
65-69.9
70-74.9
75-79.9
80-84.9
85 andup
Price band (ppu)
% o
f all
prem
ium
bee
r (L
pur
e al
coho
l)
All alcohol
0
5
10
15
20
25
30
35
40
<20 20-24.9
25-29.9
30-34.9
35-39.9
40-44.9
45-49.9
50-54.9
55-59.9
60-64.9
65-69.9
70-74.9
75-79.9
80-84.9
85 andup
Price band (ppu)%
of a
ll al
coho
l (L
pure
alc
ohol
)
Cider
0
5
10
15
20
25
30
35
40
<20 20-24.9
25-29.9
30-34.9
35-39.9
40-44.9
45-49.9
50-54.9
55-59.9
60-64.9
65-69.9
70-74.9
75-79.9
80-84.9
85 andup
Price band (ppu)
% o
f all
cide
r (L
pur
e al
coho
l)
3
1. INTRODUCTION
Background and Aim NHS Health Scotland has been asked by the Scottish Government to lead on the monitoring and evaluation of the alcohol strategy in Scotland. A portfolio of studies has been developed and is being implemented under the Monitoring and Evaluating Scotland’s Alcohol Strategy (MESAS) workstream. Summary information on each of the studies can be found in the MESAS briefing paper of December 2009.1
NHS Health Scotland has purchased alcohol sales data from The Nielsen Company and CGA Strategy to contribute to the monitoring and evaluation of Scotland’s alcohol strategy. Trends in per capita sales of alcohol over the past five years (2005-2009) are described in a separate report.2 Both the report and accompanying dataset3 are available from the MESAS pages on the NHS Health Scotland website: www.healthscotland.com/scotlands-health/evaluation/planning/MESAS.aspx NHS Health Scotland purchased additional off-trade price band data from The Nielsen Company to inform implementation of the policy proposals in the Alcohol Etc. (Scotland) Bill.4 This analysis aims to provide a clear, up-to-date picture of the price distribution of alcohol off-trade sales in Scotland in 2009.
4
2. METHODS
Nielsen methodology Price band data for off-trade sales of alcohol in Scotland in 2009 were supplied by The Nielsen Company. The Nielsen input data are obtained from their continuous retail measurement system, which captures actual sales from scanned readings at Electronic Points of Sale (EPoS). Weekly data are obtained from (a) all large multiple retailers which provide data from all of their stores, and (b) a stratified random sample of independent and smaller multiple retailers. Items scanned at EPoS have a known volume (actual volume of beverage sold, known as the ‘natural volume’) and a net retail price, which takes discounts and special offers into account. Natural volumes were converted into units of pure alcohol using the percentage Alcohol by Volume (ABV) of the item to derive the net retail price in pence per unit (ppu). Items were then coded into one of fifteen price bands (Table 1). Table 1 Price segmentation of alcohol, in pence per unit (ppu)
Price bands
less than 20ppu 20-24.9ppu 25-29.9ppu 30-34.9ppu 35-39.9ppu 40-44.9ppu 45-49.9ppu 50-54.9ppu 55-59.9ppu 60-64.9ppu 65-69.9ppu 70-74.9ppu 75-79.9ppu 80-84.9ppu
85ppu and up The 2009 data used in this analysis refer to the 52-week period from 23/11/08 to 21/11/2009.
5
Drinks classification The classification outlined in Table 2 is used throughout this report and the accompanying dataset to differentiate between different kinds of alcoholic drink, breaking them down into five main categories (spirits, light wine, beer, cider and ‘other’). Each category is further divided into drink types, with some further classified into subtypes. Note that beer has two classifications, one by alcoholic strength and another by type. This report uses the strength classification (for further details see the Descriptive analysis on page 6). Table 2 Classification of different kinds of alcoholic drink Category Type Subtype Spirits Vodka -
Blended whisky
Malt whisky
Whisky
Imported whisky
Gin -
White rum
Golden rum
Rum
Dark rum
French brandy
Liqueur
Cream liqueur
Other
Cognac
Light wine Table wine -
Sparkling wine -
Champagne -
Beera (by alcoholic strength)
Non/low-alcohol (0-1.2% ABV)
-
Commodity (1.3-3.3%) -
Standard (3.4-4.2% ABV) -
Premium (4.3-7.5% ABV) -
Super strength (>7.5% ABV)
-
Beerb
(by type)
Lager -
Ale - Stout
-
Cider Regular cider (4.5% ABV)
-
White/strong cider (7.5% ABV) -
Other Fortified wine -
Ready to drink beverages -
Perry -
a,b Note that beer has two classifications.
6
Light wine includes all wine with an alcohol content (ABV) less than 15%, including table wine, sparkling wine and champagne. Beer is classified by drink strength (non/low-alcohol, commodity, standard, premium and super) and by type (lager, ale and stout). Cider is classified according to drink strength. The ‘other’ category includes fortified wine (wine that has had a distilled spirit added to it, examples include port, sherry, madeira, marsala, vermouth and tonic wine), ready to drink beverages (RTDs, defined as pre-mixed alcohol beverages, typically based on vodka with a flavoured mixer to create a 'long' drink) and perry (a fermented alcohol beverage made with pears).
Quality assurance of the data Nielsen’s Operations department carries out a number of quality assurance procedures on the retail data and associated databases before their release. See the Appendix for a summary. Further information is available on request. NHS Health Scotland’s quality assurance comprised using the primary data provided by Nielsen - natural sales volumes and ABVs - to calculate pure alcohol volumes. These were cross-checked against the pure alcohol volumes provided by Nielsen. All quality assurance was carried out using a specially designed automated template created in Microsoft Excel 2003.
Descriptive analysis Nielsen supplied the data in a Microsoft Excel spreadsheet,5 available from the MESAS pages on the NHS Health Scotland website: www.healthscotland.com/scotlands-health/evaluation/planning/MESAS.aspx Percentages were used to describe all proportions, broken down by each of the main drink categories (spirits, light wine, beer, cider) except those in ‘other’ which covers a diverse range of products (fortified wine, RTDs, perry) each accounting for a very small proportion of the overall market (see Figure 3, Section 3.1 of the results). The data were also broken down by drink types constituting at least 5% of the total volume of pure alcohol sold through the off-trade: vodka (15%), whisky (10%), premium (12%) and standard beer (10%). Table wine is one exception to this – although it constituted 30% of the volume of pure alcohol sold through the off-trade, it has not been shown separately from light wine overall as it made up the vast majority (94%) of all light wine sold. As noted above, the original dataset presents off-trade beer sales by drink strength and type. As alcoholic strength is more important from a public health perspective, the price distribution is broken down here by drink strength. Additionally, the analysis by drink strength provides a more useful segmentation since standard and premium beer account for 44% and 51% of off-trade sales respectively, whereas lager accounts for the majority of beer of different types (88% compared with 10% for ale and 2% for stout).
7
Presentation of results The results of the price distribution of alcohol sold through the off-trade in Scotland in 2009 (Sections 3.2 and 3.3) are graphically displayed using all fifteen price bands supplied by Nielsen (Table 1). All graphs use the same scale so that they are directly comparable. Any discrepancy between the within-bar and cumulative percentages is explained by rounding. For ease of presentation, the accompanying textual description focuses on the proportions of alcohol sold at below 30ppu, 40ppu, 50ppu and 60ppu. Additional tables describe the proportions of alcohol sold within each price band.
Definitions Alcohol An alcoholic beverage is a drink that contains ethanol, also known as pure alcohol. In line with international convention, this report describes alcohol sales in terms of the volume of pure alcohol sold, irrespective of the kind of alcoholic beverage. In the UK, a unit of alcohol is defined as 10ml of pure alcohol. Off-trade The off-trade refers to trade channels licensed to sell alcohol to the public for consumption off the premises. It includes specialist liquor retailers, supermarkets, independent shops (e.g. grocers, newsagents), petrol stations and co-operatives. All must hold a licence to sell alcohol. Throughout the report, the terms off-trade and off-sales are used interchangeably. On-trade The on-trade refers to trade channels licensed to sell alcohol to the public for consumption on the premises, though most can also sell to take away. It includes pubs, bars, clubs, restaurants and hotels. Throughout the report, the terms on-trade and on-sales are used interchangeably.
8
3. RESULTS
3.1 Amount, kinds and proportions of alcohol sold through the off-trade
Analysis of industry sales data indicates that 50.9 million litres of pure alcohol were sold in Scotland in 2009.2 Further analysis of the sales dataset3 undertaken specifically to inform this report shows that approximately two thirds (68%, 34.4 million litres) of the total volume of pure alcohol sold in Scotland in 2009 was sold through the off-trade compared with approximately one third (32%, 16.5 million litres) through the on-trade (Figure 1). The majority of spirits (76%), light wine (85%) and cider (69%) was sold off-trade. Beer was the only category of drink for which the majority of alcohol was sold through the on-trade (55%). Figure 1: Percentage of alcohol sold, by market sector within drinks category (Scotland,
2009)
6876
85
45
69
90
3224
15
55
31
10
0
10
20
30
40
50
60
70
80
90
100
All alcohol Spirits Light wine Beer Cider Other
% o
f alc
ohol
(L p
ure
alco
hol)
Off-trade On-trade
9
Of the total volume of pure alcohol sold through the on-trade in Scotland in 2009, 22% was sold as spirits, 11% as light wine, 59% as beer, 7% as cider and 1% as ‘other’ (fortified wine, RTDs, perry) (Figure 2). By comparison, 33% of the total volume of pure alcohol sold through the off-trade was sold as spirits, 32% as light wine, 24% as beer, 6% as cider and 5% as ‘other’. Figure 2: Percentage of alcohol sold, by drinks category within market sector* (Scotland,
2009)
22
11
59
7
33 32
24
6 50
10
20
30
40
50
60
Spirits Lightwine
Beer Cider Other Spirits Lightwine
Beer Cider Other
On-trade Off-trade
% o
f alc
ohol
(L p
ure
alco
hol)
* On-trade figures are sourced from the separately published sales dataset3, which refers to full calendar year 2009.
Breaking the data down to the level of drink type, vodka and whisky together made up one quarter of the total volume of pure alcohol sold through the off-trade (15% and 10%), gin, rum and ‘other’ spirits each made up 3%; table wine accounted for 30% and sparkling wine and champagne less than 2% (1.5% and 0.4%); premium and standard beer together comprised 22% (12% and 10%) with super strength, commodity and non/low-alcohol beer making up just over 1% (1%, 0.2% and 0.01%); regular strength cider constituted 5% and white/strong cider 2% (Figure 3).
10
Figure 3: Alcohol sold off-trade, by drinks category and type (Scotland, 2009)
Shaded bars indicate category totals.
15
10
3 3 3
30
1012
5 4
33 32
24
6 5
2 20
5
10
15
20
25
30
35A
LL S
PIR
ITS
Vod
ka
Whi
sky
Gin
Rum
Oth
er
ALL
LIG
HT
WIN
E
Tabl
e w
ine
Spa
rklin
g w
ine
Cha
mpa
gne
ALL
BE
ER
Com
mod
ity
Sta
ndar
d
Pre
miu
m
Sup
er s
tren
gth
ALL
CID
ER
Reg
ular
Whi
te/s
trong
ALL
OTH
ER
Forti
fied
win
e
RTD
Per
ry
Spirits Light wine Beer Cider Other
% o
f all
alco
hol (
L pu
re a
lcoh
ol)
Note: Percentage of non/low-alcohol beer (0.01%) is too small to present. Because of rounding, percentages may not add
exactly to 100% and category subtype percentages may not add exactly to category total.
Some spirits (whisky, rum and ‘other’ spirits) can be further broken down to subtypes. Table 3 presents the proportion of alcohol sold through the off-trade as spirits subtypes. Table 3: Alcohol sold off-trade as spirits subtypes (Scotland, 2009) Spirits type Subtype Percentage of all alcohol
sold off-trade (L pure alcohol)
Whisky Blended whisky 8.4% Malt whisky 1.1% Imported whisky 0.5% Rum White rum 1.3% Golden rum 0.7% Dark rum 0.6% Other spirits French brandy 1.1% Liqueur 0.7% Cream liqueur 0.5% Cognac 0.4%
Note: Because of rounding, subtype percentages may not add exactly to type percentages shown in Figure 3.
11
3.2 Price distribution of alcohol sold through the off-trade Price is described in pence per unit (ppu) of pure alcohol. That is, the net retail price per 10ml of pure alcohol (see Methods page 4 for further details). Results for the price distribution of alcohol are graphically displayed using all fifteen price bands supplied by Nielsen (Table 1). Figure 4 presents the price distribution for all types of alcohol combined. As shown, of the total volume of pure alcohol sold through the off-trade in Scotland in 2009, 16% was sold below 30ppu, 51% below 40ppu, 77% below 50ppu and 90% below 60ppu. The single largest proportion was sold at 35-39.9ppu (18%). Figure 4: Price distribution of alcohol sold off-trade (Scotland, 2009)
Numbers above the bars indicate cumulative percentages.
10
1718
16
118
4 42 1 2
3 6
16
3351
67
77
86
90 9395 96 97 98
100
330
5
10
15
20
25
30
35
40
<20 20-24.9
25-29.9
30-34.9
35-39.9
40-44.9
45-49.9
50-54.9
55-59.9
60-64.9
65-69.9
70-74.9
75-79.9
80-84.9
85 andup
Price band (ppu)
% o
f all
alco
hol (
L pu
re a
lcoh
ol)
12
Figure 5 presents the proportion of alcohol sold through the off-trade in each drinks category across the price distribution. Spirits accounted for the smallest proportion of the total volume of pure alcohol sold at below 20ppu (3%) and the largest proportions between 25-39.9ppu, decreasing to 16% at 50-54.9ppu and fluctuating between 18% and 31% thereafter. Beer accounted for 22% of the total volume of pure alcohol sold at below 20ppu, the largest proportion at 20-24.9p (37%), fluctuated between 15% and 30% from 25-79.9ppu, decreasing to 10% and 7% in the two highest price bands (80-84.9ppu and 85p and up). Cider accounted for the largest proportion of the total volume of pure alcohol sold at below 20ppu (58%), decreasing to 2% at 45-54.9ppu and fluctuated between 4% and 11% thereafter. Compared with beer and cider, proportionally less light wine was sold in the two lowest price bands (9% at less than 20ppu and 8% at 20-24.9ppu), increasing to 57% at 60-64.9ppu and remaining relatively high thereafter. Figure 5: Alcohol sold off-trade, by drinks category within price bands (Scotland, 2009)
10
49 4944
24 27
1625
1925 27
3125
18
22
37
2823
20
2327
27
30
16
23 15
18
10
7
58
25
6
5
6
4
11
6
9
8
11 2130
4731 49
35
57
3748
29
29 54
8
2013
5 6 49 6
11
30
16
3
5
4
4
5
4
5
0
10
20
30
40
50
60
70
80
90
100
<20 20-24.9
25-29.9
30-34.9
35-39.9
40-44.9
45-49.9
50-54.9
55-59.9
60-64.9
65-69.9
70-74.9
75-79.9
80-84.9
85 andup
Price band (ppu)
% o
f all
alco
hol (
L pu
re a
lcoh
ol)
Spirits Beer Cider Light wine Other
13
3.3 Price distribution of individual kinds of drink sold through the off-trade
All graphs in this section use the same scale so that they are directly comparable. The numbers within the bars indicate the percentage sold at that price band and those above the bars indicate cumulative percentages (i.e. the percentage sold at that price band and all lower price bands). The tables describe the proportion of alcohol sold within each price band.
Spirits Of all spirits (vodka, whisky, gin, rum, other) sold in Scotland in 2009, 76% was sold through the off-trade (Figure 1), accounting for 33% of the total volume of pure alcohol sold off-trade, the single largest market share (Figure 2). Sixteen percent of spirits sold through the off-trade were sold at below 30ppu, 66% below 40ppu, 86% below 50ppu and 93% below 60ppu (Figure 6). Figure 6: Price distribution of spirits sold off-trade (Scotland, 2009)
Numbers above the bars indicate cumulative percentages.
15
25 25
129
4 3 2 1 1 10.3 1
16
41 66
77
86
9093
95 96 98 98 99100
0
5
10
15
20
25
30
35
40
<20 20-24.9
25-29.9
30-34.9
35-39.9
40-44.9
45-49.9
50-54.9
55-59.9
60-64.9
65-69.9
70-74.9
75-79.9
80-84.9
85 andup
Price band (ppu)
% o
f all
spir
its (L
pur
e al
coho
l)
Table 3: Percentage of spirits sold off-trade within each price band (Scotland, 2009) Price band (ppu)
<20 20-24.9
25-29.9
30-34.9
35-39.9
40-44.9
45-49.9
50-54.9
55-59.9
60-64.9
65-69.9
70-74.9
75-79.9
80-84.9
85 and up
Total
% of all spirits 0.3 0.9 15 25 25 12 9 4 3 2 1 1 0.8 0.4 1 100
% of all alcohol 0.1 0.3 5 8 8 4 3 1 1 0.7 0.4 0.4 0.3 0.1 0.4 33
14
Spirits: Vodka Vodka accounted for 15% of the total volume of pure alcohol sold through the off-trade in Scotland in 2009 (Figure 3) and 45% of all spirits sold off-trade. Twenty-four percent of vodka sold through the off-trade was sold at below 30ppu, 79% below 40ppu, 97% below 50ppu and 99% below 60ppu (Figure 7). Figure 7: Price distribution of vodka sold off-trade (Scotland, 2009)
Numbers above the bars indicate cumulative percentages.
22
36
20
107
20.3
1
24
59
79
89
97
98 99 100 100 100 100 100 1000
5
10
15
20
25
30
35
40
<20 20-24.9
25-29.9
30-34.9
35-39.9
40-44.9
45-49.9
50-54.9
55-59.9
60-64.9
65-69.9
70-74.9
75-79.9
80-84.9
85 andup
Price band (ppu)
% o
f all
vodk
a (L
pur
e al
coho
l)
Table 4: Percentage of vodka sold off-trade within each price band (Scotland, 2009)
Price band (ppu)
<20 20-24.9
25-29.9
30-34.9
35-39.9
40-44.9
45-49.9
50-54.9
55-59.9
60-64.9
65-69.9
70-74.9
75-79.9
80-84.9
85 and up
Total
% of all vodka 0.3 1 22 36 20 10 7 2 1 0.5 0.1 0.0 0.0 0.0 0.1 100
% of all alcohol 0.1 0.2 3 5 3 2 1 0.2 0.1 0.1 0.0 0.0 0.0 0.0 0.0 15
15
Spirits: Whisky Whisky accounted for 10% of the total volume of pure alcohol sold through the off-trade in Scotland in 2009 (Figure 3) and 31% of all spirits sold off-trade.
Five percent of whisky sold through the off-trade was sold at below 30ppu, 60% below 40ppu, 78% below 50ppu and 87% below 60ppu (Figure 8). Figure 8: Price distribution of whisky sold off-trade (Scotland, 2009)
Numbers above the bars indicate cumulative percentages.
4
17
38
10 95
4 3 2 2 1 30.1 0.2
5
22
60
6978
8487 91
93 9596 97
100
0
5
10
15
20
25
30
35
40
<20 20-24.9
25-29.9
30-34.9
35-39.9
40-44.9
45-49.9
50-54.9
55-59.9
60-64.9
65-69.9
70-74.9
75-79.9
80-84.9
85 andup
Price band (ppu)
% o
f all
whi
sky
(L p
ure
alco
hol)
Table 5: Percentage of whisky sold off-trade within each price band (Scotland, 2009)
Price band (ppu)
<20 20-24.9
25-29.9
30-34.9
35-39.9
40-44.9
45-49.9
50-54.9
55-59.9
60-64.9
65-69.9
70-74.9
75-79.9
80-84.9
85 and up
Total
% of all whisky 0.1 0.1 4 17 38 10 9 5 4 3 2 2 1 0.9 3 100
% of all alcohol 0.0 0.0 0.4 2 4 1 0.9 0.6 0.4 0.3 0.2 0.2 0.1 0.1 0.3 10
16
Light wine Of all light wine (table wine, sparkling wine and champagne) sold in Scotland in 2009, 85% was sold through the off-trade (Figure 1), accounting for 32% of the total volume of pure alcohol sold off-trade (Figure 2). Five percent of light wine sold through the off-trade was sold at below 30ppu, 33% below 40ppu, 67% below 50ppu and 84% below 60ppu (Figure 9). Figure 9: Price distribution of light wine sold off-trade (Scotland, 2009)
Numbers above the bars indicate cumulative percentages.
3
11
17
23
1113
46
2 240.8 2
5
16
33
57
67
80
84
91
93 9596 96
100
0
5
10
15
20
25
30
35
40
<20 20-24.9
25-29.9
30-34.9
35-39.9
40-44.9
45-49.9
50-54.9
55-59.9
60-64.9
65-69.9
70-74.9
75-79.9
80-84.9
85 andup
Price band (ppu)
% o
f all
light
win
e (L
pur
e al
coho
l)
Table 6: Percentage of light wine sold off-trade within each price band (Scotland, 2009)
Price band (ppu)
<20 20-24.9
25-29.9
30-34.9
35-39.9
40-44.9
45-49.9
50-54.9
55-59.9
60-64.9
65-69.9
70-74.9
75-79.9
80-84.9
85 and up
Total
% of all light wine
0.8 0.8 3 11 17 23 11 13 4 6 2 2 0.7 0.5 4 100
% of all alcohol 0.3 0.2 1 3 6 7 3 4 1 2 0.7 0.7 0.2 0.2 1 32
17
Beer Of all beer sold in Scotland in 2009, 45% was sold through the off-trade (Figure 1), accounting for 24% of the total volume of pure alcohol sold off-trade (Figure 2). Twenty percent of beer sold through the off-trade was sold at below 30ppu, 52% below 40ppu, 79% below 50ppu, and 93% below 60ppu (Figure 10). Figure 10: Price distribution of beer sold off-trade (Scotland, 2009)
Numbers above the bars indicate cumulative percentages.
12
17 16 1512
9
52 2
3
8
20
36 52 67
79
89
93
96 9898 99 99 1005
30
5
10
15
20
25
30
35
40
<20 20-24.9
25-29.9
30-34.9
35-39.9
40-44.9
45-49.9
50-54.9
55-59.9
60-64.9
65-69.9
70-74.9
75-79.9
80-84.9
85 andup
Price band (ppu)
% o
f all
beer
(L p
ure
alco
hol)
Table 7: Percentage of beer sold off-trade within each price band (Scotland, 2009)
Price band (ppu)
<20 20-24.9
25-29.9
30-34.9
35-39.9
40-44.9
45-49.9
50-54.9
55-59.9
60-64.9
65-69.9
70-74.9
75-79.9
80-84.9
85 and up
Total
% of all beer 3 5 12 17 16 15 12 9 5 2 2 0.9 0.6 0.2 0.7 100
% of all alcohol 0.6 1 3 4 4 4 3 2 1 0.6 0.4 0.2 0.1 0.1 0.2 24
18
Beer: Premium beer Premium beer accounted for 12% of the total volume of pure alcohol sold through the off-trade in Scotland in 2009 (Figure 3) and 51% of all beer sold off-trade. Fifteen percent of premium beer sold through the off-trade was sold at below 30ppu, 43% below 40ppu, 70% below 50ppu and 90% below 60ppu (Figure 11). Figure 12: Price distribution of premium beer sold off-trade (Scotland, 2009)
Numbers above the bars indicate cumulative percentages.
11
1513 14 13 13
74 3
1
4
15
3043
5770 83
90
9497
98 99 99 10030
5
10
15
20
25
30
35
40
<20 20-24.9
25-29.9
30-34.9
35-39.9
40-44.9
45-49.9
50-54.9
55-59.9
60-64.9
65-69.9
70-74.9
75-79.9
80-84.9
85 andup
Price band (ppu)
% o
f all
prem
ium
bee
r (L
pur
e al
coho
l)
Table 8: Percentage of premium beer sold off-trade within each price band (Scotland,
2009) Price band (ppu)
<20 20-24.9
25-29.9
30-34.9
35-39.9
40-44.9
45-49.9
50-54.9
55-59.9
60-64.9
65-69.9
70-74.9
75-79.9
80-84.9
85 and up
Total
% of all premium beer
1 3 11 15 13 14 13 13 7 4 3 1 1 0.3 0.8 100
% of all alcohol 0.1 0.4 1 2 2 2 2 2 0.8 0.4 0.3 0.2 0.1 0.0 0.1 12
19
Beer: Standard beer Standard beer accounted for 10% of the total volume of pure alcohol sold through the off-trade in Scotland in 2009 (Figure 3) and 44% of all beer sold off-trade. Twenty-three percent of standard beer sold through the off-trade was sold at below 30ppu, 60% below 40ppu, 88% below 50ppu and 97% below 60ppu (Figure 12). Figure 12: Price distribution of standard beer sold off-trade (Scotland, 2009)
Numbers above the bars indicate cumulative percentages.
14
2018
16
12
62
9
23
4360
76
88
94
97
98 99 99 99 100 1002
7
30
5
10
15
20
25
30
35
40
<20 20-24.9
25-29.9
30-34.9
35-39.9
40-44.9
45-49.9
50-54.9
55-59.9
60-64.9
65-69.9
70-74.9
75-79.9
80-84.9
85 andup
Price band (ppu)
% o
f all
stan
dard
bee
r (L
pur
e al
coho
l)
Table 9: Percentage of standard beer sold off-trade within each price band (Scotland,
2009) Price band (ppu)
<20 20-24.9
25-29.9
30-34.9
35-39.9
40-44.9
45-49.9
50-54.9
55-59.9
60-64.9
65-69.9
70-74.9
75-79.9
80-84.9
85 and up
Total
% of all standard beer
2 7 14 20 18 16 12 6 3 1 0.5 0.5 0.1 0.2 0.4 100
% of all alcohol 0.2 0.7 1 2 2 2 1 0.6 0.3 0.1 0.1 0.1 0.0 0.0 0.0 10
20
Cider Of all cider sold in Scotland in 2009, 69% was sold through the off-trade (Figure 1), accounting for 6% of the total volume of pure alcohol sold off-trade (Figure 2). Forty-eight percent of cider sold through the off-trade was sold at below 30ppu, 75% below 40ppu, 86% below 50ppu and 91% below 60ppu (Figure 13). Figure 13: Price distribution of cider sold off-trade (Scotland, 2009)
Numbers above the bars indicate cumulative percentages.
10
1413
9
3 2 3 2 2
26
38
48
6275
84
86 89 91 94 95 96 9898
100
12
26
0
5
10
15
20
25
30
35
40
<20 20-24.9
25-29.9
30-34.9
35-39.9
40-44.9
45-49.9
50-54.9
55-59.9
60-64.9
65-69.9
70-74.9
75-79.9
80-84.9
85 andup
Price band (ppu)
% o
f all
cide
r (L
pur
e al
coho
l)
Table 10: Percentage of cider sold off-trade within each price band (Scotland, 2009)
Price band (ppu)
<20 20-24.9
25-29.9
30-34.9
35-39.9
40-44.9
45-49.9
50-54.9
55-59.9
60-64.9
65-69.9
70-74.9
75-79.9
80-84.9
85 and up
Total
% of all cider 26 12 10 14 13 9 3 2 3 2 2 1 1 0.5 2 100
% of all alcohol 2 0.8 0.6 0.9 0.8 0.6 0.2 0.1 0.2 0.1 0.1 0.1 0.1 0.0 0.1 6
21
4. REFERENCES 1. NHS Health Scotland. Monitoring and Evaluating Scotland’s Alcohol Strategy
(MESAS): Briefing paper, December 2009. Edinburgh: NHS Health Scotland; December 2009. www.healthscotland.com/documents/3949.aspx
2. Robinson M, Catto S, Beeston C. Monitoring and Evaluating Scotland’s Alcohol
Strategy (MESAS): Analysis of alcohol sales data, 2005-2009. Glasgow: NHS Health Scotland; July 2010. www.healthscotland.com/documents/4555.aspx
3. NHS Health Scotland. Monitoring and Evaluating Scotland’s Alcohol Strategy
(MESAS): Alcohol sales dataset, 2005-2009. Glasgow: NHS Health Scotland; July 2010. www.healthscotland.com/documents/4555.aspx
4. Alcohol etc. (Scotland) Bill. www.scottish.parliament.uk/s3/bills/34-
AlcoholEtc/index.htm 5. NHS Health Scotland. Price band dataset for alcohol sold through the off-trade,
Scotland 2009. Glasgow: NHS Health Scotland; 2010. www.healthscotland.com/documents/4557.aspx
22
APPENDIX Summary of Nielsen quality assurance procedures Pre/post processing Department/team Quality assurance Pre Data receipt Validation of EPoS retailer sales. For each store,
tables are produced that compare current week data with previous periods. Statistical tests highlight any potential issues.
Pre Statistical services Replacement and estimation for missing stores.
Pre Industry specialist team Code and coding validation of any new items.
Pre Statistical services Validation of sales by trade sector for all product categories.
Pre Industry specialist team Validation of audited independent stores.
Post Industry specialist team Test database processed and checked.
Post Industry specialist team Validate latest sales on databases and any data changes.