ARTIKLID RAKENDUSUURINGUTEST
ALKOHOLI PIIRIKAUBANDUSE MÕJU INIMESTE OSTU- JA TARBIMISHARJUMUSTELE EESTIS
The effect of alcohol trade on people buying habits and consumption pattern
Tuuli Muistna, Anna-Liisa Tamm, Ülle Parm, Aivar Voog
Abstract Although the consumption of alcoholic beverages in Estonia has decreased during the last few years, it has not yet attained a desired level. One of the reasons why people have started to consume less alcohol might be the alcohol excise tax that has been on the rise for the last few years in Estonia. As a result, many residents buy their alcohol from the neighbouring country Latvia. The aim of research study was to examine how the cross border trading between Estonia and Latvia impacts consumer habits in Estonia. Study was conducted in collaboration with the research agency Kantar Emor. Estonian inhabitants in the age group of 18-74 years were involved in the study. It appeared that the accessibility of low-priced alcohol in the neighbouring country Latvia does affect alcohol purchase of the inhabitants in Estonian. Namely, in December 2017 compared to December 2016, the purchase of alcohol from Latvia increased 100%. It became evident that in December 2017 most of the alcohol buyers travelled to Latvia from South Estonia (92%) and were primarily enterprisers. Although the research about the topic was thorough, conclusions about changes in consumption habits cannot be made due to a short survey period. The excessive amount of alcoholic beverages at people’s households that have been bought from Latvia might evoke the temptation to use it up more rapidly. It might also cause the resale of the beverages to 27
