Potential 1.8 Million Increase In Adults Going To Pubs And Wine Bars More Often After The Smoking Ban

The advent of the smoking ban on 1st July is likely to bring an unexpected increase in custom to pubs and wine bars, according to new research conducted by Ipsos. Publicans should experience a significant increase in business, with 20% of regular or occasional drinkers in pubs / wine bars saying that they would visit pubs more regularly. This view was most strongly held amongst the nearly three quarters of pub goers who are non-smokers, amongst whom 26% said they would probably go to a pub more often. Among the total population, this translates to approximately 1.8m adults in England and Wales (taking into account the difference between those who would go more often and less often).

Those visiting pubs and wine bars more often are most likely to be 35-44 year olds which may change the profile of these venues which currently tends to be more male and younger.

Younger adults (under 25 years of age) who are regular or occasional pub / wine bar goers say that they will probably go less often (23%) after the smoking ban compared to 12% overall reflecting heavier smoking amongst the under 35's (nearly one third vs. one quarter of population overall).

Regionally, the South is most likely to benefit from the smoking ban where there are currently more occasional drinkers.

Gill Aitchison, Head of Marketing Specialism, Ipsos comments:

"Our latest survey shows that the ban on smoking in enclosed public places is likely to boost business for publicans, who can expect to see 1.8 million more customers. It seems that amongst non smokers, 13% would now visit a pub or wine bar more often, and this intention is surprisingly shared by 3% of smokers."

"We anticipate that bars and pubs will become more popular because the majority of those questioned, some 72%, believe that the smoking ban would result in a more pleasant atmosphere. This opinion is so widespread that even 55% of smokers questioned agree with this statement. In order to fulfill customers' expectations, publicans will need to invest in their facilities, to appeal to broader age range and to women."

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Technical details

Ipsos undertook this survey about alcohol consumption patterns and the effect of the 1st July 2007 smoking ban. The survey was conducted by face to face interview with individuals drawn from a nationally representative sample of 1,704 adults in England and Wales aged 18+ using Capibus, the Ipsos omnibus survey. The interviews were conducted between 27th April and 3rd May 2007.