- Another four in ten do not plan to change how they consume alcohol.
- Two in ten Canadians do not drink alcohol at all.
March 14, 2023
Recently, the Canadian Centre for Substance Use and Addiction (CCSA) announced that the alcohol guidelines in Canada are changing, recommending a maximum of 2 standard[1] drinks a week to minimize the health risks of drinking alcohol. This is a dramatic reduction from the previous cap of 15 drinks for men and 10 drinks for women, per week. Following on from the announcement, we wanted to know whether Canadians are aware of the new guidelines and whether they plan to reduce their alcohol consumption as a result.
Our national survey results show that six in ten (61%) Canadians are aware of these new guidelines. Of those who have heard of the changing recommendations, approximately four in ten (39%) Canadians indicate they will most likely reduce their alcohol consumption, following the recommendations of the CCSA. Another four in ten (40%) will not be reducing their alcohol consumption and nearly two in ten (18%) indicate they do not drink alcohol. Of note, virtually the same portion of Canadians each indicate they either will definitely reduce their consumption of alcohol (15%) or will definitely not reduce their consumption of alcohol (13%).
Across demographics, Canadians 25-34 years of age are most likely to plan to reduce their alcohol consumption compared to those who are older or younger. Interestingly, while men indicate they will definitely or probably not be lessening their alcohol consumption, women are more likely to report that they do not drink alcohol at all. Furthermore, those who have a household income of less than $99,999 are more likely to report that they do not drink at all, compared to those who have a household income of $100,000 or more. Finally, across demographics, Canadians from Ontario are more likely than residents from Quebec and the Prairies to plan to decrease their alcohol consumption.
[1] The CCSA defines a standard drink as a 12-oz. (341 ml) bottle of 5 per cent alcohol beer or cider; a 5-oz. (142 ml) glass of 12 per cent alcohol wine; or a 1.5-oz (43 ml) shot glass of 40 per cent alcohol spirits.
Results are from an online survey conducted in partnership between Narrative Research and the Logit Group. The survey was conducted between February 15 and 17, 2023 with 1,237 Canadians, 18 years of age or older from the Logit Group’s online Canadian Omnibus. Data were weighted based on the 2016 Census, by gender, age, and region to reflect actual population distribution, and data tables are available upon request. As a non-probability sample (i.e., a panel sample where residents have joined a panel to share their opinions), and in accordance with CRIC Public Opinion Research Standards, a margin of error is not applied.
The questions asked were:
Recently, the Canadian Centre for Substance Use and Addiction (CCSA) announced that the alcohol guidelines in Canada are changing, recommending a maximum of 2 drinks a week to minimize the health risks of drinking alcohol. Prior to today, had you heard of or read about the changing guidelines?
– Yes
– No
If yes, do you plan to reduce your consumption of alcohol, due to the recommendations of the CCSA?
– Definitely
– Probably
– Probably not
– Definitely not
– I don’t drink alcohol
– Don’t know
For more information, please contact:
Margaret Chapman, COO & Partner, Narrative Research – 902.493-3834, mchapman@narrativeresearch.ca
OR
Sam Pisani, Managing Partner, Logit Group – 416.629.4116, sam.pisani@logitgroup.com
Narrative Research (www.narrativeresearch.ca), is a leading public opinion and market research company headquartered in Canada. The company is certified as a WBE (Women Business Enterprise). As a non-partisan, 100% Canadian-owned research company, Narrative Research is dedicated to providing clients with state-of-the-art research and strategic consulting services.
The Logit Group (https://logitgroup.com/) is a leading North American data collection and market research execution company headquartered in Toronto, conducting large-scale projects for a variety of well-known research agencies and brands. Logit employs industry-best technologies across an array of methodologies, and is independent, experienced and quality-oriented.
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