A lower price was also associated with increased sales for products in all categories, with the largest association for alcohol a 1% decrease in the price per volume of alcohol products (equivalent to a £0.05 to £0.13 (£1z$1.5zV1.2)) discount from an average product)is associated with approximately a 5% increase in sales volume: 5.6% (95% CI 0.051-0.061;p < 0.001) for beer, 5.2% (95% CI 0.048-0.055; p < 0.001)