The increase in the National Lottery ticket price represents an opportunity for retailers to highlight cheaper alternatives, according to the Health Lottery.

Chief executive officer Dominic Mansour told C-Store that the Health Lottery would represent a “viable alternative” for customers who don’t want to spend more than a £1 on the lottery.

“These are austere times and household incomes are under pressure,” he said. “We are encouraging retailers to make customers aware that the Health Lottery is a viable alternative that is still priced at £1.”

Camelot recently announced that from its October 6 draw, the price per line will increase to £2, and a new prize structure will come into force.

The Health Lottery will be rolling out a “significant” media campaign during the first week of October that will include TV, press, posters and POS material, reminding consumers that it still costs £1.

There are 35,000 retailers offering the Health Lottery, and since its launch in October 2011 there have been one million winners, who have won a share of £60m. It has donated almost £38m to good causes.