Alcohol labelling (2013-2014)

In a first step, in 2013, we reviewed current scientific research, consumer surveys and trend reports in labelling of alcohol with nutrition and health information. We found that the majority of consumers support nutrition information displayed on alcoholic beverages but, regarding calorie information, that there is also a general misconception with consumers tending to over-estimate the energy in alcoholic drinks. Furthermore, we found that awareness of short- and long-term health effects due to alcohol consumption is generally high among European consumers, even younger ones (adolescents). However, spontaneous recall of alcohol warning labels is rather low across Europe. Lastly, consumers strongly support a uniform display of responsible drinking messages. Despite some countries exhibiting high awareness of (national) responsible drinking messages, knowledge and understanding is mostly low. Nevertheless, literature shows strong support for drinking guidelines and national recommendations to be displayed on alcoholic beverages as an approach to monitor alcohol consumption.

Building on these findings, in 2014 we conducted a study among six European countries (Denmark, Germany, Netherlands, Poland, Spain, and the UK) to better understand how consumers want and use ingredient and nutrition information for different alcoholic drinks. Our results showed that both information wants and information use are mainly determined by product involvement and to a lesser extent by health interest. Previous ingredient knowledge lowers information wants and use, whereas previous nutrition knowledge increases it. Average levels of information wants and use differ between the six countries, with the highest levels in Spain and the lowest in Denmark and the Netherlands.

Our results indicated that the convenience in obtaining the information does play a role, as indicated by the heightened role of-instore information in self-reported information use. In providing nutrition and ingredient information on alcoholic drinks to consumers, a multi-channel approach is therefore advisable.

Publication:

• Grunert, K. G., Hieke, S., & Juhl, H. J. (2018). Consumer wants and use of ingredient and nutrition information for alcoholic drinks: A cross-cultural study in six EU countries. Food Quality and Preference, 63, 107–118. https://doi.org/10.1016/j.foodqual.2017.08.005

Want to know more? Contact sophie.hieke@eufic.org