Blinded by the 'lite': Consumer perceptions of health-oriented claims on alcohol labels and self-reported impact on intended purchasing and consumption

Nutrition claims are increasingly displayed on alcohol product labels. This study examined whether claims are associated with increased perceived product appeal, intent to purchase, and/or intended consumption.

An online survey was completed by 2,028 Australians who regularly drank alcohol. Participants viewed mocked-up alcohol labels showing eight different health-oriented claims. Participants rated their perceptions of each claim, and whether they perceived claims would impact intended purchasing/consumption. Chi-squared tests examined associations between perceptions and consumer attributes, and logistic regression identified predictors of increased intended consumption.

Beverages were perceived as more appealing if they included claims about sugar (51%), preservatives/additives (49%), calories (48%), and carbohydrates (45%), with similar proportions agreeing that they would be more likely to purchase a product displaying these claims. Approximately a third indicated they would drink more of a beverage if it had a sugar (33%) or calorie (31%) claim. Participants who were younger or drank at high-risk levels were more likely to agree that claims increase appeal and intended purchasing/consumption. Higher odds of increasing consumption after seeing a sugar, calorie, or carbohydrate claim were found for participants who were younger, female (sugar/calorie claims only), and had greater awareness of and exposure to claims.

Health-oriented claims (particularly sugar and carbohydrates) were perceived by many consumers to be associated with increased beverage appeal and intent to purchase. Self-reported claim impact differed by claim type and consumer characteristics. Policy efforts are needed to ensure that health-oriented claims do not undermine public health efforts to reduce alcohol-related harms.