Nutrition claims on alcohol labels: Consumer awareness, understanding, and perceptions

Nutrition claims on alcohol packaging are increasingly common, however little is known about how consumers interpret and understand them. This study examined exposure to and perceptions of nutrition claims among Australians who regularly drink alcohol, and identified predictors of positive attitudes towards claims.

In a cross-sectional online survey, participants viewed mocked-up alcohol labels showing eight nutrition-related claims commonly found in the Australian market, indicated how frequently they recalled seeing each, and the extent to which it was perceived as true, understandable, important, and relevant. Chi-square tests examined associations between perceptions and consumer attributes, and linear regression identified predictors of positive attitudes.

Australia, 2024.

2,028 adults (18+ years) who regularly (more than once monthly) drink alcohol and reside in Australia.

Claims about carbohydrates (32%) and sugar (31%) were most frequently recalled, and perceived to be true, relevant, and easy to understand by approximately half of participants. Most participants considered access to claims' content important, particularly sugar (76%) and calories (73%). Younger age, higher claim awareness, and greater claim exposure significantly (p<.05) predicted positive attitudes across most claims, while female gender predicted positive attitudes towards sugar, calorie, and vegan claims. The significance of other characteristics varied by claim type.

Alcohol nutrition claims are salient to many consumers and generally interpreted positively. These findings highlight the appeal of claims in alcohol contexts and underscore the need to consider regulatory options- including mandated health warning labels -to address this subtle marketing tactic and support informed choices.