Testing the effects of nutrition-related claims on perceptions of and preferences for alcohol products among Australian consumers.

To appeal to health-conscious consumers, alcohol companies are marketing some products with a variety of on-pack claims. The aims of this study were to assess (i) whether the presence of sugar, carbohydrate, or energy claims on alcohol labels can influence perceived healthiness and product selection, (ii) whether any differences occurred by age and gender, and (iii) whether claim format influenced any observed effects. A total of 2034 Australian drinkers responded to an online survey where each participant was randomized to view products featuring either sugar (e.g. low sugar), carbohydrate (e.g. low carb), or energy claims (e.g. 86 cals). Participants viewed sets of three products from three different alcohol categories (out of a possible five: beer, cider, premix, spirits, wine) without any claims, and then viewed the same products, some with and some without claims from their assigned condition. For each set, participants selected a preferred product and rated all products on perceived healthiness. All products within each set contained identical alcohol content. The addition of a claim to product labels significantly increased mean perceived healthiness scores. The largest increase was observed for carbohydrate claims, followed by sugar and then energy claims. The presence of a claim did not uniformly influence product selection. The results of this experimental study indicate that displaying nutrient content and energy claims on alcohol labels has the potential to mislead consumers into perceiving such products as healthier options. Policymakers should restrict the use of claims to limit companies' ability to market alcoholic beverages as healthier alternatives.