“It’s a healthy choice”: A qualitative study of Australian consumers’ awareness and interpretation of nutrition-related claims on alcohol products

OBJECTIVES: Alcohol companies are increasingly marketing products with nutrition-related claims to appeal to consumers. There are concerns around the potential of such claims to mislead, however there is limited research on consumers' attitudes to claims, why they use them, and how they influence product selection. The aim of this study was to explore these issues among Australian consumers. DESIGN: Nine online focus groups were conducted with approximately nine individuals per group (N=83). Groups were stratified by age, gender, and drinking status. Participants were asked about their alcohol purchasing behaviours and presented with a selection of alcohol products that displayed nutrition-related claims (e.g., Zero sugar). SETTING: Australia. PARTICIPANTS: Australian adults who consumed alcohol at least twice per month. RESULTS: Three major themes emerged from the data. First, most participants appeared to trust on-pack claims, viewing them as tools for making healthier choices. Claims were cited as being particularly useful when placed on the front of packaging to assist the rapid identification of products perceived as 'healthier' options. Second, participants appeared to use claims primarily to identify nutrients or ingredients they wanted to avoid, especially sugar, calories, and preservatives. Finally, most participants supported the use of claims, with few raising concerns about them being potentially misleading. CONCLUSION: The results of this study add to growing evidence indicating that nutrition-related claims can mislead consumers about the healthiness of alcoholic beverages. Policymakers should seek to restrict the use of claims while also working to increase awareness of the health risks associated with alcohol consumption.