What are the perceived target groups and occasions for wines and beers labelled with verbal and numerical descriptors of lower alcohol strength? An experimental study

Abstract

Objectives: Alcohol consumption is the fifth leading cause of morbidity and mortality globally. The development and promotion of lower strength alcohol products may help reduce alcohol consumption and associated harms. This study assessed what a sample of UK weekly drinkers perceived to be the target groups and occasions for drinking wines and beers labelled with different verbal and numerical descriptors of lower alcohol strength. Design and Participants: 3,390 adults (1,697 wine and 1,693 beer drinkers) were sampled from a nationally representative UK panel, and participated in a between-subjects experiment in which participants were randomised to one of 18 groups with one of three levels of verbal descriptor (Low vs. Super Low vs. No verbal descriptor) and six levels of %ABV (5 levels varying for wine and beer, and no level given). Measures: The study gauged participants’ perceptions of the type of person that would find the randomised beverage appealing and the type of occasion on which the beverage is likely to be drunk at. Results: A principal component analysis (PCA) showed that participants perceived pregnant women, sportspeople and those aged 6-13 years old were the target groups for products labelled with 0%ABV or the verbal descriptors Low or Super Low, whereas men, women, and those aged above 18 were perceived as the target groups for products labelled with higher %ABV. Participants also rated the products labelled with 0%ABV or the verbal descriptors Low or Super Low as targeting consumption on weekday lunches, whereas products labelled with higher %ABV were rated as targeting dinner/evening occasions, including parties, holidays and celebrations. Conclusions: Lower strength products were seen as targeting non-traditional consumers (pregnant women) and occasions (weekday lunchtimes), suggesting these products may be perceived as extensions to regular strength alcoholic drinks rather than as substitutes for them.