Drinkers confused over labelling
Two thirds of drinkers are confused by current labelling on alcoholic products, but demand for unit information is high, new research reveals.
The Mintel survey, released exclusively to The Publican, found that six out of 10 people surveyed wanted to know the alcohol content in a drink.
But the survey of around 500 adults revealed only a third found current labelling systems easy to understand.
The report states: "Demand for alcohol content information is much higher than attention to actual health labelling, suggesting current systems are not adequately meeting consumers' needs."
The largest interest in alcohol content is from 35-44-year-old professionals. But less educated and affluent, older drinkers are most likely to be confused or ignore advice altogether.
Ben Perkins, head of food drink and food service research at Mintel, who helped compile the report said labels needed to have a balance between "simple information and the right messages".
However, the survey also shows that industry-led initiatives such as the Campaign for Smarter Drinking are having an impact.
It found consumers are taking an interest in responsible drinking with around a fifth saying they pay more attention to labels than a year ago.
Around a quarter also say they find information on labelling helps them drink sensibly.
On the issue of calories, an increasingly influential factor in food choices, the report suggests it is still not having a major impact on people's choice of drinks.
Thirty-five per cent said they had "no interest" in the calorie contents of their drink. But a fifth said knowing the number of calories would influence them.
The report also suggest drinks companies should consider a "campaign for slower drinking" as consumption levels of alcohol fall. The report says: "Drinks labels could even suggest a rate of consumption and spell out exactly what slow drinking means."
