In 2019, we’re seeing consumers health habits evolve. For many, formal diets and exercise fads are being deprioritized with the desire to form more sustainable healthy lifestyles. Gone is the importance of the fat-free or zero-calorie version of a product; consumers want whole, clean ingredients in their food and beverages. They are placing a new level of importance on the clarity of what they’re putting in their bodies that extends beyond calorie, sugar and fat intake.
With this movement, consumers expect transparency from food and beverage brands; they want to know what they’re purchasing and consuming. Recently in the US, talk around Bud Lite’s decision to include nutrition labels on their packaging supports this. However, some say most alcoholic product packing that has nutritional labels aren’t providing enough. According to a recently article by Beverage Daily, organizations such as The Center of Science in the Public Interest (CSPI), Consumer Federation of America (CFA) and National Consumer League (NCL) argue that consumers want to see alcohol content, serving size, calories, ingredients and allergen information on the labels of alcoholic beverages, but most packaging does not reflect this.
So what are Kantar respondents saying in the US and across the globe? Most respondents agree – of those who consume alcohol, 66% of US respondents reported that they believe alcoholic beverages should include nutrition labels. Similar in the UK at 64% and even higher in Singapore at 78%. However, fewer respondents in the US and UK report that the additional information would impact their decision to consume it: 42% of US, 48% of UK and 82% of Singapore respondents said it would.
Below, you’ll find more highlights from this study. You can also find additional global results (including Brazil, Netherlands, India and China) in our latest Consumer View report.