Alcoholic Drinks Labelling - UK - March 2010

About this report

The report focuses on the role that labelling plays in enhancing product packaging in terms of on-shelf appeal and providing product information.

* Only a third of drinkers find labelling easy to understand, suggesting that current health labelling requires refinement or else needs to take a new direction in order to have any real impact on drinking habits.
* The greatest interest in alcohol content is coming from 35-44-year-old professionals and affluent third agers. By contrast, less educated or affluent and older C2 drinkers are most likely to be confused or ignore advice altogether.
* The potential impact of changes to alcoholic drinks labelling legislation should not be underestimated: research from the UK government has forecast a 40% drop in on-trade sales should consumers begin drinking responsibly.
* Bolstered by celebrity chef campaigns backing local sourcing and animal welfare, consumers are showing greater interest in the provenance of food and drink. Manufacturers have responded with increasing emphasis on the national or regional character of products – including alcoholic drinks – often as a means of tapping into demand for greater ‘authenticity’.
* Recession and an on-trade downturn have failed to quell innovation in alcoholic drinks labelling, with a continued trend towards premium launches notable over the last few years.
* Overall, while around a third of drinkers would be likely to ignore calorie content labelling completely, the majority of drinkers appear to be receptive to the idea.

Table of contents

Issues in the Market
Main report themes
Definition
Abbreviations
Market in Brief
Responsible drinking campaign gains momentum
Pointing the finger of blame: on- and off-trade battle it out
On the brink of mandatory health labelling?
New EU regulations enhance labelling, competitive opportunities
Consumer ‘awareness’ wanes but premium trend continues
Health labelling: Awareness low, confusion high
Alcoholic drinks labelling: The future
Market Environment
Key points
Challenging market and regulatory conditions
Spotlight continues on national health and diet
Figure 1: Agreement with selected lifestyle statements, 2005-09
Health-conscious consumers cutting back on booze
Figure 2: Trend analysis of alcohol drinkers within that year, 2005-09
Outlaw streets of Britain
On-trade fears unfair regulatory burden
Supermarkets come under fire for irresponsible pricing
Government poised to further regulate drinks sales
Government targets teens, health message
Tories propose centilitre alternative to unit labelling
Drinkaware Trust launches £100 million campaign
Interest waivers in provenance...
Figure 3: Agreement with selected lifestyle statements, 2005-09
...and in ingredients
Figure 4: Agreement with selected lifestyle statements, 2005-09
Eco interest has peaked but fair trade booming
Figure 5: Agreement with selected lifestyle statements, 2005-09
Counterfeiting a continuing concern for industry
Regulation of Alcoholic Drinks Labelling
Key points
Mandatory regulations
Food Labelling Regulations 1996
Figure 6: Mandatory and voluntary packaged alcohol labelling, 2010
New allergen requirements come into force in 2010
Wine
Trade Descriptions Act 1968
New EU wine regulations (R479 & 555/2008, R606 & 607/2009)
US seeks legal advice over EU labelling ban
Whisky
Scotch Whisky Regulations 2009
Spirits
Spirit Drinks Regulations 2008
Proposed mandatory regulations
Code of Practice for Alcohol Retailers
EC Ingredient & Nutrition Labelling
EC Health Claims Regulations
Voluntary regulations
Voluntary labelling agreement
Figure 7: Current labelling scheme agreed between industry and DoH
The Portman Group
International regulation
Strengths and Weaknesses in the Market
Strengths
Weaknesses
The Consumer – Awareness of Drinks Labelling
Key points
Health labelling reaching less than a third of consumers
Consumer awareness of on-pack messages
Figure 8: Messages on labelling drunk in the last year, December 2009
Thirtysomething AB males heeding health labelling
Older C2s don’t bother with labelling
Women, elderly and least affluent most likely to abstain
The Consumer – Calorie Content Labelling
Key points
Drinkers are broadly receptive to calorie labelling
Figure 10: Attitudes towards alcoholic drink labelling on calorie contents, December 2009
Less affluent and older consumers spurn calorie labelling
Educated thirtysomething females seeking calorie-controlled drinking
AB men and the third age rate calorie labelling a low priority
Appendix – The Consumer – Awareness of Drinks Labelling
Figure 15: Most popular messages on labelling drunk in the last year, by demographics, December 2009
Figure 16: Next most popular messages on labelling drunk in the last year, by demographics, December 2009
Appendix – The Consumer – Calorie Content Labelling
Figure 18: Attitudes towards alcoholic drink labelling on calorie contents, by demographics, December 2009

Tweet

Related research categories

By sector: General alcohol, General drinks

By market: United Kingdom (in Europe)