Consumer perceptions of nutrition labeling on alcoholic beverages

Abstract

A recent U.S. government proposal aims to mandate expanded nutrition labeling on alcoholic beverages. The rule could improve consumer awareness, but much remains unknown about consumers' perceptions of this labeling initiative. This study utilizes survey data from 769 U.S. beer drinkers to understand consumer perceptions of nutrition labeling, their current knowledge about the calorie content of different beers, and their beliefs about how the reform should be implemented. The results suggest that most consumers believe alcoholic beverages should include nutrition information, such as total calories and macronutrients, and that they may use this information to inform their purchasing decisions. Additionally, consumers consistently underestimate the calorie content of some popular beers. While this highlights existing misperceptions and could lend credence to calls for heightened nutrition labeling, each beer included in the study already bears this information. The fact that most consumers are unaware of the calorie count in products that already communicate nutrition facts suggests that labeling alone may not increase consumer awareness as much as the policy hopes. Lastly, many consumers support greater flexibility for small breweries during the transition, but communicating nutrition facts through a QR code is not a popular option. These results can inform industry decision-making and political discourse on the relationship between transparency in nutrition labeling, consumer preferences, and the challenges small producers face in adjusting to regulatory changes.