Funded by EAHC (tender EAHC/2012/Health/06 - Lot 2) Cooperation between GfK Belgium (contractor) and RAND Europe (advisor) 1

Transcription

1 STATE OF PLAY IN THE USE OF ALCOHOLIC BEVERAGE LABELS TO INFORM CONSUMERS ABOUT HEALTH ASPECTS ACTION TO PREVENT AND REDUCE HARM FROM ALCOHOL Sara Gysen GfK Belgium, Public Services Funded by EAHC (tender EAHC/2012/Health/06 - Lot 2) Cooperation between GfK Belgium (contractor) and RAND Europe (advisor) 1

2 The what, how and where of alcoholic beverage labels Factual data from 60 (small, medium, large) retailers within the larger cities of 15 European countries BE, CZ, DK, FR, DE, EL, IE, IT, LV, NL, PL, PT, RO, ES, UK = 89% EU population Audit-based approach To assess the current practice a product/package level view of the use of health messaging in the alcoholic beverage market was taken the aim: to obtain a clear understanding of the range & penetration of messaging across the entire landscape of packaging across all categories and as many as possible brands 2

3 Audit of approximately alcoholic beverage packages Assessed beverage categories: beer, wine, spirit All package sizes and types, regardless of high/medium/low market share Each brand / type / size of package in the sample contributes equally to the estimates of presence of health related messages on labels across the range of packages The estimates of the presence of health messaging do not reflect the presence of health warnings in absolute numbers (related to market share of a brand, or the number of bottles/cans with that label present in the store) 3

4 4

5 Focus on 5 health-related information and health warnings 1. Warning for pregnant women 2. Messages about drinking in moderation 3. Information about units/grams 4. Drinking and driving 5. Legal age limits for purchasing or consuming alcoholic beverages 5

6 Presence of health-related messages across the range of packages 14% 19% 15% For all 3 types together, 4317 or 17% of the packages assessed within the scope of this study contains at least one health-related message Variation between countries Variation between types of messages Variation in format of messages Less variation in place, size, clarity and visibility of messages 6

7 Variation between countries In France legislation requires all alcohol labelling to contain a warning about drinking during pregnancy, therefore all labels contain at least one health-related message In other countries no legal compulsion for alcohol labels to include any health-related message exists: High presence across the range of packages assessed in this study: BE (35%), PT (30%), NL (29%) and DE (21%) Low presence: EL (5%), IE (5%), RO (6%) and UK (7%) Variation between types of messages Warning for pregnant women 17% Messages about drinking in moderation; Information about units/grams; Drinking and driving; Legal age limits for purchasing or consuming alcoholic beverages <5% 7

8 Variation between format of messages Warning for pregnant women Logo Messages about drinking in moderation Text Information about units/grams Text (Logo) Drinking and driving Logo (Text) Legal age limits for purchasing or consuming alcoholic beverages Combination (Text) Less variation in place, size, clarity and visibility of messages Mostly on the back of the beverage (+80%) Mostly small size of message on label (<10%) Mostly easy to understand and clearly visible (+70%) 8

9 Variation - Some examples 9

10 10

11 11

12 12

13 Market share (MS) of top 5 brands Impact measurement Beers High MS top 5: relevant, very high exposure to consumers (BE, ES, IR ) Low MS top 5: less relevant, very fragmented market and regionally influenced (DE...) Spirits Low MS of top 5: diversified market, impact of top 5 is lower and segmented Variation in beer in most countries smaller than variation in spirits sold. Policy that affects the top beer market leaders may lead to higher effect on the presence of health-related messages on labels of alcoholic beverages, thus have a bigger influence than policy that affects the top spirits market leaders.! Wine No market share data on brand level integrated for wines because market has no real brands (rather regions or grapes) 13

14 Conclusions Divergence in type and form of messages the EC may see here a need for development of guidelines or standardisation for each specific type of health-related message the EC may see here a need for clear parameters for message placement, form, framing, relative size, language, etc. Diversified presence of health messages on alcoholic beverages any standardisation or guidelines for messaging may have limited impact if only a low proportion of alcohol labels carry messages means to increase proportion of health related messages could be explored But foremost follow-up studies are needed to pose research questions that relate to suppliers and producers of alcoholic beverages as well as consumers of alcoholic beverages (f.i. needs, understanding, preferences, impact on usage and behaviour ) to obtain estimates of consumer exposure to health messaging using a wider sample-based approach wherein the sampling reflects sales/markets share across brand/category/outlet type The information presented include statistical methods and extrapolation. The scope of the study was defined by he European Commission. GfK shall not be liable in case of misinterpretation of the provided results and information. 14

15 THANK YOU FOR YOUR ATTENTION Titre: STATE OF PLAY IN THE USE OF ALCOHOLIC BEVERAGE LABELS TO INFORM CONSUMERS ABOUT HEALTH ASPECTS Version linguistique Numéro de catalogue ISBN DOI EN ND EN-N /12145 Titre: STATE OF PLAY IN THE USE OF ALCOHOLIC BEVERAGE LABELS TO INFORM CONSUMERS ABOUT HEALTH ASPECTS EXECUTIVE SUMMARY Version linguistique Numéro de catalogue ISBN DOI EN ND EN-N /11871 GfK 2013 State of play in the use of alcoholic beverage labels 25 November