When you reach for that wine this Valentine's Day, do you know how healthy it is? My co-author's research shows that many people have an overly optimistic view of this beverage. He says he is surprised when he is confronted with this fact on nutrition labels. Natalia Velikova and me recently published consumer marketing journal.
Our findings could have major implications, especially for the wine industry. Promoted by several groups in the United States Wine is required to display nutritional information.
Nowadays, people think about wine like this: “Virtue” not “Vice” Due to the common belief that health benefits News reports about its antioxidant properties. However, mandatory nutrition labeling, which is currently voluntary, could change this view.
Our experimental study with nearly 800 participants showed that American consumers are not accustomed to seeing nutritional information on wine labels and do not associate wine with calories, carbohydrates, or sugar; I found that most were surprised by the content. People who were encouraged to read labels viewed wine as less healthy than before and were less likely to purchase it.
We also found that people were more surprised by the sugar content of sweet wines such as Moscato than by the number of calories. Sweet wines in particular may contain more sugar than consumers realize.
why is it important
recent european union Mandatory nutritional information labeling for winesometimes in the form QR codeIndustry analysts predict that The US will eventually follow suit..The Treasury Department's Alcohol and Tobacco Tax and Trade Bureau, which regulates wine production, has already agreed to issue some preliminary regulations Towards mandatory ingredient display.
Nutrition labels don't have to be bad news for the wine industry.wine sales I recently turned down Many consumers are under the age of 60, and more transparent labeling could reignite interest among younger consumers.
Millennial and Gen Z consumers Clear labels may be particularly appreciated, as they may make the wine less mystical and be perceived as more approachable. It may also be possible to include an occasional glass of wine for your personal health goals.Younger consumers may also be more interested Eliminate highly processed raw materials as much as possible From their diet.
Additionally, modern wine packaging tends to include labels such as “organic,” “biodynamic,” and “sustainable,” which may appeal to consumers' preferences for sustainability. These labels have less to do with nutrition than manufacturers trying to appear environmentally friendly. However, natural wine makers may benefit most by providing nutritional information that supports front-of-label claims.
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What other research is being done?
German researchers have found that most consumers often overestimate the calories in wine before looking at the nutrition label. I don't think that information is useful. Researchers have found that consumers often feel anxious and confused after reading wine ingredient information. With the overhaul of ingredient lists, consumers are also less likely to view wine as a natural product.
On the manufacturer side, research shows that mandatory nutrition labeling has a variety of impacts on the wine industry. Increase in overhead costs Relates to compliance, laboratory analysis, and more difficult labeling processes. This could disproportionately hurt smaller wineries with fewer resources.
What is not known yet
We still don't know who is most likely to read and consume wine nutrition labels, but younger customers seems more interested For food labels in general. Millennials report that healthier eating and exercise more than previous generations.
And there is still much to learn about how nutrition labels influence behavior. Studies have shown mixed results, but overall, labeling appears to put people at risk. reduce calorie consumption somewhat. Still, the United States added nutrition labels to foods in the 1990s, and that hasn't stopped. Due to rising obesity rates.
