Think wine is a virtue, not a vice? Nutrition label

Assume wine is a advantage, not a vice? Vitamin label data stunned many US shoppers


If you attain for that bottle of wine this Valentine’s Day, are you aware how wholesome it’s? Many individuals have a too-rosy view of the beverage and are stunned when confronted with the details about it on a vitamin label, in keeping with a research my co-author Natalia Velikova and I just lately revealed within the Journal of Consumer Marketing.

Our findings may have massive implications for the wine business, significantly as some groups in the U.S. are pushing for wine to have obligatory vitamin labels.

Proper now, individuals normally consider wine as a “virtue” rather than a “vice,” because of in style beliefs about its health benefits and information protection of its antioxidant results. However requiring vitamin labels, that are at present voluntary, may change these views.

In our experimental analysis, which included almost 800 members, we discovered that American shoppers aren’t used to seeing vitamin data on wine labels, and most are stunned by what they learn since they don’t affiliate wine with energy, carbohydrates and sugar. Individuals who had been prompted to learn labels seen wine as much less wholesome than they did beforehand, they usually had been much less seemingly to purchase it.

We additionally discovered that individuals are extra stunned by the sugar content material of sweeter wines, reminiscent of Moscato, than by the variety of energy. Candy wines, particularly, could include extra sugar than shoppers understand.

Why it issues

The European Union just lately mandated nutrition labeling on wine, typically within the type of QR codes, and business analysts count on the U.S. will eventually follow suit. The Treasury Division’s Alcohol and Tobacco Tax and Commerce Bureau, which regulates wine manufacturing, has already agreed to issue some preliminary rules for obligatory ingredient labeling.

Vitamin labels don’t must be dangerous information for the wine business. Wine gross sales have recently declined amongst these 60 and youthful, and larger transparency in labeling may assist rekindle younger shoppers’ curiosity.

Millennial and Gen Z consumers could particularly admire clearer labels, because it may assist them view wine as much less mysterious and extra accessible. It could additionally enable them to suit an occasional glass of wine into their private well being targets. Youthful shoppers may also be extra considering eliminating as many highly processed ingredients as possible from their diets.

What’s extra, there’s been a latest development towards wine packaging together with labels like “natural,” “biodynamic” and “sustainable,” which can enchantment to shoppers’ preferences for sustainability. These labels have much less to do with vitamin than with producers attempting to look eco-friendly — however makers of pure wine would seemingly profit most from providing vitamin data to help their front-of-label claims.

In an over-the-shoulder photograph, a woman chooses between two bottles of wine at a liquor store.
People usually view crimson wines as more healthy than whites, analysis exhibits.
D3sign/Getty Images

What different analysis is being accomplished

German researchers have discovered that almost all shoppers usually overestimate energy in wine earlier than viewing dietary labels, they usually don’t think the information is useful. The researchers discovered that buyers usually really feel insecure and confused after studying wine ingredient data. Reviewing ingredient lists additionally made shoppers much less more likely to view wine as a pure product.

On the producer aspect, analysis exhibits that obligatory vitamin labeling would have an effect on the wine business in a number of methods — notably by increasing overhead costs associated to compliance, laboratory analyses and more difficult labeling processes. This might disproportionately harm smaller wineries with fewer sources.

What nonetheless isn’t identified

We nonetheless don’t know who’s most probably to learn and use vitamin labels on wine, however youthful clients seem to be more interested in meals labels usually. Millennials report they’re eating healthier and exercising more than earlier generations.

And there’s nonetheless extra to find out about how vitamin labels have an effect on habits. Research have proven combined outcomes, however on the entire, labeling seems to make individuals cut their calorie consumption considerably. Nonetheless, the U.S. put vitamin labels on meals within the Nineties, and that hasn’t stopped the obesity rate from rising.

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