This research explored how health-oriented marketing on alcohol products influences young adults’ perceptions and potential alcohol consumption. The alcohol industry promote many of their products as “Better For You” (BFY), using claims like “low sugar,” “natural,” or “organic” to suggest they’re healthier choices. Despite alcohol’s known health risks, these claims are increasingly used to appeal to younger consumers.
In one study, researchers held online focus groups with 27 young adults in Western Australia, aged 18–24. Participants said BFY products made them feel more comfortable drinking, as they seemed to reduce health risks. These drinks also appealed for other reasons—like enhancing social experiences and enjoyment. While some participants felt BFY marketing was misleading and manipulative, others appreciated having more information to guide their choices.
A second study involved over 1,000 young Australians in an online experiment. Participants were shown alcohol products with and without health-related claims. Even though all products had the same alcohol and energy content, those with claims were perceived as healthier, less harmful, and better for weight and diet. While claims did not impact participants’ intentions to drink, there were exceptions— participants intended to consume a higher number of cans/bottles of products featuring ‘natural’ claims and of products displaying any health-oriented marketing claim in the minority of instances when they did not view the back label featuring nutrition information.
Together, these studies show that health-oriented marketing can mislead young adults. The research highlights the need for regulatory reform to prevent the alcohol industry from using marketing claims that distort public understanding about the harmfulness of alcohol products and potentially encourage riskier consumption.
CBRC staff
Dr Ashleigh Haynes, A/Prof Helen Dixon, Prof Melanie Wakefield
Collaborators
Dr Zenobia Talati (Telethon Kids Institute), Danica Keric, Julia Stafford, Ainslie Sartori, Gael Myers (Cancer Council Western Australia), Jane Martin (Prevention Division, Cancer Council Victoria)
Funding
Healthway
Years
2022 - 2024