Background
In Australia, the consumption of alcohol is a significant contributor to total daily energy intake. Unlike other sources of calories, alcoholic drinks are toxic and provide little to no nutritional value. Despite this, alcohol companies have sought to capitalise on growing consumer interest in health and wellness by marketing some products (particularly premixed alcohol) with various ‘better for you’ claims relating to weight management (e.g., “Low calorie”) and the absence of ultra processed ingredients (e.g., “No additives”). This study aimed to assess the prevalence of weight- and processing-related ‘better-for-you’ claims on premix products and examine whether products using claims are in fact ultra-processed.
Methods
Data collectors took photographs of all premix alcohol products available for sale in three major Australian alcohol retailers between March and November 2024 (n=534). Each product was assessed for the presence of a mandatory ingredients list and then classified as ultra-processed if ingredients indicating ultra-processing were present. Product labels were also coded for the presence of weight- and processing-related marketing claims.
Results
Among products that displayed a mandatory ingredient list (79%), 98% contained at least one ultra-processed ingredient, most commonly flavours, carbonating agents, and colours. Both weighted-related and processing-related claims were more frequently observed on ultra-processed premix products (45% and 33%, respectively) than non-ultra-processed beverages (10% and 11%, respectively).
Discussion
Premixes sold in Australia are energy dense and almost always ultra-processed yet are often marketed in ways that suggest otherwise. This misalignment has the potential to mislead consumers by drawing their attention away from the health harms associated with consuming both alcohol and ultra-processed ingredients. To protect consumers attempting to make healthier choices, stronger regulation of on-pack marketing on alcohol products is urgently needed.