Marketing messages accompanying online selling of low/er and regular strength wine and beer products in the UK: a content analysis
Abstract Background Increased availability of low/er strength alcohol products has the potential to reduce alcohol consumption if they are marketed as substitutes for higher strength products rather than as additional products. The current study compares the main marketing messages conveyed by retai...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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BMC
2018-02-01
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| Series: | BMC Public Health |
| Subjects: | |
| Online Access: | http://link.springer.com/article/10.1186/s12889-018-5040-6 |
| _version_ | 1811255607573872640 |
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| author | Milica Vasiljevic Lucia Coulter Mark Petticrew Theresa M. Marteau |
| author_facet | Milica Vasiljevic Lucia Coulter Mark Petticrew Theresa M. Marteau |
| author_sort | Milica Vasiljevic |
| collection | DOAJ |
| description | Abstract Background Increased availability of low/er strength alcohol products has the potential to reduce alcohol consumption if they are marketed as substitutes for higher strength products rather than as additional products. The current study compares the main marketing messages conveyed by retailers and producers for low/er and regular strength wine and beer products. Methods A content analysis of the marketing messages stated (in text) or depicted (in image) for low/er and regular strength wines and beers sold online on the websites of the four main UK retailers (Tesco, ASDA, Sainsbury’s, and Morrisons), and the producers of these products between February–March 2016. Results Four themes were identified: (a) suggested occasions for consumption, (b) health-related associations, (c) alcohol content, and (d) taste. Compared with regular strength products, low/er strength equivalents were more often marketed in association with occasions deemed to be suitable for their consumption including lunchtimes [wine: X 2 (1, n = 172) = 11.75, p = .001], outdoor events/barbeques [beer: X 2 (1, n = 96) = 11.16, p = .001] and on sport/fitness occasions [beer: X 2 (1, n = 96) = 7.55, p = .006]. Compared with regular strength wines and beers, low/er strength equivalents were more frequently marketed with images or text associated with health. These included images of fruit [wine: X 2 (1, n = 172) = 7.78, p = .005; beer: X 2 (1, n = 96) = 22.00, p < .001] and the provision of their energy (calorie) content [wine: X 2 (1, n = 172) = 47.97, p < .001; beer: X 2 (1, n = 96) = 15.10, p < .001]. Low/er strength products were also more often marketed with information about their alcohol content. There were few differences in the marketing messages regarding taste. Conclusions Low/er strength wines and beers appear to be marketed not as substitutes for higher strength products but as ones that can be consumed on additional occasions with an added implication of healthiness. |
| first_indexed | 2024-04-12T17:26:23Z |
| format | Article |
| id | doaj.art-8ee7bb914be7405d9a0992e72526304d |
| institution | Directory Open Access Journal |
| issn | 1471-2458 |
| language | English |
| last_indexed | 2024-04-12T17:26:23Z |
| publishDate | 2018-02-01 |
| publisher | BMC |
| record_format | Article |
| series | BMC Public Health |
| spelling | doaj.art-8ee7bb914be7405d9a0992e72526304d2022-12-22T03:23:17ZengBMCBMC Public Health1471-24582018-02-011811710.1186/s12889-018-5040-6Marketing messages accompanying online selling of low/er and regular strength wine and beer products in the UK: a content analysisMilica Vasiljevic0Lucia Coulter1Mark Petticrew2Theresa M. Marteau3Behaviour and Health Research Unit, Institute of Public Health, Addenbrooke’s Hospital, University of CambridgeSchool of Clinical Medicine, University of CambridgeFaculty of Public Health and Policy, London School of Hygiene and Tropical MedicineBehaviour and Health Research Unit, Institute of Public Health, Addenbrooke’s Hospital, University of CambridgeAbstract Background Increased availability of low/er strength alcohol products has the potential to reduce alcohol consumption if they are marketed as substitutes for higher strength products rather than as additional products. The current study compares the main marketing messages conveyed by retailers and producers for low/er and regular strength wine and beer products. Methods A content analysis of the marketing messages stated (in text) or depicted (in image) for low/er and regular strength wines and beers sold online on the websites of the four main UK retailers (Tesco, ASDA, Sainsbury’s, and Morrisons), and the producers of these products between February–March 2016. Results Four themes were identified: (a) suggested occasions for consumption, (b) health-related associations, (c) alcohol content, and (d) taste. Compared with regular strength products, low/er strength equivalents were more often marketed in association with occasions deemed to be suitable for their consumption including lunchtimes [wine: X 2 (1, n = 172) = 11.75, p = .001], outdoor events/barbeques [beer: X 2 (1, n = 96) = 11.16, p = .001] and on sport/fitness occasions [beer: X 2 (1, n = 96) = 7.55, p = .006]. Compared with regular strength wines and beers, low/er strength equivalents were more frequently marketed with images or text associated with health. These included images of fruit [wine: X 2 (1, n = 172) = 7.78, p = .005; beer: X 2 (1, n = 96) = 22.00, p < .001] and the provision of their energy (calorie) content [wine: X 2 (1, n = 172) = 47.97, p < .001; beer: X 2 (1, n = 96) = 15.10, p < .001]. Low/er strength products were also more often marketed with information about their alcohol content. There were few differences in the marketing messages regarding taste. Conclusions Low/er strength wines and beers appear to be marketed not as substitutes for higher strength products but as ones that can be consumed on additional occasions with an added implication of healthiness.http://link.springer.com/article/10.1186/s12889-018-5040-6Marketing messagesLow/er strength alcoholOnline sellingDrinking occasionsHealth-related claims |
| spellingShingle | Milica Vasiljevic Lucia Coulter Mark Petticrew Theresa M. Marteau Marketing messages accompanying online selling of low/er and regular strength wine and beer products in the UK: a content analysis BMC Public Health Marketing messages Low/er strength alcohol Online selling Drinking occasions Health-related claims |
| title | Marketing messages accompanying online selling of low/er and regular strength wine and beer products in the UK: a content analysis |
| title_full | Marketing messages accompanying online selling of low/er and regular strength wine and beer products in the UK: a content analysis |
| title_fullStr | Marketing messages accompanying online selling of low/er and regular strength wine and beer products in the UK: a content analysis |
| title_full_unstemmed | Marketing messages accompanying online selling of low/er and regular strength wine and beer products in the UK: a content analysis |
| title_short | Marketing messages accompanying online selling of low/er and regular strength wine and beer products in the UK: a content analysis |
| title_sort | marketing messages accompanying online selling of low er and regular strength wine and beer products in the uk a content analysis |
| topic | Marketing messages Low/er strength alcohol Online selling Drinking occasions Health-related claims |
| url | http://link.springer.com/article/10.1186/s12889-018-5040-6 |
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