One more study shows consumers use ingredient labels and that it influences what we buy
The Wine Curmudgeon has long advocated nutrition and ingredient labels for wine, but the response has been silence punctuated by more than a few cat calls. So, rather than continue to elicit abuse, consider this the final post on the subject. I can’t make the point any more forcefully other than to report this story:
An analysis of studies that looked at how labeling on food packaging, point-of-sale materials and restaurant menus prompted consumers to eat fewer calories and fat; reduce their choice of other unhealthy food option; and eat more vegetables.
What more do we need to know about the efficacy of labels? How much better off would wine be if each bottle listed calories, fat, and the like? Wouldn’t consumers benefit to know that there are about half the calories in a glass of wine than in a jelly doughnut? Wouldn’t they feel better knowing their wine was mostly fermented grape juice instead of something like Dr Pepper – with its 250 calories, high fructose corn syrup, and four percent of the daily value of sodium?
The wine business disagrees, and just not because it doesn’t want consumers to know wine sometimes has a lot more in it than fermented grape juice. Instead, I will get emails and comments citing another part of the study: Consumers “also selected 13 percent fewer other unhealthy food options such as sugar-sweetened beverages, alcoholic beverages, non-alcoholic caloric beverages, french fries, potatoes, white bread, and foods high in saturated fat, trans fat, added sugars or sodium.”
My answer: Doesn’t wine need to do something drastic when it’s compared to french fries, white bread, and sugar-sweetened beverages? When consumers think your product is as nasty as french fries, you’ve got nothing else to lose.
So read this, and know the way the world is going. And know that the wine business is headed in a completely different direction.