METHODS: Records of N=4,024 new alcohol products released in Australia between 2013 and 2023 were extracted from Mintel Global New Products Database. Health-, eco-, and cause-oriented claims on packaging were summarised across product types and time, and co-occurrence between claims was assessed.
RESULTS: Virtue marketing appeared on 36.5% of new alcohol products, of which health-oriented claims were most common (32.5%), followed by eco- (6.3%) and cause-oriented claims (2.0%). The prevalence of each claim category and virtue marketing overall significantly increased over time (each p<.001) and varied by product type. New alcohol products displayed as many as eight different types of claims and all claims tended to co-occur with at least two others.
CONCLUSIONS: Virtue marketing is prevalent on new alcohol products in Australia and has recently increased. While product packaging can provide useful consumer information, health-, eco-, and cause-oriented claims may exploit consumers\' motivation to make healthy, sustainable, and socially responsible choices despite alcohol being detrimental in these areas.
方法:从Mintel全球新产品数据库中提取了2013年至2023年在澳大利亚发布的N=4,024种新酒精产品的记录。Health-,ec-,在产品类型和时间上总结了以原因为导向的包装声明,并评估了索赔之间的共现情况。
结果:美德营销出现在36.5%的新酒精产品上,其中以健康为导向的索赔最常见(32.5%),其次是生态索赔(6.3%)和基于原因的索赔(2.0%)。随着时间的推移,每个索赔类别和美德营销的总体流行率显着增加(每个p<.001),并且因产品类型而异。新的酒精产品显示多达八种不同类型的索赔,并且所有索赔都倾向于与至少两种其他索赔同时发生。
结论:美德营销在澳大利亚的新酒精产品中很普遍,并且最近有所增加。虽然产品包装可以提供有用的消费者信息,health-,ec-,以原因为导向的索赔可能会利用消费者制造健康的动机,可持续,和对社会负责的选择,尽管酒精在这些地区是有害的。