Cargando…

Marketing messages accompanying online selling of low/er and regular strength wine and beer products in the UK: a content analysis

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...

Descripción completa

Detalles Bibliográficos
Autores principales: Vasiljevic, Milica, Coulter, Lucia, Petticrew, Mark, Marteau, Theresa M.
Formato: Online Artículo Texto
Lenguaje:English
Publicado: BioMed Central 2018
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5804076/
https://www.ncbi.nlm.nih.gov/pubmed/29415692
http://dx.doi.org/10.1186/s12889-018-5040-6
_version_ 1783298766775779328
author Vasiljevic, Milica
Coulter, Lucia
Petticrew, Mark
Marteau, Theresa M.
author_facet Vasiljevic, Milica
Coulter, Lucia
Petticrew, Mark
Marteau, Theresa M.
author_sort Vasiljevic, Milica
collection PubMed
description 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. ELECTRONIC SUPPLEMENTARY MATERIAL: The online version of this article (10.1186/s12889-018-5040-6) contains supplementary material, which is available to authorized users.
format Online
Article
Text
id pubmed-5804076
institution National Center for Biotechnology Information
language English
publishDate 2018
publisher BioMed Central
record_format MEDLINE/PubMed
spelling pubmed-58040762018-02-14 Marketing messages accompanying online selling of low/er and regular strength wine and beer products in the UK: a content analysis Vasiljevic, Milica Coulter, Lucia Petticrew, Mark Marteau, Theresa M. BMC Public Health Research Article 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. ELECTRONIC SUPPLEMENTARY MATERIAL: The online version of this article (10.1186/s12889-018-5040-6) contains supplementary material, which is available to authorized users. BioMed Central 2018-02-08 /pmc/articles/PMC5804076/ /pubmed/29415692 http://dx.doi.org/10.1186/s12889-018-5040-6 Text en © The Author(s). 2018 Open AccessThis article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made. The Creative Commons Public Domain Dedication waiver (http://creativecommons.org/publicdomain/zero/1.0/) applies to the data made available in this article, unless otherwise stated.
spellingShingle Research Article
Vasiljevic, Milica
Coulter, Lucia
Petticrew, Mark
Marteau, Theresa M.
Marketing messages accompanying online selling of low/er and regular strength wine and beer products in the UK: a content analysis
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 Research Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5804076/
https://www.ncbi.nlm.nih.gov/pubmed/29415692
http://dx.doi.org/10.1186/s12889-018-5040-6
work_keys_str_mv AT vasiljevicmilica marketingmessagesaccompanyingonlinesellingoflowerandregularstrengthwineandbeerproductsintheukacontentanalysis
AT coulterlucia marketingmessagesaccompanyingonlinesellingoflowerandregularstrengthwineandbeerproductsintheukacontentanalysis
AT petticrewmark marketingmessagesaccompanyingonlinesellingoflowerandregularstrengthwineandbeerproductsintheukacontentanalysis
AT marteautheresam marketingmessagesaccompanyingonlinesellingoflowerandregularstrengthwineandbeerproductsintheukacontentanalysis