Arielle Cruz
A recent study by the University of Stirling, supported by Alcohol Focus Scotland, found that alcohol packaging can capture the attention of young adults aged 18-35 and influence their purchasing decisions. Participants in the study reported that they found unique, interesting, or aesthetically pleasing packaging appealing, with some even purchasing products solely based on the packaging. This trend is reflected in the increasing sales of premium-priced alcoholic beverages and flavored options, which tend to be more popular among younger consumers. However, it is worth noting that today's younger generations, such as Gen Z, are generally less interested in alcohol and view it as a risky and unhealthy choice. This shift in attitude may be influenced by changing socialization patterns, evolving marketing tactics, and a growing interest in healthy lifestyles.
| Characteristics | Values |
|---|---|
| Age group | 21-37 |
| Interest in packaging | People in this age group are interested in the packaging of alcohol. Packaging design, colours, graphics, and structure are important factors that influence their purchasing decisions. |
| Purchasing decisions | People in this age group may purchase alcohol based on pack appeal, with some preferring interesting or aesthetically pleasing designs. Flavoured options tend to be of greater interest to younger consumers. |
| Health consciousness | Gen Z is generally more health-conscious and perceives alcohol as risky for their health. They are interested in the nutritional content of alcoholic beverages. |
| Premium drinks | Younger consumers are more likely to choose premium-priced alcoholic beverages. |
| Whiskey preference | 39% of whiskey drinkers are between 21 and 35 years old. There is an increasing interest in flavoured whiskeys among younger consumers. |
| Social influence | Alcohol is often consumed in social settings, and the decline in underage drinking may be related to reduced in-person socialising. |
| Marketing influence | Marketing tactics for alcohol have evolved to align with the values of younger generations, emphasising the idea that drinking can be part of a healthy lifestyle. |
| Cannabis influence | The legalisation of cannabis in many U.S. states may contribute to the decline in alcohol consumption among Gen Z. |
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What You'll Learn
- Alcohol packaging influences purchasing decisions
- People aged 21-37 are more likely to choose premium alcohol
- Health warnings on alcohol packaging are often overlooked
- People expect drinks to taste fruity, light, or refreshing due to packaging design
- Alcohol packaging shapes perceptions of the product, drinker, and drinking experience
Alcohol packaging influences purchasing decisions
The packaging design influences consumers' expectations of the product, with several participants using the appearance to gauge taste and palatability. For instance, certain designs might suggest a fruity, light, or refreshing drink. This perception of taste based on packaging design can drive purchasing decisions, especially when consumers are seeking specific flavour profiles.
The Stirling study also revealed that alcohol packaging helps shape perceptions of the product, the drinker, and the drinking experience. It can convey messages of consumer-product suitability and create enduring brand impressions. This aligns with the trend of younger consumers seeking premium alcoholic beverages, as they are willing to pay more for a perceived higher-quality experience.
Additionally, the packaging can influence consumption occasions and activities. For instance, smaller packs may encourage consumption in public settings, such as on trains or at concerts, due to their convenience and discreet nature. This suggests that packaging design can impact not only purchasing decisions but also consumption behaviours and settings.
While the Stirling study focused on a younger demographic, it is worth noting that trends indicate an increased interest in premium-priced alcoholic beverages across consumers aged 21-44. This suggests that packaging designs that convey quality and sophistication may appeal to a broader age range, including those aged 21-37. Furthermore, the decreasing alcohol consumption among Gen Z, who are more health-conscious and view alcohol as risky, may also influence the purchasing decisions of those in the 21-37 age group.
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People aged 21-37 are more likely to choose premium alcohol
Younger consumers are also more likely to be interested in flavoured alcoholic drinks. For example, 56% of participants aged 22-34 drank flavoured vodka, 49% drank flavoured tequila, and 42% drank flavoured rum. Flavoured whiskeys have also seen an increase in sales, with some brands reporting an increase in consumers from 21 to their mid-30s.
Alcohol packaging plays a significant role in influencing the purchasing decisions of young adults. A study by the University of Stirling found that young adult drinkers in Scotland were drawn to alcohol packaging that was different, interesting, or aesthetically pleasing. Some participants reported purchasing alcohol solely based on the appeal of the packaging. The structure, colours, graphics, and size of the packs were also important factors.
While young people are more health-conscious and less likely to consume alcohol, they are still a key target market for alcohol companies. The appeal of premium alcoholic beverages, flavoured drinks, and eye-catching packaging all contribute to their willingness to purchase alcohol.
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Health warnings on alcohol packaging are often overlooked
While there is an increasing trend of young adults, aged 21-37, consuming premium alcoholic beverages, their interest in alcohol packaging is primarily centred around aesthetics, novelty, and convenience. A study by the University of Stirling revealed that young adults are attracted to alcohol packaging that stands out with unique colours, graphics, and structures. Smaller, "grab-and-go" packs are also preferred for their convenience in public settings. However, health warnings on alcohol packaging are often overlooked due to several factors.
Firstly, health warning labels on alcohol packaging are often text-based and may not capture the attention of consumers. Studies have shown that participants spent only 7% of their viewing time on warning labels, indicating minimal attention. This suggests that the current text-only labels may not be effective in communicating health risks. In contrast, pictorial or "graphic" health warning labels on tobacco packaging have been implemented to reduce smoking-related harms successfully. Implementing similar visual warning labels on alcohol packaging could potentially increase their visibility and impact.
Secondly, the content of health warnings on alcohol packaging may need improvement. While alcohol consumption is associated with various health risks, including cardiovascular disease, liver cirrhosis, and an increased risk of seven types of cancers, these warnings are not always effectively communicated on alcohol packaging. The Alcoholic Beverage Labeling Act (ABLA) of 1988 in the United States mandates a health warning statement on distilled spirit labels, including information about the risks of drinking during pregnancy and the impairment of driving abilities. However, these warnings may not be sufficiently prominent or comprehensive to capture consumers' attention and convey the full range of health risks associated with alcohol consumption.
Moreover, the effectiveness of health warning labels on alcohol packaging may be limited due to individual differences in drinking behaviour and motivation to change. Studies have found that even when participants were motivated to reduce their drinking, they still paid less attention to warning labels. This suggests that individual factors, such as drinking habits and motivation, play a significant role in how health warnings are perceived and acted upon. Therefore, it is essential to conduct more comprehensive real-world studies to understand how health warning labels can be improved to increase their impact and effectively convey the health risks associated with alcohol consumption.
To conclude, while young adults in the 21-37 age group exhibit a growing interest in alcoholic beverages, their focus regarding packaging remains on aesthetics and convenience. Health warnings on alcohol packaging are often overlooked due to limited attention, inadequate content, and individual differences in drinking behaviour. Implementing more prominent and visually impactful warning labels, similar to those on tobacco products, could be a potential solution. However, more large-scale real-world studies are needed to fully understand the impact of health warning labels on alcohol packaging and to develop effective strategies to increase their visibility and influence on consumer behaviour.
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People expect drinks to taste fruity, light, or refreshing due to packaging design
Packaging design is an important aspect of marketing and can greatly influence consumer purchasing decisions. A study by the University of Stirling found that alcohol packaging can capture the attention of young adults, create appeal, and shape perceptions of the product and the drinking experience. The study involved 50 current drinkers from Scotland, aged between 18 and 35, who participated in eight focus groups and engaged with a range of alcohol products. The results revealed that packaging design, such as colours and graphics, is central to the product's appeal, with most participants drawn to sleek or distinctive shapes.
The Stirling study also revealed that participants used pack appearance as an indicator of taste and palatability. They expected certain drinks to be fruity, light, or refreshing based on the packaging design. This expectation of taste and flavour due to packaging is known as "cross-modal correspondence" and has been observed in various experiments. For example, adding a small percentage of yellow to the overall green colour of 7-Up cans led consumers to experience the taste as more lemony, even though the drink itself remained unchanged.
Colour saturation also influences taste perception. Highly saturated colours boost perceptions of stimulus intensity, leading consumers to experience the product as stronger or more intense in flavour. For instance, orange packaging led to expectations of higher sweetness levels in juice compared to white packaging, affecting taste evaluations. Similarly, the colour red is associated with sweetness. In an experiment, participants perceived salty popcorn to taste sweeter when served in a red bowl.
The influence of packaging on taste perception is not limited to colour. The structure and size of packs also play a role in consumer expectations and decisions. Larger packs are often seen as more cost-effective, while smaller 'grab-and-go' packs are preferred for public consumption and convenience. Furthermore, unique and aesthetically pleasing packaging can drive purchasing decisions, with some consumers admitting to buying products solely based on pack appeal, even if they did not typically enjoy the product.
While the Stirling study focused on young adults in Scotland, similar trends can be observed in other regions. A 2023 Bacardi survey found that 41% of US participants aged 21-44 were looking to seek more premium spirits in 2024. Flavoured alcoholic beverages also tend to be of greater interest to younger consumers. For example, 56% of internet users aged 22-34 drank flavoured vodka, and this percentage decreased with age. These findings suggest that packaging design influences the purchasing decisions of young adults, and they may expect drinks to taste fruity, light, or refreshing based on the packaging.
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Alcohol packaging shapes perceptions of the product, drinker, and drinking experience
Alcohol packaging plays a significant role in shaping perceptions of the product, the drinker, and the drinking experience. A study conducted by the University of Stirling and supported by Alcohol Focus Scotland explored the impact of alcohol packaging on young adults aged 18-35 in Scotland. The study found that alcohol packaging captures attention, creates appeal, and influences perceptions.
The study revealed that participants were able to identify the target audience for different alcohol packaging designs and which products were suitable for different ages and genders. The appearance of the packaging also influenced expectations of taste and palatability, with certain designs suggesting fruity, light, or refreshing drinks. Furthermore, participants reported that the structure, shape, and size of the packaging were important factors in creating appeal and influencing purchasing decisions. Some participants even admitted to purchasing alcohol solely based on the attractiveness of the packaging.
The study also highlighted the ubiquity of alcohol packaging, with participants frequently exposed to it in shops, drinking venues, and through marketing and advertising. Alcohol packaging was also commonly seen in the media, including television, movies, social media, and the internet. This constant exposure contributes to the normalization and appeal of alcohol consumption.
In addition to shaping perceptions, alcohol packaging has been found to encourage purchase decisions, particularly among younger consumers. A 2023 Bacardi survey found that 54% of 18- to 34-year-olds are likely to choose a premium drink, indicating a willingness to trade up. This trend is also reflected in the growing interest in flavored spirits among younger consumers, with higher percentages of participants aged 22-34 responding that they consumed flavored vodka, tequila, and rum compared to older age groups.
Overall, alcohol packaging has a significant impact on shaping perceptions and influencing the decisions of young adults aged 21-37. The visual appeal, structure, and ubiquity of alcohol packaging all contribute to creating appeal and reinforcing the perception that alcohol is a desirable product.
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Frequently asked questions
Yes. A study found that young adults in this age group are influenced by the packaging of alcohol products. They are drawn to packaging that is aesthetically pleasing, interesting, or unique.
Packaging helps capture attention, create appeal, and shape perceptions of the product, drinker, and drinking experience. It influences purchasing decisions and can even be a sole factor in some cases.
Yes. Larger packs are preferred for cost-effectiveness and when consuming a large quantity. Smaller packs are chosen for convenience and discreet drinking in public settings.
Most young drinkers do not recall health warnings on alcohol packaging. Only two messages were recalled by at least one-tenth of participants: "drink responsibly" and avoiding alcohol during pregnancy.
Gen Z, which overlaps with this age group, is less interested in alcohol than older generations. They view alcohol as risky to their health and participate in abstinence periods. They also show a preference for premium alcoholic beverages and flavoured spirits.
