Online Presentation of No-, Low- and Full-Strength Alcohol in Three New Zealand Online Alcohol Retailers: Implications for Harm-Reduction Policy.

INTRODUCTION

The availability of no- and low-alcohol (NOLO) products could lead to reduced consumption of full-strength alcohol, although concerns exist about their marketing and links to full-strength alcohol brands. This study examines how NOLO beer and cider products are structured, categorised and presented, relative to their full-strength alcohol counterparts, within online alcohol retailers in New Zealand.

METHODS

Between July-September 2024 an observational audit was conducted of three nationwide online alcohol retailers (two supermarkets, one liquor retailer). Retailer websites were assessed under relevant search and browsing conditions, examining the availability, visibility and co-presentation of NOLO and full-strength alcohol products, the proportion of NOLO brands with a full-strength alcohol variant and the visibility of information about alcohol content.

RESULTS

Full-strength alcohol products appeared on two of the three retailers' home pages, whereas NOLOs were absent. NOLOs comprised 7%-9% of beers/ciders offered. Between 2% and 11% of full-strength alcohol beers/ciders were miscategorised as NOLOs. Searches using NOLO-related terms returned 11%-100% full-strength alcohol products. NOLO products were less prominent than full-strength alcohol products across browsing and search conditions, and usually lower cost. Most NOLOs (83%-92%) were line extensions of full-strength alcohol brands. Between 14% and 33% of NOLO products lacked clear alcohol content information.

DISCUSSION AND

CONCLUSION

Inconsistencies in the categorisation, presentation and labelling of NOLO and full-strength alcohols were observed in all three online alcohol retailers. These features shape how consumers will encounter alcohol products online and may contribute to consumer confusion. Policy measures to improve the clarity and consistency of online alcohol retail presentation are warranted.