Research

In 2014, while considering a complaint about whether a can containing more than four units encouraged immoderate consumption, the Independent Complaints Panel commissioned independent research from YouGov to better understand whether packaging and contents influenced consumer consumption behaviour, i.e. how consumers interact with packaging, specifically cans. In a survey by YouGov of over 2000 adults 80% of those surveyed believed that a 500ml 9% abv can was designed for the contents to be consumed by one person in one sitting. The data was similar for a 440ml 4% ABV can. The data also showed that only 2% of people thought these cans were easy to reseal once opened. A repeat of the survey was carried out in 2016, returning very similar results. The results are available below.