(TheDrinksBusiness) - Consumers are keen to see government plans for calorie labels on wine become legislation as calorie counting becomes an increasingly important factor in the wine buying process.

Speaking during a seminar at the London International Wine Fair at ExCel yesterday, Johnnie Forsyth, senior drinks analyst for global market research group Mintel, explained:

“Health has become more of a priority in the past few years with calories now at the forefront of the consumer decision making process, and wine is no longer exempt.

“The drinking in moderation message is really getting through to consumers, and wine is becoming increasingly dragged into the health debate, though there is still the perception that lower alcohol wines means lower quality,” Forsyth added.

With 62% of women and 42% of men in the UK having attempted to lose weight last year, Forsyth stressed that calorie labels were a more effective marketing tool for lower alcohol wines than plugging their health benefits.