Consumer Perceptions of Front-of-package Labelling Systems and Healthiness of Foods

Abstract

OBJECTIVE:The purpose of this study was to assess the impact of four different front-of-package (FOP) labelling systems on consumer perception and purchasing intent of food, and whether these systems help consumers select a balanced pattern of eating. METHODS:The four FOP labelling systems studied included two nutrient-specific systems -the Traffic Light (TL) and the Guideline Daily Amount (GDA) -and two summary indicator systems -NuVal ® and My-5 ® . Phase 1 was a small study with 36 participants to determine consumer understanding of the four FOP labelling systems and to inform the development of the questions for Phase 2, which consisted of a survey of 2,200 adults obtained through an online panel. RESULTS:Although the TL and GDA were rated similar to the Nutrition Facts table in terms of attributes, these FOP systems were considered more visually appealing. Consumers indicated that the numeric summary indicator systems did not provide sufficient information. Approximately half of the respondents indicated that the FOP systems would help them make healthier choices. However, due to the limitations of each, consumers often misinterpreted a food's healthiness compared to their baseline perceptions. Similarly, consumers' intent to purchase based on the FOP system did not show a consistent pattern. CONCLUSION:Although well received by consumers, FOP labelling systems can lead to confusion depending on perceived understanding of the system used. The nutrient-specific systems tend to be preferred by most consumers; however, the overall impact on selecting healthier eating patterns has yet to be demonstrated. KEY WORDS:Front-of-package labelling systems; consumer perceptions; intent to purchase La traduction du résumé se trouve à la fin de l'article.

A randomized controlled trial examining consumers’ perceptions and opinions on using different versions of a FoodFlip© smartphone application for delivery of nutrition information

“…The traffic light and 'high in' warning INRS also ranked significantly higher for providing nutritional information that participants can use and for understanding the nutrient levels in comparison to that of the star rating app but did not differ with the ranking of the control (NFt). These findings are similar to those of previous research conducted in USA, UK, or Chile, where consumers indicated higher preference for nutrient specific systems, such as traffic light labels or 'high in' warning labels in comparison to a summary INRS system or control [52,[62][63][64][65][66][67][68][69][70]. For example, a web-based survey simulating an online grocery store, administered to 1182 people in Chile, indicated improved participants' ability to perform a healthful food purchase when randomized to FOP nutrition information (modified traffic light system or the Chilean warning system) in comparison to the control condition [52].…”

The types and aspects of front-of-pack food labelling schemes preferred by adults and children

“…These studies have focused on assessing consumers' ability to correctly interpret the information being presented (e.g. Maubach, Hoek and Mather 2014;van Herpen, Hieke and van Trijp 2014;Watson et al 2014) and their self-reported behavioural intentions (Aschemann-Witzel et al 2013;Newman, Howlett and Burton 2014;Savoie et al 2013;van Herpen and van Trijp 2011). Analysis is also complicated by difficulties associated with combining familiar and unfamiliar FoPLs, which makes it difficult to account for the effects of novelty and inexperience when interpreting results.…”

The Carbohydrate-Fat Problem: Can We Construct a Healthy Diet Based on Dietary Guidelines?

“…However, many such systems are proprietary, confidential, and not in the public domain. Their impact on improving diet quality remains to be seen (33,34). In the European Union, nutrient profiling was initially developed to qualify (or disqualify) foods from making a health or a nutrition claim.…”