ObjectiveIn light of the emerging obesity pandemic, front-of-pack calories labels may
be an important tool to assist consumers in making informed healthier food
choices. However, there is little prior research to guide key decisions on
whether caloric content should be expressed in absolute terms or relative to
recommended daily intake, whether it should be expressed in per serving or
per 100 g and whether the information should be further brought alive for
consumers in terms of what the extra calorie intake implies in relation to
activity levels. The present study aimed at providing more insight into
consumers’ appreciation of front-of-pack labelling of caloric
content of food products and their specific preferences for alternative
execution formats for such information in Europe.DesignFor this purpose, eight executions of front-of-pack calorie flags were
designed and their appeal and information value were extensively discussed
with consumers through qualitative research in four different countries
(Germany, The Netherlands, France and the UK).ResultsThe results show that calories are well-understood and that participants were
generally positive about front-of-pack flags, particularly when flags are
uniform across products. The most liked flags are the simpler flags
depicting only the number of calories per serving or per 100 g, while more
complex flags including references to daily needs or exercise and the flag
including a phrase referring to balanced lifestyle were least preferred.
Some relevant differences between countries were observed. Although
participants seem to be familiar with the notion of calories, they do not
seem to fully understand how to apply them.ConclusionFrom the results, managerial implications for the design and implementation
of front-of-pack calorie labelling as well as important directions for
future research are discussed.