Front-of-Package Nutrition Rating Systems and Symbols Promoting Healthier Choices (2012) / Chapter Skim
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6 Effects of Food Package Information on Consumer Preferences, Choices, and Processing
6 Effects of Food Package Information on Consumer Preferences, Choices, and Processing
Pages 59-70
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DOES FOOD PACKAGE INFORMATION INFLUENCE CONSUMERS? Many studies have examined the effects of food package information and marketing on consumer beliefs, preferences, and choices.
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(2010) conducted intercept interviews with 1,525 food shoppers in 25 grocery stores in New Zealand to assess consumer understanding of two package claims -- "97 percent fat free" and "no sugar added" -- on simulated food packages.
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Other Package Information In addition to nutrition-related claims, food packages can also contain branding, promotions, and other product information (see Chapter 2)
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Although there are no published studies to date using these methods to examine consumer reactions to FOP nutrition labels, several studies have examined other food package labels and claims, food package design, and food advertising. Linder et al.
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Although none of these studies has directly examined attention to FOP nutrition labels on food packages, some pose information processing tasks that are roughly analogous to finding information on a busy food package. Capturing Consumer Attention in a Cluttered Environment Pieters et al.
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Applied to food packages, these findings suggest that through visual design, some types of package informa tion -- branding, images, product claims, and even FOP nutrition labeling -- can be made more prominent than others. It is possible, as Woolverton and Dimitri (2010)
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. There might also be unintended effects of nutrition cues or signals on food packages.
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They asserted that across all programs, simpler labels such as the Energy Star® logo were more useful to consumers. Citing repeated consumer complaints about other types of labels that focused on information disclosure, they observed that "the proportion of informed consumers who are willing and able to use technical information effectively is low" (p.
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assessed consumer response time and accuracy and ability to distin guish between single and multiple nutrition labels on pictures of actual food packages currently on the market. Each participant (n = 24)
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Although no definitive, proven best FOP strategy was identified, in the committee's judgment, the collective literature reviewed in this chapter strongly suggest a certain approach. Consumers are making point-of-purchase decisions about food products in very little time and in the face of a diverse and growing number of stimuli on food packages.
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2003. Making healthful food choices: The influence of health claims and nutrition informa tion on consumers' evaluations of packaged food products and restaurant menu items.
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2008. The Decline in Consumer Use of Food Nutrition Labels, 1995-2006, Economic Research Report No.
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