Effect of front-of-package labels on consumer product evaluation and preferences

Abstract

Front-of-Package (FOP) labels highlight important nutrients and help consumers make informed decisions about food purchases. In this study, we investigated consumer comprehension, opinion, and preference associated with two different formats of FOP labels and compared consumer shopping behavior and general trends related to nutrition labeling. Consumer eye-tracking was used for measuring perceived understanding of nutritional information objectively. Results revealed that a color-coded FOP label would garner more attention than a black and white FOP label. Subjects found color-coded FOP labels more straightforward than black and white labels. Participants used the information provided on the FOP for shopping goals. Still, FOPs did not affect objective consumer attention to labels, and labeling schemes did not significantly affect participants' decisions. Participating subjects did use FOP labels instead of the nutrition facts panels. Still, FOP groups scored lower on a nutrition literacy quiz, indicating that their perceived and actual understanding of nutritional information differed. Our findings suggest that subjects pay attention to FOP labels but do not make decisions.

Graphical abstract

Highlights

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  Front-of-Package (FOP) labels show important nutrients and help understand nutrition facts.

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  This study investigated FOP labels using eye-tracking to measure visual attention in consumers.

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  More educational campaigns are needed to assist in the comprehension of the FOP labels by consumers.

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  The study shows that the shopping goals affected visual attention to the nutritional facts on the FOP.

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  Our findings suggest that consumers do not use FOPs much in making purchase decisions.