Attention to nutrition information, including reading food labels, can be an effective way to improve dietary behaviors. Research has identified consumer characteristics associated with viewing Nutrition Facts labels; however, little is known about those who view front-of-package nutrition labels. This study examines and quantifies Nutrition Facts and front-of-package nutrition label viewing among American adult consumers. Participants, consisting of pairs of 123 parents and one of their children (ages 6 to 9 years), were randomized to conditions in which front-of-package nutrition labels were present or absent, and signage explaining front-of-package nutrition labels was present or absent. Adults’ visual attention to Nutrition Facts labels and front-of-package nutrition labels was objectively measured via eye-tracking glasses. Overall, front-of-package labels were more likely to be viewed than Nutrition Facts labels (63% vs. 42%) among all consumers. Among participants who had access to signage explaining front-of-package nutrition labels, 95 percent viewed at least one front-of-package label, whereas only 27 percent of participants viewed front-of-package labels without signage. The study suggests that consumer attention to front-of-package labeling would be increased by informational campaigns educating consumers of the availability of this resource and how to use it.
Nutrition Label Viewing During a Food-Selection Task: Front-of-Package Labels vs. Nutrition Facts Labels
Published: April 2015
ID #: 69295
Journal: J Acad Nutr Diet
Authors: Graham DJ, Heidrick C, Hodgin K
Age Groups: Elementary-age children (grades K to 5), Adults and Families
Focus Area: Food & Beverage Marketing
Race/Ethnicity: White, Multi-racial/ethnic
Resource Type: Journal Article
Keywords: Food advertising, Food outlet, Front-of-package labeling, Grocery store, In-store marketing, Point-of-decision prompts, Supermarket
State: Minnesota
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