Many front-of-package (FOP) nutrition labeling systems have been developed by food retailers and manufactures to help consumers identify more healthful options at the point of purchase. This paper examines how two alternative FOP nutrition labeling systems – reductive and evaluative – affect shoppers’ product evaluations, choices, and retailer evaluations. Reductive FOP systems extract a reduced amount of information from the Nutrition Facts panel and place them on the front of the package. Evaluative FOP systems provide an overall evaluation of a product’s healthfulness. Researchers found that when a single food item was evaluated in isolation, both the reductive and evaluative systems had a positive effect on product evaluations. However, when several options were presented simultaneously in a realistic retail environment, the evaluative system had a stronger influence on product evaluation and choice. Researchers also found that FOP nutrition labeling systems positively influence shoppers’ perceptions of retailer concern for their well-being, which in turn lead to more positive attitudes toward retailers and higher patronage intentions.
Published: March 2014
ID #: CAS009
Journal: Journal of Retailing
Authors: Newman CL, Howlett E, Burton S
Age Group: Adults and Families
Focus Areas: Food Marketing, Food Retail
Keywords: Front-of-package labeling, In-store marketing, Nutrition standards, Point-of-decision prompts
Resource Type: Journal Article
Race/Ethnicity: Multi-racial/ethnic
State: National
Related Research
September 2011
Comparing Front-of-Package Nutrition Labeling Systems
The provision of nutrition information on food packaging is one strategy to help consumers make food choices. The federal Nutrition Labeling and Education Act enacted in 1990 requires that almost all packaged foods bear a Nutrition Facts panel which includes information such as serving size, calories, and certain nutrients. Despite the availability of this information, MoreNovember 2023
Understanding the Chasm in the Diffusion of Online Food Benefit Ordering: A Service Ecosystem Approach
Although consumers used online grocery shopping more frequently to limit exposure to the COVID-19 virus during the pandemic, the participants of some federal nutrition assistance programs lacked the option to redeem their food benefits online. Some retailers were pilot-testing online food benefit ordering for the participants of the Special Supplemental Nutrition Program for Women, Infants, MoreNovember 2023