The combined effect of front-of-pack nutrition labels and health claims on consumers’ evaluation of food products
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The majority of studies examining the effect of nutrition information on food packets (such as the nutrition information panel (NIP), front-of-pack labels (FoPLs) and health claims) have examined each in isolation, even though they often occur together. This study investigated the relationship between FoPLs and health claims since (i) they both appear on the front of packs and typically receive more attention from consumers than the NIP, (ii) they can convey contradictory messages (i.e., health claims provide information on nutrients that are beneficial to health while FoPLs provide information on nutrients associated with increased health risks) and (iii) there is currently scant research on how consumers trade off between these two sources of information. Ten focus groups (n = 85) explored adults’ and children’s reactions when presented with both a FoPL (the Daily Intake Guide, Multiple Traffic Lights, or the Health Star Rating) and a health claim (nutrient content, general-level-, or high-level). A particular focus was participants’ processing of discrepant information. Participants reported that health claims were more likely to be considered during product evaluations if they were perceived to be trustworthy, relevant and informative. Trust and ease of interpretation were most important for FoPLs, which were more likely than health claims to meet criteria and be considered during product evaluation (especially the Health Star Rating and Multiple Traffic Lights). Results indicate that consumers generally find FoPLs more useful than health claims.
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Talati, Zenobia; Pettigrew, Simone; Kelly, B.; Ball, K.; Dixon, H.; Shilton, T. (2016)Previous research has shown that front-of-pack labels (FoPLs) can assist people to make healthier food choices if they are easy to understand and people are motivated to use them. There is some evidence that FoPLs providing ...
The relative ability of different front-of-pack labels to assist consumers discriminate between healthy, moderately healthy, and unhealthy foodsTalati, Zenobia; Pettigrew, Simone; Ball, K.; Hughes, C.; Kelly, B.; Neal, B.; Dixon, H. (2017)The degree to which different front-of-pack labels (FoPLs) can assist consumers to make healthy choices seems to depend on the extent to which the FoPLs provide an interpretation of the nutrition information presented. ...
Talati, Zenobia; Pettigrew, Simone; Dixon, H.; Neal, B.; Ball, K.; Hughes, C. (2016)Health claims and front-of-pack labels (FoPLs) may lead consumers to hold more positive attitudes and show a greater willingness to buy food products, regardless of their actual healthiness. A potential negative consequence ...