As the U.S. Food and Drug Administration considers implementing front-of-package food labels, recent research indicates that certain food labels aimed at encouraging healthier eating may inadvertently lead to the opposite behavior.
Recent research from the University of Florida reveals that some food labels intended to promote healthier food choices may actually deter consumers.
This study is especially relevant as the U.S. Food and Drug Administration deliberates on whether to mandate front-of-package food labels. The agency has proposed new regulations that would include labels emphasizing saturated fat, sodium, and added sugar. Each value shown on these labels corresponds to low, medium, or high levels based on a percentage of the recommended daily intake.
The research published in the journal Food Policy focused on labels asserting that certain foods are “healthy.” Findings indicated that these labels lowered consumers’ willingness to pay for yogurt unless they were backed by FDA approval and a clear explanation of the criteria used to designate the product as healthy.
Jianhui “Jeffrey” Liu, a doctoral candidate in the UF/IFAS food and resource economics department, emphasized, “This research underscores the need for consumers to grasp what a label signifies.”
Liu and his colleagues evaluated the responses of 308 participants regarding front-of-package label designs for strawberry Greek yogurt, seeking to determine how much they would be willing to spend on the product. They tested several package designs: one with a “healthy” label, another with a “great taste” label, a third featuring both, and a control with no labels at all.
In comparison to the control group, participants were inclined to pay 18% less for the yogurt labeled “healthy” and 25% less for the yogurt labeled as both “healthy” and “great taste.” Interestingly, the “great taste” label alone did not significantly influence willingness to pay.
These results imply that health labels may create a perception that taste and enjoyment are compromised.
Liu noted, “Simply labeling a product as ‘healthy’ may not suffice – it could even lead to negative associations if consumers are unsure about the label’s meaning or link it to undesirable qualities, like inferior taste.”
The adverse perception linked to the “healthy” label was alleviated when paired with clarifying text stating: “The product you are viewing carries a ‘healthy’ symbol, indicating it complies with the FDA’s proposed standards for ‘healthy,’ which specifies that it is low in saturated fat, added sugars, and sodium.”
While consumers often express confusion or skepticism towards health claims, the study suggests that their trust in credible sources significantly shapes their purchasing decisions.
Liu hopes this research will guide policymakers and food industry executives in crafting effective packaging that better inform consumers about their food choices.
“The findings advocate for a cultural shift towards healthier eating habits, enhancing overall national health and reducing the incidence of diet-related illnesses,” Liu remarked. “This could influence all consumers and food manufacturers in the U.S., paving the way for clearer, more effective public health initiatives.”