Consumer preferences for front-of-pack calories labelling

Area of Science:

• Nutrition science
• Consumer behavior research
• Public health initiatives

Background:

• The rising obesity pandemic necessitates effective tools for informed food choices.
• Front-of-pack (FOP) calorie labeling is a potential strategy to aid consumers.
• Uncertainty exists regarding optimal FOP calorie label formats (e.g., absolute vs. relative, per serving vs. per 100g, inclusion of activity implications).

Purpose of the Study:

• To investigate consumer appreciation of FOP calorie labeling in Europe.
• To identify consumer preferences for different FOP calorie label execution formats.
• To inform the design and implementation of effective FOP calorie labeling systems.

Main Methods:

• Qualitative research involving consumer discussions.
• Eight distinct FOP calorie flag executions were designed.
• Research conducted across four European countries: Germany, the Netherlands, France, and the UK.

Main Results:

• Consumers generally understand the concept of calories and are positive towards FOP calorie flags, especially uniform ones.
• Simpler flags (calories per serving or per 100g) were most preferred.
• More complex flags, including references to daily needs, exercise, or lifestyle, were least preferred.
• Observed country-specific differences in preferences.
• While familiar with calories, consumers struggle with practical application.

Conclusions:

• Managerial implications for designing and implementing FOP calorie labeling systems.
• Recommendations for future research directions in FOP labeling.
• Highlighting the need for clear and easily applicable calorie information for consumers.