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Front-of-Package-Label-Style Health Logos on Menus-Do Canadian Consumers Really Care about Menu Health Logos?

Yahan Yang¹, Sylvain Charlebois², Janet Music³

¹Department of Nutritional Sciences, Temerty Faculty of Medicine, University of Toronto, Toronto, ON M5S 1A8, Canada.

|February 24, 2024

Summary

Front-of-pack labels (FOPLs) on restaurant menus are desired by most Canadians, but taste and price remain key factors. Health logos may not deter purchases, especially if prices increase.

Keywords:

consumer research menu labelling nutritional policy restaurant foods

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Area of Science:

Public Health Nutrition
Consumer Behavior Studies
Food Service Industry Research

Background:

Public health policies, including front-of-pack labels (FOPLs) on prepackaged foods, aim to improve population nutrition.
Limited research exists on the application and impact of health logos within the food service sector.
Understanding consumer perceptions is crucial for effective implementation of nutrition initiatives in restaurants.

Purpose of the Study:

To explore the potential application of FOPL-style health logos in the food service sector.
To assess the impact of these logos on Canadian consumer behaviors and preferences when dining out.
To identify preferred types of health logos and factors influencing restaurant choice.

Main Methods:

A survey was conducted among 1070 Canadians to evaluate awareness, perception, and support for health logos on restaurant menus.
Data collection focused on consumer choices, awareness of FOPL policies, and reactions to hypothetical menu labeling.

Main Results:

While consumers value healthy options, taste, price, and convenience are primary drivers of dining choices.
A majority of participants desired FOPL-style health logos on menus, preferring nutrient profile ratings or limitation/encouragement indicators.
Females and individuals with food allergies showed higher support for menu labels; logos alone may not deter purchases if prices are impacted.

Conclusions:

Front-of-pack labels show potential for the food service sector, with strong consumer interest in menu labeling.
Effective implementation requires considering consumer preferences for specific logo types and addressing price sensitivity.
Further research is needed to optimize FOPL strategies in restaurants to genuinely influence healthier food choices.