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Food Compass Score vs FDA Healthy Labeling and Consumer Purchases: A Randomized Clinical Trial.

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The Food Compass Score (FCS) and US Food and Drug Administration (FDA) healthy labels both improved consumer purchases of healthier foods. The FCS label demonstrated a greater impact on increasing healthy choices and reducing unhealthy ones compared to the FDA label.

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Area of Science:

  • Nutrition Science
  • Consumer Behavior
  • Public Health Policy

Background:

  • The US Food and Drug Administration (FDA) introduced a new front-of-package binary healthy label for packaged foods.
  • The impact of this governmental label, compared to a more comprehensive food rating score, on consumer purchasing decisions remains largely unknown.

Purpose of the Study:

  • To evaluate the comparative effects of the continuous Food Compass Score (FCS) and the FDA healthy label on consumer purchasing behavior.
  • To assess these effects within a real-choice randomized trial setting.

Main Methods:

  • A real-choice randomized clinical trial was conducted with 275 adults across 6 supermarket locations in Massachusetts.
  • Participants were randomized to receive either FCS (1-100 scale) or FDA (binary) labels on snack foods during simulated purchasing scenarios.
  • Purchasing decisions were recorded, comparing choices with and without labels, and included willingness to pay for specific product features.

Main Results:

  • Both the FCS and FDA labels significantly increased the purchase of healthier products and decreased the purchase of unhealthy products compared to no label.
  • The FCS label showed a greater positive impact, increasing healthy purchases by 1.75-fold compared to the FDA label.
  • The FCS label also significantly reduced the occurrence of no-purchase decisions, unlike the FDA label.

Conclusions:

  • Both front-of-package labeling systems positively influenced consumer purchasing decisions towards healthier options.
  • The continuous Food Compass Score (FCS) label demonstrated superior effectiveness in promoting healthy choices and reducing unhealthy purchases.
  • Findings offer valuable insights for policymakers, retailers, and manufacturers in designing impactful food labeling strategies.