Consumer understanding, preferences and acceptance of front-of-pack labels in Thailand: foundational evidence for...

This study aimed to assess the understanding, perceptions and preferences of different front-of-pack labelling (FOPL) formats among Thai consumers.

We conducted a mixed-methods study comprising a cross-sectional online survey and semi-structured interviews between February and March 2022. The survey assessed comprehension and preferences for six FOPL formats (Guideline Daily Amounts (GDA), Healthier Choice logo (HCL), warning labels (WLs), Nutri-Score, Health Star Rating and Traffic Light labels). Quantitative data were analysed using descriptive statistics, chi-square tests and multiple logistic regression. Qualitative data underwent thematic analysis.

Bangkok and metropolitan areas.

Thai residents aged 12-78 years (n 410).

While awareness of existing labels was high (GDA: 95·4 %, HCL: 82·4 %), only 23·9 % regularly read GDA labels. WLs and Nutri-Score were the most effective at providing information to consumers in a format that translated into choosing healthier products. WLs demonstrated the highest effectiveness in guiding healthier choices. HCL received the highest agreement across multiple attributes, including packaging inclusion preference (59·8 %), visibility (58·5 %) and visual appeal (57·3 %), although effectiveness was not tested. Qualitative findings revealed preferences for colour-coded systems but identified barriers including time constraints, small font sizes and difficulty interpreting numerical information.

While interpretive labels, particularly WLs, are most effective for guiding consumers to healthier choices, successful implementation requires consideration of both consumer preferences and real-world usage constraints. Findings support replacing the current GDA system with an interpretive design, accompanied by comprehensive public education campaigns. These results provide evidence-based recommendations for FOPL policy development in Thailand.