U.S. Consumer Preferences for FDA Healthy vs. Generic Healthy Food Labels: The Influence of Trust

Healthy food labels can help consumers make more informed purchasing decisions. In 2024, the U.S. FDA updated the definition of "healthy" and, for the first time, proposed a new "FDA healthy" label for food packages. The impact of such a healthy label in altering food choice and the influence of measurable trust have not been evaluated. We performed a randomized controlled trial using Real Choice Experiments to identify the impact of (1) FDA-endorsed and (2) generic healthy labels on consumers' preferences for snack foods, and the influence of different aspects of consumer trust on the effect of labels. We also estimate consumers' willingness to pay for foods with these labels. The intervention was conducted in-person among 276 shoppers at stores located in lower-income communities. We found that consumers selected healthier snack options approximately 60% of the time and exhibited an additional preference for healthier snacks when they bore a healthy label (approximately 67%). Overall, little difference was observed between FDA and generic healthy labels. However, trust in the government moderated the effect of the FDA label on consumer purchasing decisions. Consumers are willing to pay $0.59 more for a healthy product with an FDA-endorsed healthy label compared to a product with no label. These results have implications for regulatory bodies' measures to shift consumers' food choices and ultimately benefit their health.