Front-of-pack nutrition labels: perceptions and preferences of Brazilian adult consumers
ISSN: 0007-070X
Article publication date: 3 January 2022
Issue publication date: 1 November 2022
Abstract
Purpose
This study aimed to examine the perceptions and preferences of Brazilian adult consumers about four different front-of-pack (FOP) food labeling systems proposed by the Brazilian National Health Regulatory Agency.
Design/methodology/approach
This is a qualitative study conducted with 33 participants allocated in six focus groups. Four different types of FOP labels were displayed on processed and packaged bread: three interpretive warning labels (black triangle, black octagon and red ellipse) and a hybrid model (nutritional traffic light). Thematic analysis was used to identify the key topics addressed by participants.
Findings
Three topics were identified: label design, clarity and precision of information. The results demonstrated an influence of labels on product development and consumers' food choices. Most participants expressed a preference for black warning labels and reported the importance of statements endorsed by the Ministry of Health, which provide credibility and could influence food choices. Furthermore, participants agreed that the traffic light system provides more information but is difficult to interpret when comparing products. Warning labels were reported to have the greatest influence on purchase decisions. However, participants were concerned about how to understand the lack of warning labels on some products.
Practical implications
The results may help and support the Brazilian Health Regulatory Agency to identify and recommend the most effective FOP labeling system to be adopted in Brazil.
Originality/value
Few studies investigating adult consumers' perceptions of different FOP label formats have been conducted in the Brazilian context. Our study contributes to the small pool of evidence on the topic by demonstrating that FOP labels can be helpful for consumers when they are presented in an intuitive, interpretative and trustworthy format.
Keywords
Acknowledgements
Funding: This study received funding support through Letter of Agreement SCON 2018-0225 between the Pan American Health Organization (PAHO) and the Santa Catarina Teaching and Engineering Foundation (FEESC), through the Nutrition in Foodservice Research Center of the Federal University of Santa Catarina (NUPPRE-UFSC). Assessment of front-of-pack nutrition labels models and portion size appropriateness on packaged food sold in Brazil.
Citation
Mazzonetto, A.C., Fernandes, A.C., de Souza, A.D., Rodrigues, V.M., Scapin, T., Uggioni, P.L., Veiros, M.B., Bernardo, G.L. and Proença, R.P.d.C. (2022), "Front-of-pack nutrition labels: perceptions and preferences of Brazilian adult consumers", British Food Journal, Vol. 124 No. 11, pp. 3888-3906. https://doi.org/10.1108/BFJ-05-2021-0588
Publisher
:Emerald Publishing Limited
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