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1 – 10 of 61Ana Claudia Mazzonetto, Ana Carolina Fernandes, Aretusa Dias de Souza, Vanessa Mello Rodrigues, Tailane Scapin, Paula Lazzarin Uggioni, Marcela Boro Veiros, Greyce Luci Bernardo and Rossana Pacheco da Costa Proença
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…
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.
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Kosuke Motoki and Toshiki Saito
Front-of-pack (FOP) nutrition labeling has attracted considerable attention in a wide range of communities. However, the limited effects of FOP nutrition labels on healthier food…
Abstract
Purpose
Front-of-pack (FOP) nutrition labeling has attracted considerable attention in a wide range of communities. However, the limited effects of FOP nutrition labels on healthier food preferences have been reported. Drawing on the dual system theory, this study aimed to investigate which FOP nutrition labels increase healthier food preferences and when. Drawing on the dual-process theory, this study aimed to investigate the effects of Nutri-Scores on healthy food preferences under time pressure.
Design/methodology/approach
Participants saw two food packages (healthier and less healthy) with either intuitive (nutrient score) or numeric FOP labels. They then had to choose one of their preferred products with or without time pressure.
Findings
Across two studies (including one pre-registered replication), the results consistently demonstrated that the Nutri-Score (vs numeric labels) increases healthier food preferences under time pressure. No significant difference in the likelihood of choosing healthier food was found between the labels under non-time pressure.
Originality/value
Together, our results suggest that intuitive FOP labeling (i.e. Nutri-Score) enhances healthier food preferences during Type 1 processing and provides practical implications for promoting healthy eating.
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Hsuan-Hsuan Ku and Pei-Ting Chen
To heighten shopper interest, fast moving consumer goods marketers often attach supplementary labels to the package front to promote product benefits. This study aims to use claim…
Abstract
Purpose
To heighten shopper interest, fast moving consumer goods marketers often attach supplementary labels to the package front to promote product benefits. This study aims to use claim credibility as the foundation for investigating how an extra affixed label that addresses product benefits impacts consumer evaluation, as well as identifying important factors that might moderate the resulting responses.
Design/methodology/approach
Three between-subjects experiments examine how claim credibility mediates the influence of extra affixed labels on product evaluation (Study 1). They also test whether the impact on consumer responses of extra affixed labels, with emphasis on the same vs different benefits as those printed on the front of a package (Study 2.1) or with a high or low relevance between their claimed benefits and the front-of-package stated ingredients (Study 2.2), is dependent upon individuals’ need for cognition.
Findings
Results show the power of extra affixed labels in improving product evaluation. Claim credibility mediated the observed effects of extra affixed labeling. Yet, the favorable effects of extra affixed labels for individuals high in need for cognition is diminished when expressed in a different (vs same) claim from those printed on the package front or the claim about product benefits is low (vs high) relevance to the declared ingredients. The reverse holds true for those low in need for cognition.
Originality/value
This study advances knowledge on the effects of extra affixed label claims on product evaluation.
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Emma Beacom, Lynsey Elizabeth Hollywood, Christopher McLaughlin, Sinead Furey, Ruth Price, Una McMahon-Beattie and Amy Burns
The purpose of this study is to investigate the proportionality of market brand (MB) foods versus supermarket own brand (OB) foods sold on promotion and to compare their…
Abstract
Purpose
The purpose of this study is to investigate the proportionality of market brand (MB) foods versus supermarket own brand (OB) foods sold on promotion and to compare their healthiness.
Design/methodology/approach
An existing dataset containing nutritional information about a variety of foods on promotion (n = 6,776) from 48 stores across 8 retail chains in Northern Ireland (NI) was reanalysed. Product healthiness was measured using a score aligned to the Food Standards Agency's Front of Pack nutrient labelling system. MBs and OBs were considered as a whole and in their respective subsets–international/national and regional MBs, and premium, mid-market and value tiered OBs.
Findings
Results found a balance in favour of health (52.4% amber/green versus 47.6% red) across retailers' promotions in NI. Further, OB products were often found to be superior to MBs with regards to overall healthfulness, and regional brands were found to be less healthy than international/national brands.
Research limitations/implications
Findings rationale further retail research to compare nutritionally OB and MB product types, and further consumer research regarding important attributes of OBs.
Practical implications
Retailers should communicate the comparative healthiness of their OBs in comparison to MB alternatives, in addition to communicating comparative price savings. There is opportunity for retailers to increase visibility of mid-market and value OB tiers, and for regional MBs to improve the nutritional profile of products in line with the consumer trend for health.
Originality/value
This study provides a contribution by using data on OBs and MBs on promotion, and by investigating the nutritional differences between different tiers of OB and MB products.
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Terhi Junkkari, Maija Kantola, Leena Arjanne, Harri Luomala and Anu Hopia
This study aims to increase knowledge of the ability of nutrition labels to guide consumer choices in real-life environments.
Abstract
Purpose
This study aims to increase knowledge of the ability of nutrition labels to guide consumer choices in real-life environments.
Design/methodology/approach
Food consumption and plate waste data were collected from two self-service restaurants (SSR) with different customer groups over six observation days: three control and three intervention (with nutrition labelling) periods. Study Group 1 consisted of vocational school students, mostly late adolescents (N = 1,710), and Group 2 consisted of spa hotel customers, mostly elderly (N = 1,807). In the experimental restaurants, the same food was served to the buffets during the control and intervention periods.
Findings
The nutrition label in the lunch buffet guides customers to eat fewer main foods and salads and to select healthier choices. Increased consumption of taste enhancers (salt and ketchup) was observed in the study restaurants after nutritional labelling. Nutrition labelling was associated with a reduction in plate waste among the elderly, whereas the opposite was observed among adolescents.
Originality/value
The results provide public policymakers and marketers with a better understanding of the effects of nutrition labelling on consumer behaviour. Future studies should further evaluate the effects of nutrition labelling on the overall quality of customer diets and the complex environmental, social, and psychological factors affecting food choices and plate waste accumulation in various study groups.
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Matilde Schwalb Helguero, Carla Pennano, Gustavo Rodriguez Pena, Miriam Martínez-Fiestas and Freddy Linares
This study aims to examine the effects of front-of-package (FoP) labels on the healthy evaluation of Peruvian consumers. This relationship was examined in cases where snacks were…
Abstract
Purpose
This study aims to examine the effects of front-of-package (FoP) labels on the healthy evaluation of Peruvian consumers. This relationship was examined in cases where snacks were healthy and unhealthy. In addition, the study included the role of three consumer purchase objectives (i.e. hedonic, healthy and weight loss) and two types of consumers (high and low use of labelling) in the healthy evaluation.
Design/methodology/approach
The sample consisted of 628 Peruvian youngsters aged between 16 and 24 years who frequently consume processed food. The research panel “QueOpinas” oversaw the recruitment of the participants through social media and television. Four types of FoP labels were studied in depth: Nutritional Warnings, Monochrome Guideline Daily Amount (GDA), Polychrome Guideline Daily Amount (GDA-Semaphore) and Traffic Light Labelling. A paired sample t-test and MANOVA were performed to evaluate the research objectives.
Findings
The GDA FoP label was found to be insufficient to promote a healthy evaluation. In contrast, the Nutritional Warnings and GDA-Semaphore and Traffic Light FoP labels had a significant and positive effect on the healthy evaluation of the snacks at a 95% confidence level. However, a comparative analysis of the labels revealed that some can be more efficient than others in promoting healthy purchase decisions. For the nutritional warnings (NWs) and traffic light FoP labels, the results revealed that consumers better distinguish unhealthy and healthy cereal bars when these products display traffic light labels.
Originality/value
This research topic has not been investigated in Peru and relevant research in this region is still incipient. In addition, the findings are important for policymakers as the findings will be able to implement specific labelling systems that will help consumers make healthier choices and support the debate about the effectiveness of the main FoP systems.
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D.J. Van Camp, N.H. Hooker and D.M. Souza‐Monteiro
This paper aims to determine the response of manufacturers and retailers to voluntary UK front of package (FOP) schemes through food product innovations.
Abstract
Purpose
This paper aims to determine the response of manufacturers and retailers to voluntary UK front of package (FOP) schemes through food product innovations.
Design/methodology/approach
A food innovation database (Global New Products Database) was used to track all food products released in the UK from January 1, 2002 to December 31, 2008. Meal, bakery and breakfast cereal products were classified into two groups, according to whether the food category was targeted by the Food Standard Agency (FSA) for FOP labelling. Analysis includes descriptive statistics and cross‐tabulations of factors such as product category, type of FOP scheme, company, and year.
Findings
Private label brands dominate food innovations in the UK. The use of FOP labels is selective among companies and across food categories. Guideline daily allowance (GDA) labelling is more widely adopted than the traffic light labelling system (TLS). Both systems have been more broadly adopted in target food categories when compared to non‐target food categories.
Research limitations/implications
The database used to conduct this research provides detailed data on food product innovations released in the UK. However, this is not linked to sales data and therefore cannot be used to analyse changes in consumption due to FOP labelling systems. Nevertheless, the response of food manufacturers and retailers in their innovation strategies is a critical piece to understanding how voluntary labelling polices may impact public health.
Originality/value
The paper presents evidence of dynamics of supply‐side responses to increasing consumer demand for healthier foods.
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My Bui, Velitchka D. Kaltcheva, Anthony Patino and Richard C. Leventhal
– This research aims to examine the effects of varying front-of-package (FOP) nutrition information type on parents' food product choices for children.
Abstract
Purpose
This research aims to examine the effects of varying front-of-package (FOP) nutrition information type on parents' food product choices for children.
Design/methodology/approach
A 3(FOP nutrition information: nutrient specific system vs food group information system vs summary indicator system) × 3(Perceived healthiness of the product: high vs moderate vs low) mixed-design experiment and content analysis were conducted to test the hypotheses.
Findings
Findings suggest that summary indicator systems were effective in positively impacting parents' choices for healthier food options, however not as effective as food group information systems – which includes specific nutrient content claims complementing less familiar health nutrient symbols.
Originality/value
Implications for marketers, consumer welfare advocates and product brand managers are provided.
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John L Stanton, James Wiley, Neal H Hooker and Ekaterina Salnikova
The purpose of this paper is to compare the use of front of package (FOP) claims within product categories by private label (PL) products and national brands (NB). This research…
Abstract
Purpose
The purpose of this paper is to compare the use of front of package (FOP) claims within product categories by private label (PL) products and national brands (NB). This research adapts an existing conceptual model exploring the marketing strategies of PL products and NBs.
Design/methodology/approach
Information for this study came from Mintel’s Global (2009/2011). There were 10,791 products launched in 2011 in the US database, 8,120 NB and 2,671 PL food and drink products. For 2009: 5,838 NB and 2,118 PL that gives 7,956 food and beverages products launched in USA.
Findings
PL and NB companies increased the usage of FOP claims, and also often moved in the same direction for some product categories. The greatest number of increases across product categories for PL and NB between 2009 and 2011 were Ethical-Enviromentally Friendly Packaging; Allergen; Fiber; Weight Control; Gluten Free; Kosher and No Additives claims. There were much less FOP that were decreased in usage. The claims that most frequently decreased were “Organic,” “Calories,” and “Vitamin/Mineral Fortified.” The categories that significantly decreased the “Organic” claim were Baby Food, Bakery, Breakfast Cereals, Fruit and Vegetables among PL product categories and Breakfast Cereals, Dairy, Side Dishes and Soup among NB categories.
Research limitations/implications
The study is based on only a three-year time span. difference over a greater period of time could reveal more significant differences.
Practical implications
The evidence from this research indicates that PL brands are matching NBs as they look to using other attributes and benefits. However, as PL sales increase, retailer margins increase which can lead to further aggressive marketing by the PL brands.
Originality/value
The analysis of FOP claims for PL and NB over such a large sample has not previously been done.
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Ekaterina Salnikova, John L. Stanton and Neal Hooker
– This paper aims to compare the use of front-of-pack nutrition claims made on 32,257 food labels launched in 2009 in the US and the EU.
Abstract
Purpose
This paper aims to compare the use of front-of-pack nutrition claims made on 32,257 food labels launched in 2009 in the US and the EU.
Design/methodology/approach
Information from Mintel's Global New Product Database was analyzed, for 25,417 products launched in the EU and 6,840 in the US. The hypothesis was that “products launched in the US and EU have a different frequency of front-of-pack nutrition claims”. Using inferential statistics, significant differences (two-tailed Z-tests) in the number of claims are explored and compared to differences in legislation standards and consumer preferences.
Findings
The initial analysis revealed that there were six significant differences between the presence of the seven health and nutrition claims across 16 product categories in the US and the EU. Further analysis of the 16 product categories revealed a range of significant differences between the frequency of US and EU claims.
Originality/value
The emerging relevance of front-of-pack nutrition labeling as a marketing tool makes such differences pertinent. This paper marks the first systematic comparison of the use of claims between the US and EU.
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