Background and Objective of the Study
Different front-of-pack labeling systems are in use in Europe. But do front-of-pack labels help make healthier purchase decisions? A recently published study, co-authored by Prof. Jörg Königstorfer, shows under which circumstances such labeling influences consumers' perception related to judgments of product healthiness.
Design and results
The study considers evaluations of different foods (pizza, yogurts, biscuits) that are considered to be more or less healthful. The systems of nutrition labeling (Guideline Daily Amounts, Traffic Lights, Guideline Daily Amounts and Traffic lights Hybrids, and Health Logos) were manipulated experimentally and contrasted with the provision of a simple FOP label containing numerical nutritional information alone. Furthermore, different portion sizes (typical portion size and 50% reduction of typical portion) were considered. The study took place in four countries, whose population fights against increasing prevalence of overweight and obesity (UK, Germany, Poland, and Turkey).
Implications
Although the FOP systems tested just resulted in small improvements in objective understanding across foods with different levels of healthfulness, the product categories themselves had the biggest effects. Thus, any structured and legible presentation of key nutrient and energy information on the FOP is sufficient to enable consumers to detect a healthier alternative within a food category when provided with foods with distinctly different levels of healthfulness. Other elements have an additional impact only in certain contexts and cannot be valued as beneficial per se. Neverthelesss, the labeling can help consumers from different countries make healthier food decisons at the point of purchase.
Contact
Department of Sport & Health Management
Prof. Dr. Jörg Königstorfer
Secretary: Mirjam Eggers
Uptown München Campus D
Georg-Brauchle-Ring 60/62
80992 Munich
Phone: +49.89.289.24559
Fax +49.89.289.24642