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Impact of Labeling on Consumers

This study explores the impact of labeling on consumer behavior and perception. The research examines how nutrition-related claims on food labels can confuse consumers, make it difficult to assess nutrition, and be misleading. The study also suggests the need for clear and objective labels to prevent consumer confusion.

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Impact of Labeling on Consumers

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  1. Impact of Labeling on Consumers Connecticut Office of Legislative Research Marie Bragg, M.S. December 13, 2011

  2. Why do we care about labels? • Nutrition-related claims may: • confuse consumers • make it difficult to assess nutrition • be misleading • Claims implicitly convey benefits that are not directly stated, including: • overall nutrition • health-related outcomes from consumption Nestle & Ludwig (2010) Wansink (2003) Silverglade & Heller(2009) Drewnowski et al. (2010) Institute of Medicine (2010)

  3. Impact of Labels on Consumers

  4. What do you think this label means about the cereal? ‘It is probably healthier than other brands of children’s cereals’ ‘It is probably lower in calories than other brands of children’s cereal’ Harris, Thompson, Schwartz, & Brownell (2010)

  5. How do you think the whole grains in this cereal will affect your child? Grow strong bones Help maintain healthy weight Harris, Thompson, Schwartz, & Brownell (2010)

  6. What did parents say? • Majority misinterpreted the meaning of claims! • Inferred cereals with claims were: • more nutritious overall • might provide health-related benefits • These beliefs predicted greater willingness to buy the cereals Harris, Thompson, Schwartz, & Brownell (2010)

  7. Do claims affect consumption?

  8. Low Fat Low Fat Low Fat versus ate 50% more calories Wansink & Chandon (2006)

  9. Serving size information helps • Objective serving-size information: • prevents normal-weight people from overeating foods labeled as low fat • does not influence consumption of overweight individuals Wansink & Chandon (2006)

  10. The Organic Health Halo • Lower in calories • Appropriate to eat more often • Acceptable to skip exercise Both groups were told the cookies were 160 calories per serving! Schuldt et al. (2010)

  11. Institute of Medicine “Front-of-Package Nutrition Rating Systems and Symbols: Promoting Healthier Choices”

  12. Center for Science in the Public Interest

  13. Rudd Center for Food Policy & Obesity

  14. Policy Recommendations • Congress and the FDA should: • Require all health claims be reviewed by the FDA prior to marketing to ensure scientific validity • Prohibit trans fat claims, unless the food is also low in saturated fat and cholesterol Center for Science in the Public Interest

  15. Policy Recommendations • Congress and the FDA should: • Require claims for “Natural” foods meet standards • Require claims such as “made with whole wheat,” be permitted only if the product discloses the amount of whole wheat (as percentage of total grain) Center for Science in the Public Interest

  16. Role of Consumers • Be informed: Read research reports • Write policymakers and ask for change • Draw attention to problematic labels

  17. Conclusions • Claims can lead to increased calorie intake • Claims can mislead/confuse consumers • Consumers unaware of influence • Clear objective labels are needed Low Fat

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