Examining Consumers' Understanding of Front-of-Package Nutrition Information Systems

Introduction: The food industry recently announced a new front-of-package (FOP) labeling system, which will be implemented in 2011 prior to the release of recommendations by the FDA and IOM. Methods: We conducted two web-based studies testing consumer understanding of different FOP labeling systems. In the first study, adult participants (N=511) were randomized to one of five labeling systems: 1) No Label; 2) Multiple Traffic Light with problem nutrients (MTL+PN); 3) MTL+PN and daily caloric requirement information (MTL+PN Cal); 4) TL with specific problem nutrients based on food category (TL+SN); or 5) the “Choices” logo. Participants were then asked to select the healthier of two food products and rate individual products on aspects such as taste, healthfulness, and intent to purchase. In the second study, the new industry system was compared to different versions of the TL system. Results: Results from the first study revealed that those in the MTL+PN, MTL+PN Cal, and Choices conditions were significantly more likely to correctly identify the healthier of two products compared to those in the control condition (p<.05), but did not significantly differ from one another. However, the TL+SN group did not differ from the control group (p=.112). Perceptions of product taste did not differ across label conditions (p=.175). Additional findings from this study and the second study testing the industry system will be presented. Discussion: The findings from this research can help inform the current debate among the White House, FDA, IOM and food industry on the best approach to FOP labeling.