Effect of a third party supermarket shelf-tag labeling system on consumer perceptions and purchases

Introduction: Many supermarket chains have introduced third party nutritional shelf-tag labels such as the NuVal System. This system assigns food and beverage products a score from 1 – 100 based on the product's nutritional profile. Supermarket chains pay to license such shelf-tag systems with the hope they will improve the chain's brand image, drive store traffic, and encourage healthier eating. This study examines the impact of one chain's implementation of NuVal. Method: We conducted online cross-sectional surveys of customers at a supermarket chain before (n = 2030) and after (n = 2384) the NuVal labeling system was implemented. Seven hundred and thirty-three customers were surveyed at both times. Participants were recruited for the surveys via email addresses obtained from the customer relationship program. Customers were asked for impressions of the store with respect to health, convenience, and affordability. They also rated the healthfulness of specific products. Additionally, purchasing data for all respondents (tracked by loyalty cards) were provided by the supermarket. Results: We will report the extent to which there were changes after the implementation of the NuVal system in 1) perceptions of the store; 2) health perceptions of food products; and 3) purchase behavior as well as how these changes differ based on income. Conclusion: This is one of the first studies to examine the impact of a third party nutrition label system in supermarkets. These results will help guide supermarkets' efforts to promote healthier choices. Additionally, the results can inform FDA recommendations for a uniform, front-of-package labeling system.