Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Making quick decisions healthy: simple front-of-pack logo best to help consumers in busy shopping environment

17.01.2008
Unilever consumer scientists claim that simple front-of-pack logos will be most effective in helping consumers make the healthy choice in the supermarket.

In the journal Appetite, the scientists report on the efficacy of eight front-of-pack nutrition labels involving 2406 men and women from the United Kingdom, Germany, Italy and the Netherlands. While many measures of consumer friendliness and usage intention were similar for simple and more complex front-of-pack labels, it took the study participants significantly less time to evaluate the simple labels.

Consumers often spend very little time to decide what to buy in a supermarket; the scientists therefore argue that this shorter process time for the simple front-of-pack logos will best facilitate a consumer making the healthy choice in a snap decision.

In this first cross-European quantitative consumer research on front-of-pack labelling, the researchers evaluated a series of front-of-pack nutrition labelling formats on their consumer friendliness (comprehension, liking and perceived credibility), on their ability to differentiate between healthy and less healthy options, and on their impact on intention to change behaviour.

In the first study, the focus was on comprehension, liking and credibility of the labelling formats as well as the impact of the labelling formats on perceived healthiness of the products. 1630 participants from the United Kingdom, Germany, Italy and the Netherlands were randomly assigned to three out of the six nutrition labelling formats (Healthier Choice Tick, Multiple traffic light, Wheel of Health, Smileys, Stars, and Health protection factor) and each of these was presented for all three product categories (dairy drinks, ice cream and spreads).

Results showed that on average participants found all nutrition labelling formats easy to understand, reasonably credible and likable. The labelling formats’ credibility was strongly increased through endorsement by national and international health organisations.

Critically, the labelling formats should be able to consistently differentiate healthy and less healthy options across product categories. The Healthier Choice Tick was the most consistent differentiator, whereas the Multiple Traffic Light scored worst.

The second study looked at decision-making and therefore included behavioural intention measures which can predict how likely it is that the consumer will change their product choices. In total, 776 participants from Italy and the United Kingdom were exposed to four different labelling formats (Healthier Choice Tick, Stars, Multiple Choice Tick and Guideline Daily Amount (GDA) scores).

It was found that healthy choices can be made faster with the simpler front-of-pack formats Healthier Choice Tick or Stars than with the more detailed GDA scores. Participants needed almost 10 seconds more to evaluate products with GDA scores.

The scientists therefore recommend to present simple labelling formats front-of-pack and more detailed nutritional information (such as GDAs) on the back of the package. This will allow consumers to make quick decisions, whilst also providing detailed information if desired.

The scientists finished by stating that the availability of health logos is a strong incentive for food companies to make their products healthier. Consistent regional or global front-of-pack labelling formats can thus have a substantial positive impact on public health.

Dr Gerda Feunekes | alfa
Further information:
http://www.unilever.com

More articles from Studies and Analyses:

nachricht Win-win strategies for climate and food security
02.10.2017 | International Institute for Applied Systems Analysis (IIASA)

nachricht The personality factor: How to foster the sharing of research data
06.09.2017 | ZBW – Leibniz-Informationszentrum Wirtschaft

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Neutron star merger directly observed for the first time

University of Maryland researchers contribute to historic detection of gravitational waves and light created by event

On August 17, 2017, at 12:41:04 UTC, scientists made the first direct observation of a merger between two neutron stars--the dense, collapsed cores that remain...

Im Focus: Breaking: the first light from two neutron stars merging

Seven new papers describe the first-ever detection of light from a gravitational wave source. The event, caused by two neutron stars colliding and merging together, was dubbed GW170817 because it sent ripples through space-time that reached Earth on 2017 August 17. Around the world, hundreds of excited astronomers mobilized quickly and were able to observe the event using numerous telescopes, providing a wealth of new data.

Previous detections of gravitational waves have all involved the merger of two black holes, a feat that won the 2017 Nobel Prize in Physics earlier this month....

Im Focus: Smart sensors for efficient processes

Material defects in end products can quickly result in failures in many areas of industry, and have a massive impact on the safe use of their products. This is why, in the field of quality assurance, intelligent, nondestructive sensor systems play a key role. They allow testing components and parts in a rapid and cost-efficient manner without destroying the actual product or changing its surface. Experts from the Fraunhofer IZFP in Saarbrücken will be presenting two exhibits at the Blechexpo in Stuttgart from 7–10 November 2017 that allow fast, reliable, and automated characterization of materials and detection of defects (Hall 5, Booth 5306).

When quality testing uses time-consuming destructive test methods, it can result in enormous costs due to damaging or destroying the products. And given that...

Im Focus: Cold molecules on collision course

Using a new cooling technique MPQ scientists succeed at observing collisions in a dense beam of cold and slow dipolar molecules.

How do chemical reactions proceed at extremely low temperatures? The answer requires the investigation of molecular samples that are cold, dense, and slow at...

Im Focus: Shrinking the proton again!

Scientists from the Max Planck Institute of Quantum Optics, using high precision laser spectroscopy of atomic hydrogen, confirm the surprisingly small value of the proton radius determined from muonic hydrogen.

It was one of the breakthroughs of the year 2010: Laser spectroscopy of muonic hydrogen resulted in a value for the proton charge radius that was significantly...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

ASEAN Member States discuss the future role of renewable energy

17.10.2017 | Event News

World Health Summit 2017: International experts set the course for the future of Global Health

10.10.2017 | Event News

Climate Engineering Conference 2017 Opens in Berlin

10.10.2017 | Event News

 
Latest News

Terahertz spectroscopy goes nano

20.10.2017 | Information Technology

Strange but true: Turning a material upside down can sometimes make it softer

20.10.2017 | Materials Sciences

NRL clarifies valley polarization for electronic and optoelectronic technologies

20.10.2017 | Interdisciplinary Research

VideoLinks
B2B-VideoLinks
More VideoLinks >>>