Recent findings from the University of Florida indicate that food labels designed to help Americans make healthier choices might actually be doing the opposite.
As the U.S. Food and Drug Administration (FDA) considers enforcing mandatory front-of-package labeling to display levels of saturated fat, sodium, and added sugars, this research is particularly relevant.
The new labels aim to categorize these components as low, medium, or high based on a percentage of the daily recommended intake.
Impact of ‘Healthy’ Labels on Consumer Behavior
This study, published in the journal Food Policy, evaluated the impact of “healthy” labels on consumer behavior surrounding yogurt purchases.
The research revealed that when yogurt was labeled as “healthy,” consumers were less inclined to spend more on it—unless the claim was backed by the FDA with a clear explanation of its criteria.
Jianhui “Jeffrey” Liu, a doctoral candidate in food and resource economics at UF/IFAS, underscored the importance of consumer understanding regarding food labeling.
His study involved 308 participants who reviewed different front-of-package designs for strawberry Greek yogurt.
They assessed four variations: one bearing the “healthy” label, another touting “great taste,” a combination of both labels, and a control version without any labels.
Consumer Response to Different Labels
The results were revealing.
Participants were willing to pay 18% less for the yogurt labeled “healthy” than those who viewed the control packaging.
Moreover, their willingness to pay dropped by 25% for yogurts featuring both “healthy” and “great taste” labels.
Interestingly, the “great taste” label alone had no noticeable impact on their purchasing inclinations.
Liu’s study suggests that consumers might associate health labels with a potential compromise on taste.
Simply marking a product as “healthy” might not be enough.
It could raise questions about what the label actually means, leading to associations with undesirable qualities, such as inferior flavor.
The Role of Explanatory Text
However, the negative bias surrounding the “healthy” label diminished significantly when accompanied by explanatory text that confirmed the yogurt met the FDA’s proposed standards—highlighting low amounts of saturated fat, added sugar, and sodium.
The skepticism consumers exhibit toward health claims can be countered by their trust in authoritative sources, which strongly influences buying decisions.
Liu hopes this research will guide policymakers and industry leaders in crafting packaging that equips consumers with essential knowledge for healthier food choices.
Ultimately, this research aims to support a cultural shift toward better dietary practices.
Such a transition has the potential to improve public health and reduce diet-related illnesses nationwide.
The implications of this study could greatly benefit both consumers and food manufacturers by facilitating clearer and more effective labeling practices.
Source: ScienceDaily