The effect of reduced-fat labelling on chocolate expectations

Increasing global obesity has fuelled an increase in the production of foods that are lower in fat, sugar or calories. Understanding the consumer, particularly their expectations towards reduced-fat foods, is key when designing and marketing such products. The aim of the current study was to explore the relationship between chocolate labelling and expectations. Two identical standard chocolates were labelled as ‘Milk Chocolate’ and ‘Reduced-fat Milk Chocolate’. Labelling a chocolate as ‘reduced-fat’ had a significant negative effect on ratings of expected liking, but did not affect ratings of actual liking, or ratings of sensory attributes. Exploratory analysis of the relationship between individual differences (including gender, age, BMI and DEBQ subscales) and expectations yielded no significant results. However, ratings of actual liking for both labelling conditions did correlate with intention to buy the product, and the price participants would be willing to pay for it. Anticipated consumption amount showed a tighter relationship with expectations for ‘Reduced-fat Milk Chocolate’. The results indicate that expectations are critical in consumer acceptance of reduced-fat products. If a reduced-fat chocolate can be produced with matched sensory attributes, and consumers can be encouraged to purchase the product, actual liking should not be affected by the knowledge that the product is reduced in fat.

► Two identical chocolates were accompanied by standard or reduced-fat information.
► Participants rated liking, sensory attributes, consumption amount, and WTP.
► Expected liking, but not actual liking, was lower for ‘reduced-fat’ chocolate.
► Labelling had no effect on intensity of sensory attributes.
► Liking of ‘reduced-fat’ chocolate correlated with anticipated consumption amount.