Shopper Response to Front-of-Package Nutrition Labeling Programs: Potential Consumer and Retail Store Benefits

• Numerous front-of-package (FOP) nutrition labeling systems exist in the marketplace.
• Benefits of providing FOP health information for the retailer, if any, are unclear.
• The systems influence consumer evaluations of both products and the retailer.
• Perceived retailer concern for its customers mediates effects of the systems.
• FOP nutrition labeling may help retailers create a non-price competitive advantage.

A myriad of front-of-package (FOP) nutrition labeling systems have been developed by both food retailers (e.g., Walmart, Safeway, Hannaford) and manufacturers (e.g., Kellogg's, General Mills) to help consumers identify more healthful options at the point-of-purchase. Given the uniqueness of these different approaches, two studies examine the effects of alternative FOP systems on shoppers’ product evaluations, choices, and retailer evaluations. When a single food item is evaluated in isolation, both the reductive and evaluative systems had a positive effect on product evaluations. However, when several choice options are presented simultaneously in a realistic retail environment, the evaluative (reductive) system has a stronger (weaker) influence on product evaluation and choice. Results also show that FOP nutrition labeling systems have both direct and moderating effects on attitude toward the retailer and perceived retailer concern for shoppers. These retailer-related outcomes, in turn, mediate the effects of the labeling system on shoppers’ intentions to patronize the retailer. Results suggest that FOP nutrition labeling may help retailers build a non-price competitive advantage.

Figure optionsDownload as PowerPoint slide