Front-of-pack nutrition labels. Their effect on attention and choices when consumers have varying goals and time constraints

Although front-of-pack nutrition labeling can help consumers make healthier food choices, lack of attention to these labels limits their effectiveness. This study examines consumer attention to and use of three different nutrition labeling schemes (logo, multiple traffic-light label, and nutrition table) when they face different goals and resource constraints. To understand attention and processing of labels, various measures are used including self-reported use, recognition, and eye-tracking measures. Results of two experiments in different countries show that although consumers evaluate the nutrition table most positively, it receives little attention and does not stimulate healthy choices. Traffic-light labels and especially logos enhance healthy product choice, even when consumers are put under time pressure. Additionally, health goals of consumers increase attention to and use of nutrition labels, especially when these health goals concern specific nutrients.

► Consumers evaluate nutrition tables positively but give these only limited attention and use in food choice.
► MTL labels and directive logos can enhance healthy choices, even under time pressure.
► Health goals related to specific nutrients increase attention to and use of nutrition labels.