University of Florida-led researchers discover that “healthy” labels on food packaging may actually decrease consumer purchases unless supported by detailed FDA criteria.
Health labels designed to guide Americans toward better food choices might be having the opposite effect, according to new research led by the University of Florida. The study’s timing is pivotal as the U.S. Food and Drug Administration (FDA) evaluates a proposal to impose front-of-package labels highlighting saturated fat, sodium and added sugar.
Published in the journal Food Policy, the study explores consumer reactions to “healthy” labels on food packaging. The findings? Consumers are less inclined to buy such products unless the labels are verified by the FDA and come with an explanation.
“This research highlights the importance of helping consumers understand what a label means,” corresponding author Jianhui “Jeffrey” Liu, a doctoral candidate in the Food and Resource Economics Department at the University of Florida’s Institute of Food and Agricultural Sciences, said in a news release.
The research indicates that health labels can create an unintended perception that the food will lack taste or indulgence, deterring consumers.
In the experiment involving 308 participants, subjects evaluated different front-of-package label designs for strawberry Greek yogurt. Each design either included a “healthy” label, a “great taste” label, both labels, or no label at all as a control.
Fascinatingly, the respondents were willing to pay 18% less for the yogurt labeled “healthy” and 25% less for the one labeled “healthy and great taste” compared to the control. However, “great taste” labels showed no significant impact on participants’ willingness to pay.
“Simply putting ‘healthy’ on a product may not be enough — it can even backfire if consumers are left wondering what qualifies the food as healthy or if they associate the label with less desirable attributes, such as poor taste,” Liu added.
But the study also found a solution: consumer skepticism was mitigated when the “healthy” label included an explanation stating, “The product you have just observed features a ‘healthy’ symbol. This label indicates that the product meets the FDA’s proposed criteria for being designated as ‘healthy,’ which specifically requires the product to be low in saturated fat, added sugar and sodium.”
The research suggests a significant influence of perceived credibility from authoritative sources like the FDA on consumer behavior. Liu emphasizes that effective labeling requires not only the right information but also clarity and transparency to gain consumer trust.
“This research supports a cultural shift toward healthier eating patterns, improving the health and well-being of the nation while reducing the burden of diet-related diseases,” added Liu. “It has the potential to impact every consumer and food manufacturer in the country by setting the stage for more transparent, effective and impactful public health interventions.”
The study’s insights could serve as a valuable guide for policymakers and food industry professionals, aiming to design food labels that genuinely help consumers make informed nutritional choices. As the FDA considers new front-of-package labeling rules, Liu’s findings underscore the importance of detailed and credible health claims to truly benefit public health.