Actual use of a front-of-pack nutrition logo in the supermarket: consumers’ motives in food choice

• Published in: Public health nutrition 2010-11, Vol.13 (11), p.1882-1889
• Main Authors: Vyth, Ellis L, Steenhuis, Ingrid HM, Vlot, Jessica A, Wulp, Anouk, Hogenes, Meefa G, Looije, Danielle H, Brug, Johannes, Seidell, Jacob C
• Format: Article
• Language: English
• Subjects: Adolescent; Adult; advertising; Aged; Aged, 80 and over; Biological and behavioural determinants; Choice Behavior; Chronic illnesses; consumer attitudes; Consumer Behavior; Consumers; Fatty acids; Female; Food; food choices; Food Labeling - methods; Food Labeling - statistics & numerical data; food packaging; Food Preferences - psychology; Food service; Food Supply; front-of-pack nutrition logo; Health Behavior; Humans; Label use; Labelling; Likert scale; Logos; Male; Middle Aged; Motivation; Netherlands; Nutrition; Nutrition logo; Nutrition Policy; Nutrition research; Questionnaires; Shopping; Supermarket; Supermarkets; Surveys and Questionnaires; Trans fats; Young Adult
• ISSN: 1368-9800; 1475-2727; 1475-2727
• DOI: 10.1017/S1368980010000637

A front-of-pack nutrition logo on products with relatively favourable product compositions might help consumers to make more healthful choices. Studies investigating actual nutrition label use in point-of-purchase settings are scarce. The present study investigates the use of the 'Choices' nutrition logo in Dutch supermarkets. Adults were asked to complete a validated questionnaire about motivation for food choice and their purchased products were scored for the Choices logo after they had done their shopping. Nine supermarkets in The Netherlands. A total of 404 respondents participated. Of the respondents, 62 % reported familiarity with the logo. The motivations for food choice that were positively associated with actually purchasing products with the logo were attention to 'weight control' and 'product information'. The food choice motive 'hedonism' was negatively associated with purchasing products with the logo. This is the first study to investigate actual use of the Choices logo. In order to stimulate consumers to purchase more products with a favourable product composition, extra attention should be paid to hedonistic aspects such as the tastefulness and the image of healthy products.