A new study from the University of Florida suggests that food labels designed to encourage healthier eating may inadvertently reduce consumer spending on certain products. The research, published in Food Policy, explores how front-of-package labels claiming foods are “healthy” may have unintended negative effects on consumer purchasing decisions.
This study comes at a critical moment as the U.S. Food and Drug Administration (FDA) is considering new front-of-package labeling regulations. The proposed rules would highlight key nutrients like saturated fat, sodium, and added sugars, with labels indicating whether these levels are low, medium, or high.
Study Findings: “Healthy” Labels Decrease Willingness to Pay
The UF/IFAS study, led by doctoral candidate Jianhui “Jeffrey” Liu, focused on how the “healthy” label influences consumer behavior. The researchers tested four different yogurt packaging designs, including one with a “healthy” label, one with a “great taste” label, one with both labels, and a control design without any labels. Participants were asked how much they would be willing to pay for strawberry Greek yogurt with each label design.
The results showed a marked decrease in willingness to pay for yogurt when it featured the “healthy” label. Specifically, participants were willing to spend 18% less for yogurt labeled as “healthy” and 25% less for yogurt labeled as both “healthy” and “great taste.” On the other hand, the “great taste” label did not influence purchasing behavior, neither increasing nor decreasing the amount participants were willing to pay.
Why Do “Healthy” Labels Backfire?
The study suggests that the presence of a “healthy” label may create a perception of compromised taste or indulgence. In other words, consumers may associate the word “healthy” with lower quality or less enjoyable products. The label alone, without additional context or clarification, could lead consumers to perceive the product as less desirable.
However, the negative impact on consumer spending was mitigated when the “healthy” label was accompanied by an explanation. A revised label 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,” helped improve consumer acceptance.
The Importance of Credible Information
The findings suggest that for health labels to be effective, they need to be backed by credible sources and provide clear information. Consumers are more likely to respond positively if they understand the specific criteria that make a product “healthy” and if those criteria are supported by a trusted authority like the FDA.
Liu emphasized that the study’s insights could be valuable for policymakers and food manufacturers in designing more effective packaging that not only promotes healthier choices but also aligns with consumer expectations. “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,” Liu said.
Implications for Future Labeling and Policy
As the FDA considers its new labeling guidelines, this research could help shape policies that ensure labels are not only clear but also effective in guiding consumers toward healthier choices without unintended consequences. By promoting transparency and clarity in food labeling, the food industry and policymakers could contribute to a healthier, more informed public.
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