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| Countries covered: United States In the wake of an announcement regarding a new front-of-pack (FOP) labeling scheme, this report provides timely information about shoppers’ views on FOP labels. The report details a recent study conducted by HealthFocus® International of over 1000 U.S. shoppers. Their opinions on the necessity of front of pack labeling, the information they would like to see on labels (e.g., fat, saturated fat, calories, sodium, vitamins, etc.) and how much they feel this labeling will affect their purchasing behavior are covered. The study also looks at 25 major brands across 15 food and beverage categories and explores changes in purchase intent for each brand with and without front of pack labels. Both “better for you” and “indulgent” categories showed interesting results. For example, purchase intent for products like frozen pizza dropped with the front-of-pack label while the purchase intent for some cookie brands went up. Purchase intent for pasta dropped with the front-of-pack information while some canned soup brands rose. Forty-three percent of shoppers say that it’s unlikely FOP labeling will influence their food choices yet some purchase intent scores changed by more than 25%. The impact of front of pack labeling can most clearly be seen on a product by product basis. This report provides important insight for manufacturers in understanding the potential affects of FOP labeling on their brands. |
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