Are ‘Healthy’ Food Labels Costing You More? New Research Reveals Surprising Impact on Consumer Spending

Recent research from the University of Florida shows that some food labels meant to promote healthier choices can actually discourage consumers. This study is particularly timely as the FDA considers new front-of-package labels to help guide nutritional decisions.

The FDA’s proposed labels would show levels of saturated fat, sodium, and added sugar, indicating whether a food is low, medium, or high in these components. However, the study found that just calling a yogurt “healthy” isn’t enough. When consumers saw this label on yogurt, they were less willing to pay for it unless it came with a clear explanation of what “healthy” means according to FDA standards.

To explore this, researchers asked 308 people to look at different yogurt packaging. Some packages had a “healthy” label, others had a “great taste” label, and some had both. The control group saw packages without any labels. Those who saw the “healthy” label were willing to spend 18% less, while those who saw both labels wanted to pay 25% less than the control group. Interestingly, just the “great taste” label didn’t change how much they were willing 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.

Jianhui “Jeffrey” Liu, doctoral candidate, UF/IFAS

However, the negative impact of the “healthy” label disappeared when paired with a description explaining that it met FDA criteria for being low in certain unhealthy ingredients. This shows that consumers take the credibility of authoritative sources into account when deciding what to buy.

According to Liu, this research could help policymakers and food companies create labels that genuinely assist consumers in making choices about their food. He believes that better labeling can encourage healthier eating habits nationwide and help combat diet-related health issues.

In summary, clearer labeling can boost consumer trust and encourage healthier eating, benefiting both individuals and public health efforts.