A Front-of-Pack Nutrition Logo: A Quantitative and Qualitative Process Evaluation in the Netherlands

Abstract

This study aimed to perform a quantitative and qualitative process evaluation of the introduction of the Choices logo, a front-of-pack nutrition logo on products with a favorable product composition, adopted by many food producers, retail and food service organizations, conditionally endorsed by the Dutch government, validated by scientists, and in the process of international dissemination. An online questionnaire was sent to adult consumers 4 months after the introduction of the logo (n = 1,032) and 1 year later (n = 1,127). Additionally, seven consumer focus groups (n = 41) were conducted to provide more insight into the questionnaire responses. Quantitative analyses showed that exposure to the logo had significantly increased. Elderly and obese respondents reported to be more in need of a logo than younger and normal-weight individuals. Women perceived the logo more attractive and credible than men did. Further qualitative analyses indicated that the logo's credibility would improve if it became known that governmental and scientific authorities support it. Elderly respondents indicated that they needed a logo due to health concerns. Consumers interested in health reported that they used the logo. Further research focusing on specific target groups, forming healthful diets, and health outcomes is needed to investigate the effectiveness of the Choices logo.

The science on front-of-package food labels

“…Several studies have found that consumers desire uniform FOP systems across products (12,19) . However, participants in focus groups in the Netherlands expressed concern that a diversity of product categories such as vegetables and snacks carrying the same logo would be confusing (6) .…”

“…European focus groups also found that an official endorsement from a national or international organization strongly increased the consumer perception of credibility, while endorsements by the European Union and European food manufacturers were perceived as less credible compared with the WHO or a national nutrition organization (12) . People were more sceptical if they thought the symbol was developed by the food industry (6) . The UK FSA study also found that some consumers were sceptical about FOP labels because they thought the food companies were using them to push certain products and therefore could not be trusted (13) .…”

“…In a study commissioned by the Choices Foundation (6) , the elderly, obese and those with diet-related health problems expressed the need for an FOP logo, although respondents over 50 years old were less familiar with the Choices logo after it was launched. Interestingly, respondents with a lower education reported paying more attention to the logo.…”

“…A common theme throughout several studies was that FOP labels will be maximally effective if the label is perceived as credible. Focus group studies have found that individuals consistently desire a label where the definition of healthfulness is understood and comes from a trusted source (6,12,26) . European focus groups also found that an official endorsement from a national or international organization strongly increased the consumer perception of credibility, while endorsements by the European Union and European food manufacturers were perceived as less credible compared with the WHO or a national nutrition organization (12) .…”

“…Congress also requested that the Institute of Medicine (IOM) examine this issue and in October 2010 the Committee on Examination of Front-of-Package Nutrition Ratings Systems and Symbols released its first of two consensus reports which reviewed the current FOP systems and examined the strengths and limitations of the nutrition criteria that underlie them (3) . A variety of FOP systems exist, including industryinitiated systems in the USA (4) , a Traffic Light (TL) approach in the UK developed by the Food Standards Agency (UK FSA) (5) and the 'Choices' programme check mark system being used by food manufacturers around the world (6) . A number of major food manufacturers in the USA and the UK have also voluntarily agreed to post the number of calories per serving and the per cent daily calorie value on the front of their food products (7) .…”