Actual use of a front-of-pack nutrition logo in the supermarket: consumers’ motives in food choice
Open accessAbstract
Objective: 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. Design: 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. Setting: Nine supermarkets in The Netherlands. Subjects: A total of 404 respondents participated. Results: 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. Conclusions: 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.
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Generally, observational studies have found that people who report greater attention to health concerns are more likely to report using the logo and purchasing products with the logo.
“Generally, these observational studies have found that people who report greater attention to health concerns are more likely to report using the logo and purchasing products with the logo.”
From Population Approaches to Improve Diet, Physical Activity, and Smoking Habits: A Scientific Statement From the American Heart Association (2012) · cites this paper as [104]
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- Authors
- Vyth, E. L., Steenhuis, I. H., Vlot, J. A., Wulp, A., Hogenes, M. G., Looije, D. H., Brug, J., & Seidell, J. C.
- Affiliations
- Amsterdam Public Health (NL)
- Corresponding author
- Vyth, Ellis L
- Venue
- Public Health Nutrition
- Publisher
- Cambridge University Press (CUP)
- Published
- 2010-04-01
- Volume
- 13
- Issue
- 11
- Pages
- 1882-1889
- ISSN
- 1368-9800 (ISSN-L)
- 1475-2727
- OpenAlex
- W2157509024
- Cited by
- 142
- References
- 27
- Citations by year
- 2026: 2 · 2025: 4 · 2024: 3 · 2023: 4 · 2022: 7 · 2021: 10 · 2020: 12 · 2019: 6 · 2018: 9 · 2017: 8 · 2016: 13 · 2015: 14 · 2014: 8 · 2013: 14 · 2012: 13
- FWCI
- 13.17
- Type
- journal article
- Language
- en
- Open access
- bronze
- doi.org
- Locations
- Public Health Nutrition (publishedVersion)
- PubMed (publishedVersion)
- Digital Academic REpository of VU University Amsterdam (Vrije Universiteit Amsterdam) (submittedVersion)
- Pure Amsterdam UMC (submittedVersion)
- VU Research Portal (submittedVersion)
- Data Archiving and Networked Services (DANS) (submittedVersion)
- Topics
- Health Sciences › Medicine › Public Health, Environmental and Occupational Health › Consumer Attitudes and Food Labeling
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Packaging Perceptions and Trends
- Health Sciences › Nursing › Nutrition and Dietetics › Nutrition, Health and Food Behavior
- Keywords
- front-of-pack nutrition labels, food choice motives, label use, hedonism
- MeSH terms
- Adolescent, Adult, Aged, Aged, 80 and over, Choice Behavior, Consumer Behavior, Female, Food Labeling, Food Preferences, Food Supply, Humans, Male, Middle Aged, Motivation, Netherlands, Surveys and Questionnaires, Health Behavior, Nutrition Policy, Young Adult
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