Displaying ingredients on healthy snack packaging: A study on visual attention, choice, and purchase intention

Abstract

AbstractThe key packaging element in healthy snacks is the ingredient. This research highlights the use of eye tracking by companies to achieve greater effectiveness on the consumer's attention. Three healthy snacks were presented to analyze whether there are differences in their attention, choice, and purchase intention according to the type of ingredient. An eye‐tracking device and a questionnaire were applied and the results showed that the central area of the packaging of healthy snacks in which the ingredients are shown attracts more attention. Positive relationships between the choice of a snack and the intention to purchase it, and between the total fixation duration and the choice of a product were found. Food products with more hedonic components (flavor, e.g., chocolate) were much more visually attractive and captured more attention. At the same time, those products with less desirable or palatable ingredients were chosen less.Practical ApplicationsThis research provides insights into how packaging design influences consumer perceptions of healthy snacks. Food packaging plays a crucial role in capturing consumer attention and communicating information that affects their purchasing decisions. In this context, understanding how consumers direct their attention and what information they consider when evaluating products is essential for professionals in fields such as food science, marketing and graphic design, where the use of eye‐tracking devices is key. Furthermore, resistance to less desirable or unfamiliar products hinders purchase intent, suggesting the need to improve their appeal and communicate their health benefits. This study confirms that, when designing the packaging of healthy snacks, it is necessary to focus more on the central part of the packaging, which should show the composition and its appearance with a real image of it.