How Promising Are “Ultraprocessed” Front-of-Package Labels? A Formative Study with US Adults

Author:

D’Angelo Campos Aline12ORCID,Ng Shu Wen23ORCID,McNeel Katherine4ORCID,Hall Marissa G.125

Affiliation:

1. Department of Health Behavior, Gillings School of Global Public Health, University of North Carolina at Chapel Hill, Chapel Hill, NC 27599, USA

2. Carolina Population Center, University of North Carolina at Chapel Hill, Chapel Hill, NC 27516, USA

3. Department of Nutrition, Gillings School of Global Public Health, University of North Carolina at Chapel Hill, Chapel Hill, NC 27599, USA

4. National Institute of Diabetes and Digestive and Kidney Diseases, Bethesda, MD 20892, USA

5. Lineberger Comprehensive Cancer Center, University of North Carolina at Chapel Hill, Chapel Hill, NC 27599, USA

Abstract

High levels of food processing can have detrimental health effects independent of nutrient content. Experts and advocates have proposed adding information about food processing status to front-of-package labeling schemes, which currently exclusively focus on nutrient content. How consumers would perceive “ultraprocessed” labels has not yet been examined. To address this gap, we conducted a within-subjects online experiment with a convenience sample of 600 US adults. Participants viewed a product under three labeling conditions (control, “ultraprocessed” label, and “ultraprocessed” plus “high in sugar” label) in random order for a single product. The “ultraprocessed” label led participants to report thinking more about the risks of eating the product and discouraging them from wanting to buy the product more than the control, despite not grabbing more attention than the control. The “ultraprocessed” plus “high in sugar” labels grabbed more attention, led participants to think more about the risks of eating the product, and discouraged them from wanting to buy the product more than the “ultraprocessed” label alone. “Ultraprocessed” labels may constitute promising messages that could work in tandem with nutrient labels, and further research should examine how they would influence consumers’ actual intentions and behaviors.

Funder

University of North Carolina’s University Cancer Research Fund

NIH

Publisher

MDPI AG

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