1. It Matters What We Say: Nutritional Claims on Product Packaging
Gail M. Zank*, Ph.D., Karen H. Smith*, Ph.D., Rick T. Wilson*, Ph.D., Elizabeth A. Engle**, M.S. *Department of Marketing, McCoy College of Business Administration, Texas State University **Department of Health and Human Performance, College of Education, Texas State University
Background
The number of products making nutritional claims has increased significantly. Claims have included whole grain, fiber, and natural among others. There is a concern that nutrient claims on packaging can lead to increased consumption because consumers over-estimate a product’s healthfulness or beneficial nutrient content.
Whole Grain
The 2010 Dietary Guidelines for Americans provided updated recommendations that included prioritizing whole grains.
Products with whole grain claims are only required to contain 51% total weight whole grains.
In 2012, Global Industry Analysts forecast the global whole grain and high fiber food market to reach $27.56 billion dollars by 2017.
Fiber
Many companies have added fiber to existing products or launched new products touting fiber.
Most people think they need more fiber in their diet but do not know the optimal daily fiber intake.
There is a concern that people do not understand the different types of fiber.
Natural
A study by Consumer Reports found that more than half of consumers usually seek out products with a natural food claim.
Marketers usually use the term to position foods as minimally processed, without any artificial ingredients, preservatives, colors, or flavors.
The FDA recently asked the public for feedback on how the word natural should be used on food labels.
Results
Whole Grain Nutritional Claims (Figure 1)
As compared to subjects exposed to product packaging without the whole grain nutritional claim, those exposed to the whole grain claim believed the product:
More nutritious and contributed to a healthy diet;
Decreased weight gain;
Improved digestive health and overall health; and
Higher purchase intentions and attitudes toward the product and brand.
Fiber Nutritional Claims (Figure 2)
As compared to subjects exposed to product packaging without the fiber nutritional claim, those exposed to the fiber claim believed the product:
More nutritious;
Improved digestive health; and
Reduced risk for cardiovascular disease.
Natural Nutritional Claims (Figures 3 and 4)
As compared to subjects exposed to product packaging without the natural nutritional claim, those exposed to the natural claim believed the product contributed to a healthy diet. It had no effect on perceived health risks. However, subjects exposed to the natural claim spent more time on the actual image and the natural claim itself. Subjects also revisited the natural claim more frequently than subjects exposed to the product package without the natural claim.
Figure 3a
Eye tracking heat map for product packaging with natural nutritional claim.
Figure 2a
Experimental product packaging without fiber claim.
Figure 2b
Experimental product packaging with fiber claim.
Figure 3b
Eye tracking heat map for product packaging without
natural nutritional claim.
Conclusion
People often associate nutritional claims with decreased health risks and/or increased health benefits. Nutritional claims also increase the belief that the product is more nutritious.
Policy Implications
Education
More education is needed about:
Whole grains, the amount of whole grain recommended and the role of whole grains in a diet;
The meaning of the whole grain stamps;
The type of fiber, the amount of fiber needed and the role of fiber in a diet; and
The meaning of natural.
Regulation
The FDA needs to develop tighter and clearer guidelines for using whole grain, fiber, and natural claims.
The USDA should develop more stringent guidelines for natural claims in the case of meat.
Figure 1a
Experimental product packaging with whole grain nutritional claim.
Methods
A combination of experiments, surveys, and eye tracking research methods were used to examine the effects of whole grain, fiber, and natural food claims on packaging.
Undergraduate students were randomly assigned to one of the experimental conditions. Subjects were asked to imagine they were shopping in a grocery store and then presented with an image of one of the fictitious brands.
After exposure, subjects completed a survey measuring several variables of interest:
Perceived nutritional level for the product;
Perceived health risks and health benefits associated with product consumption; and
Purchase intention and attitudes toward the product and brand.
Figure 4
Partial eye tracking scan path plot for product packaging with natural nutritional claim.
Figure 1b
Experimental product packaging with whole grain nutritional claim and whole gain stamp.
Figure 1c
Experimental product packaging with no nutritional claim.