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Are front-of-packaging labels ineffective for hedonic products?

Front-of-package labels are designed to raise awareness about poor nutrient choices; however, research indicates that nutrition warnings on unhealthy products such as potato chips, do not consistently serve this purpose.

In the research study, "Clearly Unhealthy: The Effect of Potato Chips Nutrient Warning Labels”, researchers examined the sensory branding characteristics of potato chips to understand the effect front-of-package nutritional warning labels (FOPWs) have on the consumption of unhealthy products.

The study, published in the Appetite journal, explored consumers' perceptions about potato chips, not their actual (real) nutritional attributes. The researchers found that packaging can enhance the effect of FOPW, for example, in healthy branded packages (carrot chips), and potato chips in transparent packaging. However, in general, consumers appeared to disregard FOPWs for potato chips.

In recent years, 44 countries, including Argentina, Brazil, and Chile, have adopted FOPW policies to address public health issues, such as the increasing prevalence of obesity and non-communicable diseases (NCDs). While FOPWs have been recognised as a potential tool to raise awareness about poor-nutrient products, the research states that these labels do not consistently serve this purpose for unhealthy and hedonic products such as potato chips.

“The worrisome result is that the nutritional warning does not decrease behavioural intention for most of the packages in the study,” Ana Arboleda, researcher and study author at ICESI University in Colombia, told Ingredients Network. It was only the clear packaging that researchers found reduced the participants' intention to eat and purchase potato chips.

Potato perceptions: The value of chips

As a result, the study sought to analyse the sensory characteristics of potato chips, including brand, packaging transparency, and healthy messaging, to understand how their presence in the Colombian food market affects consumers' eating habits.

“I chose this product [potato chips] as the research stimulus because [they] are recognised as a nutrient-poor product, and consumers are aware of this,” said Arboleda.

Researchers refer to potato chips as a hedonic product; consumers eat them because they cause pleasure, not necessarily because they provide “good” energy. Globally, institutions that develop and enforce public policies are concerned about the increase in consumption of these products and thus believe the idea of having nutritional information on the front of product packaging may act as a deterrent.

Hedonic products are appealing as they are easy to carry, can be consumed at any time, and provide instant gratification. “But they are not “good” for your body in the long run, especially if there are no other sources of good nutrients like protein, fructose, and vitamins,” said Arboleda. Efforts to raise consumer awareness of potato chips and reduce consumption have revolved around packaging labels.

Inclusion in dietary habits

“As a clearly unhealthy product, it is difficult to change the health perceptions of potato chips using FOPWs,” Arboleda said. The study found that consumers appear to disregard FOPWs for hedonic products such as potato chips. However, packaging characteristics such as healthy branding and transparency may enhance the effects of FOPWs.

“However, regulators and parents should not prohibit these products,” Arboleda said. Instead, the study recommends that consumers be aware of their diet's poor nutritional characteristics and understand that nutrient-rich substances, such as proteins, fibre, and vitamins, should be the priority in a balanced diet.

Consumer’s perceptions of front-of-package labels stronger for nutrient-rich foods

Previous studies on FOPWs in Colombia have found that packaging information has a positive effect on changing consumers' perceptions. However, they largely concern more nutrient-rich products. “These studies include fruit drinks, yoghurt, bread, cookies, and cereal, which may not be perceived as hedonic,” Arboleda explained.

A 2024 study into potato chips in the Colombian market found that nutrition warnings are a promising policy that can help consumers identify and discourage the consumption of food products high in nutrients that are considered a concern.

Another study exploring different-shaped FOPWs in Colombia, published in 2020, found that the octagonal warning labels were most successful in enabling consumers to recognise and reduce the consumption of food and drinks with these nutrients of concern. Almost half (49%) of the study's participants selected the octagon warning label as the one that most discouraged them from consuming these nutrients of concern. In comparison, only 21% of consumers selected the circle, and 27% chose the triangle warning.