The Effects of Nutrition Label Comparison Baselines on Consumers' Food Choices

Abstract

Recent legislative changes in the European Union have mandated nutrition labeling for the majority of pre‐packaged foods. This research compared effects of several nutrition labeling formats on consumers' food choices (i.e., the nutrition table, GDA 100 g/ml, and GDA portion). We primarily focused on whether nutrition label information was standardized to a fixed or varying comparison baseline. Fixed baselines (e.g., 100 g/ml) allow consumers to make direct, relative comparisons of products, while varying baselines (e.g., portion size) often require consumers to undertake complex mathematical calculations. Findings suggest that consumers' food choices are likely to be healthier when nutrition label information is presented on a fixed baseline. Gender was found to moderate these effects such that women made healthier choices—but only when the nutrition label baseline was fixed. Thus, the type of comparison baseline is an important characteristic of nutrition labels for public policymakers, public health officials, and academic researchers to consider.