Study Shows FDA ‘Healthy’ Label Boosts Demand for Healthier Snacks
Summary
A study found that snack foods labeled with the U.S. Food and Drug Administration (FDA) "healthy" label are chosen more often by shoppers and sold at higher prices. The FDA-backed label was more effective than a generic "healthy" label in influencing buying decisions and consumers were willing to pay about 59 cents more for these verified healthy snacks.Key Facts
- The study was done at six grocery stores in Boston with 417 real shoppers between July and November 2023.
- Shoppers were given money to make real purchases of snacks labeled as healthy or not healthy.
- Snacks were shown with no label, a generic "healthy" label, or an FDA-approved "healthy" label in different rounds.
- Only the FDA "healthy" label significantly increased the choice of healthier snacks.
- Consumers were willing to pay more for snacks with any healthy label, but paid most when the FDA label was present.
- Trust in the FDA was a main reason shoppers preferred the FDA label and were willing to pay extra.
- Labels serve as quick signals to guide shoppers in busy stores, and official approval makes these signals stronger and more trusted.
- The study suggests credible government-backed labels can influence healthier eating and buying habits.
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