Researchers: Eyal Ert¹, Aron Troen¹

Background: The consumption of ultra-processed foods has contributed to the global obesity pandemic. Israel implemented Front-of-Package Labelling (FOPL) to promote healthier choices. However, the evidence for the effectiveness of FOPLs is mixed and mostly based on self-reported data, which may not accurately reflect behavior. To address this limitation, this novel field study examined the effect of FOPL on consumers, utilizing eye-tracking technology to assess visual-attention and its relation to actual consumer choices in the supermarket.

Objectives: (1) Analyze consumer perception and visual attention to the FOPL.
(2) Evaluate the extent to which eye-tracking data relates to self-reported behavior.
(3) Compare eye-tracking data with actual product choices

Method: A field study was conducted with 60 consumers using eye-tracking glasses. The consumers visited the following sections: cereals, health bars, tahini, and beverages, and chose their preferred products. They also filled a self-reported survey.

Findings: Choice proportions of "red" products correlated with their representation on the shelf. Approximately half of the consumers who chose marked products noticed the FOPL. On average, consumers spent 7.5% of their product examination time focused on the FOPL, with an average duration of 0.5+/-0.5 seconds. For half the consumers, self-reported data aligned with eye-tracking data regarding their awareness of FOPL. Initial evidence suggests that marketing labels potentially divert attention from warning FOPL by imitating positive (green) FOPL.

Conclusions: The significant gap between physiological-behavioral and self-reported data highlights the need to combine multiple measures for a holistic understanding of consumer response to FOPL. FOPL may primarily benefit consumers who prioritize their health.

Recommendations: Objective measures should be incorporated in assessing the impact of FOPL to enhance its effectiveness. Recognizing that FOPL is likely more beneficial for health-conscious consumers is important for policy formulation. Efforts should be made to limit competing labels that divert consumers' attention from FOPL.

Research end date: 07/2023