Effects of front-of-pack social norm messages on food choice and liking

The Potential Effectiveness of Nutrient Declarations and Nutrition and Health Claims for Improving Population Diets

Nutrition labeling supports healthier diets by aiding purchase decisions and stimulating reformulation. This systematic literature review applied Cochrane methods to synthesize and appraise evidence on the effectiveness of nutrient declarations and nutrition and health claims on diet-related outcomes. The search spanned 11 academic databases, from inception to July 2022. Evidence was synthesized using GRADE (Grading of Recommendations, Assessment, Development, and Evaluation) and vote counting. Data were available from 170 studies. Randomized controlled trials (RCTs) suggest that nutrient declarations likely improved consumer understanding of the nutritional quality/content of foods (moderate certainty) and may have improved the healthfulness of choices (low certainty) versus no label. RCT evidence also suggests that claims likely increased consumer perceptions of food healthfulness and increased choice and purchases of labeled foods (both moderate certainty), irrespective of nutritional quality. To improve label understanding and avoid misinterpretation, nutrient declarations may incorporate interpretive elements and claims can apply disqualifying conditions for their usage, on the basis of overall nutritional quality.

A social norm intervention increases liking and intake of whole crickets, and what this tells us about food disgust

Edible insects are healthy and sustainable but are rejected as food in Western populations due to disgust. We tested the effectiveness of written interventions to reduce disgust and increase intake of whole crickets. Cricket acceptance after reading a descriptive social norm or food preparation intervention passage was compared with a control passage, and an unfamiliar but non-disgusting food (leblebi, roasted chickpeas). Participants (N = 120) were randomised to one of four conditions (control + crickets, food preparation + crickets, social norm + crickets and control + leblebi). Outcome measures included taste pleasantness, desire to eat, food intake and, to measure disgust, self-report disgust, tactile sensitivity and latency to eat. In the control condition, crickets were rejected due to disgust and low desire to eat. In comparison, in the social norm condition, crickets were rated as tasting more pleasant, more desirable, and less disgusting, and intake was greater. The food preparation passage had a small but positive effect on cricket intake. For the first time, this study shows that a descriptive social norm can affect eating behaviour even when a food is disgusting; however, a food preparation intervention cannot overcome high disgust. The pattern of results suggested that expected and perceived taste pleasantness affects disgust. Therefore, taste quality and normalising consumption are targets for promoting acceptance of insects, and probably other novel, sustainable foods.

Health- or Environmental-Focused Text Messages to Increase Consumption of a Sustainable Diet among Young Adults: Importance of Expected Taste

Taste is a frequently cited barrier to the greater adoption of plant-based foods, a dietary pattern associated with both health and environmental benefits. To examine the role of expected taste in promoting greater adoption of plant-based foods, we examined the impact of a text-message intervention on the expected taste of both meat- and plant-protein foods. Young adults (n = 159) were randomly assigned to receive either health- or environment-focused text messages twice a week for eight weeks. Study measures (pre- and post-) included dietary recalls, the expected tastiness of meat- and plant-protein images and plant-based diets, consumption intention, and person-related factors such as moral satisfaction and the subjective norms of plant-based eating and health and environmental values. Participants rating plant-protein foods tastier at baseline were more likely to report higher actual (p < 0.001) and intended (p = 0.017) consumption of plant proteins following the intervention. While text messages had a limited effect on altering the expected taste of specific plant-protein foods, the messages did elevate the expected tastiness of plant-based diets. Baseline person-related factors positively predicted changes in expected tastiness of plant-based diets. Messages promoting plant-based foods may be more effective if these foods are first perceived as tasty. Furthermore, incorporating person-related considerations into messaging strategies may improve the expected taste of plant-based foods.

Social Norms Support the Protein Transition: The Relevance of Social Norms to Explain Increased Acceptance of Alternative Protein Burgers over 5 Years

Developing alternative protein products-based on protein sources other than regular meat-is a possible pathway to counter environmental and health burdens. However, alternative proteins are not always accepted by consumers, and more research is needed to support a shift to more alternative proteins. Prior studies have mainly focused on individual drivers and perceptions; although we expect that social norms-the perceptions of the opinions of relevant others-are highly relevant in accepting alternative proteins. Online surveys were conducted among 2461 respondents in 2015 and 2000 respondents in 2019 (cross-sectional datasets); a subsample (n = 500) responded to both surveys (longitudinal dataset). We add to the literature by (1) demonstrating the added explanatory value of social norms beyond a range of individual drivers; (2) showing that this finding holds over time, and (3) comparing the impact of social norms across different dietary consumer groups. Meat lovers and flexitarians are more prone to follow social norms whereas meat abstainers are more prone to follow their individual attitudes and values. This study highlights the relevance of investigations beyond personal variables such as personal norms and attitudes and underscores the relevance of considering the social aspects of accepting alternative proteins.

The use of food swaps to encourage healthier online food choices: a randomized controlled trial

BACKGROUND

Online grocery stores offer opportunities to encourage healthier food choices at the moment that consumers place a product of their choice in their basket. This study assessed the effect of a swap offer, Nutri-Score labeling, and a descriptive norm message on the nutrient profiling (NP) score of food choices in an online food basket. Additionally explored was whether these interventions made it more motivating and easier for consumers to select healthier foods and whether potential effects were moderated by consumer health interest.

METHODS

Hypotheses were tested with a randomized controlled trial (RCT) in a simulated online supermarket. Dutch participants (n = 550) chose their preferred product out of six product options for four different categories (breakfast cereals, crackers, pizza, and muesli bars). Participants were randomly allocated to one of eight groups based on the interventions in a 2 (Nutri-Score: present, not present) X 2 (swap offer: present, not present) X 2 (norm message: present, not present) between subject design. The primary outcome was the difference in combined NP score of product choices, for which a lower score represented a healthier product.

RESULTS

Swap offer (B = - 9.58, 95% CI: [- 12.026; - 7.132], Ƞ² = 0.098) and Nutri-Score labeling (B = - 3.28, 95% CI: [- 5.724; -.829], Ƞ² = 0.013) significantly improved the combined NP score compared to the control condition (NP score M = 18.03, SD = 14.02), whereas a norm message did not have a significant effect (B = - 1.378, 95% CI [- 3.825; 1.070], Ƞ² = 0.002). No evidence was found that interventions made it more motivating or easier for consumers to select healthier food, but situational motivation significantly influenced the healthiness score of food choices for both swap offer (b = - 3.40, p < .001) and Nutri-Score (b = - 3.25, p < .001). Consumer health interest only significantly moderated the influence of Nutri-Score on ease of identifying the healthy food option (b = .23, p = .04).

CONCLUSIONS

Swap offer and Nutri-Score labeling were effective in enhancing healthy purchase behavior in the online store environment.

TRIAL REGISTRATION

This study was retrospectively registered in the ISRCTN database on 02-09-2021 ( ISRCTN80519674 ).

How Social Norms Affect Consumer Intention to Purchase Certified Functional Foods: The Mediating Role of Perceived Effectiveness and Attitude

Certified functional foods (CFFs) are approved by relevant authorities because of demonstrable efficacy. However, social norms affect consumer perceptions regarding CFFs, and their attitudes toward CFFs remain unclear. Drawing on social influence theory, this study explored how social norms (i.e., descriptive and injunctive) affect consumer perceptions and willingness to purchase CFFs. Consumers of CFFs in Taiwan were invited to participate in this study, and 398 valid questionnaires were received. Collected data were assessed through structural equation modeling. The results revealed that descriptive and injunctive norms exerted a positive effect on perceptions of the effectiveness of CFFs. However, although injunctive norms exerted a positive effect on consumer attitude, the effect of descriptive norms on attitude was not significant. Furthermore, consumer perceptions on the effectiveness of CFFs affected their attitude toward CFFs, consequently increasing their intention to purchase CFFs. This study contributes to the literature by providing insights into the relationship between social norms, perceived effectiveness, and attitudes regarding CFFs. The results of this study provide directions to CFF marketers for developing marketing strategies and establishing marketing communication strategies from the perspective of social influence.

Healthy Food Labels Tailored to a High-Risk, Minority Population More Effectively Promote Healthy Choices than Generic Labels

The decades-long increase in obesity in the US has led to a number of policies aimed at improving diets, which are thought to play a significant role in obesity. Many of these policies seek to influence individuals' behaviors. Front-of-package labels providing salient, easily interpretable information to consumers have exhibited promise in helping people identify and choose healthier foods. However, behavioral economics may offer an opportunity to enhance label effectiveness. Tailoring labels to high-risk communities, including minority and rural populations, which have higher rates of diet-related diseases than the overall population, may increase the label's effectiveness. We conducted a choice experiment with supermarket shoppers on a rural American Indian reservation to test labels tailored to the local population relative to a generic label, which had previously been identified as highly effective in the general population. Results show that while the generic label continues to be quite effective in encouraging healthier choices, the label that is tailored to the local community is more effective, resulting in a marked increase in the premium shoppers were willing to pay for a healthy item. Tailoring healthy food labeling systems using insights from behavioral economics may increase their effectiveness.

An unfamiliar social presence reduces facial disgust responses to food stimuli

Consumers' emotional responses complement sensory and hedonic ratings in the prediction of food choice and consumption behaviour. The challenge with the measurement of consumption emotions is that emotions are highly context dependent. For emotion evaluations to bring greater insight to food research and development, it is essential that the influence of contextual variables on emotion are quantified. The present study contributes to the discussion with an investigation of the effect of an unfamiliar social presence on affective facial responses to visual food stimuli. Seventy participants (52 female and 18 male) viewed food images of varying acceptability either alone, or in the presence of the researcher. Subjective liking ratings were measured using a labelled affective magnitude scale, and facial muscle activity from zygomaticus major (contracted during smiling), corrugator supercilii (contracted during frowning) and levator labii superioris (contracted during nose wrinkling) were measured with an EMG recording system. Controlling for individual differences in facial expressivity and food image acceptability using linear mixed models, it was found that social context did not predict smiling or frowning muscle activity. Social context did predict the intensity of muscle activity indicative of a disgust response, with participants in the observed condition exhibiting less levator activity than participants in the alone condition. Regardless of social context, each muscle was found to have a relationship with subjective liking, with the direction of effects as expected. The results indicate that emotional stimuli and social context both influence food-evoked facial expression and provides support for the utility of facial EMG in measuring food-evoked emotion.

Making salt-reduced products more appealing to consumers: impact of front-of-pack messages on liking and table salt use over time

Objective

The current study investigated the impact of different front-of-pack messages on liking, salt perception and table salt use of salt-reduced soups over repeated consumption.

Design

In a between-subjects design, participants consumed a chicken noodle soup five times over 3 weeks. Participants were assigned to one of five experimental conditions and were categorized into three ‘Interest in Salt Reduction’ groups based on their self-reported interest in salt reduction. They consumed a regular-salt soup or a 30 % salt-reduced soup, either with or without a front-of-pack message (nutritional, sensory or social based). Liking, salt perception and table salt use were measured at each consumption.

Setting

Central location test.

Subjects

British consumers (n 493) aged 24–65 years.

Results

The soups remained stable in liking over repeated consumption, with no significant differences between the experimental conditions. However, liking did differ among the different Interest in Salt Reduction groups: the ‘not aware, no action’ group liked salt-reduced soups with a nutritional message the most, whereas the ‘aware and action’ group liked salt-reduced soups with a social message the most. There was no change in the amount of table salt added as people got more familiar with the salt-reduced soups, suggesting a strong role for habit in table salt use.

Conclusions

It mattered whether consumers were thinking about reducing their salt intake or not: a communication message tailored to a country’s interest in reducing salt is recommended to motivate consumers to lower their salt intake.

Physical activity-equivalent label reduces consumption of discretionary snack foods

OBJECTIVE

The present research aimed to investigate the impact of the physical activity calorie equivalent (PACE) front-of-pack label on consumption, prospective consumption and liking of familiar and unfamiliar discretionary snack foods.

DESIGN

In a within-subject randomised design, participants tasted and rated liking (9-point hedonic scale) and prospective consumption (9-point category scale) of four different snack foods with four different labels (i.e. blank, fake, PACE, PACE doubled) and four control snack foods. The twenty snack foods were presented during two 45 min sessions (i.e. ten snack foods per session) which were separated by one week. The amount participants sampled of each snack food was measured.

SETTING

The study was conducted in the Centre for Advanced Sensory Sciences laboratory at Deakin University, Australia.

SUBJECTS

The participants were 153 university students (126 females, twenty-seven males, mean age 24·3 (sd 4·9) years) currently enrolled in an undergraduate nutrition degree at Deakin University.

RESULTS

When the PACE label was present on familiar snack foods, participants sampled 9·9 % (22·8 (sem 1·4) v. 25·3 (sem 1·5) g, P=0·03) less than when such label was not present. This was in line with a decreased prospective snack food consumption of 9·1 % (3·0 (sem 0·2) v. 3·3 (sem 0·2) servings, P=0·03). Such pattern was not seen in unfamiliar snacks.

CONCLUSIONS

The PACE label appears to be a promising way to decrease familiar discretionary snack food consumption in young, health-minded participants.