Abstract
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The placement of nutrition information on the front of food packages
has been proposed as a method of providing simplified and visible
nutrition information. This study aimed to determine the most acceptable
and effective front-of-pack food labelling system for Australian
consumers. Consumers’ preferences and ability to compare the healthiness
of mock food products were assessed for different front-of-pack
labelling systems. Four systems were tested, including two variations
of the Percentage Daily Intake (%DI) system (Monochrome %DI and
Colour-Coded %DI), which display the proportion of daily nutrient
contribution that a serve of food provides; and two variations of the
Traffic Light system (Traffic Light and Traffic Light + Overall Rating),
which uses colour-coding to indicate nutrient levels. Intercept surveys
with 790 consumers were conducted across four locations, where each
participant was exposed to a single labelling system for performance
testing. Participants indicated strong support for the inclusion of nutrient
information on total fat, saturated fat, sugar and sodium on the front
of packages, and a consistent labelling format across all products. Using
the Traffic Light system, participants were five times more likely to
identify healthier foods compared to the Monochrome %DI system
(OR = 5.18; p < 0.001), and three times more likely compared to the
Colour-Coded %DI system (OR = 3.01; p < 0.05). The Traffic Light
system was the most effective in assisting consumers to identify
healthier foods. Mandatory Traffic Light labelling regulations are
recommended to assist consumers in making healthy food choices.