Identifying the Best FDA-endorsed Healthy Label Designs Through Best-Worst Scaling Experiment

Abstract

Objective:

This study aims to assess consumer preferences for 15 proposed front-of-package (FOP) “Healthy” label candidates under the Food and Drug Administration’s (FDA) of the United States updated guidelines for the “Healthy” label. The goal of this study is to identify which label designs best align with consumer preferences, thereby supporting the FDA’s efforts to promote healthier dietary choices through effective labeling.

Design:

A Best-Worst Scaling (BWS) experiment was conducted using a balanced incomplete block design (BIBD) to assess consumer preferences for the 15 FDA-proposed “Healthy” labels. Participants completed 15 BWS choice tasks where they identified the “best” and “worst” design from three randomly presented options in each task.

Setting:

The experiment was conducted in a controlled laboratory setting in the United States.

Participants:

Three hundred and eight US adult consumers who are primary household shoppers without dietary restrictions.

Results:

Results from the Random Parameter Logit (RPL) model indicate that labels 12 and 8 emerged as the most preferred designs, with preference shares of 16.7% and 16.1%, respectively. These two labels featured a prominent “Healthy” display with bold blue font, balanced color themes, and check marks, which likely contributed to their appeal. The Krinsky and Robb bootstrapping method confirmed the statistical significance of the preferences for these labels over others.

Conclusions:

This study identifies two labels as the most preferred FDA-proposed “Healthy” label designs, offering clear guidance to policymakers on effective labeling strategies. By adopting a consumer-preferred design, the FDA’s “Healthy” label may have greater potential to influence healthier food choices.