Reds are more important than greens: how UK supermarket shoppers use the different information on a traffic light nutrition label in a choice experiment (original) (raw)

The international journal of behavioral nutrition and physical activity, 2015

Abstract

Colour coded front-of-pack nutrition labelling ('traffic light labelling') has been recommended for use in the UK since 2006. The voluntary scheme is used by all the major retailers and some manufacturers. It is not clear how consumers use these labels to make a single decision about the relative healthiness of foods. Our research questions were: Which of the four nutrients on UK traffic light labels (total fat, saturated fat, sugar and salt) has the most influence on decisions? Do green lights or red lights have a greater influence? Are there age and gender differences in how people use the colour and nutrient information? We recruited participants from a UK supermarket chain membership list to conduct an online choice experiment in May 2014. We analysed data using multilevel logisitic models with food choices (n = 3321) nested in individuals (n = 187) as the unit of analysis. A food with more reds was 11.4 (95% confidence intervals: 10.3, 12.5) times less likely to be chos...

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