CHICAGO — Consumer interest in reading Nutrition Facts labels has steadily waned over the years, indicating that the labels could use a revamping, researchers at the NPD Group have concluded.
The analysis was based on the results of ongoing consumer behavior and food market studies the NPD Group has conducted since the federal government, 16 years ago, mandated a standardized Nutrition Facts label be used on the back of nearly every package of food and beverage in stores. According to NPD consumer surveys, interest in the labels has fallen steadily since, indicating that changes are needed.
“Let's refresh that label, put colors around it if needed, or highlight the calorie count,” Harry Balzer, chief industry analyst at NPD, told SN last week. “Use the same information, but a different look. Only the government can do that.”
Balzer did say that possibly the new U.S. Department of Agriculture rules that will require nutrition labeling on fresh meat and poultry, as well as the food industry's new guidelines for front-of-package labeling announced last week, could revive consumer interest in reading nutrition labels.
The USDA announced this month that it will require Nutrition Facts labels be added to meat and poultry packages by Jan. 1, 2012.
Balzer emphasized that consumers should be reading nutrition labels and that he believes a redesign could better ensure that they do so.
“No marketer would let 16 years go by without refreshing its packaging. There's utility in novelty.”
Consumers are mostly interested in the calorie content of a product, NPD studies have shown.
“If you're going to highlight anything [on a newly designed label], it should be the calorie count,” Balzer said. “That's what is most important to consumers.”
The Nutrition Facts panels were first required on food packaging beginning in 1994 as a result of the Nutrition Labeling and Education Act of 1990. The information on the label includes serving size, calories, nutrients, total fat, saturated fat, cholesterol, sodium, total carbohydrates, dietary fiber, sugars, protein, vitamins A and C, calcium and iron along with the Percent Daily Values for each. The U.S. Food and Drug Administration, which administers the NLEA, is currently reviewing guidelines for front-of-pack labeling while the food industry has put together voluntary guidelines.
Through its National Eating Trends service, which has monitored the eating and drinking habits of U.S. consumers on a daily basis for the past 30 years, NPD asks consumers their level of agreement with the statement, “I frequently check labels to determine whether the foods I buy contain anything I'm trying to avoid.”
In 1990, after the NLEA was passed, 65% of consumers completely or mostly agreed with the statement.
That percentage decreased to 60% in 1994 shortly before the Nutrition Facts labels began appearing on food packaging, and rose to 64% in 1995 after the labels were on all food packaging. Since 1995, the percentages of consumers in agreement have ranged from a high of 61% to a low of 50%.
“If there is one clear message that consumers are trying to send, it's that the label has grown tired and uninteresting,” Balzer said in a statement NPD released last week. “All good marketers want to keep their packaging contemporary, and that should include the Nutrition Facts information.”
