Consumers’ valuation of nutritional information: A choice experiment study

Although consumers value both types of nutritional information, nutritional facts panel label is valued more than a specific nutritional claim, and consumers’ willingness to pay a premium is about twice as much more for a box of breakfast cookies with a nutrition label than for abox of breakfast Cookies with a “light” nutritional claim.

Abstract

The European Union is implementing new regulations regarding the provision of nutritional information on food products. A random utility model is used to evaluate European consumers' valuation of two general types of nutritional information: nutritional facts panel label and a nutritional claim (i.e., a "light" claim). Results suggest that although consumers value both types of nutritional information, nutritional facts panel label is valued more than a specific nutritional claim. Specifically, using a choice experimental approach, consumers' willingness to pay a premium is about twice as much more for a box of breakfast cookies with a nutrition label than for a box of breakfast cookies with a "light" nutritional claim. These findings have important implications for the European food industry and policy makers.