Nutrional Information Aids Purchase Decision

People would be willing to pay more for products that carry detailed nutritional information than for the so-called light items, according to market research.

Researchers from the University of Santiago de Compostela (USC) and the Centre for Agro-Food Research and Technology of Aragón (CITA) conducted a study on the nutritional labeling of breakfast biscuits and how consumers used this information.

It was based on 400 personal interviews of individuals in Zaragoza, Spain. The product chosen for analysis was the breakfast biscuit owing to its high fat content and because it is a product that is consumed frequently.

“We made 1,600 observations; we included multiple choice questions so that people could choose a product for its attributes,” said researcher María Loureiro, from the Rudiments of Economic Analysis Department of the Faculty of Economic and Business Sciences at USC.

The work, which has been published this year in Food Quality and Preference, analyzes perceptions of different attributes such as price, brand, extensive nutritional labeling and the light description of the product.

“The label component is very important when selecting a product, although the brand name is even more so,” Loureiro said. “The light denomination is also significant but less so than the labeling.”

The research took into account different variables of a socio-demographic nature such as sex, age, educational level, and salary.

“But only age was significant when it interacted with regard to the brand. The greater the age, the more important the brand name,” Loureiro said.

Brand impact

According to the study, nutritional labeling is a key factor when choosing a product, but brand impact can quell this. The European Parliament is currently debating a new directive to determine what ingredient labels must include as, at the present time, the obligation only exists to include basic nutritional information on energy value, proteins, carbohydrates and the fat in foods.

“There is a lot of discussion about European nutritional policy and the new regulations are being delayed. According to our studies, we allow ourselves to be guided by nutritional information. That is why we must consider the need to place more emphasis on the information that we give of a nutritional nature and the strategies that certain brands may implement to give the appearance of higher quality,” the researcher concludes.