A Front-of-Pack Nutrition Logo: A Quantitative and Qualitative Process Evaluation in the Netherlands

Abstract

This study aimed to perform a quantitative and qualitative process evaluation of the introduction of the Choices logo, a front-of-pack nutrition logo on products with a favorable product composition, adopted by many food producers, retail and food service organizations, conditionally endorsed by the Dutch government, validated by scientists, and in the process of international dissemination.

An online questionnaire was sent to adult consumers 4 months after the introduction of the logo (n = 1,032) and 1 year later (n = 1,127). Additionally, seven consumer focus groups (n = 41) were conducted to provide more insight into the questionnaire responses.

Quantitative analyses showed that exposure to the logo had significantly increased. Elderly and obese respondents reported to be more in need of a logo than younger and normal-weight individuals. Women perceived the logo more attractive and credible than men did. Further qualitative analyses indicated that the logo's credibility would improve if it became known that governmental and scientific authorities support it. Elderly respondents indicated that they needed a logo due to health concerns. Consumers interested in health reported that they used the logo. Further research focusing on specific target groups, forming healthful diets, and health outcomes is needed to investigate the effectiveness of the Choices logo.

Gerda Feunekes works at the Unilever Food and Health Research Institute, one of the participating food companies in the Choices programme. Léon Jansen is secretary of the International Scientific Committee of the Choices International Foundation and works at Schuttelaar & Partners, a consultancy firm that operates as the Foundation's Secretariat. Hans Verhagen works at the RIVM and was requested by the Dutch Ministry of Health, Welfare and Sports (MinVWS) to actively participate in the project group in order to assure agreement on the quality, however leaving the responsibility for the project with the Choices Foundation; the RIVM is an agency of the MinVWS. The other authors have no conflicts of interest.

Notes

(ref): reference category.

∗P<0.05.

∗∗P<0.01.

Note: BMI is not significant, and thus not shown.

∗P < 0.05.

∗∗P < 0.01.