Healthy or Not Healthy? A Mixed-Methods Approach to Evaluate Front-of-Pack Nutrition Labels as a Tool to Guide Consumers.

This study explored how South African food labels could be improved, to enhance customer evaluation of the overall healthiness of packaged food. Focus was given to the comparison of front-of-pack (FOP) nutrition labels as a quick assessment tool. The exploratory sequential mixed-methods design used qualitative interviews (n = 49) to gain insight into labeling challenges and select FOP nutrition labels for consumer testing. Consumers (n = 1261) randomly assessed two out of six possible FOP nutrition labels relative to a 'no-label' control in one of 12 online surveys, applied to a fictitious cereal product. A mixed-model analysis of variance was used to compare the differences in health ratings for the different FOP nutrition labels. The interviews revealed three themes for label improvement, that are presented over three time horizons. In terms of helping consumers identify less healthy products, the effect sizes were most prominent for health warnings (p < 0.01) and low health star ratings (p < 0.01). The findings of this research not only clarify whether FOP nutrition labeling formats used in other regions such as Europe, South America and Australia could be useful in the South African context, but they can assist policymakers and decision-makers in selecting an effective FOP label.

Multi-stakeholder perspectives on food labeling and health claims: Qualitative insights from South Africa.

Globally, the role of food labels in reducing non-communicable disease remains a point of debate. A particular area of contention is the use of health claims, an approach currently under consideration in South Africa - a developing country with vast socio-economic disparity. In the present study, in-depth interviews were conducted with 49 diverse stakeholders, including consumers and professionals from the food industry and other occupations, who shared their views about the use of health claims in a developing country context. The qualitative approach and inclusion of multiple perspectives that had not been motivated by a single stakeholder group added a novel view. Themes identified based on inductive analysis included: (i) practical barriers to label use; (ii) contextual and personal variables influencing engagement with label information; (iii) messaging preferences (for positively worded claims, compared to more cautionary statements); (iv) stakeholder complexities - mainly related to responsibility and trust; and (v) ambassadors to change. Findings indicate that there are persistent barriers to label use, such as challenges related to literacy and legibility. Furthermore, the socio-economic circumstances prevalent in South Africa drive large volumes of food sales in informal markets where labels are often not present. Unresolved questions about the substantiation and enforcement of health claims, combined with no solution being apparent for reaching consumers in the informal market, would limit the benefits that could be associated with the implementation of health claims at this point in time.