April 10th, 2018
The Choices logo and other positive labels score a remarkably high consumer awareness, steer consumer behavior and push product reformulation. These and many other results can be found in the 2018 Choices Research Overview, that has just been published and can be found here.
The Choices Research Overview summarizes the main peer-reviewed publications about the Choices logo and other positive labels. The 40 scientific references together cover a broad area of impact, varying from shopper opinions to the acceleration in food product improvement by reformulation and innovation. Some recent results include the calculation that the potential effect of the Finnish Heart Symbol is to reduce the SAFA intake from 14.3 to 10 energy% and to reduce sodium intake by more than 10%. And that consumers in Denmark and The Netherlands attribute a high value to resp. the Keyhole and Choices logo in their country, which is illustrated by their willingness to pay more for logo-bearing products. One of the most exciting studies from this Research Overview shows that consumers shifted their purchasing behavior to more healthy products after the introduction of the Choices logo in the Netherlands.