Today’s food labels provide nutrition information to help consumers make food choices to achieve a healthful diet. The Nutrition Facts Panel (NFP) contains serving size, calorie, and nutrient information, as well as Daily Values (DVs) for key nutrients. Given the goal and components of the NFP, the International Food Information Council (IFIC) Foundation launched the Food Label Consumer Research project in 2006 with the overarching goal of enhancing consumers’ ability to make informed, balanced diet choices using the NFP.
The Food Label Consumer Research is a three-phase project with both qualitative and quantitative phases. The overall project objectives are to:
- Understand how consumers make food and beverage purchasing decisions using the NFP in the context of the entire package as well as other food and nutrition information sources and
- Explore changes to the NFP that could facilitate consumers’ decisions.
The subject of this report is the two-phase qualitative part of the project comprised of ethnographic interviews and iterative focus groups. Review the Summary Report of these phases (PDF).
