Effects of front-of-package labels for added sugars and non-sugar sweeteners (NSS) on parents perceptions and selections of foods and beverages for their children: a randomized experiment

IntroductionThis study aimed to evaluate effects of front-of-package labels (FOPL) for added sugars and non-sugar sweeteners (NSS) on U.S. parents selection and perceptions of foods and beverages. MethodsParents of children 2-12 years old (n= 2,896) completed an online survey and were randomized to: no-FOPL control (n = 990), added sugar FOPL (n = 949), or FOPLs for both added sugars and NSS (n = 957). Participants were shown four fruit drinks and four yogurts. For each set, one product was unsweetened, one was sweetened with added sugars, one with NSS, and one had added sugars and NSS. Products were shown in random order, with FOPLs per assigned treatment arm. Participants also viewed six NSS-containing products separately and reported their purchase intentions and product perceptions. ResultsParticipants exposed to the added sugar and NSS FOPLs were more likely to choose the unsweetened fruit drink (58% versus 39% for added sugar FOPL (p<0.001) and 32% for control (p<0.001)) and unsweetened yogurt (60% versus 29% for added sugar FOPL arm (p<0.001) and 14% for control (p<0.001)). Participants in the added sugar and NSS FOPL arm were also more likely to identify unsweetened products as the healthiest (70% for fruit drinks, 76% for yogurts), compared to the added sugar FOPL arm (46% for fruit drinks, 49% for yogurts) and control (37% for fruit drinks, 33% for yogurts) (all p<0.001). Those who viewed NSS FOPLs also had lower purchase intentions and perceptions of product healthfulness for NSS products, and higher perceptions of product sweetness compared to the added sugar FOPL or control arms. ConclusionsViewing products with both added sugar and NSS FOPLs increased the likelihood of choosing the unsweetened option and lowered parents purchase intentions and healthfulness perceptions of NSS-containing products. FOPLs for both added sugar and NSS may support parents in making healthier choices for their children.