by “When consumers shop for healthier food, they are confused and frustrated,” said former US Secretary of Health and Human Services Louis Sullivan in 1990. Dr. Sullivan lamented the inadequate state of food labeling, which he said required consumers to become “linguists, scientists, and mind readers” when looking at the shelves and trying to make healthy choices.
The bipartisan Nutrition Labeling and Education Act passed by Congress that year led to the creation of the Nutrition Facts label that now appears on billions of food and beverage products. It was a significant step, but more than three decades later; The United States continues to experience high rates of diet-related illnesses and diseases that contribute to staggeringly high health care costs and strain the economy—in part because consumers still struggle to determine whether the products they buy healthy. To make it easier for consumers to make healthy choices, the United States should adopt a mandatory front-of-package nutrition labeling system that provides consumers with clear, accurate, and easily accessible information about their food choices. And the food and drink industry should welcome front-of-pack labeling and join the cause. Identifying healthy choices benefits consumers, improves overall health, and benefits the health care system and the economy.
Good nutrition starts with education. Appearing on more than 6.5 billion products, the current Nutrition Facts label includes the number of calories and servings for a particular product, specific nutrients, and the contribution of those nutrients to a total daily diet. People who use the label buy more fruit, vegetables and whole grains – and less sugary drinks – compared to those who don’t. Recent label changes, such as the inclusion of added sugars, have strengthened it.
The problem is that less than 1/3 of consumers report using it. People tend to be white, with higher incomes and more education; among their most frequent users are parents of young children. Many people – including Food and Drug Administration (FDA) Commissioner Robert Califf – don’t pay much attention to it for a simple reason: it appears on the back of packages, not the front.
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Front of pack labeling would address that problem. The FDA is currently conducting consumer research to determine the initial package design for US-based products. Many other countries have already adopted such systems. Some provide information about the entire product, while others focus on specific nutrients. Various types of interpretive designs—such as grades, star ratings, stoplight colors, or warning labels—are used to make the information more accessible and easier to understand. The premise is plain and simple: consumers should know immediately if a product is healthy.
Although approaches to front-of-pack labeling vary, the positive impact is consistent. A recent analysis of more than 100 studies between 1990 and 2021 found that overall grade scores, traffic light colors, and nutritional/health warnings would be effective in strengthening consumer understanding, increasing purchases of healthier products, and cutting down on purchases of unhealthy items. . These findings are supported by real-world data from other countries. The implementation of mandatory nutritional warnings in Chile, for example, has encouraged healthier purchases by consumers and healthier product formulations by companies. Early implementation results are promising in other countries such as the United Kingdom, France, and Australia, which have adopted similar policies. UNICEF concluded that front-of-pack labeling “can be a powerful tool to protect children’s right to a healthier future.”
Given the evidence, it is surprising that some members of the food industry appear to be opposed to front-of-pack nutrition labeling. A 2023 national survey found that 75% of US consumers support mandatory front-of-package labeling, including strong majorities across political affiliation, age range, education and income level, gender, race/ethnicity, and families with children and have no children.
Food and beverage companies keen to preserve market share should not have trepidation. Evidence shows that customers are seeking healthier products and will reward companies that offer products that meet their needs. One recent survey found that nearly 80% of US consumers agree that nutritious foods are good for health and can reduce the risk of illness and disease. A 2015 study found that lower calorie foods and drinks can drive higher sales growth at supermarkets. Protecting health and increasing market share need not be mutually exclusive.
Millions of families face real barriers to affordable, healthy foods and drinks. While it won’t solve all of these challenges, front-of-pack labeling would make it easier and faster for all consumers to make healthier choices, regardless of their income level or neighborhood. An interpretive design that is rooted in science, responsive to consumer needs, easy to understand, and required to appear on all packaged food products, could be a game-changer for equitable health and could change the product landscape that we see on the shelves.
When the regulations implementing the Nutrition Labeling and Education Act were finalized, HHS Secretary Sullivan said, “America’s consumers are the winners.” Front-of-pack nutrition labeling gives you the chance to win even more With the help and support of food and drink companies, a healthier future is within our grasp.
Nancy Brown He is the chief executive officer of the American Heart Association
