Front-of-Package Nutritional Labels and Consumer Beverage Perceptions

The pressure to find solutions for high rates of obesity and overweight in the U.S. population has led industry groups to introduce voluntary front-of-package (FOP) nutritional labeling for beverages. This research examines the impact of these labels on consumers perceptions of the healthiness of beverages. Though consumers reacted differently depending on the information in the label, in general, the perception of milks and 100 juices decreased, while perception of soft drinks and less than 100 juice drinks increased. If the purpose of FOP labels is to encourage healthier choices, the changes observed appear to be at odds with the goal.