Hiding in Plain Sight
CPG manufacturers have spent an arm and a leg trying to attract shoppers’ eyes to their nutrition labels, but according to a study in the Journal of the American Dietetic Association, they may not be getting the payoff they’re hoping for.
A simulated grocery shopping experiment found consumers have a limited attention span for nutrition labels on food packaging. The Wall Street Journal reported on the findings, revealing that grocery shoppers read labels far less frequently than they say they do.
Specifically, one-third of the participants reported on questionnaires that they usually look at calorie content on labels; nearly one-third said the same for fat content, 20 percent for trans fats, 24 percent for sugar and 26 percent for serving size. Eye-tracking data, however, showed that only 9 percent of the participants looked at calorie content on roughly 80 percent of items, and even fewer people viewed other components.