Effectiveness of front-of-pack nutritional labels: evidence from Sugar-sweetened beverages in China

This study investigates the effectiveness of various front-of-pack labels in influencing individuals' healthy food valuations, in the context of sugar-sweetened beverage consumption in China. Using a between-subject design and an online discrete choice experiment, we test six nutrition labels categorized as nutrient-specific FOP labels (traffic light label, warning label, nutrition claims) and summary FOP labels (health-tick label, physical activity labels), and non-interpretative labels (nutrition facts panel). Empirical results from a sample of 1,800 urban Chinese consumers revealed that the most effective front-of-pack nutrition label is the warning label, followed by traffic light labels and health-tick labels. Warning label treatment yields the greatest decline in consumer willingness to pay for both high-sugar and excessive-sugar beverage products. In contrast, physical-activity labels and nutrition claims have lower effectiveness in discouraging the valuation of high-sugar beverages, but the two labels still outperform the conventional and back-of-pack nutrition facts panels. Policy implications for promoting healthy food choices are discussed in light of these findings.