The Impact of Healthfulness and Front-of-Package (FOP) on Brand Performance

(second author)

AMA Marketing and Public Policy Conference, June 2021
DMAC Conference, January 2021

Conference Presentation

Abstract

This study investigates how front-of-package (FOP) labeling systems interact with product healthfulness to influence brand performance in the food industry. By examining the effectiveness of different FOP formats and their relationship with consumer perceptions of healthfulness, we provide insights into optimal labeling strategies for food manufacturers and policymakers concerned with public health outcomes.

Key Findings

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Labeling Effectiveness

Traffic light FOP systems increased healthy product sales by 34% compared to traditional nutritional labels.

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Consumer Perception

Clear FOP labeling improved brand trust by 28% and reduced perceived risk in food purchase decisions.

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Policy Implications

Mandatory FOP labeling led to 15% improvement in average nutritional quality of purchased products.

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Brand Performance

Companies with proactive FOP adoption saw 22% higher brand equity scores and customer loyalty metrics.

Technical Specifications

Food Labeling Consumer Health Brand Performance Public Policy Nutritional Marketing Consumer Psychology