“Healthy” food labels increased consumer selections of healthier snacks and consumers were willing to pay a premium for such labeled products, according to new research.
In 2024, the FDA updated the definition of the term “healthy” as it relates to how manufacturers can use the word on food packages. The new definition replaced one from 1992 and is consistent with current nutrition science and federal dietary guidance.
Also for the first time, the agency proposed an “FDA healthy” label icon for food packages, which is still undergoing approval.
The new research, led by researchers at Oregon State University and Tufts University, examined consumer purchasing preferences for snack products with and without healthy labels, focusing on the new FDA definition and healthy symbol to understand how endorsement from a regulator, such as the FDA, shapes consumer choices.
“Our main finding is that trust in government was an important part for people and that they were willing to pay more for that label,” said lead author Katherine Fuller, an assistant professor at Oregon State University who studies consumer behavior, particularly in the context of food and sustainability.
Fuller noted that the finding mirrors past research findings related to the USDA “organic” label, which has also been associated with a premium price.