Portuguese retailers' motivations to adopt simplified nutrition labels
: a qualitative analysis

  • Mónica de Jacinto Machado Caldeira da Mota Freitas (Student)

Student thesis: Master's Thesis

Abstract

The aim of this research is to understand the determinants of retailers´ adoption of simplified nutrition labels on packaged food categories, particularly ready to eat meals. Nutrition is an important food marketing differentiation criterion. Companies recognize consumers´ interests in improving their health through diets. Nutrition labels represent a way to convey information to consumers at the point of purchase and enable them to make healthier consumption choices. In European Union countries, the display of simplified nutrition labels is not regulated. However, over the past decade food retailers have developed and adopted these labels in a number of countries and food product categories. While now most retailers and an increasing number of food manufacturers adopted nutrition labels, there are some products where labels are still absent. More importantly there is a variety of labels in use. Since the use of simplified nutrition labels is voluntary and costly, why do retailers use them? To start answering this question this study employed a qualitative research approach based in in-depth semi-structured interviews with senior managers in leading Portuguese retail chains. Data from interviews was then content analysed with Nvivo®, a content analysis software. The final coding outcome was converted in a combination of text and diagrams allowing for linking related themes and ideas. The results show that retailers adopt FOP labels as a response to competitor´s moves, pre-empting labelling regulations and as part of the Corporate Social Responsibility. A final reason for the use of FOP labels is product differentiation. This study also reveals some barriers to the adoption of this type of labels: costs and unfolding undesirable characteristics of food products. There seems to be no significant differentiated approach to any particular food category on the adoption of FOP labels. Interesting side issues emerged from results, like the influence of serving sizes in the final nutrition profile disclosed through labels. Serving sizes definition is not regulated. The extent of the response of retailers to simplified nutrition information provision on labels is a result of a balanced evaluation of barriers and motivations. Comprehensiveness of education and communication campaigns, incidence of product innovations to overcome the unfolding of undesirable nutrition profiles and the differentiation of format adopted indicate the extension of retailers´ response to FOP labels adoption. A next step of this research would be the validation of the obtained results in a wider population of food industry decision makers. Results could be compared with current work on consumers’ perceptions and preferences to guide future policy concerning diet related health problems.
Date of Award3 Sept 2012
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorTimothy Hogg (Supervisor), Miguel Sottomayor (Co-Supervisor) & Diogo Sousa Monteiro (Co-Supervisor)

Designation

  • Mestrado em Inovação Alimentar

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