Impact of Common Food Labels on Consumer Liking in Vanilla Yogurt

As competition on super market shelves is higher than ever, the importance of product concepts, communicated through labels, can dictate a product’s success or failure. However, it is possible for labels to affect a consumer’s experience, changing the overall response to the product. In this study, we tested samples of vanilla yogurt with one of four commonly used labeling concepts (high-protein, low-fat, made with stevia and all-natural) on sensory perception, consumer liking, expected consumption amount, and willingness to pay (WTP) in a consumer test (n = 108). Each participant evaluated five samples of the same vanilla yogurt identified with one of the labels, or an unlabeled control. Results showed panelists liked the samples labeled with low-fat and high-protein to the greatest degree, with all-natural scoring the lowest. Those more concerned with protein content found the samples less satiating, dependent on sex. Sweetness was also perceived more highly in younger panelists, with panelists WTP dependent on their liking of the labels. Results highlight the importance of labeling as an extrinsic cue affecting liking ratings, with potential ramification for ultimate product success. Understanding consumers’ response to labels, as well as their attitudes, has broad implications for food marketing, as well as public health and the study of eating habits.

• Publication year

  2019

• Venue

  Foods

• Publication date

  2019-11-01

• Fields of study

  Agricultural and Food Sciences, Medicine, Psychology

• Identifiers
  DOI 10.3390/foods8110584PMID 31744196PMCID 6915339
• External record

  Open on Semantic Scholar

• Source metadata

  Semantic Scholar, PubMed

• No claims are published for this paper.

• No concepts are published for this paper.

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