The influence of nutrition labeling on food packaging : A qualitative marketing research on healthier purchasing decisions by Millennials influenced by front-of-pack nutrition labeling

Background: Diseases caused by nutrition-related factors are globally increasing. Consumers can use help making healthier food choices. Nutrition labeling, front-of-pack, in particular, is reviewed as an important policy tool to assist consumers in this matter. Research found that front-of-pack nutrition labeling is influencing consumer’s product choice but no study researched the influence on Millennials while they are the most interesting consumer group of these times due to their large size and increasing power. Purpose: Explore how Front-Of-Package Nutrition Labeling (FOPNL) is influencing Millennials to make healthier food purchasing decisions. Method: To attain the purpose, a qualitative study was conducted. A theoretical framework was created to evaluate excising factors related to FOPNL that are influencing consumer purchasing behaviour. To create in-depth insights on the influence of front-of-package nutrition labeling on Millennials, 18 semi-structured interviews have been conducted. Conclusion: The results show that the influence of FOPNL on Millennials is dependant of the type of label. Currently, the main problem concerning all FOPNL types is the lack of believability of these claims, which makes them less influential on Millennial purchasing behavior. Even though, interpretive nutrient-specific claims are perceived as the most influential FOPNL type. Additionally, the influence varies depending on trial or repeat purchase