Benchmarks and Blinders: How Canadian Women Utilize the Nutrition Facts Table.

Abstract

To better understand how consumers use the Nutrition Facts Table (NFT) in their everyday shopping decisions and food consumption habits. Thirteen Canadian females were interviewed about how they use the NFT in their food choices. Different elements of the front of the package served different purposes. Health claims and health checks drew attention to the product, but were not highly trusted. Ingredient lists were used to find "real food." NFTs were considered important with each participant reporting an individualized strategy for using the NFT characterized by the application of benchmarks and blinders. The term "blinders" reflected only seeing and using one specific nutrient by assessing whether or not it exceeded a certain "benchmark" established by the participant. Therefore, the level of one specific nutrient determined the healthfulness of the product and the subsequent purchase/consumption decision. Findings suggest that NFTs should be redesigned. Some ideas for redesign include only listing "unhealthy" nutrients, having serving sizes more congruent to what is eaten in a typical sitting, making it easier to identify when a food may be high in a nutrient, and providing ways to allow the NFT to be used to meet personal, individualized needs.