Consumer demand for detailed nutrition information: A case study

Abstract

We monitored sales of a nutrition information booklet in 25 Baltimore, Maryland, and 85 Washington, DC, supermarkets for 72 weeks. The Giant Food Inc. supermarket chain introduced the booklet titled “Special Diet Alert Guide” in conjunction with the Special Diet Alert shelf label nutrition information program. We estimated that 9 to 10% of Baltimore households and 7% of Washington households that patronized Giant stores purchased a Special Diet Alert Guide at some point during this period. Much of the demand occurred in the first 12 weeks. Promotional advertising of the program had a positive impact on booklet sales, but the effect was significantly larger in Baltimore stores. The generally higher level of interest in the guides observed among Baltimore shoppers compared to Washington shoppers is discussed in terms of the previous experience that Washington shoppers had with an earlier version of the guide.