Abstract
Packaging is increasingly recognized as an essential component of any marketing strategy. Visual and informational front-of-pack cues constitute salient elements of the environment that may influence what and how much someone eats. Considering their overwhelming presence on packaging of non-core foods, front-of-pack cues may contribute to the growing rates of overweight and obesity in children and adults. We conducted a systematic review to summarize the evidence concerning the impact of front-of-pack cues on choices and eating behaviors. Four electronic databases were searched for experimental studies (2009–present). This resulted in the inclusion of 57 studies (in 43 articles). We identified studies on children (3–12 years) and adults (≥ 18 years), but no studies on adolescents (12–18 years). The results suggest that children and adults are susceptible to packaging cues, with most evidence supporting the impact of visual cues. More specifically, children more often choose products with a licensed endorser and eat more from packages portraying the product with an exaggerated portion size. Adults’ eating behaviors are influenced by a range of other visual cues, mainly, package size and shape, and less so by informational cues such as labels.
Highlights
Food packages have evolved beyond their traditional role of storing and preserving and are increasingly recognized as an important marketing tool [1]
Four studies investigated the impact of choice logos on packages of core food products indicating that the product is considered a healthy choice
Scan data from a large panel of households indicated that logos induced an increase in the volume share of core food products, such as milk and yoghurt, but had no effect on the volume share of other products, such as cereals, fats, and oils [72]
Summary
Food packages have evolved beyond their traditional role of storing and preserving and are increasingly recognized as an important marketing tool [1]. A major reason for this is that packages reach consumers at two “critical moments of truth”, namely, at purchase and at consumption [2]. People are increasingly making in-store, impulsive buying decisions. This is especially the case for low-involvement products such as food and drinks [3]. Packages constitute an element of the food environment at the moment of consumption and can influence decisions on what to eat and how much to eat [2]. Many marketing techniques on food packages are targeted at children and adolescents
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