Connoted Quantity of Food-Label Modifier Terms

Abstract

This descriptive study examined a set of modifier terms (e.g., reduced, enriched) that might be used to indicate amounts of substances in food products. In the context of a mock shopping task, participants were asked to complete a survey that assessed the implied meaning of each of 55 terms, 28 connoting varying degrees of decrease and 27 connoting increase. For each set of modifier terms, participants estimated the amount that each term implied and the likelihood that they would purchase a food product with the term paired with substances that they were advised to consume or avoid. The results showed that the terms used in this study connoted a broad range of quantities. Several alternative terms not currently used or under consideration by the U.S. Food and Drug Administration may be effective in helping consumers make finer distinctions among products and, presumably, wiser purchase decisions. The results also suggest that caution be exercised when selecting modifier terms since some terms are less consistent in their connoted meaning than others. Thus, instead of arbitrarily selecting modifier terms and then initiating expensive, large-scale nutrition training programs to train the public, it is recommended that a limited number of modifier terms based on their extant meaning to a broad segment of the population should be used. Future research on developing an optimal set of modifier terms is discussed.