(P02-078-25) Does an Interpretive Front-of-Pack Nutrition Label Improve Consumers’ Food Purchase Intentions? A Pilot Randomized Controlled Trial in Thai Consumers

Objectives: Thailand has introduced interpretive front-of-pack nutrition labeling (FOPNL) through the Healthier Choice logo (THCL) initiative. This pilot study evaluates whether the THCL encourages healthier purchasing intentions among Thai consumers across different labeling and communication conditions, using a three-arm randomized controlled trial.

Methods: A total of 184 consumers from Bangkok Metropolitan Area were recruited and randomly assigned to one of three experimental groups: [1] control group (without THCL logo), [2] THCL group (THCL logo displayed on eligible food products), and [3] THCL+communication group (THCL logo was accompanied by communication material). Participants were tasked with imagining the purchase of 21 food items (including 15 packaged products) for three healthy meals using a simulated online supermarket. Key outcomes included the number of THCL-labeled products, energy and nutrient composition, and nutritional quality of the cart, assessed using the Nutri-Score (NS) algorithm.

Results: Both intervention groups (THCL logo and THCL+communication) significantly increased the number of THCL-labeled products in participants' carts compared to the control group, with mean differences of 1.34 (95% CI: 0.11–2.58) and 2.61 (95% CI: 1.39–3.83), respectively. However, improvements in nutritional quality were observed only in the THCL+communication group, which showed a mean decrease in NS score of 1.10 (95% CI: 0.08–2.11; p < 0.05). While energy density did not significantly decrease, fat and sugar content of shopping carts were significantly reduced (p < 0.05). Category-specific analysis showed significant nutritional improvements in seasonings and canned foods (p < 0.05). Additionally, participants with lower income, education, and nutrition knowledge were more likely to have shopping carts with lower nutritional quality (p < 0.05).

Conclusions: These findings indicate that the THCL has the potential to promote healthier food purchasing intentions, although the observed effect sizes are modest. Further research with larger sample sizes is needed to validate these results. Moreover, maximizing the impact of FOPNL will require strategies that go beyond communication campaigns focused solely on their use and interpretation.

Funding Sources: This study received financial support from the Thai Health Promotion Foundation.