Research brief| Volume 39, ISSUE 3, P157-163, May 2007

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Helping Consumers Make More Healthful Food Choices: Consumer Views on Modifying Food Labels and Providing Point-of-Purchase Nutrition Information at Quick-service Restaurants



      To understand consumer (1) interest in nutrition information on food labels and quick-service restaurant menu boards and (2) reactions to modifying this information to help highlight calories and more healthful choices.


      Eight consumer focus groups, using a guide and stimuli.


      Focus group discussions in 4 US cities.


      A total of 68 consumers, with 7 to 10 per focus group.


      Authors prepared detailed summaries of discussions based on observation. Video recordings and transcripts were used to cross-check summaries. Data were systematically reviewed, synthesized, and analyzed.

      Phenomenon of Interest

      Consumer views on alternative presentations of nutrition information on packaged food items and quick-service restaurant menu boards.


      Participants (1) were interested in having nutrition information available, but would not use it at every eating occasion; (2) thought that food products typically consumed at 1 eating occasion should be labeled as a single serving; and (3) indicated that an icon on labels and menu boards that signaled more healthful options could be helpful.

      Conclusions and Implications

      Findings provide a basis for the development of more systematic studies to better understand whether alternative presentations of nutrition information would help consumers.

      Key Words

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