Case Study

American Industry Trade Association

ISSUES + ADVOCACY
Associations

Redesigning nutrition labels to both meet government regulations and appeal to consumers.

THE CHALLENGE

The FDA announced plans to introduce front-of-package (FOP) nutrition labels for all beverages. To prepare for this and contribute to the public discussion, a U.S. trade association wanted to gather insights on three key things:

1. How consumers understand the FDA’s proposed FOP labels for beverages,

2. Reactions to other label designs not studied by the FDA, and

3. How new FOP labels might influence buying decisions.

OUR STRATEGY

We created a study with a random sample of participants to align with the FDA’s requirements. We interviewed 3,000 American adults to learn about their beverage habits and get their feedback on different nutrition label designs.

Using Choice Modeling and Max-Diff analysis, we ranked the appeal of each label based on consumer preferences. This helped us better understand what people like and allowed us to dive deeper into how different label styles might work for various groups of beverage consumers

IMPACT

The results revealed that label designs preferred by participants were just as effective at informing consumers as the FDA’s proposed labels. This gave the beverage industry valuable insights to recommend nutrition label options that worked just as well and were equally appealing to their target consumers.