Empirical testing of consumers' perceptions of differences in package and product version of seemingly identical branded food products

Differences in composition of seemingly identically branded food products (DC-SIP), also known as dual food quality, occur when a good is marketed as identical (i.e. under the same brand and with the same or similar package, but its composition differs substantially across Member States. In this context, what makes consumers perceive goods as identical based on their presentation and, in particular, front-of-pack design remains an open question. The purpose of the study is to understand how the variation of the front-of-pack of a seemingly identical branded food product affects consumers’ ability to perceive packages as different, whether this translates in believing that products are different, and their ability to take informed transactional decisions. The study uses primary data collected through an online survey to provide insights on two fronts. First, it informs policymakers whether, and under what circumstances, the front-of-pack presentation allows consumers to identify products’ versions; and second, whether these differences translate into consumers believing that the products are different. Overall, the results indicate the influence of front-of-pack design elements on the perception of package and product differences and on consumer choices; however these differ across FOP design elements and products highlighting the need for a case-by-case assessment. This suggests that some packaging elements, though seen, do not convey differences in the product.