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A First Look at A Future Label: Consumer Valuation Under the FDA's Proposed FOP Nutrition Label

Author

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  • Duan, Dinglin
  • Gao, Zhifeng

Abstract

Front-of-package (FOP) nutrition labels are designed to summarize key nutritional information and support informed consumer food choices. Despite growing adoption of FOP labels on packaged food products, these labels lack a standardized format, with over 43 countries operating distinct schemes and no consensus in the literature on their comparative effectiveness. In January 2025, the U.S. Food and Drug Administration (FDA) proposed a new FOP label format that provides at-a-glance information on saturated fat, sodium, and added sugar, each categorized as "Low," "Medium," or "High." While prior studies have begun examining consumer responses to the FDA-proposed label, evidence on consumers' willingness to pay (WTP) remains limited. This study employs contingent valuation to estimate WTP for products bearing the FDA-proposed FOP label across items with varying nutritional profiles. The study features an online survey design with embedded zoom functionality and zone-time tracking on product pages, enabling behavioral measurement of label engagement alongside stated preference elicitation.

Suggested Citation

  • Duan, Dinglin & Gao, Zhifeng, 2026. "A First Look at A Future Label: Consumer Valuation Under the FDA's Proposed FOP Nutrition Label," 2026 Annual Meeting, July 26 - 28, 2026, Kansas City, Missouri 404583, Agricultural and Applied Economics Association.
    • Handle: RePEc:ags:aaea26:404583
    DOI: 10.22004/ag.econ.404583
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