According to a recent Duke study, the nutritional quality of branded foods has decreased over the past 20 years since nutrition facts were required on food products.
Researchers at Duke’s Fuqua School of Business and the University of Maryland’s Robert H. Smith School of Business determined that although taste has improved, the overall nutritional quality of supermarket branded foods has been on the decline. In 1990, the government passed the Nutrition Labeling and Education Act, which required manufacturers to include a “Nutrition Facts” label listing nutrients, ingredients and recommended daily values on food products. The study, which will be published in Marketing Science, examines a selection of food products before and after the NLEA to assess consumer trends and nutritional elements.
Lead author of the study Christine Moorman said the NLEA may have unintended negative consequences. Consumers can develop a false sense of security knowing that the federal government regulates the nutritional standards.
“Consumers say, ‘I’m not going to worry or be as vigilant about it since the regulations are there,’” said Moorman, T. Austin Finch Sr. professor of business administration at Fuqua. “Consumers should be vigilant regardless of regulation. We hope that Duke students, and all consumers, pay attention to nutritional quality.”
The study also indicates that consumers consider taste to be more important than nutrition—a trend that the market has noticed. Branded foods have improved in taste over the past 20 years.
The higher value consumers place on taste compared to nutrition prompted the researchers to suggest policy changes targeted at consumers and firms.
“Public policy really needs to consider how to improve the value of nutrition when consumers care more about something else,” Moorman said.
Policymakers can invest in researching more nutritious foods and recognizing brands that have made major improvements to nutritional quality. They can also help smaller companies design marketing strategies to increase sales growth of more nutritional products, the study noted.
Public service campaigns can help combat the notion that “good nutrition = bad taste” and can highlight the dual benefits of healthier foods. Policymakers can also promote healthier eating by increasing the value of food stamps in purchasing nutritious food and limiting the use of food stamps for unhealthy food. The study cited New York’s attempt to ban the purchase of soft drinks using food stamps in 2010 as an example.
Ultimately, better eating habits boils down to individual awareness, said co-author Joel Huber, Alan D. Schwartz professor of marketing at Fuqua.
“The effect of nutrition labeling is stronger and more positive among those, like Duke students, who are likely to read labels and care about the health side effects,” Huber noted.
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