In all research on nutrition labelling, there is a shortage of research actually testing the salience and use of nutritional information at the moment of choice (Point-of-Sale). To fill this void, this work package investigated in-store use of labels and how much it could be increased by implementing an "ideal format” nutrition label.
Through the use of state-of-the-art technologies, consortium partners measured whether nutrition labels are recognised and under which circumstances they are noticed (place, additional cues like displays). They were then able to link actual in-store behaviour to self-reported intention and results of laboratory research in order to understand the triggers and barriers that drive actual use of nutrition labelling. The retail consortium partners provided researchers with scanner data.
Based upon the research findings in other work packages, an "ideal format” label was created and its relevance compared with existing label formats. Impact upon frequency of exposure was tested as were additional cues including product promotions and displays.