Consumer Perception of Food Expiration Labels: “Sell By” Versus “Expires On”

We design and conduct an experimental auction to investigate the effects of expiration labeling on consumers’ willingness to pay for food items. The experimental auction examines whether there is a valuation difference between “sell by” and “expires on” food labeling. We find that “sell by” date is perceived as an expiry date and consumers are willing to pay a premium for more clear information. In particular, “expires on” information about food expiry date has a 27% willingness to pay premium over “sell by” type labeling, showing that consumers prefer to avoid uncertainty in expiration information.