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The Impact of NuVal Shelf Nutrition Labels on Consumption: Evidence from Cold Cereal Purchases

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  • Melo, Grace
  • Zhen, Chen

Abstract

Research examining the effect of summary shelf nutrition labels on consumers’ behavior in real market settings is scarce. Using a supermarket’s voluntary adoption of NuVal―a 1 to 100 numeric summary shelf label system―as a natural experiment, we estimate a Two-Part Model (TPM) to identify the effect of the NuVal label on consumer purchasing decisions for cold cereal. Our results show that posting the NuVal score not only increases the purchase volume of healthier cold cereal products but also increases households’ likelihood to purchase cold cereal products with higher nutrition scores. Tests for heterogeneous treatment effects reveal that lower-income households experience a large improvement in their food choices when the NuVal scores are posted.

Suggested Citation

  • Melo, Grace & Zhen, Chen, 2017. "The Impact of NuVal Shelf Nutrition Labels on Consumption: Evidence from Cold Cereal Purchases," 2017 Annual Meeting, February 4-7, 2017, Mobile, Alabama 253080, Southern Agricultural Economics Association.
    • Handle: RePEc:ags:saea17:253080
    DOI: 10.22004/ag.econ.253080
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    Cited by:

    1. Allison Karpyn & Kathleen McCallops & Henry Wolgast & Karen Glanz, 2020. "Improving Consumption and Purchases of Healthier Foods in Retail Environments: A Systematic Review," IJERPH, MDPI, vol. 17(20), pages 1-28, October.

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    Keywords

    Agricultural and Food Policy; Food Consumption/Nutrition/Food Safety; Marketing;
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