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

Dinglin Duan and Zhifeng Gao

No 404583, 2026 Annual Meeting, July 26 - 28, 2026, Kansas City, Missouri from Agricultural and Applied Economics Association

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.

Keywords: Food; Consumption/Nutrition/Food; Safety (search for similar items in EconPapers)
Pages: 22
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:ags:aaea26:404583

DOI: 10.22004/ag.econ.404583

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