Summary of Research Findings

A consumer survey was conducted in June 2024 to 1,200 men and women (600 men and 600 women) in their age between 20 and 79 that reside in Japan, who identified that they purchase food daily for themselves and/or for their family (housemate) to find out the recognition level of nutrition labelling and current status of consumers’ purchasing activities related to nutrition labelling. Potential consumer demand is observed using machine learning (AI analysis) and statistical analysis methods. Prior to answering to online questionnaires, the respondents were provided with a brief explanatory text and diagrams regarding “Nutrition Facts Label”, “Recommended Labeling & Optional Labeling of Nutrition Facts”, “Labels Emphasizing Nutrition”, and “Front-of-Package Nutrition Labeling (FOP)”.

In April 2020, labeling of the nutritional facts became mandatory for all processed foods and additives pre-packaged for consumers (excluding those for professional use) under the Food Labeling Law. The law recommends placing nutrition labels where consumers can find effortlessly. However, it is typically on the back of food packages. To create an environment that helps consumers maintain or improve their health, the Consumer Affairs Agency established the “Study Group on Easy-to-understand Nutrition Facts Labeling Initiatives”, where they discuss the introduction of “front-of-package nutrition labeling” in Japan.

In our consumer survey, we asked the respondents FOP nutrition labelling system may impact their dietary habits, food awareness, and purchase behavior, through multiple answer questions (respondents choose 2 to 7 answers from 16 response options). The result shows that many respondents chose “increases awareness of nutritional balance” (33.5%), “increases health consciousness” (24.9%), and “increases aware of excess or lack of certain nutrients” (16.0%), while “FOP nutrition labeling will not my behavior” scored highest (41.6%). The result implies that there is a chance that the introduction of FOP nutrition labeling may increase consumer awareness on nutritional intake on a daily basis.

Noteworthy Topics

FOP Nutrition Labeling as New Promotion Strategy

In the survey, we also asked about the functions of smartphone apps for FOP nutrition label scanning and recording (multiple answers; respondents are asked to pick up to 5 options out of 12 response options). The response option that was most chosen was “evaluation/scoring daily nutritional balance” at 22.9%, followed by “recommendation of food to add to improve nutritional balance” at 15.6%, and “calculation of nutritional intake for 2 or more foods” at 11.2%. Although 53.1% said that they “the listed functions are unnecessary”, the result suggests that consumer needs for food recommendation to enhance nutritional balance and showing total nutritional balance are higher than for digging deeper into nutritional facts of the food that has been scanned.

According to the survey, the FOP nutrition label scanning and recording app could be a valuable sales tool for both food manufacturers and retailers, especially if it offers recommendations for other items to improve nutritional intake alongside the scanned product. For instance, manufacturers could promote their own products by suggesting complementary items, while retailers could encourage customers to buy additional products available in-store. The app could also be integrated with loyalty programs, offering extra reward points to customers who purchase a recommended food combination. This approach could boost both the volume and value of purchases per visit.

Once the standardized “FOP nutrition labeling system” is widely adopted, it will simplify the development of the apps accordingly. Considering that the apps can potentially add entertainment to nutrition awareness, it may lead to the development of a new promotion strategy.

Research Outline