Effects of front-of-package labels for added sugars and non-sugar sweeteners on parents' selections for their children: a randomized experiment.

INTRODUCTION

This study aimed to evaluate effects of front-of-package labels (FOPLs) for added sugars and non-sugar sweeteners (NSS) on U.S. parents' product selections and perceptions.

METHODS

Parents of children age 2-12 years (n= 2,896) completed an online survey in November 2024 and were randomized to: no-FOPL control (n = 990), added sugar FOPL (n = 949), or FOPLs for both added sugars and NSS (n = 957). Participants were shown four fruit drinks and four yogurts. For each set, one product did not contain added sugars or NSS, one was sweetened with added sugars, one with NSS, and one had added sugars and NSS. Products were shown in random order, with FOPLs per assigned treatment arm. Participants also viewed six NSS-containing products separately and reported their purchase intentions and product perceptions. Data were analyzed in 2025.

RESULTS

Participants exposed to the added sugar and NSS FOPLs were more likely to choose the fruit drink without added sugars or NSS (58% versus 39% for added sugar FOPL (p<0.001) and 32% for control (p<0.001)) and yogurt without added sugars or NSS (60% versus 29% for added sugar FOPL (p<0.001) and 14% for control (p<0.001)). Participants in the added sugar and NSS FOPL arm were also more likely to perceive products without added sugars or NSS as the healthiest (70% for fruit drinks, 76% for yogurts), compared to the added sugar FOPL arm (46% for fruit drinks, 49% for yogurts) and control (37% for fruit drinks, 33% for yogurts) (all p<0.001). Those who viewed NSS FOPLs had lower purchase intentions and perceptions of product healthfulness for NSS-containing products, and higher perceptions of product sweetness compared to the added sugar FOPL or control arms.

CONCLUSIONS

Viewing products with both added sugar and NSS FOPLs increased the likelihood of choosing products without added sugars or NSS and lowered parents' purchase intentions and healthfulness perceptions of NSS-containing products. FOPLs for NSS and added sugar may support parents in making potentially healthier choices for their children.