Apple or chocolate: the impact of health and taste labels (2014-01-23)

Recent public health campaigns have focused on the health-enhancing qualities of fruit and vegetables over less healthy foods, and encourage a minimum consumption of several portions of fruit and vegetables a day.

Increasing the consumption of fruit and vegetables is a central component of improving population health.

Reasons people give for choosing one food over another suggest health is of lower importance than taste.

Suzanna E. Forwood, Alexander D. Walker, Gareth J. Hollands, Theresa M. Marteau from Behaviour and Health Research Unit, University of Cambridge, Cambridge, United Kingdom, analyzed the impact of using a simple descriptive label to highlight the taste as opposed to the health value of fruit on the likelihood of its selection.

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Food images used in the study (drinks for illustration purposes only – participants were shown branded products). Participants were asked to choose the components of a fixed price ‘combo’ meal. All participants were asked to select components in the same order (sandwich, drink, dessert), with the left/right allocation randomised. *The apple label differed by participant group allocation. Alternatives for the four other groups were “a healthy apple”, “a succulent apple”, “a healthy and succulent apple” or “a succulent and healthy apple”. doi:10.1371/journal.pone.0077500.g001

Suzanna E. Forwood, Alexander D. Walker, Gareth J. Hollands, Theresa M. Marteau from Behaviour and Health Research Unit, University of Cambridge, Cambridge, United Kingdom,
Participants (N=439) were randomly allocated to one of five groups that varied in the label added to an apple: apple; healthy apple; succulent apple; healthy and succulent apple; succulent and healthy apple.
The primary outcome measure was selection of either an apple or a chocolate bar as a dessert.
Measures of the perceived qualities of the apple (taste, health, value, quality, satiety) and of participant characteristics (restraint, belief that tasty foods are unhealthy, BMI) were also taken.

When compared with apple selection without any descriptor (50%), the labels combining both health and taste descriptors significantly increased selection of the apple ('healthy & succulent' 65.9% and 'succulent & healthy' 62.4%), while the use of a single descriptor had no impact on the rate of apple selection ('healthy' 50.5% and 'succulent' 52%).
The strongest predictors of individual dessert choice were the taste score given to the apple, and the lack of belief that healthy foods are not tasty.

Interventions that emphasize the taste attributes of healthier foods are likely to be more effective at achieving healthier diets than those emphasizing health alone.

Although fruit and vegetable consumption is clearly beneficial for health, emphasising their health benefits may not be the most effective strategy. Several studies have shown taste as a primary motive in food choice, with most people viewing health and weight control as lower priorities.

For more information
Choosing between an Apple and a Chocolate Bar: the Impact of Health and Taste Labels

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