A new survey from the International Food Information Council (IFIC) underlines the importance of nutrition labeling to U.S. consumers, and provides insight into what Americans are seeking from FOP nutrition labels.

The survey comes at a time when federally standardized front-of-pack (FOP) nutrition labeling is being considered—and reconsidered—with the U.S. Food and Drug Administration (FDA) looking to shake up its proposed approach, and legislators taking matters into their own hands with bills aiming to mandate FDA to advance an FOP nutrition label scheme.

In general, the IFIC Spotlight Survey: Americans’ Perceptions of Nutrition Labels shows that Americans are actively engaging with label information while grocery shopping and are seeking information that helps them make holistic dietary decisions.

Looking for Nutrition Information  

The survey found that 79 percent of U.S. consumers check nutrition or ingredient information on packaging at least sometimes while grocery shopping. Nearly half (47 percent) do so always or often.

Confidence is similarly high: 86 percent say they feel at least somewhat confident interpreting nutrition information on food and beverage labels.  

When prioritizing nutrients consumers look for on food labels, calories top the list (45 percent), followed closely by total sugars (44 percent), protein (42 percent), sodium (41 percent), and added sugars (39 percent).  

The Desire for Balanced FOP Nutrition Labels

While FOP nutrition labeling is not mandatory in the U.S., several voluntary systems exist.

The nutrition information currently on the front of food and beverage packaging shapes purchase decisions in the U.S., with 80 percent of Americans saying FOP nutrition information influences what they buy at least sometimes.

Additionally, 41 percent of U.S. consumers say the most helpful FOP labeling would include healthful nutrients alongside those that should be limited in one’s diet. In comparison, 26 percent would prefer guidance focused solely on what to limit, and 16 percent would prefer guidance focused only on what to encourage.   

What a Balanced FOP Approach Could Look Like  

IFIC pointed to an existing FOP system, FACTS UP FRONT, as an example of a balanced FOP nutrition label scheme. This voluntary industry nutrition labeling framework displays calories, saturated fat, sodium, and added sugars, with the flexibility to include up to two beneficial nutrients that meet FDA “good source” criteria.  

Among Americans who engage with nutrition information while shopping, FACTS UP FRONT has achieved broad visibility. More than nine in ten (92 percent) are familiar with FACTS UP FRONT, and among those who are familiar and actively check labels, nearly nine in ten (88 percent) report using it to guide purchase decisions, with 58 percent doing so often or always.