Labeling Nutrition-Sensitive Food Chains: A Consumer Preference Analysis of Milk Products

While nutrition-sensitive value-chain approaches are strongly advocated, studies on consumer preferences for such interventions are lacking. This study aims to fill this gap by examining a nutrition-sensitive chain labeling scheme, using the Ugandan dairy sector as a case. A survey was conducted among 250 consumers, primarily eliciting perceptions of the importance of a nutrition-sensitive chain label compared to nutrition claims/facts. In addition, a choice-based conjoint experiment was designed with nutrition label, brand, fat content, and price as attributes. Findings show that nutrition-sensitive chain labeling was more positively perceived by consumers than by nutrition claims/facts. Ordered logistic regression analysis indicated that BMI, nutrition knowledge, and label use influenced consumers' perceived importance of a nutrition-sensitive chain label relative to sex, age, children, and milk purchase frequency for nutrition claims/facts. This is confirmed by the higher utilities for the nutrition-sensitive chain label in our conjoint experiment. Future research should focus on the integration of nutrition-sensitive chain labeling with existing labels in a way that promotes candid interpretation by consumers. Industrial and policy actors in the agri-food sector can use these findings to innovate and regulate appropriate labeling schemes in the context of nutrition-sensitive value chains.