Helping consumers make more healthful food choices: consumer views on modifying food labels and providing point-of-purchase nutrition information at quick-service restaurants.

OBJECTIVES: To understand consumer (1) interest in nutrition information on food labels and quick-service restaurant menu boards and (2) reactions to modifying this information to help highlight calories and more healthful choices.
DESIGN: Eight consumer focus groups, using a guide and stimuli.
SETTING: Focus group discussions in 4 US cities. PARTICIPANTS: A total of 68 consumers, with 7 to 10 per focus group. ANALYSIS: Authors prepared detailed summaries of discussions based on observation. Video recordings and transcripts were used to cross-check summaries. Data were systematically reviewed, synthesized, and analyzed. PHENOMENON OF INTEREST: Consumer views on alternative presentations of nutrition information on packaged food items and quick-service restaurant menu boards.
RESULTS: Participants (1) were interested in having nutrition information available, but would not use it at every eating occasion; (2) thought that food products typically consumed at 1 eating occasion should be labeled as a single serving; and (3) indicated that an icon on labels and menu boards that signaled more healthful options could be helpful. CONCLUSIONS AND IMPLICATIONS: Findings provide a basis for the development of more systematic studies to better understand whether alternative presentations of nutrition information would help consumers.