According to the FMI study, only 47% of shoppers say they have seen the new label. But the label is having a major impact on purchasing decisions for those who read the labels. Fat content was the primary reason for selecting or rejecting foods, according to the study. Dairy foods topped the list of foods shoppers are rejecting thanks to the nutrition label. They are opting for reduced fat versions. Much the same is true for bakery products
How effective is nutrition labeling?
It must depend on who is asked. GMA claims that an "overwhelming majority of consumers" read food labels, and that 63% of consumers find the nutritional information on the label to be "easier to understand." However, a survey by the Food Marketing Institute (FMI) and Prevention Magazine reported that most food shoppers are not familiar with the new nutrition label.