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The Effect Of Nutrient Warning Vs. Traffic Light Labels And Taxation On Food Purchasing Behaviour Among UK Consumers A Randomised Controlled Trial
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Phase Not Applicable
Age: 18 Years +
All Genders
Healthy Volunteers
ID: 07339982
The Effect of Nutrient Warning vs. Traffic Light Labels and Taxation on Food Purchasing Behaviour Among UK Consumers - a Randomised Controlled Trial
Led by: University of Liverpool
Updated on: 2026-05-06
Participants Needed: 600
Research Sites: 1
Total Duration: N/A
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AI-Summary
What This Trial Is About
This research aims to evaluate how different food labelling and taxation strategies influence purchasing behavior among UK consumers. The study compares four groups:
- Nutrient warning labelling without taxation
- Nutrient warning labelling with taxation
- Traffic light labelling with taxation
- Control group with traffic light labelling and no taxation
The trial focuses on how these approaches affect food choices, purchase likelihood of less healthy options, and nutrient intake. Participants will complete a food ordering task using a simulated online supermarket similar to Tesco, selecting items from three categories:
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- Ready Meals for One
- Starters and Sides
- Chilled Desserts
Depending on their assigned group, they will see different types of front-of-pack nutrition labels and may encounter a 20% price increase on products high in calories, saturated fat, salt, or sugar. After selecting items, participants will then order and purchase these foods through the real Tesco website for delivery or collection. During the study, participants provide demographic information and complete the food selection and purchasing tasks. They will upload receipts or order confirmations and confirm timing for food consumption. The next day, participants complete a follow-up survey including uploading meal photos, rating the foods' flavor and value, and reporting dietary intake for breakfast and lunch via an online recall tool. The primary outcomes include the nutritional quality of the food order and likelihood of choosing less healthy options, with secondary outcomes assessing additional items purchased and total nutrient intake after consumption.
Brief Title
Supermarket Labelling and Taxation Study
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Who Can Participate
Age: 18 Years +
All Genders
Healthy Volunteers
Eligibility Criteria
You may qualify if you...
- Are a UK resident
- Are aged 18 years and above
- Are fluent in English
- Have access to a laptop/desktop computer with internet access
- Are willing to order, pay for, and eat a ready meal from Tesco for an evening meal
- Can access Home Delivery/Whoosh/Click & Collect from Tesco
- Do not have any major dietary restrictions (e.g., vegetarian, vegan, gluten-free)
- Are not on any medication which affects appetite
- Do not have a current or past eating disorder diagnosis
You will not qualify if you...
- Have major dietary restrictions such as vegetarian, vegan, or gluten-free diets
- Are on medication that affects appetite
- Have a current or past diagnosis of an eating disorder
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Sponsors
U
University of Liverpool
Lead Sponsor
M
Medical Research Council
Collaborating Sponsor
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