What are consumers’ experiences with online food labeling?

Challenge

In recent years, grocery e-commerce has surged, propelled in large part by the COVID-19 pandemic. Researchers have begun to explore the convergence of online grocery shopping and nutritional information. Recent studies have found that online food labeling information is often inconsistent in availability and presentation format.

Solutions

Westat has extensive experience collaborating with the FDA to conduct food labeling and nutrition-related qualitative studies. For this formative research project, Westat’s trained moderators will conduct 12 virtual focus groups with consumers to explore their experiences with online food labels and determine if they have access to the nutrition information needed to make informed purchasing decisions while shopping for food online.

Westat will collaborate with the FDA to develop the study materials and recruit participants from consumer panels broadly representative of the U.S. adult population. The focus groups will be segmented by time zones, allergen status, and level of education. Each focus group will be led by a trained moderator using a semi-structured discussion guide. The focus group data will be coded and analyzed using qualitative data analysis software to determine key themes and any differences by focus group segment.

Results

As more consumers purchase at least some of their food online rather than in traditional brick-and-mortar grocery stores, it is increasingly important to understand consumer nutrition information experiences and needs across sites and platforms when they make online food purchases.

Results from the focus groups will provide the FDA with valuable information to help ensure that online food labels or information about products provide consumers with the necessary information to make informed choices.