Consumers' valuation of nutritional information: A choice experiment study

Azucena Gracia, Maria L. Loureiro, Rodolfo M. Nayga

Research output: Contribution to journalArticlepeer-review

88 Citations (Scopus)


The European Union is implementing new regulations regarding the provision of nutritional information on food products. A random utility model is used to evaluate European consumers' valuation of two general types of nutritional information: nutritional facts panel label and a nutritional claim (i.e., a "light" claim). Results suggest that although consumers value both types of nutritional information, nutritional facts panel label is valued more than a specific nutritional claim. Specifically, using a choice experimental approach, consumers' willingness to pay a premium is about twice as much more for a box of breakfast cookies with a nutrition label than for a box of breakfast cookies with a "light" nutritional claim. These findings have important implications for the European food industry and policy makers.

Original languageEnglish
Pages (from-to)463-471
Number of pages9
JournalFood Quality and Preference
Issue number7
Publication statusPublished - 2009 Oct


  • Choice experiment
  • Consumer preference
  • Nutritional information
  • Spain

ASJC Scopus subject areas

  • Food Science
  • Nutrition and Dietetics


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