Understanding Consumer Behavior Regarding Nutrition Labels and Health Claims

Even with the widespread availability of nutrition labels and health-related claims on food products, consumers often grapple with comprehending and utilizing this information effectively when deciding on food purchases. The Philippine context reveals a gap in recent research delving into how demographic elements impact consumer attitudes and actions associated with nutrition labeling, thus emphasizing the necessity for a localized exploration of this topic.This study explored consumers' buying behavior towards nutritional labels and health claims. It aimed to determine the relationship between consumers' demographic characteristics and their understanding and utilization of nutritional facts when making food purchases.A descriptive-correlational design was utilized. A structured questionnaire was administered to 184 respondents from diverse sociodemographic backgrounds. The instrument collected data on age, sex, educational attainment, monthly income, perceptions of nutrition labels, and label usage behavior. Descriptive statistics and Pearson correlation analysis were employed to analyze the data.Research revealed that health-conscious and budget-conscious consumers were inclined to scrutinize nutrition labels and health claims when selecting food items. Their priorities leaned towards nutritional value and affordability. Conversely, trend followers and convenience seekers paid less attention to nutritional information, tending to make decisions based on taste, brand familiarity, or convenience. The study shows a positive correlation between higher levels of education, increased monthly income, and favorable perceptions and frequent use of nutrition labels.These findings emphasize the significance of embracing consumer diversity in shaping effective nutrition communication strategies. By grasping the intricate behaviors unique to each consumer group, stakeholders can devise tailored interventions, empowering the population with enhanced nutritional knowledge and more conscious dietary decisions.