Exercise-Based Food Labels: ForeSights

Exercise-Based Food Labels: ForeSights

Summary

"Exercise-Based Food Labels: ForeSights" focuses on the opportunities presented by food labels and menus that not only display calorie content, but the equivalent exercise required to burn off the calories in one serving. This labeling method, which draws on real-world references, may help to mitigate some of the confusion created by the various front-of-pack labels that already exist.

One way to improve the usefulness of nutritional panels is to include information about how much physical activity is required to burn off the calories in one serving. This would place calorie amounts into a context that most consumers would understand - particularly if compared to an everyday activity such as walking. Given that weight loss and weight maintenance are dependent on consumers burning more calories than they take in, such information is particularly useful in supporting weight-loss efforts.

Scope

- Given the importance that consumers place on exercising, contextualizing calorie content using physical activity can improve consumers' understanding of nutritional information, facilitate weight loss or weight control, and ultimately lead to more satisfied and loyal consumers.
- There is a particular need among younger consumers for less complicated food labels. The very abundance of (often conflicting) information has arguably hindered their ability to distill what is accurate and relevant to them.
- Over a quarter of global consumers state that they typically use their smartphone to monitor and analyze their daily activities and lifestyle. Given that consumers are already engaged with self-tracking data, exercise-based food labels essentially reframe nutritional information in a way that is more relevant and usable.

Reasons to Buy

- Identify future potential commercial applications for emerging concepts in fast-moving consumer goods.
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