Following the 2023 Associations Leaders’ Summit held by ESOMAR in Mexico City, five Latam associations decided to jointly undertake a study to see how front-of-pack food labelling impacts buying habits, a topic impacting the region.
The associations were the SAIMO Shopper Observatory of Argentina, and the market research chambers of Chile (AIM), Peru (APEIM), Mexico (AMAI) and Colombia (ACEI). As professionals committed to consumer well-being, we saw an opportunity to contribute to building a better world — one with healthier children, and to help prevent obesity, a leading cause of conditions such as diabetes.
We set out to conduct a multi-country study to measure the impact of a food labeling law, with the valuable support of Netquest, which provided panels and data processing services. The analysis was a collaborative effort among all participating organisations.
We conducted 5,000 survey interviews with individuals over the age of 18 who were familiar with the labeling law. Respondents were evenly distributed between capital cities and major urban centers in each country, with a majority of women from diverse socioeconomic backgrounds. The data were weighted according to each country’s demographic records. Fieldwork was carried out during the first ten days of December 2024.
Key Findings
The study showed that one of the law’s most notable achievements — especially due to the visibility of the black octagonal warning labels on packaging — is the increased awareness of the need to avoid excessive consumption of sugar, fats, and sodium. However, while consumers find the labels useful and easy to understand, they do not always translate into changes in purchasing behaviour. The labels function more as guides than determinants in purchase decisions.
The survey showed that six out of ten consumers in the region report have changed their diet, with reducing sugar being the most common adjustment but only 24% have made significant changes. Households with children tend to choose more natural products. While there is a general recognition of the law’s role in reducing childhood obesity, this awareness does not always result in changes in buying habits.
The legislation has mainly contributed to increased awareness, showing that front-of-pack labeling is a valuable tool but it should be complemented with additional initiatives to generate deeper behavioral change. Respondents perceive that the law has driven changes in the industry, prompting brands to adapt their communications or reformulate products to avoid warning labels.
Although some differences between countries were identified, the consistency of responses across the region regarding the core variables is striking. However, when examining the impact profiles, important differences emerge. Young people demonstrate greater awareness, but the most significant behavioral changes are seen among adults.
Peru stands out as the country with the strongest impact: 8 out of 10 respondents say they’ve changed their eating habits based on labeling information. In contrast, Argentina and Mexico show lower impact levels, which may be attributed to factors such as the recent implementation of the law in Argentina and an economic context where price considerations often override health-related concerns.
Next steps
We are continuing to work with Netquest to focus on behavioral analysis by exploring user searches on platforms such as Google, Bing, and YouTube to better understand consumer interests and needs. We look forward to sharing the insights from our quantitative and behavioral research at upcoming industry events.
