14. Do Labels Make a Difference?

  1. Howard R. Moskowitz Ph.D. President Founder1,
  2. Michele Reisner Vice President of Research1,
  3. John Ben Lawlor Ph.D.2 and
  4. Rosires Deliza Ph.D. Senior Research Scientist3

Published Online: 28 SEP 2009

DOI: 10.1002/9781444319330.ch14

Packaging Research in Food Product Design and Development

Packaging Research in Food Product Design and Development

How to Cite

Moskowitz, H. R., Reisner, M., Lawlor, J. B. and Deliza, R. (2009) Do Labels Make a Difference?, in Packaging Research in Food Product Design and Development, Wiley-Blackwell, Oxford, UK. doi: 10.1002/9781444319330.ch14

Author Information

  1. 1

    Moskowitz Jacobs Inc., 1025 Westchester Avenue, 4th Floor, White Plains, New York 10604 USA

  2. 2

    GlaxoSmithKline, Nutritional Healthcare, Coleford, GL16 8JB, UK

  3. 3

    Embrapa Food Technology, Av. Das Americas, 29.501-Guardaratiba, 23022-470 Rio de Janeiro, RJ-Brazil

Publication History

  1. Published Online: 28 SEP 2009
  2. Published Print: 7 SEP 2009

ISBN Information

Print ISBN: 9780813812229

Online ISBN: 9781444319330



  • labels making a difference;
  • freshness - key piece of information people want from a label;
  • interest in ingredients - driving people to look at labels;
  • differences in label factors;
  • ratings for importance on 9-point scale;
  • ILSI (International Life Sciences, Inc.) - three-day symposium on nutritional challenges in Southeast Asia;
  • label information and how it works;
  • nutrient content per reference amount;
  • goals of segmentation and search for respondents classified as “health sensitive”;
  • consumers being increasingly health conscious


This chapter contains sections titled:

  • What Types of Labels Make a Difference?

  • People Vary When It Comes to What's Important on a Label

  • What Interest in Ingredients Drives a Person to Look at Label Factors?

  • Summing Up

  • What Label Information “Works”

  • Segmenting the Mind of the Label Reader

  • Summing Up

  • References