Objective: This study aimed to assess the understanding, perceptions and preferences of different front-of-pack labelling (FOPL) formats among Thai consumers.
Design: We conducted a mixed-methods study comprising a cross-sectional online survey and semi-structured interviews between February and March 2022. The survey assessed comprehension and preferences for six FOPL formats (Guideline Daily Amounts (GDA), Healthier Choice logo (HCL), warning labels (WLs), Nutri-Score, Health Star Rating and Traffic Light labels). Quantitative data were analysed using descriptive statistics, chi-square tests and multiple logistic regression. Qualitative data underwent thematic analysis.
Setting: Bangkok and metropolitan areas.
Participants: Thai residents aged 12-78 years (n 410).
Results: While awareness of existing labels was high (GDA: 95·4 %, HCL: 82·4 %), only 23·9 % regularly read GDA labels. WLs and Nutri-Score were the most effective at providing information to consumers in a format that translated into choosing healthier products. WLs demonstrated the highest effectiveness in guiding healthier choices. HCL received the highest agreement across multiple attributes, including packaging inclusion preference (59·8 %), visibility (58·5 %) and visual appeal (57·3 %), although effectiveness was not tested. Qualitative findings revealed preferences for colour-coded systems but identified barriers including time constraints, small font sizes and difficulty interpreting numerical information.
Conclusions: While interpretive labels, particularly WLs, are most effective for guiding consumers to healthier choices, successful implementation requires consideration of both consumer preferences and real-world usage constraints. Findings support replacing the current GDA system with an interpretive design, accompanied by comprehensive public education campaigns. These results provide evidence-based recommendations for FOPL policy development in Thailand.
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