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Supermarket Labelling and Taxation Study
Sponsor: University of Liverpool
Summary
Participants will be assigned to one of four conditions: (i) nutrient warning labelling and no taxation, (ii) nutrient warning labelling and taxation, (iii) current traffic light labelling and taxation or (iv) a control condition (current traffic light labelling and no taxation). Participants will complete a food ordering task using a simulated online supermarket resembling a major UK retailer (Tesco), before purchasing their selected items for delivery/collection via the retailer. Food choices will be recorded, and participants will self-report intake of purchased food items.
Official title: The Effect of Nutrient Warning vs. Traffic Light Labels and Taxation on Food Purchasing Behaviour Among UK Consumers: a Randomised Controlled Trial
Key Details
Gender
All
Age Range
18 Years - Any
Study Type
INTERVENTIONAL
Enrollment
600
Start Date
2026-01-19
Completion Date
2026-08-01
Last Updated
2026-01-14
Healthy Volunteers
Yes
Conditions
Interventions
Labelling
Participants are shown food products displaying front-of pack nutrition labels (nutrient warning labels on products high in calories, saturated fat, salt, and/or sugar/traffic light labels) during a hypothetical food choice task.
Taxation
Food prices displayed in the hypothetical food choice task include a 20% added tax on products high in calories, saturated fat, salt, and/or sugar.