Consumer Understanding, Preferences, and Acceptance of Front-of-Pack Labels in Thailand: Foundational Evidence for Policy Development
Issued Date
2026-01-01
Resource Type
ISSN
13689800
eISSN
14752727
Scopus ID
2-s2.0-105028292191
Journal Title
Public Health Nutrition
Rights Holder(s)
SCOPUS
Bibliographic Citation
Public Health Nutrition (2026)
Suggested Citation
Phonsuk P., Curtis C.J., Phatchana P., Pongutta S. Consumer Understanding, Preferences, and Acceptance of Front-of-Pack Labels in Thailand: Foundational Evidence for Policy Development. Public Health Nutrition (2026). doi:10.1017/S1368980026101852 Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/114670
Title
Consumer Understanding, Preferences, and Acceptance of Front-of-Pack Labels in Thailand: Foundational Evidence for Policy Development
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Abstract
Objective: This study aimed to assess the understanding, perceptions, and preferences of different front-of-pack labeling (FOPL) formats among Thai consumers. Design: We conducted a mixed-methods study comprising a cross-sectional online survey and semi-structured interviews between February -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 (HSR), and Traffic Light labels (TLL)). Quantitative data were analyzed 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 color-coded systems but identified barriers including time constraints, small font sizes, and difficulty interpreting numerical information. Conclusions: While interpretive labels, particularly warning labels, 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.