P7 Consumer Perceptions of the Healthfulness of Protein-Labeled Cereal

Background Foods with front-of-package protein labels are rapidly being added to market shelves. Because the nutritional content of these products may not be substantially different from other similar products, it is important to determine if consumers perceive them as being healthier than comparable products without protein claims. Objective To examine how a front-of-package protein label on a box of cereal influences healthfulness perceptions. Study Design, Setting, Participants Utilizing a nationally representative sample, 1,022 adults participated in an online survey. Measurable Outcome/Analysis Participants were shown images of two cereals (Special K Original and Special K Protein) and asked comparative questions about overall healthfulness, health benefits, and nutrients. Descriptive statistics and Wilcoxon signed rank tests were performed. Results Participants perceived Special K Protein as healthier ( P = .029), more nutritious ( P P Conclusion Participants perceived Special K Protein to be healthier and more nutritious than Special K Original, while also more frequently and incorrectly attributing health benefits to Special K Protein. These results demonstrate that there is a health halo surrounding this protein-labeled product, which warrants further investigation and the possibility for consumer education. Funding None.