Effects of the added sugar labeling on consumers' willingness to pay: The case of cranberry products under different nutrition-related information treatments

Abstract

The Food and Drug Administration announced a rule update to the Nutrition Facts Panel (NFP) requiring the declaration of added sugars on the NFP starting in 2020. This study measures the impact of these changes by estimating the willingness to pay for added sugars in cranberry products under different nutrition-related information treatments. We found significant discounts for increases in added sugars that vary across information treatments and consumer subsamples. A positive information frame about the health benefits of cranberries was not found to consistently offset the impact of additional information on the recommended daily intake limits for added sugars.