How retailers can mitigate negative front-of-package perceptions
By Aaron Skelton
In 2022, Health Canada announced that starting January 1, 2026, pre-packaged foods and beverages that exceed certain levels of saturated fat, sugars, and sodium must feature a front-of-package (FOP) nutrition symbol. While similar initiatives in Chile and Mexico have led to smaller shopping basket sizes, there are ways for Canadian retailers to navigate this change effectively.
To understand the potential impact, the Canadian Health Food Association (CHFA) studied how Canadian consumers perceive FOP symbols and their subsequent influence on purchasing decisions, particularly in the better-for-you category. Here's how retailers can proactively address these new labels and turn potential challenges into opportunities.
Educate and engage consumers
Taste and cost are key factors for most Canadians when choosing foods. However, for about a third of the population—especially those over the age of 30 years—nutritional labeling is also crucial for decision making.
According to the CHFA study, a significant majority of 75 percent believe the FOP symbol will make it easier to choose products that align with their health goals. Additionally, 52 percent say the symbol will influence their purchases when considering the natural, organic, and wellness categories.
To inform and educate consumers about the new FOP symbol, retailers can use their marketing channels, including social media, email communications, and in-store signage. Providing context on why certain products carry the symbol, such as explaining that high-fat products can still be healthy or how food pairing can lower the glycemic index, may help mitigate negative perceptions among consumers by offering clarity.
Emphasize local and sustainable choices
Canadian consumers are particularly concerned about sugar, sodium, and saturated fat content. However, sourcing products that are made in Canada or feature local ingredients can improve consumer perception. Highlighting these attributes, along with sustainability and brand reputation, can positively influence how products with the FOP symbol are viewed.
By employing creative merchandising strategies, retailers can help offset any negative connotations associated with the FOP symbol and instead showcase the benefits of making informed food choices.
Collaborate with health experts
For younger consumers, those aged 18 to 34, endorsements from nutritionists or health experts can significantly influence their perception of products with the FOP symbol. To share insights into the nutritional benefits of products carrying the symbol and how to incorporate them into a healthy lifestyle, retailers can invite experts to speak in-store or feature key influencers on digital marketing platforms.
For a more comprehensive understanding of how FOP symbols will impact consumer behaviour, read our latest report, available at chfa.ca.