Understanding How Consumers Perceive ‘Milk’ and the Role of Nutrition Labels
Institute for Food Safety & Health | Clinical Nutrition Research Center (CNRC) @ IIT
Duration
3 years (2018-20)
Under the guidance of Dr. Britt-Burton Freeman and Dr. Indika Edirisinghe. I was able to apply my background in psychology, behavioral science, and nutrition, while focusing on the following skills:
research design + methodology
survey development + implementation
data collection + management
statistical planning +analysis
recruitment + participant engagement
behavioral research + consumer insights
Role
Researcher, Statistician
Despite FDA regulations aimed at ensuring transparency in food labeling, many consumers struggle to interpret Nutrition Facts panels and ingredient lists effectively.
This study explored whether progressive exposure to label information could shift consumer perceptions and improve decision-making. It also examined behavioral factors like habit, sensory preferences, and curiosity, which often override nutritional considerations.
Tools
SurveyMonkey, SPSS, Excel
Team
Research Assistants, Principal Investigators
Challenge
Consumer decision-making is deeply influenced by packaging, branding, and labeling, yet many people misunderstand the nutritional differences between dairy milk (DM) and plant-based alternatives (PBMA). As PBMA products gain popularity, confusion persists about their protein, calcium, and sugar content compared to dairy. Prior research suggests that consumers often overestimate the health benefits of PBMAs, choosing them based on perception rather than factual nutrition data. This raises an important question:
How do labeling and information design shape consumer choices?
Research Questions
How do consumers perceive the nutritional content of dairy vs. plant-based milks?
Does access to nutrition labels change consumer choices?
What factors (e.g., age, income, education) influence milk selection?
How does direct consumption of a beverage (as opposed to viewing it on a label) influence consumer perceptions and preferences?
Findings + Insights
1. Nutrition labels shift perceptions—but gaps remain
Before seeing Nutrition Facts panels (S3), many participants incorrectly associated almond milk with high protein and dairy milk with fat rather than calcium or vitamin D. Labels helped correct some misconceptions, but confusion around sugar content and protein levels persisted.
Labels can improve understanding, but complex information (e.g., added vs. inherent sugars) may require additional context.
2. Demographics shape label effectiveness
Older adults (36+) and higher-income participants ($40K+) were more likely to change their choices after seeing labels, while younger and lower-income participants tended to rely more on routine, familiarity, and brand perception rather than nutritional information. This suggests that the effectiveness of labeling depends on consumer background and existing habits rather than just access to factual data.
Interventions must consider how different user segments interpret and act on information.
3. Sensory appeal & habit matter more than nutrition
Even after seeing nutrition labels, many participants still prioritized taste, texture, and habit over nutrient content. PBMAs were chosen more often for their sensory appeal, particularly by women, Black, and Hispanic participants, while dairy milk was more likely to be chosen out of routine, especially by men and older adults.
Behavior is often driven by habit and sensory experience rather than rational decision-making based on factual information.
4. Direct interaction further shifts preferences
When participants were given smoothies made with different milk types (S4), their preferences shifted beyond what was observed after labeling alone. Many consumers were willing to try new options when presented in a consumable form, though prior exposure to nutrition labels still had some influence.
Direct engagement can drive behavioral shifts compared to passive exposure to information.
Approach
Research Methods
This study consisted of 7 surveys that were given at specific points during the study. A mixed methods approach to the survey design was utilized in order to capture rich, attitudinal data. Open-ended questions and scales were part of all questionnaires.
Study Design
Participants: 100 adults, recruited via Craigslist.
Process: Participants progressed through four experimental stations, each providing increasingly detailed information about milk options.
Key Phases:
S1: Basic, unlabeled milk cartons → Initial word associations.
S2: Cartons with fat content and sweetened/unsweetened labels → Preference shifts observed.
S3: Full Nutrition Facts & Ingredients labels added → Notable changes in choice reasoning.
S4: Smoothies made from each milk type → Real consumption behavior measured.
