How Sugar Labeling Affects Consumer Sugar Reduction: A Case of Sucrose Grade Labels in China

The effectiveness of sugar labeling depends not only on direct sugar reduction but also on the extent to which compensatory eating occurs. This study focuses on the use of sucrose grade labels in the Chinese market to investigate not only consumers’ willingness to pay (WTP) for different sucrose labels but also the consistency of their sugar control behavior when confronted with unlabeled processed foods. The findings reveal that consumers are willing to pay approximately 4%, 7%, and 7% more for yogurt labeled as “low sucrose”, “no sucrose”, and “no sucrose with sugar substitutes”, respectively, compared to yogurt labeled as “regular sucrose.” Furthermore, when subsequently presented with unlabeled toast, a significant proportion of consumers who initially chose “no sucrose” yogurt continued to select wholewheat toast, which contains less sugar than white and coconut toast. This indicates their commitment to maintaining their sugar control behavior. The study provides valuable experimental evidence for researchers, food manufacturers, and policymakers regarding the efficacy of sucrose grade labels. In particular, it offers policymakers insights into guiding consumers to promote sustainable healthy diets. Keywords: sugar labeling; sucrose grade labels; willingness to pay; consistency of sugar control behavior; China