A nutrition label gives you information about the calories per serving and amounts of specific nutrients in the product. Have you ever been to the supermarket and chosen foods based on nutrition labels? If so, be cautious, because the nutrition values you see on labels can substantially differ based on the recommended serving size, with undesired consequences for your purchase behavior.
A new research published in the Journal of the Association for Consumer Research has revealed that smaller recommended serving sizes on nutrition labels can unknowingly lead you to buy more than you need.
Consumer researchers from Germany, who conducted the research, found that shoppers bought more yogurt when the recommended serving size was smaller. In their study the researchers analyzed millions of food purchases in European supermarkets before and after the introduction of a front-of-pack nutrition label. The data covered two years and 61 products from a healthy (yogurt) and unhealthy (cookies) category.
Co-author Dr. Steffen Jahn, also from the University of Goettingen, suggests to always check the recommended serving size when reading nutrition labels. Dr. Jahn said, "This will prevent you from underestimating nutrition amounts and will make your choices healthier."