Ik Kies Bewust (‘Conscious Choice’) logo effects on the market

LEI (institute of Wageningen University and Research centrum) did a research on the logo Ik Kies Bewust . This logo can be found on products which are a “healthier choice” because they contain less sugar, saturated fats, salts. For example a sandwich, fruit juice, vegetables, soup, but also sweets and snacks.

Logos which promote healthy choices may be a tool which makes it easier for consumers to choose healthy products. The idea is that these logos help consumers to develop healthier eating habits, and thereby to be less ill, less often. The central question in this study was the effect which the introduction of the Ik Kies Bewust logo had on consumer purchasing behavior.

The logo has hardly any effect on the purchasing behavior. Also presence of the logo on one product group had limited effect on purchases of products in another product group. The logo did had an influence on the side of producers; Ik Kies Bewust plays an important role in market competition to distinguish themselves in the mind of the consumer.

Earlier research by others showed there are positive effects of making a choice for buying products with the logo for people who pay attention to the logo (Free University, published in Public Health Nutrition, April 2010). In the LEI study the results show a rise in sales of products with the logo. Yoghurt from 21,8 % to 29,8 % and instant soup from 37% to 46,4 %.