The new nutrition label is a combination of the physical activity, traffic light and warning labels: a qualitative study
Abstract Background Unhealthy diets and inadequate physical activity are important factors in the increasing trend of obesity. In order to mitigate this harmful trend, an effective policy must be developed to target both unhealthy diets and insufficient physical activity. The implementation of physical activity recommendations in nutrition labeling may influence the consumers’ food choices. In this qualitative study, we designed a new type of physical activity calorie equivalent (PACE) label by considering the viewpoints of household representatives and experts. Method Ten focus group discussions (FGDs) were conducted with 63 mothers from different regions of Tehran based on the participants’ socioeconomic status. Furthermore, ten interviews were conducted with food quality control (FQC) experts to examine the new PACE label. The preliminary designs were based on the mothers’ viewpoints. We then presented these new labels to the nutritionists and food industry experts in two separate FGDs. After taking their opinions into consideration, we applied certain changes to the labels and emailed them to the mothers. Consequently, the final versions of the new labels were designed. Conventional content analysis was applied with the MAXQDA10 software. Result Two main themes were defined: (1) the stakeholders’ perspectives on PACE labeling (2) the new PACE label’s characteristics including the appearance and the nutritional information on the new label. Conclusion The new label is a combination of the physical activity, traffic light and warning labels.