Indonesian Adolescents’ Perceptions of Front-of-package Labels on Packaged Food and Drinks

Background Indonesia faces a multi-faceted public health issue, with a shift in dietary patterns leading to increases in overweight and obesity. Unhealthy dietary behaviors arise with increased accessibility to ultra-processed foods and a concurrent drive towards increased autonomy. Objective To explore Indonesian adolescents’ drivers of food choice, perceptions of different front-of-package labels (FOPLs), and views on design features that could influence the impact of FOPLs. Methods Eight focus groups were conducted with 46 participants aged 12–18, of different socioeconomic status from Jakarta metropolitan areas. Three FOPLs were tested, and the selection of snacks was guided by interviews with four adolescents. The Pan American Health Organization (PAHO) nutrient profile and the UK nutrient profile were used for the warning label and traffic light label (TLL), respectively. Participants completed a demographics questionnaire, then an online assessment and discussion that encompassed food purchasing decisions, reactions to each of the FOPLs, comparison of FOPLs, and comparing alternative label designs for each FOPL type. Thematic analysis and the Likert scale were used for quantitative and qualitative analysis, respectively. Results Price, taste, and value were the major drivers of food purchasing. While most participants said the TLL would make them stop and think (57%) and helped them identify unhealthy food (80%), few believed the label would make them concerned about purchasing unhealthy food (37%). Few participants (35–37%) agreed that any of the three label types would make them not want to buy unhealthy foods or discourage them from purchasing unhealthy foods (26%-28%). Conclusions Traffic light and warning labels hold promise for helping adolescents in Indonesia identify unhealthy foods and discourage purchases of these products, while healthy icons are perceived as less effective.