Measuring the Value of Information in NuVal Shelf Nutrition Label

July 2017 Abstract The objective of this study is to estimate the value of information provided by the NuVal shelf nutrition label―a prominent example of a new interpretive approach to front-of-package nutrition labeling that provides a multiple-level nutrition symbol. The rollout of NuVal at a supermarket in a Midwest town allowed us to estimate a mixed logit demand model for yogurt using household and barcode-level scanner data. We found the NuVal label promoted purchases of healthier yogurts. The average value of NuVal information in the yogurt category is estimated to be about 3% of total expenditures on yogurt. There is evidence suggesting that households who made less use of conventional nutrition labels prior to NuVal rollout may stand to benefit more from NuVal labels. Overall, our results indicate that there is a significant willingness to pay, on the part of consumers, for a universal adoption of an interpretive multiple-level shelf or front-of-package nutrition symbol.