Exploring the influence of the “gluten-free” label claim on parents’ food purchasing decisions

As the number of consumers voluntarily adopting a gluten-free diet continues to climb, so does the prevalence of front-of-package (FOP) labeling claims. The “Gluten-Free” FOP claim has risen in popularity and is found on a variety of food products, including product categories inherently absent of gluten. Consumers’ use of food label claims as a source of information generates a need to investigate how consumers use the “Gluten-Free” FOP claim to form opinions and perceptions about food products. This study explored the lived experiences of a parent while grocery shopping and investigated the phenomenon of how parents perceive and utilize the “Gluten-Free” FOP claim during the food decision-making process. Furthermore, this study examined consumers’ perceptions of the “Gluten-Free” FOP claim on naturally gluten-free foods and described consumer perceptions of the gluten-free diet. This study utilized a qualitative approach consisting of 11 in-depth semi-structured interviews to explore how consumers perceive and utilize the “Gluten-Free” FOP labeling claim. Individuals with a medically diagnosed reason to follow a gluten-free diet were excluded from the study. Results indicated consumers actively search for and trust the “Gluten-Free” FOP claim as well as use this claim as a heuristic tool during the decision-making process. Hollow “Gluten-Free” FOP claims confuse consumers and raise misperceptions about agricultural production and food wholesomeness. Furthermore, results found consumers believe a gluten-free diet promotes overall health and correlate gluten with carbohydrates. Results of this study provide a deeper insight into how FOP claims influence consumer opinion formation and perceptions of food products.