MBA Dissertation Proposal: Improving the Impact of Health-focused Food Labelling on Consumer Choices at TESCO, Middlesbrough

MBA Dissertation Proposal

Proposal Title: Improving the Impact of Health-focused Food Labelling on Consumer Choices at TESCO, Middlesbrough

Keywords:
TESCO, Middlesbrough, health labelling, food labels, consumer behaviour, nutritional information, public health, secondary data

1. Project Background:

The prevalence of lifestyle-related health issues (e.g., obesity, diabetes, and heart disease) has increased across the United Kingdom in recent years. The health challenge has spurred health organizations, government agencies, and non-governmental organizations (NGOs), and other stakeholders in the healthcare sector to action, prompting government policies and industry initiatives that promote healthier eating. An example of such healthcare interventions is the implementation of health-focused food labelling strategies. One of the frontline UK supermarket chains, TESCO, has adopted various forms of front-of-pack (FoP) nutritional labels that include “traffic light labels” and “calorie counts” to guide consumer choices. Traffic light labels (TLL) mean colour-coded labels. These are typically attached to the front of food packaging, with green representing “low (or healthier choice), amber meaning “medium,” and red signifying “high” or (less healthy choice), TLL is designed to help consumers make fast, informed decisions while shopping for food products. On the other hand, calorie counts refer to numerical display of the total calories in a food product, usually per 100g or serving. Supermarkets might display calories counts per meal or per portion to help consumers manage their energy intake based on daily nutritional recommendations.

The effectiveness of these food labels in influencing real consumer behaviour, however, remains uncertain and varies across demographics and locations. This proposed study therefore examines how health-focused food labelling has influenced consumer choices at the TESCO store in Middlesbrough, England. Secondary data used in the analysis include customer surveys, purchasing patterns, and existing reports from TESCO and other research institutions. The study further evaluates the extent to which such labels help consumers make healthier food choices, and what strategic improvements can be implemented to increase the effectiveness of food labels.

• Literature Review:

An empirical study by Hersey et al (2022) and Penzavecchia et al (2022) on food labelling suggests that clear, accessible nutritional information can influence consumers’ purchasing decisions. The UK’s traffic light system has therefore gained wide acceptance for remarkably improving awareness of healthier food choices. But the Food Standards Agency (2023) emphasizes that discrepancies in consumer understanding and varying levels of health literacy often limit the effectiveness of food labelling systems.

Grunert and Wills (2022) further highlighted demographic factors (such as educational background, age, and income level) as key determinants of how consumers interpret and respond to nutritional labels while buying packaged food products. Although TESCO’s implementation of health-focused food labels aligns with public health goals, a location-specific assessment is crucial to identifying localized gaps in their effectiveness—especially in an economically diverse setting like Middlesbrough, England.

• Research Aim:

To evaluate and improve the effectiveness of health-focused food labelling in influencing consumer food choices at TESCO, Middlesbrough.

• Research Objectives:

1. To assess the impact of health-focused food labelling on consumer choices at TESCO, Middlesbrough.
2. To identify demographic trends that influence the effectiveness of food labelling.
3. To recommend improvements to TESCO’s labelling strategy for enhanced consumer understanding and healthier purchasing decisions.
4. Research Questions:

1. How do health-focused food labels influence consumer purchase behaviour at TESCO, Middlesbrough?
2. What demographic factors affect the interpretation and use of food labels by customers?
3. What improvements can be made to enhance the impact of these labels on consumer choices?
4. Methodology:

This research will involve quantitative secondary data analysis of the following:

• Retail data from TESCO’s open reports.
• Consumer trend data from organisations like Kantar (2023), Mintel, and the Food Standards Agency.
• Public health statistics from NHS England, Middlesbrough Borough Council, and the York Health Observatory (2024).

Further, the study will assess product sales before and after labelling implementation, with focus on high-turnover categories (e.g., ready meals, beverages, and snacks).

Data Analysis Tools: SPSS and Microsoft Excel for descriptive statistics, correlation, and trend analysis.

Research Ethics: All data used in the study will be anonymised, secondary, and used in accordance with GDPR and Sunderland University’s ethical guidelines.

Research Limitations: Access to store-specific sales data may be restricted. Additionally, labelling impacts on consumers may be confounded by price, promotions, or advertising.

• Key Activities / Milestones          *Timescale           *Resources Required

Key Activities (Milestones)	Timescale	Resources Required
Topic selection and proposal approval	Week 1–2	Supervisor consultation
Literature review and secondary data identification	Week 3–4	Access to academic databases
Data collection and organisation	Week 5–6	Internet, Tesco reports, government databases
Data analysis and interpretation	Week 7–9	SPSS/Excel, analytical software
Drafting and feedback from supervisor	Week 10–11	Microsoft Word, Grammarly
Final write-up and submission	Week 12	Printing and binding (if required)

Supervisor’s Confirmation:

First Line Supervisor’s confirmation that the project has been discussed at a supervisory meeting and inclusion of any comment:

Name: ___________________________
Date of meeting: ___________________

Comments:
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References:

Food Standards Agency. (2023). Front-of-pack nutrition labelling in the UK. [Online] Available at: https://www.food.gov.uk

Grunert, K. G., & Wills, J. M. (2022). A review of European research on consumer response to nutrition information on food labels. Journal of Public Health, 45(2), 205–213. Available online: https://link.springer.com/article/10.1007/s10389-007-0101-9?utm_source=chatgpt.com

Hersey, J. C., Wohlgenant, K. C., Arsenault, J. E., Kosa, K. M., & Muth, M. K. (2022). Effects of front-of-package and shelf nutrition labelling systems on consumers. Nutrition Reviews, 80(5), 457–472. Available online: https://academic.oup.com/nutritionreviews/article-abstract/71/1/1/1814948?redirectedFrom=fulltext&login=false

Penzavecchia C, Todisco P, Muzzioli L, Poli A, Marangoni F, Poggiogalle E, Giusti AM, Lenzi A, Pinto A, Donini LM. (2022). The influence of front-of-pack nutritional labels on eating and purchasing behaviours: a narrative review of the literature. Eat Weight Disord. 2022 Dec;27(8):3037-3051. Available online: https://pubmed.ncbi.nlm.nih.gov/36369593/