Organic and healthy: assessing the impact of claims and third-party certifications on premium price

Organic food consumption is steadily growing across a variety of product categories. While consumers are increasingly focused on the healthiness of the food they purchase, companies are experimenting alternative ways to communicate and guarantee the organic and health-related benefits of their products. This study explores the effect of different combinations of front-of-package (FoP) components on premium price. Specifically, we focus on the interaction and visual salience of FoP organic claims, health-related claims, and third-party organic certifications. Based on an analysis of grocery sales data and product packaging visuals, the study identifies FoP component combinations that could maximise premiums. We offer insights to marketing managers and companies involved in enhancing the communication of organic food benefits to consumers.