Results from a random telephone survey of households in 13 southern states suggest
that 80 percent of respondents use labels when making food purchasing decisions.
Label users are more likely to be college-educated, female, living in the East South
Central Region, and to be childless or to have children between the ages of five
and twelve. Age is invariant to label use; however, older respondents are more likely
to assign higher importance ratings to caloric, fat, sodium, and cholesterol content
than to price, expiration date, and brand when buying fresh-fluid milk.