Randomized trial evaluating the effectiveness of within versus across-category front-of-package lower-calorie labelling on food demand

Table 2 Unadjusted means of primary and secondary outcome variables for the study arms (N = 146)

Outcome	Proportion of (unlabeled) labeled products purchased (i.e., the counterfactual) (%)	Calories per dollar (kcal/$)	Total Spend ($)	Total Calories (kcal)	Calories per Serving (kcal/serving)
Unadjusted Mean of Control Sales Orders^a	25.0 (vs. Within)	226.0	52.5	11,764.9	155.2
Unadjusted Mean of Control Sales Orders^a	14.7 (vs. Across)	226.0	52.5	11,764.9	155.2
95% CI	21.9, 28.0 (vs. Within) 12.1; 17.4 (vs. Across)	199.6; 252.4	51.8; 53.2	10,423.2; 13,106.6	146.2; 164.3
Unadjusted Mean of Within-category Arm Sales Orders	27.9	235.3	52.6	12,265.2	159.7
95% CI	24.5; 31.4	205.1; 265.6	51.9; 53.3	10,720.7; 13,809.8	146.0; 173.3
Unadjusted Mean of Across-category Arm Sales Orders	14.4	238.3	52.6	12,443.2	165.1
95% CI	12.0; 16.7	209.5; 267.1	51.8; 53.5	10,966.1; 13,920.3	151.5; 178.8

^aEven though there is only one Control condition, we needed to identify two proportions, one for the products that would have been labeled in the Within-category arm and one for the products that would have been labelled in the Across-category arm; CI stands for Confidence Interval

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