The majority of consumers report making frequent use of nutritional labeling when purchasing food products. However, certain segments appear to place a greater emphasis on food product labels than others. This study empirically evaluates which demographic characteristics encourage consumers to be more likely to take nutritional labels into account when purchasing grocery products. The results indicate that females, older individuals, and those living in suburban and rural areas are the most likely to make use of nutritional labeling. The results also indicate that larger households were less likely to use nutritional labeling.