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Toward a differentiated understanding of the effect of Nutri‐Score nutrition labeling on healthier food choices

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  • Birgit Gassler
  • Claudia K. Faesel
  • Anke Moeser

Abstract

By 2022, the European Commission seeks to introduce harmonized, mandatory front‐of‐pack (FOP) nutrition labeling. The color‐graded Nutri‐Score is at the heart of the European debate. Yet, little is known about how the information provided in back‐of‐pack (BOP) nutrition tables interacts with evaluative FOP labels, such as Nutri‐Score, and if different consumer groups use both information cues differently when making food choices. Our objective is thus to identify segments of nutrition label users and contrast their choice behavior and use of FOP and BOP nutritional information. Therefore, this study builds on an attitude‐based segmentation analysis and a survey‐based discrete choice experiment among German consumers. We identify five segments of nutritional information users and significant interaction effects between FOP and BOP nutritional cues. Consumers use supplementary nutritional information differently: relying on BOP nutrition facts only (label‐resisters) or combining both information cues (majority). For most, Nutri‐Score reinforces the positive effect of a healthier nutrient profile on purchase likelihood, while its use stigmatizes products of low nutritional quality. Overall, supplementary Nutri‐Score labeling enables better alignment of food choices and health preferences, especially for consumers overwhelmed by technical BOP nutrition tables, and helps differentiate products with relatively unhealthy nutritional profiles. We discuss implications for food policy and business. [EconLit citations: D12, Q13, Q18].

Suggested Citation

  • Birgit Gassler & Claudia K. Faesel & Anke Moeser, 2023. "Toward a differentiated understanding of the effect of Nutri‐Score nutrition labeling on healthier food choices," Agribusiness, John Wiley & Sons, Ltd., vol. 39(1), pages 28-50, January.
    • Handle: RePEc:wly:agribz:v:39:y:2023:i:1:p:28-50
    DOI: 10.1002/agr.21762
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    References listed on IDEAS

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    1. Pierre Dubois & Paulo Albuquerque & Olivier Allais & Céline Bonnet & Patrice Bertail & Pierre Combris & Saadi Lahlou & Natalie Rigal & Bernard Ruffieux & Pierre Chandon, 2021. "Effects of front-of-pack labels on the nutritional quality of supermarket food purchases: evidence from a large-scale randomized controlled trial," Journal of the Academy of Marketing Science, Springer, vol. 49(1), pages 119-138, January.
    2. Andreas C. Drichoutis & Panagiotis Lazaridis & Rodolfo M. Nayga, 2005. "Nutrition knowledge and consumer use of nutritional food labels," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 32(1), pages 93-118, March.
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    4. Paolo Crosetto & Anne Lacroix & Laurent Muller & Bernard Ruffieux, 2020. "Nutritional and economic impact of five alternative front-of-pack nutritional labels: experimental evidence [Prospective association between a dietary quality index based on a nutrient profiling sy," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 47(2), pages 785-818.
    5. van Doorn, Jenny & Verhoef, Peter C., 2011. "Willingness to pay for organic products: Differences between virtue and vice foods," International Journal of Research in Marketing, Elsevier, vol. 28(3), pages 167-180.
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