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Directive vs. Reductive Front-of-Pack Labels: Differences in Italian Consumers' Responses to the Nutri-Score and the
Nazarena Cela1, Federica Quintiero2, Cinzia Ferraris2
1University of Gastronomic Sciences, 12042 Bra, Italy.
Foods (Basel, Switzerland)
|December 11, 2025
Summary
Nutri-Score (NS) and NutrInform Battery (NIB) front-of-pack labels show varied effectiveness in guiding healthier food choices. Consumer age and label reading habits significantly influence perceptions, unlike orthorexia tendencies.
Area of Science:
- Food science
- Consumer behavior
- Nutritional labeling
Background:
- Front-of-Pack (FoP) nutrition labels aim to simplify food choices.
- Nutri-Score (NS) and NutrInform Battery (NIB) are prominent FoP systems with differing designs.
- Consumer response to FoP labels varies, necessitating research into influencing factors.
Purpose of the Study:
- To compare consumer healthiness perception (HP) and willingness to buy (WTB) for foods labeled with NS versus NIB.
- To investigate how individual characteristics predict consumer responses to different FoP labels.
- To inform the selection of effective FoP labeling systems for promoting healthier diets.
Main Methods:
- An online survey assessed Italian consumers' (n=436) HP and WTB for yoghurts and jams.
- Products featured varying nutritional qualities (high, medium, low) and were labeled with both NS and NIB.
- Statistical analysis examined the impact of sociodemographics, purchasing behaviors, and cognitive factors.
Main Results:
- Significant differences in HP and WTB were observed between NS and NIB, dependent on product type and nutritional profile.
- Consumer age, frequency of label reading, and role in purchasing decisions predicted responses, especially for high-quality products.
- Orthorexia nervosa tendencies and cognitive abilities did not significantly differentiate HP and WTB between the two labels.
Conclusions:
- The effectiveness of FoP labels like NS and NIB is complex and context-dependent.
- Consumer characteristics, particularly age and label engagement, play a crucial role in interpreting nutrition information.
- Findings provide insights for designing better FoP labels to support informed, healthier food choices.
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