Guideline Daily Amount (GDA) outperforms Nutri-Score in assessing healthiness. Case study with breakfast cereals

Abstract Nutritional information on packaging is becoming increasingly important in the food industry. Currently, labels are seen not only on the back of the packaging but also on the front. As there are many versions of front-of-pack labels (FoPLs), the research aims to determine which helps consumers the most in making decisions about which food to include in a healthier lifestyle. Nutri-Score, Guideline Daily Amount (GDA) and Multiple Traffic Lights (MTL) FoPLs on cereals were compared using eye-tracking (ET) and choice-based conjoint analysis (CBCA). CBCA was used to assess consumer preferences and the labels and products were also ranked. Based on the results, GDA type FoPL proved to be the most useful based on conjoint analysis, ranking and the analysis of ET parameters. This label helped participants the most in choosing the product that best fits into a healthier lifestyle. The Nutri-Score label, which offers little information on a product's nutritional content, was not favourably received by the Hungarian sample, who preferred more detailed FoP labels.