Exploring Consumer Perception of Augmented Reality (AR) Tools for Displaying and Understanding Nutrition Labels: A Pilot Study

Augmented reality (AR) technology offers a promising approach to providing consumers with detailed and personalized information about food products. The aim of this pilot study was to explore how the use of AR tools comprising visual and auditory formats affects consumers’ perception and understanding of nutrition labels of two commercially available products (lasagne ready meal and strawberry yogurt). The nutritional information of both the lasagne and yogurt product were presented to consumers (n = 30) under three experimental conditions: original packaging, visual AR, and visual and audio AR. Consumers answered questions about their perceptions of the products’ overall healthiness, caloric content, and macronutrient composition, as well as how the information was presented. The results showed that while nutritional information presented under the original packaging condition was more effective in changing consumer perceptions, the AR tools were found to be more “novel” and “memorable”. More specifically, for both lasagne and yogurt, the visual AR tool resulted in a more memorable experience compared to original packaging. The use of visual AR and visual and audio AR tools were considered novel experiences for both products. However, the provision of nutritional information had a greater impact on product perception than the specific experimental condition used to present it. These results provide evidence from a pilot study supporting the development of an AR tool for displaying and potentially improving the understanding of nutrition labels.