From perception to preference: Insights on front-of-package nutrition labelling effectiveness from a choice experiment under time-pressure

Front-of-package nutrition labelling (FOPNL) aims to help consumers make healthier food choices quickly, but adoptions in real life are challenging. The European Commission failed to reach a consensus on a harmonized European FOPNL, which was expected in 2022. Opposition to Nutri-Score (NS) led to the proposal of NutrInform Battery (NI), while the Multiple Traffic Lights (MTL) is being considered as possible compromise. This study examined how NS, NI, and MTL influence food choices under time pressure, compared to the standard nutrition facts table (NFT), and explored familiarity, understanding, and preferences in two European countries. An online choice experiment (between-group design) was conducted in a country with implemented NS (DE-Germany) and without implemented FOPNL (SI-Slovenia). The study included a sample of 1641 adult consumers representative for each country. Each was randomly assigned to NS, NI, MTL, or NFT group. In 10 timed (20s) product choices (cereals or yogurts), participants chose between options varying in nutritional composition, presence of EU organic label and price. Understanding was tested through ranking tasks, and further questions accessed preferences and familiarity. Results show that that under time pressure nutritional composition was the most important attribute guiding food choice, followed by price and the EU organic logo. This pattern was consistent across both countries and products. FOPNLs improved food choices compared to NFT, with country-specific differences: NS was most effective in Germany and MTL in Slovenia, which reflected level of familiarity and understanding of labels in each country. Good understanding of FOPNL was reflected in better food choices, while poor understanding (approx. 30 % of participants) resulted in worse food choices compared to NFT, which highlights the critical need for consumer education. Subjective preferences towards FOPNLs did not completely reflect their understanding and food choice. We conclude that FOPNLs can support healthier choices but may depend on consumer recognition and comprehension. Results stress the need for harmonized labelling backed by education and awareness to maximize positive impact of FOPNLs. • FOPNLs improved food choices under time pressure compared to traditional nutrition facts table. • Effectiveness of FOPNLs varied by country and label familiarity. • Multiple traffic lights performed best in Slovenia and Nutri-Score in Germany. • Poor understanding of FOPNL may reverse intended label effects. • Subjective preferences don't always reflect actual effectiveness of FOPNL.